Amazon’s beauty market is crowded. From skincare to personal care, success needs more than great packaging; it demands a precise Amazon advertising strategy.
Top brands blend brand awareness, engagement, and purchase-focused Amazon PPC campaigns to attract new customers and meet business goals. Backed by insights from amazon advertising case studies, here are seven ad formats driving results in the beauty scene.
1. Sponsored Products, The Core Sales Driver
Sponsored Products are the most common ad format on Amazon, placing listings directly in search results and on competitor product pages. They target shoppers actively searching for products, making them one of the most reliable ways to capture purchase-ready traffic.
In the beauty category, Sponsored Products are especially effective for driving steady sales of consumable or replenishable items. For example, a skincare brand launching a retinol night cream could target high-intent keywords like “anti-ageing cream” and “night moisturizer” while also bidding on competitor brand terms.
By appearing consistently for these searches, the brand secures visibility in a crowded market and builds familiarity with its target audience. Over time, this visibility supports rankings organically, lowering reliance on paid traffic.
2. Sponsored Brands, Building Awareness and Recall
Sponsored Brands ads appear at the top of search results and showcase your logo, headline, and multiple products. They’re a powerful way to tell your brand story and guide shoppers toward your full product range.
For example, a clean beauty brand could run Sponsored Brands ads for its “Glow Essentials Kit,” featuring a cleanser, toner, and moisturizer designed for all skin types. Clicking the ad could take shoppers to a dedicated Amazon Store page, where they see a curated selection of products, lifestyle imagery, and educational content.
In this way, Sponsored Brands not only create awareness but also establish credibility and trust, giving customers more reasons to explore and purchase.
3. Sponsored Brand Video, Capturing Attention in Seconds
Sponsored Brand Video ads add the storytelling power of motion to prime ad placements in search results. They’re especially impactful in beauty because they can show texture, application, and transformation in a way static images cannot.
Consider a makeup brand promoting a new waterproof mascara. A short, engaging video could show the product being applied, highlight its smudge-resistant formula, and reveal before-and-after shots, all in under 30 seconds. This visual storytelling engages shoppers instantly, helps them picture the results, and can significantly improve click-through rates compared to traditional ads.
4. Sponsored Display, Retargeting for Repeat Sales
Sponsored Display ads are designed to re-engage shoppers who viewed your product but didn’t purchase, or to target those who bought similar items. In beauty, where loyalty and repeat purchases are common, this format is a valuable tool for retention and cross-selling.
For instance, if a shopper browses your vitamin C serum but leaves without buying, Sponsored Display ads can follow them across Amazon and even onto third-party sites, showing them the same serum with a limited-time discount.
Similarly, if a customer buys your moisturizer, they could later see ads for your complementary SPF cream. This type of targeting not only recaptures lost sales but also increases the lifetime value of each customer.
5. Amazon DSP, Expanding Reach Beyond Amazon
Amazon’s Demand-Side Platform (DSP) allows brands to run programmatic display ads on and off Amazon, reaching audiences based on shopping behavior, purchase history, and demographics. For beauty brands, this means being able to target highly specific groups, even when they aren’t actively browsing Amazon.
A luxury skincare brand, for example, might use DSP to target customers who have purchased other high-end serums or creams, then retarget them with ads for its new facial oil on beauty blogs or lifestyle websites.
By reaching potential customers in their broader digital environment, DSP helps beauty brands expand awareness and create a more complete amazon advertising model that covers the full customer journey.
6. Video in Search, Storytelling at the Moment of Intent
Video in Search ads appear directly in search results, often on mobile devices, and can influence purchase decisions in seconds. They’re particularly effective in beauty because they combine the educational value of video with the high intent of search advertising.
A haircare brand could use this format to show a quick clip of someone applying their leave-in conditioner, complete with before-and-after footage of frizz reduction.
This placement captures attention right when shoppers are considering options, making it easier to highlight benefits for specific hair or skin types and convert interest into sales.
7. Amazon Stores, Your Brand’s Home Base
An Amazon Store functions as a dedicated space for your brand within the platform, acting like a mini website where you can control the shopping experience. All your campaigns, from Sponsored Brands to DSP, can drive traffic here, making it a critical part of cohesive amazon marketing campaigns.
A skincare brand could create separate Store pages for anti-ageing, hydration, and acne care, each with detailed product descriptions, usage, and Amazon advertising tips, and customer reviews. This not only makes it easier for shoppers to navigate your product line but also reinforces brand consistency and increases the likelihood of multi-product purchases.
How Leading Beauty Brands Combine These Formats?
Insights from amazon advertising case studies show that high-performing beauty brands rarely rely on just one ad type. Instead, they layer formats to cover every stage of the funnel:
| Stage | Primary Formats | Supporting Formats |
| Awareness | Sponsored Brands, DSP | Video in Search, Sponsored Brand Video |
| Consideration | Sponsored Products | Sponsored Display, Amazon Store |
| Conversion | Sponsored Products | Sponsored Display Retargeting |
| Loyalty | DSP Retargeting, Amazon Store | Sponsored Brands |
Agencies like beBOLD Digital have helped beauty brands achieve this balance, designing beauty brands ad strategies that use DSP to attract new audiences, Sponsored Products to secure conversions, and Sponsored Brand Video to drive engagement. These Amazon Premium Beauty Services show that in beauty and advertising, coordinated execution delivers stronger results than isolated ad tests.
Final Thoughts
Effective beauty brand Amazon ads use a full-funnel ad campaign, from Sponsored Products to DSP, to move shoppers from awareness to repeat purchase. Success comes from Amazon PPC management that tracks KPIs, controls ad spend, lowers ACOS, and applies negative keywords. Brands like Fenty Beauty prove that creative beauty ads, strong packaging, and a clear marketing plan can put you center stage in the beauty industry.
Frequently Asked Questions
1. How do you advertise your brand on Amazon?
Use a mix of Amazon PPC ads like Sponsored Products, Sponsored Brands, and DSP alongside a strong social media push. Track key performance indicators such as conversion rate and ACOS to refine campaigns.
2. Where do Sponsored Brands ads appear on Amazon?
They typically show at the top of search results, within results pages, and sometimes on competitor listings. This prime placement boosts brand awareness and drives traffic to your Store or product line, a core element of Amazon’s marketing strategy.
3. How much does it cost to create a brand on Amazon?
Costs vary depending on your advertising costs, product line, and creative assets. Expect to invest in trademark registration, professional branding, product photography, and Amazon PPC ads.
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