What is Store Spotlight?

Store Spotlight is a Sponsored Brands format that advertises your Amazon Store rather than a single product. The ad carries your brand logo, a headline and a set of tiles, each pointing at a different sub-page of your Store, each with its own image and label. Clicking a tile takes the shopper to that sub-page.

It requires Brand Registry and a live Store built out with distinct sub-pages, since the sub-pages are what fill the tiles.

What makes it different

Every other advertising format ends at a product. Store Spotlight ends at a category. That single difference drives both its use and its limits.

A shopper who lands on a product detail page can buy on that page. A shopper who lands on a Store sub-page has to choose a product first, then buy. That extra step is the cost of showing a range, and it is why the format reads as a brand-building tool rather than a performance one.

How to judge it fairly

Because the click lands on a Store page, orders can come from any product the shopper reaches afterwards, including products the ad never displayed. Judged with the same expectations as a bottom of funnel campaign it will usually look worse, not because it failed but because you measured a range play as though it were a product play.

Our practical rule is to keep Store Spotlight in its own campaigns, away from the terms you bid on for rank or profit. Blending a brand campaign into the same reporting line as your performance terms corrupts both readings, and the resulting averages justify decisions on neither.

A worked scenario

Suppose a brand sells kitchen knives, chopping boards and sharpening kit, with a Store sub-page for each. A shopper searching a general category term has not yet decided which of the three they want. A Store Spotlight ad lets all three compete for that shopper in one placement, and the tile they click tells you which category the general term actually belongs to. That routing information is genuinely useful, and it feeds back into which products you promote against that term elsewhere.

When to skip it

A brand with one product line has nothing to spotlight. The tiles will point at variations of the same thing and Product Collection will do the job better. Store Spotlight earns its place when the range genuinely divides into categories a shopper would choose between.