Sponsored Brands
Also known as: SB, Headline Search Ads
Sponsored Brands are banner-style Amazon ads featuring your logo, a custom headline, and multiple products, available only to Brand Registry sellers.
Sponsored Brands (formerly Headline Search Ads) are keyword-targeted, cost-per-click banner ads that appear at the top of, within, and below search results. A typical creative shows your brand logo, a custom headline, and three featured products, and can drive clicks to your Brand Store or a custom landing page rather than a single product listing.
Unlike Sponsored Products (which any seller can run on a single ASIN), Sponsored Brands require Amazon Brand Registry. They are a brand-awareness and category-defense tool: a private-label seller uses them to own the top of the results for their brand name and category keywords and to send shoppers into a curated Store experience. Sponsored Display, also a Brand Registry ad type, instead retargets shoppers on and off Amazon.
Sponsored Brands are measured with the same ACoS/TACoS economics as other Amazon ads, but because they push Store traffic and brand discovery, their value often shows up in halo sales and new-to-brand metrics rather than last-click attribution alone.
A registered brand runs a Sponsored Brands ad on the keyword "protein powder." The banner shows its logo, the headline "Clean Plant Protein," and three flavors, clicking through to its Brand Store — capturing premium top-of-search placement.