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By Destaney Wishon · October 20, 2025 · Curated by George's Blog
Should you protect your brand name on Amazon?
It’s one of the oldest debates in Amazon Advertising.
👉 “If a customer typed in my brand name, they were already looking for me, so why pay to show up?”
And honestly… I agree with that logic.
If you’re operating on a fixed budget, branded search is rarely incremental. Those customers already know and trust you.
I usually reserve branded spend for:
• New product launches — to boost early visibility
• Sponsored Brand Ads — that showcase the rest of my portfolio and drive cross-purchase
Because if a competitor shows up in that top ad unit, you could still lose a loyal customer.
But here’s where it gets interesting ⬇️
Amazon just rolled out a new Sponsored Brands feature that lets you reserve top-of-search placements for branded keywords at a fixed cost.
That means:
✅ Predictable spend for brand defense
✅ More freedom to reallocate budget toward new customer acquisition
✅ Less stress about daily CPC swings
It doesn’t change the fact that branded search shouldn’t eat up most of your budget…
…but it does make defending your brand name a little more affordable, and a lot more strategic.
Would you increase your spend allocated to branded terms if the cost was predictable?