Key differences between Sponsored Products and Sponsored Brands:
| Feature | Sponsored Products | Sponsored Brands |
|---|---|---|
| Negative keywords |
✓
|
✗
|
| Campaign structure | Campaigns > Ad groups > Ads > Keywords | Campaigns > Creatives > Keywords |
| Budget options | Daily budget | Daily budget, Lifetime budget |
| Ad moderation |
✗
|
✓
|
| Automatic targeting |
✓
|
✗
|
In practice, Amazon Sponsored Brand Ads usually result in a slightly lower conversion rate compared to Amazon Sponsored Products Ads but your brand will receive more impressions and exposure to Amazon buyers.