If you’ve been selling on Amazon for a while, you already know how important Sponsored Brands ads are for attracting new buyers and driving engagement. Large brands use these ads to stay at the top of everyone’s mind. If you’re a smaller brand, there’s a chance your monthly revenue relies on successful Sponsored Brands campaigns.
That’s why we figured you’d want to learn more about the new update that could freeze your advertising on Amazon if you’re not careful!
Keep reading to learn more about the August 31, 2021 update to Amazon’s Sponsored Brands Logo requirements.
Sponsored Brands Logo Requirements: What’s Changed?
As of August 31, 2021, Amazon only allows the creation of ads that include your company’s logo. Your unique company logo must follow all policies outlined on the Sponsored Brands logo guideline page.
This is big, considering how many sellers and small brands consistently run ads with no visible logo or a different brand’s logo. To help build trust with customers, Amazon is now requiring accurate seller logos in all Sponsored Brands ads.
Below are the Sponsored Brands Logo Requirements from Amazon
A brand logo is your brand’s registered logo and not of the brand you are promoting unless you have the legal right to use the promoted brands logo. Brand logos must:
- Fill the entire image or be on a white or transparent background.
- Accurately reflect the brand or product you are promoting.
Brand logos must not be on a complex graphical background and must be visually appealing. Logos cannot:
- Be a product, ASIN (including cropped versions), custom or lifestyle image, or combination.
- Be used as an extension of the headline nor contain additional text.
- Be a combination of logos.
- Contain crowded or cluttered elements.
How Does This Affect Me?
If you plan on making a Sponsored Brands ad soon, you’ll have to include a true brand logo in order to create it. You will not be able to create a Sponsored Brands campaign without one. Current campaigns that don’t have a logo will be automatically paused on February 28, 2022.
While Sponsored Brands ads are a great place to include product images, it is now a requirement to also include an appropriate brand logo that is true to your brand.
If I Already Paid For Campaigns That Do Not Have a Suitable Brand Logo, What Should I Do?
Existing campaigns that don’t have a true brand logo will be automatically paused on February 28, 2022. “True brand logo” means one that accurately represents your brand and meets all Amazon advertising policy standards. To avoid interruption of your advertising on Amazon, make sure your Sponsored Brands ads all have your brand’s logo and meets policy requirements.
If I Don’t Have My Own Suitable Brand Logo, What Should I Do?
There are no exceptions to this new policy, unfortunately!
We recommend you design a logo that accurately represents your brand and follows content requirements. Any Sponsored Brands ads with no logo or an unsuitable logo will be automatically paused on February 28, 2022. You are already unable to create new Sponsored Brands ads without including a logo that meets policy requirements.
Need help developing the look and feel of your online brand? We love helping Amazon sellers with Brand Store development.
More Amazon Updates
Remember, if you don’t want your campaigns to be shut down early, make sure you have a logo that meets Sponsored Brands Logo requirements. You won’t be able to make new ads without a great logo, and old campaigns will get paused if they don’t comply.
For more helpful updates on changes that affect your brand other e-commerce marketing insights, read some of our other posts like this one on building brand awareness on Amazon.
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