Lower costs for 2026 = higher margins. See what you're savingLower costs for 2026 = higher margins. See what you're savingADVERTISING
Increase your visibility and sales on Amazon with ads
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 for the purpose of making a purchase. 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 individual product listings on Amazon. They appear within shopping results pages and on product detail pages.
Sponsored Products can help you reach shoppers who are actively looking for certain products.
Sponsored Brands
Sponsored Brands are ads that 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 attract more attention and show your brand and products to shoppers who have expressed 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,
no matter what phase they are in.
no matter what phase they are in.
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 multi-page shopping destinations on Amazon for individual brands that let you showcase your brand story and product offering. They require no website experience to use and it’s free.
With Stores, you can choose from a wide range of easy-to-create content templates and tiles. You can rearrange them with the simple drag and drop feature and create a professional website without any coding or design skills.
Use Amazon Ads to meet audiences where they are
Get up to EUR 850 in advertising credit for Sponsored Products
Ready to get started? Here's how it works
Step 1
Create your campaign
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 ads, select your audience, set your bid and daily budget, choose the products you want 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 website 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. This means that Amazon charges for the number of clicks 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 other parameters. These insights will help you monitor performance and optimise your campaigns.
Advertising requirements
Account
You must have an active Professional seller 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, refurbished products and 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 1If you create an ad for a product listing that does not qualify for the Featured Offer, your ad will not be shown to Amazon shoppers. If ads don't qualify for the Featured Offer, they are flagged in Campaign Manager on 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 Campaign Manager and select "Create a campaign".
*Registration required.
Helpful resources
Advertiser success guides
Get step-by-step instructions on getting started with sponsored ads.
Webinars
Join our live advertising 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 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 only pay when shoppers click on your ad. This takes them to the product page where your listing appears. Consider using Sponsored Products for product visibility, new offers, unique selections, offers with low glance views, clearance items and seasonal promotions.
What are Sponsored Brands?
Sponsored Brands are keyword-targeted ads that appear in prominent locations withing shopping results and feature a custom headline, brand logo, and a collection of products within the ad. When shoppers click the ad, they are taken to a product listing page, custom landing page or Store. Sponsored Brands are available for sellers enrolled in Amazon Brand Registry.
Why should I use Sponsored Brands?
Sponsored Brands help 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, no matter what phase they're in. Select your target group, set your bid and daily budget, choose your products to advertise, and create your campaign. Ad creatives are automatically generated with the same familiar features as sponsored ads, including a product image, pricing, badging, star rating and Shop now button that links back to your product detail page, making it easy for customers to browse or buy1.
1 A "Shop now" button may be included in ad creative based on placement.
What's the difference between Sponsored Products and Sponsored Brands?
Sponsored Products show individual product listings to Amazon shoppers when they search for relevant keywords or products. Shoppers who click on the ads are directed to that product's product page. This can help improve visibility and increase sales.
Sponsored Brands are also displayed to Amazon customers when they search for relevant keywords. These ads allow advertisers to upload a customised ad. This can include the brand's logo, a unique headline and up to three product ASINs. Shoppers who click on ads are taken to a special landing page or Store, which can improve brand visibility and increase sales.
Sponsored Brands are also displayed to Amazon customers when they search for relevant keywords. These ads allow advertisers to upload a customised ad. This can include the brand's logo, a unique headline and up to three product ASINs. Shoppers who click on ads are taken to a special landing page or Store, which can improve brand visibility and increase sales.
What is Stores?
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 in external marketing activities, you can also add a tag to the URL to analyse traffic sources to your Store.
Where will my ads be displayed?
Sponsored Products 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 may be displayed on 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 may be displayed on 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, refurbished products and 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 seller account.
- For Sponsored Brands, Sponsored Display 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 display to Amazon shoppers. Ads that are not eligible are flagged in the campaign manager under the ‘Advertising’ tab in Seller Central. Sponsored Brands will be shown to shoppers regardless of who is presenting the Featured Offer.
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 shopping baskets. A key feature of the Amazon website is that multiple sellers can offer the same product, so you may compete with other merchants for the Featured Offer. Sellers 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 (cost-per-click) advertising?
CPC advertising is a type of paid advertising where ads display 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, run on the CPC model.
How do I pay for my ads?
When you advertise, Amazon charges for the number of times your ads are clicked. The selling partner invoice states the costs charged for advertisements. You can find these costs in the Selling fees section of the invoice. By default, your advertising costs are deducted from your seller account balance. The total advertising costs are deducted from your selling partner account during a billing period. In the event that your selling partner account does not have sufficient funds to cover the cost of advertising, the remaining balance will be charged to the credit card that you used to register for Amazon Sales. If we are unable to charge your credit card after multiple attempts, a payment error will appear on your Advertising account.
You also have the option to change your payment method to a credit card. If your credit card is charged, you will receive an invoice. The billing date is your monthly billing date or the date your credit level changes.
Your credit card is charged the first €1.00 of clicks. (This transaction is used to validate your credit card).
You accumulate clicks until you reach or exceed the credit limit. Your credit limit increases according to a “credit ladder”. Each time you reach your current credit limit and make a successful payment, your credit limit rises one level in the credit ladder: to €50, €150, €200, €350 and finally up to €500.
You always owe an amount for the previous month, regardless of your credit limit. These charges are charged on the third day of each month.
Note: If you reach your current credit limit, your credit card will be charged for this amount. When you step up the credit ladder and change your credit limit, your credit card will be charged more than once that month. If you don't exceed your credit limit, your credit card will only be charged once in that month.
You also have the option to change your payment method to a credit card. If your credit card is charged, you will receive an invoice. The billing date is your monthly billing date or the date your credit level changes.
Your credit card is charged the first €1.00 of clicks. (This transaction is used to validate your credit card).
You accumulate clicks until you reach or exceed the credit limit. Your credit limit increases according to a “credit ladder”. Each time you reach your current credit limit and make a successful payment, your credit limit rises one level in the credit ladder: to €50, €150, €200, €350 and finally up to €500.
You always owe an amount for the previous month, regardless of your credit limit. These charges are charged on the third day of each month.
Note: If you reach your current credit limit, your credit card will be charged for this amount. When you step up the credit ladder and change your credit limit, your credit card will be charged more than once that month. If you don't exceed your credit limit, your credit card will only be charged once in that month.
What are the advertising costs for promoting products on Amazon NL?
Advertising costs on Amazon Netherlands work according to an auction-based bid model — you only pay when a customer clicks on your ad, and you set your maximum bid and daily budget. Your actual costs depend on your product category, competition, bid strategy and seasonal factors.
Key Amazon Ads performance measures:
CPC (Cost Per Click):
• You pay per click, not per impression
• The final amount will be determined by the auction
• Use Bid Recommendations in Campaign Manager for realistic bids on your products.
ACoS (Advertising Cost of Sales):
• Formula: advertising costs ÷ ad turnover
• Lower percentage = more efficient campaign
• Appropriate ACOs depends on your margin — calculate your break-even ACOs based on your product margin
TACOS (Total ACOs):
• Formula: advertising costs ÷ total revenue (including organic sales)
• Shows the wider impact of ads on your business
ROAS (Return on Ad Spend):
• Formula: advertising revenue ÷ advertising costs
• Immediately shows how much turnover each euro invested generates
Amazon Ads formats:
• Sponsored Products — most used format, product-specific promotion in search results
• Sponsored Brands — branded ads with logo and multiple products
• Sponsored Display — display ads on and off Amazon
Define your budget:
Start with a test budget that will help you collect enough data to measure your first ACoS. Then adjust your budget based on results and break-even ACOS calculation.
Free resources in Seller Central:
• Brand Analytics — see which search terms convert
• Search Term Reports — analyse performance by search term
• Campaign Manager — bid Recommendations and performance data in real-time
For full documentation and current bid guidelines for your category, see advertising.amazon.com/en-gb.
Key Amazon Ads performance measures:
CPC (Cost Per Click):
• You pay per click, not per impression
• The final amount will be determined by the auction
• Use Bid Recommendations in Campaign Manager for realistic bids on your products.
ACoS (Advertising Cost of Sales):
• Formula: advertising costs ÷ ad turnover
• Lower percentage = more efficient campaign
• Appropriate ACOs depends on your margin — calculate your break-even ACOs based on your product margin
TACOS (Total ACOs):
• Formula: advertising costs ÷ total revenue (including organic sales)
• Shows the wider impact of ads on your business
ROAS (Return on Ad Spend):
• Formula: advertising revenue ÷ advertising costs
• Immediately shows how much turnover each euro invested generates
Amazon Ads formats:
• Sponsored Products — most used format, product-specific promotion in search results
• Sponsored Brands — branded ads with logo and multiple products
• Sponsored Display — display ads on and off Amazon
Define your budget:
Start with a test budget that will help you collect enough data to measure your first ACoS. Then adjust your budget based on results and break-even ACOS calculation.
Free resources in Seller Central:
• Brand Analytics — see which search terms convert
• Search Term Reports — analyse performance by search term
• Campaign Manager — bid Recommendations and performance data in real-time
For full documentation and current bid guidelines for your category, see advertising.amazon.com/en-gb.
What advertising options are available to increase product visibility on Amazon NL?
Amazon Netherlands offers four paid ad formats plus free content tools to increase your product visibility:
Paid ad formats (Amazon Ads):
Sponsored Products:
• Most used format — appears in search results and product pages
• Payment: Cost Per Click (CPC), you set your maximum bid
• Best choice for: launching new products and winning Buy Box
Sponsored Brands:
• Display your brand name, logo and multiple products at the top of search results
• Requirement: Enrolled in Amazon Brand Registry
• Best choice for: brand awareness and cross-selling
Sponsored Display:
• Re-targeting ads on Amazon and external websites and apps
• Reaches customers who viewed but didn't buy your product
• Payment: CPC or CPM
Sponsored Video:
• Video ad in search results — emerging format in the Dutch market
• Minimum video duration: 6 seconds
• Best choice for: products that require visual explanation
Free visibility tools:
Amazon Stores:
• Free branded-shop page at amazon.nl/stores/[brand name]
• Requirement: Brand registry enrolment
• Full creative control over brand presentation
A+ Content:
• Comprehensive product description with images, comparison tables and modules
• Increases conversion through richer product information
• Available for brands in Brand Registry
Lightning Deals and Best Deals:
• Temporary promotions for extra visibility on the Deals page
• Encourages urgency and higher conversion
NL-specific insight: Dutch buyers often search by category and specific features (e.g. "laptop bag, 15-inch waterproof "). Use exact product specifications as keywords in your Sponsored Products campaigns for maximum relevance.
For full documentation and current advertising options, see advertising.amazon.com/en-gb.
Paid ad formats (Amazon Ads):
Sponsored Products:
• Most used format — appears in search results and product pages
• Payment: Cost Per Click (CPC), you set your maximum bid
• Best choice for: launching new products and winning Buy Box
Sponsored Brands:
• Display your brand name, logo and multiple products at the top of search results
• Requirement: Enrolled in Amazon Brand Registry
• Best choice for: brand awareness and cross-selling
Sponsored Display:
• Re-targeting ads on Amazon and external websites and apps
• Reaches customers who viewed but didn't buy your product
• Payment: CPC or CPM
Sponsored Video:
• Video ad in search results — emerging format in the Dutch market
• Minimum video duration: 6 seconds
• Best choice for: products that require visual explanation
Free visibility tools:
Amazon Stores:
• Free branded-shop page at amazon.nl/stores/[brand name]
• Requirement: Brand registry enrolment
• Full creative control over brand presentation
A+ Content:
• Comprehensive product description with images, comparison tables and modules
• Increases conversion through richer product information
• Available for brands in Brand Registry
Lightning Deals and Best Deals:
• Temporary promotions for extra visibility on the Deals page
• Encourages urgency and higher conversion
NL-specific insight: Dutch buyers often search by category and specific features (e.g. "laptop bag, 15-inch waterproof "). Use exact product specifications as keywords in your Sponsored Products campaigns for maximum relevance.
For full documentation and current advertising options, see advertising.amazon.com/en-gb.
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