Most Amazon advertisers split budgets randomly. "Let's do 70% Sponsored Products
By Gabriel Caceros · February 17, 2026 · Curated by George's Blog
Most Amazon advertisers split budgets randomly.
"Let's do 70% Sponsored Products and figure out the rest."
That's not a strategy.
Here's the framework we use at INGB:
□ 50-65% Sponsored Products (intent capture)
□ 15-25% Sponsored Brands (category presence)
□ 10-20% Sponsored Display (retargeting + awareness)
□ 0-20% DSP (only for mature brands ready for programmatic)
But the percentages aren't the point.
The point is each layer serves a different purpose.
→ Sponsored Products = harvest existing demand.
→ Sponsored Brands = own your category positioning.
→ Display = convert warm traffic cheaper than cold.
→ DSP = scale beyond Amazon's search ecosystem.
The mistake?
Treating every campaign type like it should deliver the same ROAS.
Your discovery campaigns will run at break-even or loss.
Your exact match campaigns should crush ROAS targets.
If you're judging both by the same metric, you're misunderstanding the game.
Budget allocation isn't about percentages.
⤷ It's about funding each stage of the funnel appropriately.
Then holding each accountable to the right KPI.