Sponsored Products

Sponsored Products are keyword-targeted ads that allow you to advertise individual products you sell on Amazon.co.uk.

When shoppers click on your ads, they are directed to the product detail page.

Sponsored Products appear in a variety of ad placements to make it easier for shoppers to discover your products. On desktop, ads can appear above, alongside and below search results as well as on product detail pages. On mobile, ads can appear below search results and on product detail pages.

Average daily budget is the amount you are willing to spend per day over a calendar month. For example, if you set your average daily budget to £100, you may receive up to £3,100 worth of clicks in that calendar month (assuming a full 31-day month). Ad spend on any given day may exceed your average daily budget but, at the end of the month, the average daily spend will not exceed your average daily budget.

Campaign duration is the period for which your campaign is scheduled to run. You can either set a fixed date range or set up a continuous campaign with no end date. Generally, we recommend creating campaigns with no end date so that you can indefinitely run a campaign. You may pause a campaign at any time. The minimum duration for a campaign is 1 day.

The customer’s search term must match exactly the keyword in order for the ad to show, or close variations of the exact term. Exact match is the most restrictive match type, but can be more relevant to a customer’s search.

In Phrase Match, the customer search term must contain the exact phrase or sequence of words or their variations. It is more restrictive than broad match, targets more specific audiences, and will generally result in more relevant placements for an ad.

This match type offers your ad broad traffic exposure. A customer search term will match if it contains all the keyword terms or close variants (plural forms, acronyms, stemmings, abbreviations, and accents). The customer search term can contain keywords in any order.

Headline Search Ads

Headline Search Ads are keyword targeted cost-per-click ads that allow brands to promote 3 or more products and drive traffic to a brand page or to a custom landing page at Amazon.co.uk

Keyword targeted advertising matches the keywords contained in your campaign to the search terms that shoppers are searching for at Amazon.co.uk. When a shopper searches using words or terms relevant to your campaign, your ad can appear above search results.

Your ads can appear above Amazon.co.uk search results.

When shoppers click on your ads, they go to the brand page or custom landing page at Amazon.co.uk that you specified.

No. When shoppers click on your ads, they go to the page at Amazon.co.uk that you specified. This could be the Amazon Page for your brand, or any page that showcases your products at Amazon.co.uk.

Headline Search Ads use a cost-per-click, auction-based pricing model. We recommend you set the maximum cost-per-click you are willing to pay. The more competitive your bid is, the more likely your ad will be displayed when an Amazon shopper searches for one of your keywords. The minimum cost-per-click is £0.10 and you will never be charged more per click than what you bid.

The minimum budget for a campaign is £100 for all-campaign budgets and £1 for daily budgets. You will only be charged for the actual cost of clicks received and never more than your budget.

Campaigns can be scheduled to run up to four months in advance and can run continuously without a scheduled end date.

Product Display Ads

Product Display Ads are cost-per-click product or interest targeted display ads that drive traffic to a product’s detail page.

Product Display Ads utilize product or interest targeting to deliver highly relevant ads to shoppers with certain interests or shoppers who are actively viewing specific products.

Yes, as part of our commitment to provide the highest quality customer experience, we may not accept ads containing or relating to certain content. For more information, please see our ad policy guidelines.

Your ads can appear on the product detail page, on the right rail of search results, at the bottom of search results, on the customer reviews page, on the read all reviews page, at the top of the offer listing page and in Amazon-generated marketing emails such as follow ups and recommendations. Product Display Ads run across desktop, mobile web and mobile app.

When shoppers click on your ads, they are directed to the product detail page.

Advertisers using Product Display Ads (PDA) can create campaigns using two broad targeting options - interest targeting and product targeting. Within product targeting, advertisers can choose to target either specific products or product categories. Advertisers can use the Target Specific Products option to show ads to customers who are visiting products that advertisers select and similar products. Advertisers can also use Target Related Categories option to target customers interacting with products belonging to specific categories of the Amazon catalog. Interest targeting is another targeting option where advertisers can target shoppers with specific interests.

Currently, we only support the use of one targeting type in a single campaign.


Keywords are single words or a combination of words that you add to your ad campaigns, and these keywords determine when your ads will appear. Keyword-targeted advertising matches the keywords in your campaign to the search terms that shoppers use to search for products at Amazon.co.uk. When a shopper searches for the keywords in your campaign, your ad can show up if it meets the required eligibility criteria.

To ensure a good customer experience, we try to show ads that are relevant to the customer’s search and browse activities. The keywords you choose must be relevant to the advertised products in your campaign. Only relevant ads will receive impressions when shoppers search for that keyword.

Make sure that your keywords reference metadata contained on your advertised product’s detail pages. For example, an ad will not receive impressions for the keyword “Beach Towels” if the campaign only contains bath towel products.

HSA campaigns allows Phrase and Exact Match, while Sponsored Products allow Broad/Phrase/Exact matches (positive and negative). Product Display Ads does not support keyword matching.

Negative matches are matching types that prevent ads from being triggered by a certain search term (word or phrase).

Negative keywords help to make sure that ads are shown only to people looking for the ad. This extra level of control can help to reduce costs by excluding keywords where an advertiser might be spending money. This can help to improve ads performance metrics, such as CTR, ROI and CPC.

Performance Metrics

An impression occurs whenever an ad is shown to a shopper. The impressions metric is a count of how many times your ad has been shown to shoppers. We provide you the total number of impressions for each campaign and keyword.

A click occurs whenever a shopper clicks on an ad. The clicks metric is a count of how many times shoppers have clicked on an ad. We provide you the total number of clicks for each campaign and keyword.

Click-through-rate or CTR is the ratio of how often shoppers click on your ad when it is shown. Each of your campaigns and keywords has their own CTR. We provide you the CTR for each campaign and keyword.

Spend is the total value of the clicks received for a campaign or keyword. We provide spend for each campaign and keyword.