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Advertising on Amazon, explained.

Sponsored ads where people shop, plus display and streaming TV beyond the store: how Amazon Ads works, what you need in place, and how an account is set up with Krög.

Amazon Ads services

Commerce & AI · 4 min read · Last reviewed October 19, 2026

On this page9 sections
  1. 01Overview
  2. 02Ad formats
  3. 03Setup with Krög
  4. 04Verification
  5. 05Policy essentials
  6. 06Launch checklist
  7. 07Common mistakes
  8. 08FAQ
  9. 09Keep learning

01  Overview

Amazon Ads in brief.

Amazon Ads lets you reach people where they shop. Sponsored Products and Sponsored Brands appear in Amazon search results and on product pages, targeted by keywords and products and charged per click.

Beyond the store, Amazon DSP buys display and video across Amazon properties and third-party sites using Amazon's shopping signals, and streaming TV ads run on Prime Video. Sponsored ads need products listed on Amazon; DSP and video can work for brands that don't sell there.

A good fit

  • Sellers and vendors with products listed on Amazon
  • Brands enrolled in Amazon Brand Registry, which opens more formats
  • Advertisers who want to reach shoppers with Amazon's audience signals, on and off Amazon
  • Authors publishing through Kindle Direct Publishing

Think twice if

  • Your product listings are weak; ads amplify the page they send people to
  • Your margin can't absorb advertising costs on top of Amazon's selling fees

02  Ad formats

Formats worth knowing.

The Amazon Ads formats and options most advertisers start with. Names and availability change by market and account, so check what your account offers.

  • 01

    Sponsored Products

    Cost-per-click ads for individual listings, in search results and on product pages.

  • 02

    Sponsored Brands

    Your logo, a headline and several products, or a video, in search results. Requires Brand Registry.

  • 03

    Sponsored Display

    Display ads that reach shoppers on and off Amazon based on shopping behavior.

  • 04

    Amazon DSP

    Programmatic display and video across Amazon properties and third-party sites.

  • 05

    Streaming TV ads

    Video ads on Prime Video and other streaming services.

  • 06

    Stores

    A free multipage brand store on Amazon, often the destination for Sponsored Brands.

03  Setup with Krög

How setup works with Krög.

We open and support the Amazon Ads account for your verified business. You keep control of campaigns, creative and budget.

  1. Choose the service

    Pick the Amazon Ads service that fits below, or request access and tell us your platforms, website and monthly budget.

  2. Verify your business

    We check your company, your website and the business details Amazon will see. Legal name, address and domain must match across your documents.

  3. Get the terms in writing

    Your fee tier, what's included and the timeline arrive in writing. The exact rate is confirmed before you pay.

  4. Account set up for your business

    The Amazon Ads account is set up for your verified business under our agency setup. For sponsored ads, your products stay listed through your own seller or vendor account, and your manager confirms how the accounts are connected. Usually ready within 48 hours of your business verification.

  5. Fund it and launch

    Top up the prepaid balance and launch. Follow spend in the dashboard; monthly statements show platform spend and our fee on separate lines, and your manager is on Telegram.

Krög services for Amazon Ads.

  • $850 one-time

    Amazon Ads: agency account setup

    An Amazon Ads account for your verified business, for campaigns across the Amazon advertising ecosystem.

    Service details
    Service fee
    9% of ad spend
    Timing
    Usually ready within 48 hours of your business verification
    • An Amazon Ads account for your business
    • Campaign setup access, subject to Amazon's eligibility checks
    Service details

Billing, plainly

  • Service fees run from 2% to 17% of ad spend, depending on the platform and your volume.
  • Your exact rate is confirmed in writing before you pay.
  • Prepaid balance: you top up, the platform spends, our fee is shown on its own line.
  • Monthly statements, dashboard access and a dedicated manager on Telegram.

04  Verification

What gets checked.

Amazon looks at the business behind every advertiser. Have these ready before you order and setup moves faster.

  • A seller or vendor account in good standing

    Sponsored ads promote your listings, so they depend on your Amazon selling account.

  • Brand Registry

    Needed for Sponsored Brands and Stores. Enrollment requires a registered or pending trademark.

  • Names that match exactly

    Use your company's legal name in exactly the same form everywhere: registration documents, the platform's business settings, your website footer and invoices.

  • Eligible products

    Some product categories can't be advertised, or need approval first.

Read more: Business verification across the major ad platforms

05  Policy essentials

The rules that matter most.

In general terms. Amazon's own policies decide, and they change, so read the official text before you launch.

  • Creative acceptance

    Amazon has creative policies for sponsored ads and DSP covering claims, images and text.

  • Restricted products

    Products restricted for sale on Amazon are usually restricted or prohibited in ads too.

  • Claims and comparisons

    Superlative, comparative and health claims must be supported, and quoting customer reviews has its own rules.

  • Your listing is the landing page

    Sponsored ads land on your listing or Store, so the listing itself must meet Amazon's content rules.

  • Moderation

    Ads are moderated before they run. A rejected ad comes with a reason: fix it and resubmit. Amazon decides.

Read the source

Ads go through Amazon's standard review, like any advertiser's. Appeals go through Amazon's own process, and Amazon decides.

Read next: Preparing a landing page for ad review

06  Launch checklist

Before you launch.

What to have in place before the first dollar is spent. Tick things off as you go.

Amazon Ads launch checklist

0 of 8 ready

Your ticks are saved in this browser only. Nothing is sent to us.

07  Common mistakes

What usually goes wrong.

The Amazon Ads mistakes we see most often, and what to do instead.

  • Advertising weak listings

    Ads send traffic; the listing has to convert it.

    Instead

    Fix images, titles and reviews before raising bids.

  • Only automatic campaigns

    Automatic targeting finds terms but doesn't control spend on them.

    Instead

    Move proven search terms into manual campaigns and add negatives.

  • Watching ACOS alone

    Ads also lift organic sales that ACOS doesn't show.

    Instead

    Track total sales and TACOS alongside ACOS.

  • Bidding on everything

    Broad keyword lists spend on shoppers who were never going to buy.

    Instead

    Start focused, then expand from what converts.

08  FAQ

Questions about Amazon Ads.

  • For Sponsored Products, Brands and Display, yes: they promote your listings. Amazon DSP and streaming TV ads can be used by brands that don't sell on Amazon.

  • Advertising cost of sales: ad spend divided by the sales it generated. Compare it with your margin to see whether ads pay for themselves.

  • No. Your seller or vendor account stays yours. We handle the advertising account setup, billing and reporting described in the service.

  • Yes. Every ad goes through Amazon's standard moderation under its policies, the same as for any advertiser.

09  Keep learning

Go deeper.

Terms in this guide

Each one is defined plainly in the glossary.

Open the glossary

Run the numbers

Before launch, estimate the fee on top of your spend, your break-even point and the daily pace your budget needs.

Open the tools

From the blog

Last reviewed October 19, 2026. This guide summarizes publicly available information in general terms; Amazon's own documentation is the source of truth. Platform names and logos belong to Amazon. Krög Digital is an independent agency, not affiliated with or endorsed by Amazon.

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—  Amazon Ads with Krög

Set it up properly.

Tell us your business, website and monthly budget for Amazon Ads. We confirm what applies, and the exact rate arrives in writing before you pay.

See the serviceTalk on Telegram
  • Usually ready within 48 hours of business verification
  • Exact rate confirmed in writing before you pay
  • Ads follow Amazon's own policies and review