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Amazon’s Sponsored Brands now make up nearly one-quarter of its console ad business
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The news: Spending on Amazon’s Sponsored Brands ads grew a healthy 25% year over year (YoY) last quarter and now account for 23% of Amazon’s pay-per-click ad business, per Merkle’s Q1 2021 Digital Marketing Report. For comparison, Merkle reported that spending on Amazon’s Sponsored Products ads only grew 0.1% YoY.
The bigger picture: Companies like Pacvue and Tinuiti also reported higher growth rates for spending on Sponsored Brand ads (89% and 86%, respectively) compared with Sponsored Product ads (41% and 28%). This growth is partially because Sponsored Brand ads are newer plus, Amazon released several new Sponsored Brand formats in 2020, including its popular Sponsored Brand Video options.