Amazon Advertising in Australia: Ad Types, Eligibility, Billing and How to Start

Amazon advertising in Australia lets a seller pay to promote products on Amazon.com.au. As of October 2026 Amazon's seller page lists three self-service ad types for sellers: Sponsored Products, Sponsored Brands and Sponsored Display, plus free Stores. You need an active Professional seller account to advertise. Sponsored Products and Sponsored Brands are charged per click, so you pay only when a shopper clicks, and impressions are free. You start from the Advertising tab in Seller Central.

Which ad types can you run on Amazon.com.au?

Amazon describes the self-service options like this.

Amazon says Sponsored Products are cost-per-click ads that promote individual product listings. Sponsored Brands are cost-per-click ads that feature your brand logo, a custom headline and multiple products. Sponsored Display is a self-service display solution that reaches shoppers in the Amazon store and on third-party destinations.

Amazon DSP is a separate, programmatic product. The seller-facing Australian page lists only the three ad types above, so read Amazon DSP in Australia before assuming it is open to you.

Who is eligible to advertise?

All three conditions below come from Amazon's seller advertising page.

• You must have an active Professional seller account. The Individual plan does not qualify. If you are choosing between plans, see Individual vs Professional on Amazon Australia.
• Sponsored Brands and Stores need enrolment in Brand Registry. Our Brand Registry guide for Australia covers the trade mark side.
• Sponsored Products need the product to be eligible for Featured Offer placement, which is the Buy Box. See the Buy Box glossary entry.
• Adult products, used or refurbished products and products in closed categories are not supported.

A product that is suppressed, out of stock or not winning the Buy Box is a poor candidate even where it is technically eligible. Fix the listing before you pay for clicks. Amazon listing optimisation in Australia is the place to start.

How does Amazon Ads billing work in Australia?

The model is the same for Sponsored Products and Sponsored Brands CPC campaigns. You pay only when your ad is clicked. Ad impressions, or views, are free. You choose your budget and how much you want to spend for a click.

Three points trip sellers up.

1. There is no ad subscription. Amazon's Sponsored Products page says there are no monthly or upfront fees and that you pay only for clicks. The Australian seller page also shows A$49.95 per month beside the ads headline, but that figure is the Professional selling plan, not an advertising fee. The page is ambiguous on this, so confirm in your own account.
2. Daily budgets are not paced evenly. Amazon notes that daily budgets are not paced through the day, so a small budget can be spent quickly if many shoppers are interested.
3. Sponsored Brands has other billing options. Besides CPC, Amazon lists cost per 1,000 viewable impressions (vCPM), with no minimum spend for CPC or vCPM, and a fixed upfront reserve for share of voice that does need a minimum spend commitment. Whether every option is open to Australian sellers is something the campaign builder shows you.

Ad costs are separate from your Amazon selling fees. For the fee side, see Amazon Australia seller fees. For what ads typically cost in practice, see how much Amazon ads cost in Australia.

How do you launch your first campaign?

Amazon's own steps are short.

1. Log in to Seller Central.
2. Click the Advertising tab and follow the prompt to get started.
3. Choose a campaign type and follow the steps. For a Store, use the Stores tab.

Amazon recommends launching a Sponsored Products campaign first. Before you click create, do the groundwork below.

• Pick one to three products that are in stock, priced competitively and holding the Buy Box.
• Know your break-even ACoS for each product (the next section links to the maths).
• Set a daily budget you can afford to lose while you learn. Amazon lists a recommended minimum daily budget of 15 in local currency for Australia (A$15; confirm it in your ads console).
• Decide whether you will run automatic targeting, manual keywords or both. See Amazon PPC campaign structure.

How much of your total budget belongs in ads is a separate question, covered in Amazon ads budget for new sellers in Australia.

Which numbers should you watch?

Four numbers carry most decisions.

• ACoS is ad spend divided by ad-attributed sales. The ACoS glossary entry has the definition, and what a good ACoS is in Australia works out your break-even from your own margin.
• TACoS is ad spend divided by total sales, including organic. See TACoS. It shows whether ads are building the whole business or only buying sales.
• ROAS is ad-attributed sales divided by ad spend, the inverse of ACoS. See ROAS.
• Click-through and conversion rates tell you whether the problem is the ad, the listing or the price.

There is no "good ACoS" that applies to every seller. It depends on your margin, which is why we do not quote an Australian average.

What does Amazon not publish for Australia?

Be wary of any guide that states these as fact, because Amazon's public pages do not.

• A minimum bid for Sponsored ads in Australia. The seller advertising page does not state a minimum bid or minimum budget.
• Typical cost per click by category. Amazon sets clicks by auction and relevance and bid, so costs move with competition.
• Whether Amazon DSP or Sponsored TV is open to your account and at what minimum. Ask your Amazon Ads contact.
• A fixed Australian benchmark for ACoS. None is published.

Amazon also now describes Sponsored Display as "display ads" inside a wider offering, while existing Sponsored Display campaigns keep running. Menu names in your account may differ from older guides.

Where does each ad topic go next?

For the wider Australian selling picture, the Amazon Australia seller hub links every guide.

FAQ

How much does Amazon advertising cost in Australia? There is no monthly ad fee for Sponsored Products. You pay per click, up to the daily budget you set. What each click costs is set by auction and varies by product, so no single figure applies. See our cost guide for how sellers estimate it.

Do I need a Professional account to run Amazon ads in Australia? Yes. Amazon's page states you must have an active Professional seller account to advertise. Individual-plan sellers cannot run Sponsored Products, Sponsored Brands or Sponsored Display from Seller Central.

Do I need Brand Registry for Amazon ads? Only for some formats. Sponsored Brands and Stores require Brand Registry enrolment, while Sponsored Products do not, though the product must be eligible for Featured Offer placement.

Which Amazon ad type should a new Australian seller start with? Amazon recommends launching a Sponsored Products campaign first. It needs no Brand Registry, works at single-listing level and gives search-term data you can use for later campaigns.

Do I pay when someone only sees my ad? Not on Sponsored Products or Sponsored Brands CPC campaigns. Impressions are free and you pay when the ad is clicked. Sponsored Brands also offers vCPM billing, which charges per 1,000 viewable impressions, if you choose it.

Is there a minimum budget for Amazon ads in Australia? Amazon lists a recommended minimum daily budget of 15 in local currency for Australia (A$15; confirm it in your ads console). It is guidance rather than a stated hard limit, and no minimum bid is published.

Can I advertise products from the Individual plan or in restricted categories? No for Individual. Adult products, used or refurbished items and closed categories are not supported either. Check category rules in Seller Central before you plan spend.

Next step

Pick one product, work out your break-even ACoS and launch a small Sponsored Products campaign before adding other formats. If you would rather have specialists run it, Blooprint provides Amazon Ads management for Australian sellers, and BlooprintAI (https://blooprintai.in/) is its ads-automation software for Amazon sellers.