Reduced 2026 fees = bigger margins. See what you saveReduced 2026 fees = bigger margins. See what you saveAdvertising
Help increase visibility and sales on Amazon with advertising
Did you know that sponsored ads can help you boost your visibility, reach more shoppers and increase your sales?
Achieve your business goals
Get discovered
Advertising provides a visibility boost to your brand and products. Ads appear in highly visible placements, within shopping results or on product detail pages.
Increase sales
Many shoppers come to Amazon ready to buy. Advertising can help you reach customers who are looking for products like yours.
Control costs
Pay only for the clicks your ads receive. Campaign reports track ad spend and performance, so you can learn what's working and fine-tune your campaigns.
Amazon Advertising is an essential part of our growth strategy.Mike ReeveIndigo Jamm
Advertising solutions with sponsored ads
Start using sponsored ads to help you meet your goals
Sponsored Products
Sponsored Products are ads for product listings on Amazon. They appear within shopping results pages and on product detail pages.
Sponsored Products can help you reach high-intent shoppers who are actively looking for products related to theirs.
Sponsored Brands
Sponsored Brands ads showcase your brand and product portfolio. Featuring your brand logo, a custom headline and a selection of your products, these ads appear in shopping results pages, helping drive sales and product visibility.
Sponsored Brands give you the opportunity to quickly grow consideration for your brand and collection of products from shoppers who have expressed an interest in similar products.
Sponsored Display
Sponsored Display is a self-service display advertising solution that helps you grow your business and brand by engaging shoppers across
the purchase journey, wherever they spend time.
the purchase journey, wherever they spend time.
Sponsored Display helps you reach the right audience for your business—across the Amazon store, plus thousands of third-party destinations—with display advertising that is easy to create and manage.
Stores
Stores are custom multipage shopping destinations on Amazon for each brand that let you showcase your brand story and product offering. They require no website experience to use and are free.
With Stores, you can choose from a rich set of easy to-create content templates and tiles, rearrange them with a drag-and-drop functionality and make a professional-looking website without any coding or design skills.
Use Amazon Ads to meet audiences where they are
Get up to €850 in ad credits for Sponsored Products
Ready to get started? Here's how it works
Step 1
Log in to Seller Central. If you're new to selling on Amazon, sign up now
Click the "Advertising" tab, then follow the prompt to get started. Choose your campaign type and follow the steps to create your campaign. If you're a brand owner and want to set up a Store, click the "Stores" tab and follow the steps to build your first page.
Step 2
Create your campaign
Creating a campaign can take as little as five minutes. To create a Sponsored Products campaign, pick the products you want to advertise, choose between automatic and manual targeting and decide how much you want to pay per click. For a Sponsored Brands ad, choose at least three products you want to advertise, add your logo and a custom headline, and decide which keywords to target and how much you want to spend. For Stores, use our pre-built templates, drag-and-drop tiles and dynamic widgets to create your customised Store for free. For Sponsored Display, select your audience, set your bid and daily budget, choose your products to advertise and create your campaign.
Step 3
Reach more shoppers with sponsored ads
Sponsored Products launch immediately, while Sponsored Brands, Sponsored Display and Stores undergo a moderation review. Based on relevance and bid, ads are shown to customers in high-visibility placements within shopping results and on product detail pages. With Sponsored Display, you also have the option to show your ads on third-party websites and apps, helping you reach shoppers who viewed the detail pages of products sold by your brand, and encourage them to come back to those pages.
When shoppers click your Sponsored Products or Sponsored Display ads, they're taken to your product detail page. Your Sponsored Brands ad will take shoppers to your Store or a custom landing page that displays your products.
When shoppers click your Sponsored Products or Sponsored Display ads, they're taken to your product detail page. Your Sponsored Brands ad will take shoppers to your Store or a custom landing page that displays your products.
Step 4
Control your costs
Most sponsored ads are cost-per-click solutions, meaning Amazon charges for the number of clicks you receive on your ads. You choose how much you want to spend for a click and set a budget for the maximum amount you are willing to spend on your ads in a day.
Step 5
Measure success
You will be able to track your impressions, clicks, click-through-rate, new-to-brand customers, traffic to your Store, advertising spend and more. These insights will help you monitor and optimise your campaigns.
Requirements to check before you start advertising
Account
You must have an active Professional selling partner account and, to use Sponsored Display, Sponsored Brands and Stores, be enrolled in the Amazon Brand Registry.
Featured Offer
The products you advertise with Sponsored Products must be eligible for Featured Offer placement.1 Sponsored Brands and Sponsored Display will be shown to shoppers regardless of who is presenting the Featured Offer.
Products
At this time, we don't support adult products, used or refurbished products or products in closed categories. For a full list of permitted and prohibited categories, review the creative acceptance policies for Sponsored Products, Sponsored Brands and Sponsored Display.
1 If you create an ad for a product listing that is not eligible for Featured Offer placement, your ad will not be displayed to Amazon shoppers. Ads that are not eligible are flagged in the campaign manager under the "Advertising" tab in Seller Central.
Advertise globally
Selling in multiple countries? Don't limit yourself to advertising only in your domestic marketplace. Build your international business and get your brand in front of Amazon customers around the world by advertising in all your eligible countries.
1.
Find a country you're eligible to advertise in below.
2.
Click the flag for that country to sign in to Seller Central.*
3.
Click on the "Advertising" tab, visit the campaign manager and select "Create a campaign".
*Registration required
Helpful resources
Advertiser success guide
Get step-by-step instructions on getting started with sponsored ads.
Webinars
Join our webinars to help optimise your campaigns and learn advertising best practices and strategies. Marketing specialists will answer questions during live Q&A sessions.
Videos
Start advertising with these quick instructional videos from Seller University.
Frequently asked questions
Get answers to frequently asked questions about Amazon Advertising.
What are Sponsored Products?
Sponsored Products ads are keyword- or product-targeted ads that promote your individual listings and appear in shopping results and on product detail pages on Amazon. To help you launch your first campaign in minutes, you can use automatic targeting. You control how much you spend by setting your budget and choosing how much to bid per click.
Why should I use Sponsored Products?
Sponsored Products can help you increase visibility and sales of your products by displaying ads when shoppers are looking for products like yours. There are no monthly fees; you pay only when shoppers click your ad, which takes them to the product detail page where your offer is listed. Consider using Sponsored Products for product visibility, new offers, unique selections, listings that have not received many product detail page views, clearance items and seasonal promotions.
What are Sponsored Brands?
Sponsored Brands ads are keyword-targeted ads that appear in prominent locations within shopping results and feature a custom headline, brand logo and a collection of products within the ad creative. When shoppers click the ad, they are taken to a product page, custom landing page or Store. Sponsored Brands are available for selling partners enrolled in Amazon Brand Registry.
Why should I use Sponsored Brands?
Sponsored Brands help improve visibility and sales for your brand and product portfolio by appearing in high-visibility locations within shopping results.
What is Sponsored Display?
Sponsored Display is a self-service display advertising solution that helps you grow your business and brand by engaging shoppers across the purchase journey, wherever they spend time. Simply select your audience, set your bid and daily budget, choose your products to advertise and create your campaign. Ad creatives are automatically generated with the same features as sponsored ads, including a product image, pricing, badges, a star rating and a "Buy Now" button that links back to your product detail page, making it easy for customers to browse or buy.1
1A "Buy Now" button may be included in an ad creative based on placement.
Who can use Sponsored Brands, Sponsored Display and Stores?
Sponsored Brands, Sponsored Display and Stores are available to Professional selling partners enrolled in the Amazon Brand Registry, vendors and agencies with clients who sell products on Amazon in Belgium.
To enrol your brand, you must have a registered and active trademark submitted and approved by Amazon. Learn more about enrolling your brand in the Amazon Brand Registry.
To enrol your brand, you must have a registered and active trademark submitted and approved by Amazon. Learn more about enrolling your brand in the Amazon Brand Registry.
What is a Store?
A free, customised multipage experience that showcases your brand and product catalogue.
How can I measure the performance of my Store?
The Stores insights dashboard includes metrics such as daily visitors, page views and sales generated from your Store. If you promote your Store via external marketing channels, you can also add a tag to the URL to analyse traffic sources to your Store.
Where will my ads be displayed?
Sponsored Products ads may be displayed at the top of, alongside or within shopping results and on product detail pages. Ads may appear on both desktop and mobile.
Sponsored Brands ads may be displayed at the top of, alongside or within shopping results. Ads may appear on both desktop and mobile.
Sponsored Display ads may appear both on and off Amazon on desktop, mobile sites and apps based on the audiences or product targeting strategy you choose.
Stores appear on the Amazon website on mobile, app and desktop.
Sponsored Brands ads may be displayed at the top of, alongside or within shopping results. Ads may appear on both desktop and mobile.
Sponsored Display ads may appear both on and off Amazon on desktop, mobile sites and apps based on the audiences or product targeting strategy you choose.
Stores appear on the Amazon website on mobile, app and desktop.
What products are not eligible for sponsored ads?
At this time, we don't support adult products, used or refurbished products or products in closed categories. For a full list of permitted and prohibited categories, review the creative acceptance policies for Sponsored Products, Sponsored Brands and Sponsored Display.
What are the requirements to advertise?
An active Professional selling partner account
- For Sponsored Brands and Stores, enrolment in the Amazon Brand Registry
- For Sponsored Products, eligibility for the Featured Offer
If you create a Sponsored Products ad for a product listing that is not eligible for Featured Offer placement, your ad will not be displayed to Amazon shoppers. Ads that are not eligible are flagged in the campaign manager under the "Advertising" tab in Seller Central. Sponsored Brands ads will be shown to shoppers regardless of who is presenting the Featured Offer.
How much does it cost?
Sponsored Products and Sponsored Brands ads are cost-per-click ads, meaning you pay only when your ad is clicked. You choose your budget and how much you want to spend for a click.
Creating a Store is free.
Creating a Store is free.
What is a Featured Offer?
The Featured Offer is on a product detail page where customers begin the purchase process by adding items to their baskets. A key feature of the Amazon website is that multiple selling partners can offer the same product, so you may compete with other merchants for the Featured Offer. Selling partners must meet performance-based requirements to be eligible for Featured Offer placement.
What are keywords and how do they work?
A keyword is a single word or combination of words that you add to your Sponsored Products and Sponsored Brands campaigns. Keywords are matched to shopping queries that customers use to look for products on Amazon and determine where your ads may appear. Note that keywords are only used for Sponsored Products or Sponsored Brands.
What is CPC advertising?
CPC (cost-per-click) advertising is a type of paid advertising where ads are displayed at no charge—ad impressions, or views, are free—and the advertiser is charged only when customers click the ad. Sponsored ads, such as Sponsored Products and Sponsored Brands campaigns, run on the CPC model.
What is the Amazon Buy Box and how do I get it?
The Buy Box (Featured Offer) is the section of the product detail page where customers can add items to their basket directly or "Buy Now". When multiple sellers offer the same product on Amazon Belgium, Amazon combines the offers into one product detail page and selects the most competitive to be displayed in the Buy Box.
To secure the Buy Box, you listing should be eligible. Once your product is eligible, it competes with other listings based on several factors related to seller performance.
The main elements that influence who is awarded the Buy Box are:
1. a competitive price,
2. good inventory management,
3. fast and reliable delivery options (ideally with free delivery),
4. good customer service with positive reviews and ratings.
It is important to note that being eligible doesn't automatically guarantee that you will secure the Buy Box, but it considerably increases your chances of being selected by Amazon as the Featured Offer
To secure the Buy Box, you listing should be eligible. Once your product is eligible, it competes with other listings based on several factors related to seller performance.
The main elements that influence who is awarded the Buy Box are:
1. a competitive price,
2. good inventory management,
3. fast and reliable delivery options (ideally with free delivery),
4. good customer service with positive reviews and ratings.
It is important to note that being eligible doesn't automatically guarantee that you will secure the Buy Box, but it considerably increases your chances of being selected by Amazon as the Featured Offer
