What Does Sponsored Mean on Amazon? All You Need To Know

What Does Sponsored Mean on Amazon? All You Need To Know

insights |  | 5 min read

When shopping on Amazon, you've likely come across items labeled "sponsored." This term can be a bit confusing for those who need to become more familiar with online retail marketing strategies. You might think what does sponsored mean on Amazon? When a product is tagged as sponsored on Amazon, it indicates that a seller has paid for their product to be more visible to potential buyers.

This article delves into what “sponsored” means on Amazon, including various types of sponsorships offered by the platform, how to recognize them, their purposes, and the cost model associated with these sponsorships.

Definition of Sponsored Products on Amazon

A Basic Explanation

The term "sponsored" on Amazon refers to paid advertisements from sellers who want to promote their products. Much like ads on other platforms, these sponsored products are given priority placement within Amazon's search results and product category pages. By sponsoring items, sellers increase the visibility of their products, ideally leading to higher sales volume.

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The Function of Sponsored Labels

Sponsored labels act as a signaling tool to inform customers that they are viewing an advertisement rather than an organic search result. The purpose of these labels is to maintain transparency so that customers are aware when a seller has paid for their product's placement in the browsing area. While these labels indicate a paid spot, they also ensure that the product is still relevant to the search query.

Types of Amazon Sponsorships

Sponsored Products

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Sponsored Products are individual product listings that appear in Amazon's search results and on product pages. These are often the most readily noticed forms of sponsorship on Amazon. These ads are targeted to match search queries, meaning they appear when a customer searches for a similar item or related keywords.

Sponsored Brands

Sponsored Brands go beyond individual products and promote a brand as a whole. These ads appear at the top of search results, showcasing a custom headline, brand logo, and a selection of products. This form of sponsorship is designed to help brands gain more recognition and connect customers with their wider product range.

Sponsored Display

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Sponsored Display ads are a more recent addition to Amazon's advertising options and are available to any seller enrolled in the Amazon Brand Registry. These display ads can appear not just on Amazon, but on other websites and platforms where Amazon has ad space. They function to retarget customers who have viewed certain products or searched for related items.

These are the three types of sponsored ads on Amazon and I hope this clarifies and provides a detailed explanation of what does sponsored mean on Amazon?

How to Recognize Sponsored Products and Brands

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Visual Cues to Identify Sponsorships

Sponsored products and brands on Amazon are typically marked with clear visual cues. You will often see the word "Sponsored" or "Ad" in small print near these listings. Additionally, sponsored products might be grouped in a section distinct from organic search results, usually under a header that says something like "Sponsored products related to this item."

Sponsored Labels and Search Results

Amazon incorporates sponsored labels smoothly within search results to ensure a non-disruptive shopping experience. While browsing, customers can expect to see sponsored products at both the top and the bottom of search result pages. These placements often come in the form of a list or carousel that is seamlessly integrated into the shopper's search experience.

This way you can easily spot sponsored ads on Amazon and get an answer to your question, what does sponsored mean on Amazon?

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The Purpose of Amazon Sponsorships

Benefits for Buyers

For buyers, sponsored products can serve as a helpful guide to finding new products or brands that align with their interests. The presence of sponsored products in search results can also expedite the shopping process by highlighting options that might have otherwise been buried deep within Amazon's extensive catalog.

Benefits for Sellers

Sellers benefit from Amazon sponsorships by gaining increased visibility and potentially driving higher sales. It's a method to stand out in a crowded marketplace, especially for newer or less recognized brands. Additionally, the pay-per-click model used by Amazon means that sellers only pay when a customer is interested enough to click on their ad, making it a cost-effective marketing strategy.

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Understanding the Cost Model of Amazon Sponsorships

How Sellers Are Charged

Amazon's sponsorship programs primarily use a cost-per-click (CPC) model. This means that sellers bid on keywords and only pay when a potential customer clicks on their sponsored ad. The actual cost per click depends on the competitiveness of the keyword and the maximum bid a seller is willing to pay.

Cost Prevalence and Trends

The cost of Amazon sponsorships varies based on a myriad of factors including market conditions, product categories, and the time of year. Generally, as competition increases during high shopping seasons like the holidays, the cost of sponsorships typically increases. Sellers need to monitor these trends and adjust their advertising strategies and budgets accordingly.


In summary, "sponsored" on Amazon is a key term that buyers and sellers should be familiar with. Through sponsored products, brands, and display ads, Amazon facilitates an ecosystem where sellers can amplify their product's visibility and buyers can discover a broader range of options tailored to their search preferences. For sellers, understanding and effectively engaging with Amazon's sponsorship options can lead to increased sales and brand recognition, while for consumers, it helps streamline the product discovery process. As the competition on Amazon continues to grow, these sponsorships are set to play an even more significant role in the e-commerce landscape.

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