Amazon Store Spotlight Ads: Why Your Brand Shouldn’t Keep Hiding in the Shadows
Step-by-step setup guide, expert tips, and strategies from our Amazon advertising agency.
If your Amazon Brand Store is buried beneath search results, you’re handing traffic—and revenue—to your competitors. Store Spotlight Ads change that by placing your brand front and center in Amazon search results.
In this guide, we’ll cover:
- What are Store Spotlight Ads?
- Why they’re crucial in 2025
- How to set up your first campaign
- Expert tips to maximize results
Let’s turn on the spotlight.
What Are Store Spotlight Ads?
Store Spotlight Ads are a format within Sponsored Brands that showcase your brand logo, custom headline, and up to three store subpages directly in search results. Shoppers can browse your entire collection from the moment they start searching.
Requirements:
An active Brand Store
At least three sub-pages, each with unique products
Example: A skincare brand can feature separate sub-pages for cleansers, serums, and moisturizers.
Why You Need Store Spotlight Ads in 2025
Amazon is more competitive than ever. Without ad placements, your Brand Store might go unnoticed.
Higher visibility: Top-of-search placement . Boosted CTR: Sponsored Brand campaigns average 0.35–0.4% CTR . Improved ROAS: Store Spotlight campaigns drive up to 4x return compared to Sponsored Products . Full-store exposure: Guide traffic to curated sub-pages vs. individual listings
Store Spotlight is still underused early adopters are gaining visibility at lower CPCs.
Use Cases: Who Benefits Most?
- Multi-category brands: Showcase different product lines in one ad.
- Seasonal launches: Promote collections during Prime Day or holidays.
- New product pushes: Introduce innovations alongside proven sellers.
- Cross-sell strategies: Direct traffic to curated bundles and upsell pages.
- Check eligibility
Must have Brand Registry and a qualifying Store. - Create a campaign
In Ads Console: Sponsored Brands → Store Spotlight. - Upload creatives
400×400 logo, 600×600 tile images, 50-character headline. - Set targeting
Start with keyword targeting, layer in competitor ASINs over time. - Launch and optimize
Use Sponsored Brand reports to refine keywords and measure ACOS/ROAS.
Expert Tips from Our PPC Team
Lead with benefits: Your headline should promise value (“Gentle Skincare for All Skin Types”)
Use lifestyle images for tiles not just pack shots
Focus spend on top-of-search by bidding down other placements (up to -90%)
Monitor Store Insights for sub-page dwell time and click-throughs
Combine with Sponsored Products to own multiple placements
Common Mistakes to Avoid:
Generic headlines (“Shop Our Store”) – Be specific and compelling
Irrelevant sub-page combos – Align content with search intent
Poor mobile optimization – Test image crops and tile layouts
No negative keywords – Filter unrelated traffic to save budget
How to Measure Success
- CTR: Aim for 0.35% +
- ACOS: Target <33%
- ROAS: Goal of 4x–5x minimum
- Store dwell time: 30+ seconds average
- New-to-brand metrics: Used to track reach and acquisition
Next Steps: Don’t Let Competitors Steal the Spotlight.
Your competitors are already using Store Spotlight Ads to dominate search visibility. Don’t let them get all the clicks.
Book your free strategy call here
Let’s build a winning ad strategy tailored to your brand.