Launching a product on Amazon is a critical moment. You’ve invested in creating the product, optimised the listing, and now it’s time to put it in front of potential buyers. But with so many advertising options—sponsored products, sponsored brands, sponsored display—choosing the right campaign type can feel overwhelming.

The truth is, there’s no one-size-fits-all answer. The best campaign type depends on your product, goals, and budget. In this blog, we’ll break down the key factors to consider and explore which campaign types are most effective for maximising visibility, driving traffic, and getting those crucial early sales.

Sponsored Products

• What it is: Sponsored Products campaigns promote individual listings and appear directly in search results and product detail pages.
• Why it works for product launches: This campaign type is perfect for capturing high-intent shoppers who are already searching for products like yours. It helps you rank for relevant keywords while driving targeted traffic to your listing.

How to use it:

• Focus on high-converting, long-tail keywords that match your product. For example, instead of bidding on “shoes,” target “women’s running shoes with arch support.”
• Start with automatic targeting to let Amazon gather data on what works, then refine your campaigns with manual targeting for better control.
• Set a competitive bid to ensure your product gets seen in the early days of your launch.

Expert tip: Partnering with Amazon PPC management services can help you set up and optimise Sponsored Products campaigns efficiently, saving you time while maximising results.

Sponsored Brands

• What it is: Sponsored Brands campaigns feature a custom banner ad at the top of search results, showcasing your logo and up to three products.
• Why it works for product launches: Sponsored Brands are great for building brand recognition and driving traffic to your Amazon Store or a group of products. This is especially useful if you’re launching multiple products or want to introduce your brand as a whole.

How to use it:

• Highlight your new product alongside your bestsellers to build credibility.
• Direct customers to your Amazon Store to explore your full range of offerings.
• Use eye-catching copy and visuals to make your ad stand out.

Expert tip: If you’re unsure how to design or optimise these ads, working with an Amazon consulting agency can help you create campaigns that align with your brand goals and capture attention.

Sponsored Display

• What it is: Sponsored Display campaigns allow you to reach shoppers who have viewed your product, visited similar product listings, or browsed related categories.
• Why it works for product launches: This type of campaign is ideal for retargeting customers who didn’t purchase the first time they saw your product. It helps you stay top of mind and nudge undecided shoppers toward making a purchase.

How to use it:

• Target audiences who viewed your product but didn’t buy, or shoppers who viewed your competitors’ listings.
• Use compelling visuals and emphasise unique selling points in your ad copy.
• Start with a modest budget to test its effectiveness, then scale up as you see results.

Leverage a mix for maximum impact

While each campaign type has its strengths, the best approach for a product launch is often a combination of all three. Sponsored Products provide visibility, Sponsored Brands build awareness, and Sponsored Display ensures retargeting opportunities.

How to balance them:

• Allocate the majority of your budget to Sponsored Products for maximum visibility.
• Dedicate a smaller portion to Sponsored Brands to build recognition for your brand and new product.
• Use Sponsored Display strategically to recapture potential customers.

Key factors to consider for a successful launch

Budget matters

Launching a product requires aggressive bidding to secure visibility. Plan your budget accordingly and focus on campaigns that deliver the best ROI.

Monitor performance daily

Product launches need close monitoring. Track metrics like clicks, conversions, and ACoS to see which campaigns are performing well and adjust as needed.

Optimise your listing

Even the best campaign won’t succeed if your listing isn’t ready. Before running ads, ensure your images, bullet points, and product description are optimised to convert.

Partner with experts

If managing multiple campaigns feels overwhelming, consider using Amazon PPC management services or consulting with an Amazon consulting agency. They can create, monitor, and optimise campaigns to ensure your product launch gets the visibility it needs.

Final thoughts

The best campaign type for a product launch depends on your goals, budget, and product category, but a well-rounded strategy often involves combining Sponsored Products, Sponsored Brands, and Sponsored Display campaigns. By tailoring your approach and monitoring performance closely, you can maximise your chances of a successful launch and set the stage for long-term growth.

With the right tools, strategy, and expertise, your new product can go from unknown to a bestseller faster than you think!