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Introduction
Is your organic traffic truly growing your brand? Or are you driving sales that would have happened organically? If customers are already searching for your brand, branded search isn’t the most efficient place to spend dollars – but answering these questions is not always straightforward, and understanding the nuances can help you make smarter, more profitable decisions.
The Cannibalization Concern
Two truths can coexist:
Branded ads can cannibalize organic sales | If your hero ASIN ranks #1 organically and you also run a Top‑of‑Search ad for that same ASIN, you’re paying for a click you likely would have earned for free. That’s sales cannibalization, and it hurts profitability. |
Rivals can bid on your branded terms | Without a brand‑defense presence, competitors can sit above your organic tile and take away high‑intent traffic. Defensive ads protect SOV and let you control creative and offers in the most valuable real estate. |
The right answer is a dual approach with intentionality: defend when necessary, and redirect brand demand toward ASINs where paid exposure creates incremental value. Ads let you control which products customers see first from your brand, how baskets are shaped, and how you increase average order value over time.
What Products Should I Advertise on Branded Search?
Not all products deserve branded ad spend. Focus on ASINs that align with strategic goals:
🦸 Complementary Products to Your Hero
Feature refills, accessories, and bundles to lift Average Order Value (AOV). Branded shoppers are primed; use the click to expand the basket. Track brand‑halo conversions within the console and use AMC to prove cross‑sell impact.
📈 High-Margin ASINs
Branded traffic is a great place to showcase profitable lines where cost per click can be absorbed without weakening the contribution margin.🆕 New Products or Low Review Listings
The brand halo smooths trial friction for new products – customers who have bought from you before don’t need the social proof of lots of reviews from other shoppers to convert. Use branded ads to accelerate review velocity, reaching an audience of loyal shoppers who are willing to try new items despite limited ratings.☀️ High Inventory / Seasonal Closeout
If you’re long on stock or approaching the end of the season, branded ads accelerate sell‑through without competing for discovery on generic terms. Align bids to seasonal peaks and exit windows to avoid storage fees and lost rank.💵 High Price-Point Anchors
Showcase premium SKUs or larger pack sizes to anchor price perception (and drive profitability); mid‑tier ASINs look like a deal by comparison. This is especially potent with branded intent where trust is high. Keep anchoring ethical and clear (e.g., MSRP vs. your price).
Avoiding the “Mirroring” Trap
One pitfall to avoid: mirroring, where the same ASIN appears both organically in the top row and in a top-of-search ad. This wastes spend without adding visibility. Instead, use branded ads to showcase products that aren’t already dominating organically.
When Branded Bidding is Mandatory (and When it’s Optional)
Here’s a simple breakdown of whether branded bidding should be mandatory:
Mandatory | Your brand queries are materially contested; competitors appear above your organic tile or on your PDPs. You should reclaim screen real estate with Sponsored Products + Sponsored Brands; measure impression share and share of voice movement. |
Optional/Situational | You own the first organic positions, competition is light, and ROI goals are strict. In this case, limit branded spend to cross‑sell/new launches/high margins and avoid mirroring. |
The Budget Question: Branded vs. Unbranded Spend Mix
Most searches on Amazon are unbranded, meaning most shoppers start with generic category terms. If your goal is growth and NTB acquisition, you need significant investment in non-branded keywords.
Recommended starting points:
Brand Stage | Branded Spend | Unbranded Spend |
Launch / Growth | 10–20% | 80–90% |
Established Brand | 20–30% | 70–80% |
Highly Competitive | 30–40% | 60–70% |
💡 Rule of Thumb
If branded spend is >40%, you’re likely paying for traffic you’d get organically.
It’s critical to understand how this mix impacts your efficiency metrics. Branded terms convert at the highest rate and carry the lowest CPCs, which can make ACOS look artificially strong. If 50% of your budget is branded, that “great ACOS” may not reflect true growth.
Monitor ACOS alongside branded spend share to see if efficiency gains are real (or just skewed by brand defense). Better yet, set KPIs for Total ACOS (TACoS), which measures ad spend against total sales (paid + organic). TACoS tells you whether advertising is lifting the entire business, not just paid clicks.
Final Thoughts
The real question isn’t “Should I bid on my own brand?” but rather “How can my branded spend drive meaningful business outcomes?”
Protect your brand when competitors are encroaching, avoid simply mirroring your hero ASIN, and use branded ads to promote strategic products—complementary items, high-margin ASINs, new launches, seasonal inventory, or price anchors—while keeping branded spend under control.
Most importantly, focus on the metrics that matter:
Track your branded share of spend to ensure ACOS improvements aren’t just the result of shifting budget.
Use TACoS to understand whether ads are truly lifting total sales (paid + organic), not just paid clicks.
Confirm incrementality through NTB metrics and brand halo analysis.
When executed well, branded traffic becomes a powerful lever for catalogue expansion, higher AOV, and profitable growth. When done poorly, it becomes nothing more than expensive insurance for sales you would have earned anyway.