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Campaign Types

When creating an ad campaign, you need to choose a campaign type: Sponsored Products or Lockscreen Ads. For details on each type, see the comparison chart below.

Note: To simplify our suite of advertising products for authors, we retired Product Display Ads for authors on January 27, 2019. You can still access your Product Display Ads data from the Product Display Ads tab. To keep targeting campaigns by product and interest, use Sponsored Products and Lockscreen Ads. See this guide to learn more about updates to ad types.

Sponsored Products (eBook and paperback) Lockscreen Ads (eBook only)
What is it?
  • Delivers relevant ads in Amazon search results and detail pages based on keyword or product targeting
  • When customers click your ad, they're sent to your book's detail page

  • Delivers interest-targeted ads on Kindle E-reader and Fire tablet lockscreens and Kindle E-reader home screens
  • When customers click your ad, they're sent to your book's detail page or a landing page with a summary of the book

How it can help
  • Increase visibility in search results and detail pages with keyword or product-targeted ads

  • Build name recognition and title awareness with interest-targeted ads on devices

Targeting options
  • Target by keyword, using automatic, suggested, or custom keywords
  • Choose from five keyword match types to help you reach the right readers: broad, phrase, exact, negative phrase, negative exact
  • Target by product and category to reach readers as they browse detail pages

  • Target by interest (i.e., by book genre)
  • Target by related or relevant products, even outside of books

Where do ads typically appear on Amazon?
  • Within and below search results
  • Top, middle, and bottom of product detail pages
  • Right side of product detail pages (eBooks only)

  • On locked Kindle E-readers and Fire Tablets
  • On the Kindle E-reader homepage

How much does it cost?
  • You control your spend by setting your bids and daily budget
  • You're only charged when customers click on your ad
  • Minimum average daily budget of $1

  • You control your spend by setting your bids and total campaign budget
  • You're only charged when customers click on your ad
  • Minimum total campaign budget of $100

Requirements

How long do campaigns run?
  • Run campaign continuously or choose a custom date range
  • We recommend a minimum of 2 weeks for each campaign

  • Choose a custom date range
  • We recommend a minimum of 4 weeks for each campaign

Reporting
  • Product or keyword-level reporting

  • Campaign-level reporting


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