Sponsored Products
Also known as: SP
Amazon's most-used PPC ad type: keyword and ASIN-targeted ads in search results and on product detail pages.
Sponsored Products (SP) is the most common Amazon PPC ad type and accounts for the majority of seller PPC spend. Sponsored Products ads appear in search results (above, alongside, and below organic results) and on product detail pages of related products. They're targeted at keywords (buyer searches) or specific ASINs (competitor product pages).
SP campaigns come in two targeting flavors: automatic (Amazon picks keywords/ASINs based on the listing) and manual (you choose the targets). The standard playbook is to run automatic campaigns to discover high-performing search terms, harvest the winners into manual campaigns where you can bid and budget more precisely, and shift the auto budget toward exploration over time.
Sponsored Products is also the largest source of TACoS pressure for private label brands. Optimizing SP campaigns is its own discipline — most serious brands either invest 10+ hours/week into manual optimization or hire a PPC agency.