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Top 7 Amazon Advertising Tactics the Top 10% Of Amazon Brands Use

Top 7 Amazon Advertising Tactics the Top 10% Of Amazon Brands Use


In the competitive world of eCommerce, brands are constantly searching for effective strategies to boost their visibility, increase sales, and achieve sustainable growth.

Amazon, being a dominant marketplace, provides a variety of advertising solutions that can significantly enhance a brand’s presence and profitability.

Understanding and implementing the right ad strategies can be the difference between stagnant sales and exponential growth.

In this blog, we will delve into the top seven ad strategy tactics used by the top 10% of brands on Amazon.

These tactics, backed by comprehensive research and real-world application, have proven to deliver exceptional results.

Additionally, we will explore how Eva Commerce can assist brands in optimizing their advertising strategies for maximum efficiency and ROI.

Tactic 1: Launch a Sponsored Brands Campaign

Why It Matters: Brands in the top 10% use the Sponsored Brands ad format 1.4 times more than those in the bottom 10%.

Sponsored Brands help build long-term relationships with shoppers, educate them about the brand, and increase conversions through engaging creatives.

Types of Sponsored Brands Ads:

  1. Product Collection: Promote multiple products, feature your brand logo, and use a custom image to tell your brand story.
  2. Store Spotlight: Highlight your store and a collection of products, driving traffic to your Amazon storefront.
  3. Video Ads: Stand out with engaging videos that promote specific products and direct shoppers to your product detail pages or store.
Here's A Dynamic Sponsored Brands Video Ad Showcasing A Product In Use Highlighting Its Key Features And Benefits

Tactic 2: Launch Sponsored Display Campaigns

Why It Matters: Top brands leverage Sponsored Display ads 1.4 times more than the bottom 10%, resulting in five times higher month-over-month ROAS growth.

Sponsored Display ads reach shoppers across various websites and devices, utilizing Amazon’s machine learning for optimized ad delivery.


  • Reach new audiences on and off Amazon.
  • Utilize machine learning for complex digital advertising campaigns.
  • Flexible and customizable campaign settings with options for images or videos.
Here's A Sponsored Display Ad On A Third Party Website Seamlessly Integrating Into The Sites Content While Prominently Featuring The Product

Tactic 3: Create a Store and Use Sponsored Brand Store Spotlight

Why It Matters: Brands using Sponsored Brand Store Spotlight see a 21 times higher growth in Sponsored Display ROAS.

This ad format drives shoppers to your Amazon store, increasing product detail page views and sales.


  1. Create a compelling Amazon store.
  2. Use Sponsored Brand Store Spotlight ads to showcase your store and product collections.
  3. Monitor performance and optimize based on analytics.
Here's A Screenshot Of A Well Designed Amazon Store Highlighting Various Product Categories And Promotions

Tactic 4: Utilize Sponsored Display Views Remarketing

Why It Matters: Brands using views remarketing in their Sponsored Display campaigns experience 16 times higher ROAS growth.

This tactic re-engages shoppers who have already viewed your product detail pages, driving awareness and consideration.

How to Implement:

  1. Choose audiences who have viewed your advertised products or similar products.
  2. Set the lookback window to specify the timeframe for views.
  3. Refine audiences by features like price or star rating.

Tactic 5: Use Both Automated and Custom Creatives for Sponsored Display

Why It Matters: Top brands use both automated and custom creatives for their Sponsored Display campaigns, ensuring ads are relevant and engaging for different objectives.

When to Use:

  • Automated Creatives: For familiar audiences, utilizing product imagery from your detail pages.
  • Custom Creatives: For new audiences, using lifestyle images to tell your brand story.

Tactic 6: Combine Sponsored Products, Brands, and Display Campaigns

Why It Matters: Combining these ad formats ensures you reach shoppers at different stages of their journey. This integrated approach helps maintain brand visibility and relevance.

Implementation Tips:

  1. Run Sponsored Products campaigns to capture shoppers with high purchase intent.
  2. Use Sponsored Brands to increase brand awareness and drive traffic to your store.
  3. Leverage Sponsored Display to re-engage and convert previous visitors.

Tactic 7: Use Negative Keyword Targeting

Why It Matters: Negative keyword targeting prevents your ads from showing up for irrelevant search queries, reducing wasted spend and improving ROAS.

How to Implement:

  1. Analyze search term reports to identify low-performing keywords.
  2. Add these keywords to your negative targeting list.
  3. Regularly review and update your negative keywords to maintain campaign efficiency.
Here's A Screenshot Of The Amazon Ads Interface Highlighting The Negative Keyword Targeting Feature And Its Impact On Campaign Performance

How Eva Can Help

Eva Commerce is a leading eCommerce technology company dedicated to helping brands achieve profitable growth on Amazon, Walmart, and other marketplaces. Our unique AI platform, combined with expert support, enables brands to optimize their advertising strategies and make data-driven decisions.

Eva’s AI Platform:

  • The only context-aware advertising solution integrating inventory levels, conversion rates, and profitability metrics across all marketplaces.
  • Expert analysis of data to determine the best actions for your campaigns, ensuring maximum efficiency and ROI.

Partnerships and Collaborations: As an Amazon Advanced Partner and Walmart Strategic Solution Partner, Eva collaborates with industry giants like TikTok, eBay, Shopify, Google, Meta, Wayfair, and Faire.

By focusing on profitability, Eva ensures sustainable growth and helps brands invest in the most effective multimedia mix for their marketing efforts.

Ready to take your Amazon business to the next level? Book a free consultation with Eva Commerce and discover how our AI-driven platform can transform your advertising strategy.

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What is ROAS and why is it important?

ROAS stands for Return on Ad Spend. It measures the revenue generated for every dollar spent on advertising, indicating the efficiency of your ad campaigns.

How can Sponsored Brands ads benefit my business?

Sponsored Brands ads increase brand visibility, drive traffic to your store, and enhance shopper engagement through compelling creatives.

What are Sponsored Display ads?

Sponsored Display ads are Amazon ads that reach shoppers across Amazon and third-party websites, using machine learning to optimize ad delivery.

Why should I use negative keyword targeting?

Negative keyword targeting helps prevent your ads from appearing for irrelevant search queries, reducing wasted spend and improving campaign efficiency.

How can Eva Commerce improve my advertising strategy?

Eva’s AI platform analyzes data across multiple marketplaces to optimize ad campaigns, ensuring maximum efficiency and ROI.

What is views remarketing in Sponsored Display campaigns?

Views remarketing targets shoppers who have previously viewed your product detail pages, helping to re-engage and convert them.

How does combining different ad formats benefit my business?

Combining Sponsored Products, Brands, and Display campaigns ensures you reach shoppers at different stages of their journey, maintaining brand visibility and relevance.

What are the benefits of using custom creatives in Sponsored Display ads?

Custom creatives allow you to upload lifestyle images that tell your brand story, increasing engagement and conversions.

How can I identify keywords to add to my negative targeting list?

Analyze your search term reports to find low-performing keywords and add them to your negative targeting list to improve campaign efficiency.

Why should I create an Amazon store?

An Amazon store provides a centralized location for your products, enhances brand visibility, and can drive more traffic and sales through Sponsored Brand Store Spotlight ads.

By implementing these seven ad strategy tactics and leveraging the power of Eva Commerce, your brand can join the top 10% of successful sellers on Amazon.

Ready to elevate your advertising game? Book a free consultation with Eva Commerce today and watch your brand grow.


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