Sponsored Brands Collections: The Secret to Boosting Conversion Rates by 44%!

In a Nutshell Amazon Sponsored Brands collections are a new ad format that groups 3 to 10 related products into a single ad unit, either automatically via AI or manually, to significantly boost product discoverability and conversion rates.

What It Is Sponsored Brands collections, introduced by Amazon Ads, are a new ad format that allows brand-registered sellers to promote three or more related products simultaneously. This feature maximizes product discovery for potential customers by displaying multiple products concurrently in highly visible placements within the Amazon store, such as at the top of search results and on product detail pages.

Collections are available in two types: 'Automatic collections,' where Amazon's AI automatically curates the most relevant products based on shopper search queries and keyword targets, and 'Manual collections,' where sellers directly select ASINs. Initial test results in the US showed impressive performance for this ad format, with a 19% increase in click-through rates and a 44% increase in conversion rates compared to existing top-of-search ads. This is expected to significantly contribute to increased product discoverability and sales growth for brands with extensive or diverse catalogs.

Implications for Sellers 1. Effective Exposure for Diverse Product Ranges: If your brand has three or more related products, Sponsored Brands collections allow you to advertise up to 10 products simultaneously. This naturally creates cross-selling and up-selling opportunities that were challenging with individual product ads, and serves as a powerful tool to effectively showcase your brand's broad product range to potential customers. It's especially useful for quickly building initial awareness for new product launches by displaying them alongside existing popular items. 2. Maximize Ad Efficiency with AI: By utilizing the 'Automatic collections' feature, Amazon's AI automatically configures and optimizes the most relevant product combinations based on keyword targets and shopper search queries. This allows you to boost ad efficiency without the need to manually manage countless products and set up individual campaigns. You can save time and effort on ad management while still expecting optimal performance, making it particularly advantageous for sellers looking to reduce the burden of ad operations. 3. Deliver a Powerful Brand Experience: Collection ads display product images along with key details, and upon clicking, customers are directed to your Brand Store or a brand experience page, encouraging them to explore your brand's other products without competitor distractions. This goes beyond simple product sales, helping to increase brand awareness and build customer loyalty. Your brand logo, automatically generated titles, and Amazon's automatically created 'branded proof point' messaging further instill confidence in shoppers' purchasing decisions.

Important Notes 💡 Sponsored Brands collections are only available to brands registered with Amazon Brand Registry, and you must have at least three related products. While initial tests were conducted in the US, this feature is now globally available through the Amazon Ads console.

Next Steps - Log in to your Amazon Ads console, select the 'Collection' format when creating a Sponsored Brands campaign, and set up your campaign. - Choose either 'Automatic collections' or 'Manual collections' based on your brand's product structure and advertising goals, then test it out. Continuously monitor performance metrics and optimize accordingly.

📰 Source: https://advertising.amazon.com/library/guides/sponsored-brands-collections