Sponsored Products

Sponsored Products (SP) are Amazon's native ads for individual listings — they appear inside search results and on product pages, styled almost identically to organic results. For most sellers, SP is 70–90% of ad spend and the first ad type worth mastering.

SP campaigns target either keywords (broad, phrase, or exact match types) or products (specific ASINs/categories), in manual campaigns, or let Amazon choose targets in auto campaigns. Auto campaigns double as keyword research: their search term reports reveal what shoppers actually type.

SP offers the richest reporting of the three ad types — keyword-level daily data, search terms, and placement breakdowns — which is why most optimization (bids, negatives, harvesting) happens here.