"Sponsored Brands is crushing Sponsored Products. Let's move budget." Every Nove
By Gabriel Caceros · November 9, 2026 · Curated by George's Blog
"Sponsored Brands is crushing Sponsored Products. Let's move budget."
Every November someone shows me that slide.
Sponsored Brands ROAS: 6.3.
Sponsored Products ROAS: 3.0.
Before anyone moves a dollar, check the attribution windows.
On Amazon, Sponsored Products credits sales within 7 days of the click for sellers, 14 days for vendors.
Sponsored Brands and Sponsored Display credit 14 days.
For a seller account, that is twice the window.
Most of the year, the gap is small.
In Q4 it is not.
Gift shoppers click early and buy later.
They research on November 15.
They wait for the deal.
They buy on November 27.
That is 12 days.
If that click was on Sponsored Brands, the ad gets credit.
If the same click was on Sponsored Products in a seller account, the sale does not count as an ad sale at all.
Same shopper.
Same purchase.
Different credit.
Last year a baby brand moved 25% of its Sponsored Products budget into Sponsored Brands the week before Black Friday.
The case was a 2.1x ROAS gap.
Total sales for the week came in flat.
Rank on two core exact terms slipped.
When we rebuilt the comparison with both ad types on a 14-day window, the gap was 1.3x, not 2.1x.
Still a gap.
Not a reason to starve the campaigns holding rank.
How we compare ad types in Q4 instead:
→ Put every ad type on the same window before comparing. If you cannot, do not compare across ad types.
→ Treat the last 14 days as unfinished. Sales are still landing on older clicks.
→ Judge budget shifts on total sales and TACOS for the period, not ad-type ROAS.
→ Read Black Friday on December 11, after the 14-day window has closed.
Sponsored Brands has a real job in Q4.
So does Sponsored Products.
The job is not to win a ROAS contest with different rules.
ROAS is not a score.
It is a score with a window attached.
#amazon #amazonads #amazonppc #amazonctr #amazonseller #amazonfba