Sponsored Brands and Sponsored Display on a small Amazon account: what five accounts got next to Sponsored Products
Once Sponsored Products runs, the next suggestion in Campaign Manager is usually Sponsored Brands (the banner and video ads with your logo) and Sponsored Display (ads on product pages and off Amazon, often aimed at shoppers who already saw your product).
We looked at what these two ad types delivered on small accounts, next to the same account's Sponsored Products ads on the same days. The short answer: Sponsored Brands followed Sponsored Products. Where Sponsored Products sold well, Sponsored Brands did too, and where it lost money, so did Sponsored Brands. Sponsored Display brought almost all of its orders on one account, and on two accounts with strong Sponsored Products results it brought two orders between them.
The data
The numbers come from the daily campaign reports of the advertiser accounts that ran Sponsored Brands or Sponsored Display between June 15 and October 12, 2026, on Amazon in Germany, the UK and the US. Five accounts got impressions on these ads. Two more had a Sponsored Display campaign that did not get a single impression in the period.
For each account and each ad type separately, we took the days from the first to the last day that ad type (Sponsored Brands or Sponsored Display) had impressions, and compared them with the same account's Sponsored Products campaigns on the same days, in the same currency. We do not compare accounts with each other, only each account with itself. One brand ran on two marketplaces, so we show it twice.
Sponsored Brands: it followed Sponsored Products
| Account | Days | Sponsored Brands | Sponsored Products, same days |
|---|---|---|---|
| A, pet products, Germany | 102 | 2,276 clicks, 86 orders, ACOS 15.3% | 7,861 clicks, 356 orders, ACOS 25.0% |
| B, oral care, Germany | 98 | 523 clicks, 14 orders, ACOS 71.9% | 817 clicks, 18 orders, ACOS 167.5% |
| B, oral care, US | 26 | 75 clicks, 0 orders, 108.65 USD spent | 234 clicks, 4 orders, ACOS 173.7% |
| C, gift products, Germany | 81 | 264 clicks, 5 orders, ACOS 292.9% | 322 clicks, 9 orders, ACOS 132.4% |
- Account A is the only one where Sponsored Brands brought orders at a low ACOS. Its best campaign was a video ad on a generic phrase keyword: 1,841 clicks and 54 orders. Across its three Sponsored Brands campaigns, cost per click was about the same as on Sponsored Products (0.52 against 0.51 EUR), and the conversion rate a little lower (3.8% against 4.5%).
- On account B in Germany, Sponsored Brands lost less money than Sponsored Products (ACOS 71.9% against 167.5%), but it still lost money.
- On account C, Sponsored Brands did worse than Sponsored Products that already lost money.
None of these four cases shows Sponsored Brands making an account profitable where Sponsored Products was not.
Sponsored Display: one account brought the orders
| Account | Days | Sponsored Display | Sponsored Products, same days |
|---|---|---|---|
| A, pet products, Germany | 120 | 146 clicks, 5 orders, ACOS 19.1% | 8,650 clicks, 393 orders, ACOS 25.4% |
| D, herbal tea, Germany | 31 | 283 clicks, 2 orders, ACOS 180.8% | 1,733 clicks, 208 orders, ACOS 43.0% |
| E, refill products, UK | 7 | 490 clicks, 0 orders, 189.31 GBP spent | 835 clicks, 63 orders, ACOS 16.5% |
| B, oral care, Germany | 30 | 4 clicks, 0 orders | 203 clicks, 4 orders, ACOS 196.2% |
| B, oral care, US | 31 | 9 clicks, 0 orders | 246 clicks, 3 orders, ACOS 369.7% |
- On account D, Sponsored Products converted 12.0% of clicks. The Sponsored Display campaign aimed at shoppers of related products brought 262 clicks and no order. The two remarketing campaigns brought 21 clicks and 2 orders.
- On account E, Sponsored Products needed 13 clicks per order. Sponsored Display got 490 clicks and no order in its first week, and after that it got no more impressions.
- Account B ran four remarketing campaigns, aimed at people who had viewed or bought its products, and one aimed at shoppers of its own products. In a month they got 499 impressions in Germany and 1,807 in the US, against 56,968 and 37,777 for the same account's Sponsored Products ads on the same days. The audiences were too small to reach many shoppers.
So a good Sponsored Products result did not predict a good Sponsored Display result: accounts D and E sold well on Sponsored Products and got 2 orders from 773 Sponsored Display clicks between them.
Why the numbers are not exactly comparable
- Sponsored Brands counts a purchase of any product of the brand after a click on the ad, within 14 days. The Sponsored Products campaign figures also count purchases of other products of the seller, not only the advertised one.
- Sponsored Display can also count purchases after someone only saw the ad, without a click, depending on the campaign's settings. Its ACOS can look better than what the clicks themselves brought.
- We took each day's figures about a week after the day. Purchases that came later are missing for all three ad types.
- The ads can reach the same shopper. Some of the orders credited to Sponsored Brands or Sponsored Display might have come through Sponsored Products anyway, and we cannot see how many.
- This is what happened on five accounts, not a controlled test. We cannot separate the ad type from the product and the account it ran on.
How to check it in your account
- In Campaign Manager, set the date range to the days your Sponsored Brands or Sponsored Display campaign actually ran, filter by ad type, and put the three ad types side by side: cost per click, conversion rate, ACOS. Compare inside one account and one marketplace only.
- Before you start one of these campaigns, write down a stop rule based on your own Sponsored Products numbers. One that is easy to check: if the new campaign has three times as many clicks as Sponsored Products needs for one order and still no order, pause it. On account E that point came at about 40 clicks, not 490.
- After the first week of a remarketing campaign, look at the impressions. If they are in the hundreds, the audience is too small to matter, and the budget will not change that.
- On Sponsored Display, check how many of the purchases came from clicks before you decide on the ACOS.
- Do not use Sponsored Brands to fix an account where Sponsored Products loses money. In our data it lost money in the same places. If a new Sponsored Products campaign does not sell yet, read No sales after two weeks first.
- When you add these ad types, add their spend to your TACOS too. More on that in ACOS or TACOS.
On a small account, Sponsored Brands and Sponsored Display are a second step, not a rescue. They brought orders at a low ACOS on one account, where Sponsored Products already worked well, and on the others they mostly added cost.