Create Sponsored Brands (SB) campaigns

On this page you can build new Sponsored Brands (SB: Sponsored Brands) campaigns. SB ads combine your brand logo, a headline, and multiple products, and appear at the top of search results, and they have a fixed build order. This page covers everything from checking your existing structure, to building a full new set in one go, to adding keyword / product targets and adding negatives.

About this page

Item	Details
What you can do	Check the structure of existing SB campaigns, build new campaigns / ad groups / keyword / product targets / ad creatives, and add targeting or negatives to existing SB campaigns
Applies to	Sponsored Brands (SB)
Data & connection needed	A connected account. Building, adding, and excluding (Prompts 2–4) write to the Amazon Ads side, so you first need to Connect ad accounts
Scope	Varies by prompt. Checking the structure = read-only / building, adding, and excluding = changes ad settings after approval (newly created items are paused (PAUSED) by default). Each prompt states its own in “Changes”

When to use this

Before building anything new, you want to check the structure of your existing SB campaigns to avoid naming collisions and duplicate builds
You want to build a full new SB — brand logo, headline, and multiple products — in one go
You want to add keywords or product targets to an existing SB campaign
You want to exclude search terms or products that aren’t selling relative to their ad spend from an SB campaign

Before you run

Target account … if you handle multiple accounts, confirm the target account is correct first.
Amazon Ads account connection … building, adding, and excluding involve writes, so the connection must be complete.
Naming conventions … to avoid naming collisions, it is safer to set up your conventions in advance in Classify ads with labels and naming rules.
Enabling after creation … newly created items are paused (PAUSED) by default. To start delivery, review the content and then enable it.

Quick reference

Goal	What you get	Changes	Prompt
Check the structure of existing SB campaigns	A list of campaign name, state, budget, and so on	No change (read-only)	Prompt 1
Build a full new SB campaign set in one go	A structure preview (created after approval)	Changes ad settings after approval	Prompt 2
Add keyword / product targets to an existing SB campaign	A preview of the candidates to add and their starting bids	Changes ad settings after approval	Prompt 3
Add negative keywords / negative product targets to an existing SB campaign	A preview of the exclusion candidates	Changes ad settings after approval	Prompt 4

Prompt 1: Check the structure of existing SB campaigns

Before building anything new, list the SB campaigns you already have. This is the pre-check that prevents naming collisions and duplicate builds.

When to use — when you want to list your existing SB campaigns before building anything new, to avoid naming collisions and duplicate builds.

What you need — nothing (use it as is).

List the existing Sponsored Brands (SB) campaigns.
Show campaign name, state, budget, and ad group count,
in a form I can use as a naming-collision check before building new ones.

What you get back — a table of SB campaign name, state, budget, ad group count, and so on.

Changes — no change (read-only). Nothing is written to Amazon Ads.

Next steps — check for naming collisions, and if there are none, build a new campaign with Prompt 2.

Prompt 2: Build a full new SB campaign set in one go

Builds everything from the campaign through to the ad creative at once. Review the proposal before you approve it.

When to use — when you want to build a full SB set — brand logo, headline, and multiple products — from the campaign through to the ad creative in one go.

What you need — the campaign name, daily budget, start date, the ASINs of the products to feature, and the keywords to target. Besides a daily budget, you can also specify a lifetime budget.

Build a new Sponsored Brands (SB) campaign.
- Campaign name: {{CAMPAIGN_NAME}}
- Daily budget: {{DAILY_BUDGET (e.g., 3000)}} JPY
- Start date: {{START_DATE (e.g., 2026-08-01)}}
- Products to feature: {{TARGET_ASINS (one or more)}}
- Keywords to target: {{KEYWORDS (one or more)}}

Build it in the order campaign → ad group → keywords → ads (creatives),
and show me the proposal first. Do not reflect anything to Amazon Ads
until I approve. Leave the state paused on creation.

What you get back — a preview of the campaign / ad group / keyword / ad structure. Created after approval. The creative headline and brand logo are subject to Amazon’s review, so they may be sent back during moderation.

Changes — changes ad settings after approval (creates a new SB campaign; created paused (PAUSED) by default).

Next steps — after creation, review the content and then enable it. If you want to set up naming conventions, see Classify ads with labels and naming rules.

Prompt 3: Add keywords and product targets to an existing SB campaign

Adds keywords or product targets to an SB campaign you already have.

When to use — when you want to add keywords or product targets to an SB campaign you already have.

What you need — the campaign name, the keywords to add and their match type, or the ASINs / categories for product targeting.

Add the following keywords to the ad group of SB campaign
"{{CAMPAIGN_NAME}}" with match type {{MATCH_TYPE (e.g., Phrase)}}:
{{KEYWORDS (one or more)}}

To add product targeting, specify it by ASIN or category.
Show me the proposal first, and do not apply anything until I approve.

What you get back — a preview listing the keywords and product targets to be added and their starting bids.

Changes — changes ad settings after approval (adds keywords and product targets).

Next steps — review the bids after adding via the approval flow in Adjust bids.

Prompt 4: Add negative keywords and negative product targets to an existing SB campaign

Excludes search terms and products that aren’t selling relative to their ad spend from the SB campaign.

When to use — when you want to exclude search terms or products that aren’t selling relative to their ad spend from an SB campaign.

What you need — the campaign name, the negative keywords, and the ASINs of the products to exclude.

Add the following as negatives to SB campaign "{{CAMPAIGN_NAME}}":
- Negative keywords: {{NEGATIVE_KEYWORDS (one or more)}}
- Negative product targets: {{NEGATIVE_ASINS (one or more)}}

Show me the proposal first, and do not apply anything until I approve.

What you get back — a preview listing the negative keywords and negative product targets to be added.

Changes — changes ad settings after approval (adds negative keywords and negative product targets).

Next steps — to surface exclusion candidates, use Add negative keywords or Find high-performing keywords and product targeting.

Create Sponsored Products (SP) campaigns — building new SP campaigns
Create Sponsored Display (SD) campaigns — building new SD campaigns
Classify ads with labels and naming rules — set up campaign naming conventions before you build
Adjust bids — post-build bid optimization
Add negative keywords — extracting negative candidates and the approval flow