Amazon DSP, Sponsored Brands, and Sponsored Products — A Full Advertising Strategy by eCom Manager

If you’re selling on Amazon, advertising isn’t just an option anymore — it’s the fuel that powers visibility and sales. But with so many ad types available — Amazon DSP, Sponsored Brands, and Sponsored Products — it’s easy to get confused about which one fits your business goals. Each serves a different purpose, and when used together strategically, they form a powerful system that drives consistent growth.

At eCom Manager, our expertise is assisting brands in learning and leveraging these advertisement options in the proper order — generating awareness, driving conversions, and scaling sales sustainably. Let’s discuss what each of these ad categories is, when to utilize them, and how we integrate them to deliver high-performing campaigns for our customers.

Learning the Three Fundamentals of Amazon Ads

1. Sponsored Products

Sponsored Products are Amazon’s most popular and performance-based ads. They’re CPC ads that directly promote individual listings within search results or on product pages. When a consumer searches for something like “organic coffee beans,” Sponsored Product ads show up exactly where they’re already browsing — so great for converting right away.

They’re great for:

• Introducing new products
• Encouraging quick sales and visibility
• Defending your listings from competition
• Boosting organic ranking

In brief, Sponsored Products are your best bet for bottom-of-funnel sales — snagging customers ready to purchase now.

2. Sponsored Brands

Sponsored Brands care less about one-product performance and more about brand awareness. They display your logo, a tailored headline, and some of your products — frequently at the top of results. They allow shoppers to connect to your brand rather than one product.

Sponsored Brands perform best when:

• You have several variations or products
• You desire to grow repeat buyers
• You’re establishing a long-term brand identity

They’re amazing for mid-funnel advertising — when you want to get customers starting to notice your brand, checking out your Storefront, and browsing your entire catalog.

 

3. Amazon DSP (Demand-Side Platform)

While Sponsored Products and Sponsored Brands are search ads that have to appear on Amazon, Amazon DSP is a whole different ball game. It’s Amazon’s programmatic ad platform that allows brands to reach audiences both on and off the Amazon platform with display, video, and OTT (streaming) ads.

Why DSP is so powerful is that it can leverage Amazon’s audience data to reach shoppers even when they are shopping on other websites or apps. You can retarget individuals who looked at your products but failed to buy, as well as access new audiences that have similar interests.

Amazon DSP is most suitable for:

• Retargeting former visitors
• Creating brand awareness beyond Amazon
• Scaling up established brands to the next level

It’s perfect for top-of-funnel and remarketing campaigns — reminding your brand in front of potential customers until they’re ready to make a purchase.

When Should You Use Each One?

Imagine your Amazon experience as a growth funnel. When you’re beginning, your priority is to make sales and visibility right away — that’s when Sponsored Products are your best friend. Once you have momentum with products and reviews, you move to Sponsored Brands to share your story, advertise your catalog, and establish customer trust.

Once you have a consistent number of sales and are looking to grow your audience or re-target previous buyers, that’s where Amazon DSP comes in handy. It allows you to break out of Amazon search and reach high-intent shoppers everywhere online.

In less jargon-speak:

• Begin with Sponsored Products to drive sales
• Use sponsored Brands to build familiarity
• Grow with Amazon DSP to scale and retarget

This step-by-step process ensures your ad spend is utilized optimally, financing your growth at every phase.

How eCom Manager Merges All Three for Maximum ROI

Here at eCom Manager, we don’t merely place ads — we create systems from top to bottom that propel quantifiable business growth. Our approach centers on matching each ad type to your stage of brand, objectives, and customer behavior.

Step 1: In-Depth Account Audit

We begin by reviewing your product ad listings, search term reports, and ad history. This allows us to determine which ad forms will yield the largest return, as well as where gaps exist in your existing strategy.

Step 2: Creating a Framework for Structured Advertising

Then, we create a tiered campaign system:

• Sponsored Products generate immediate sales and keyword reach.
• Sponsored Brands increase brand recall and drive multiple SKUs.
• Amazon DSP targets non-converting audiences and increases brand reach.

Each campaign reinforces the other, so your brand remains top-of-mind at every step of the buying process.

Step 3: Constant Optimization

We continue to optimize bids, re-keyword, experiment with ad creatives, and check placements. Based on real-time insights, our team ensures that your ACOS is optimized and your ROAS continues to improve.

Step 4: Clear Reporting

Our clients have weekly and monthly reports with the details of performance metrics — impressions, clicks, conversions, and spend. We make everything transparent so that you always know how your investment is faring.

Real-World Success Story: Scaling a Home Décor Brand

Our client, Luna Living, which is a Texas-based home decor brand, approached us with flat sales. They were using Sponsored Products alone, which was generating short-term outcomes but not long-term expansion.

We took over and restructured their ad layout. We improved their Sponsored Product campaigns through enhanced keyword segmentation and added Sponsored Brand Video Ads to showcase their entire product line more compellingly.

After achieving steady sales continuity, we created Amazon DSP campaigns to retarget consumers who had looked at their products but hadn’t bought — and reached the same audience shopping décor websites off Amazon.

In only three months, their sales increased from $30,000 per month to $92,000, and their ACOS decreased by 23%. Most importantly, repeat buys drastically improved, which shows that brand awareness and retargeting had established actual consumer loyalty.

Selecting the Appropriate Ad Type for Your Company

If you don’t know where to start, follow this easy rule of thumb:

• Opt for Sponsored Products if you desire immediate visibility and conversions.
• Use Sponsored Brands if your goal is to build identity and attract repeat buyers.
• Choose Amazon DSP when you’re ready to scale beyond Amazon and dominate your niche.

In reality, the best results come from a balanced combination of all three. The key is understanding when and how to layer them — and that’s exactly what eCom Manager does for every client.

Why eCom Manager is the Right Partner

Amazon advertising can be complicated, and having campaigns without a structured plan ends up in wasteful spend. That’s why it is so important to have trusted experts who know the entire ecosystem.

At eCom Manager, we combine:

• Artificial Intelligence-powered analytics for data-driven decisions
• Professional account managers for manual control and accuracy
• Personalized ad strategies customized to your objectives and category
• Complete transparency with performance reporting and growth monitoring

Whether you’re an emerging brand or an established seller, our team ensures that your advertising investment delivers measurable growth and sustainable profitability.

Conclusion

Amazon DSP, Sponsored Brands, and Sponsored Products aren’t competing tools — they’re complementary elements of a full-funnel growth strategy. When aligned correctly, they create a seamless path from awareness to purchase, helping your brand win visibility, trust, and long-term success.

With eCom Manager, you’re getting more than campaign management — you’re getting a data-driven, organized system that grows your brand smartly and profitably on Amazon’s entire platform.