TL;DR
- Branded keywords target people already familiar with your brand and usually bring higher conversions at a lower cost.
- Non-branded keywords help you reach new customers and grow your visibility but may have higher costs and lower conversions at first.
- Use branded keywords for retargeting, brand protection, and promotions; use non-branded keywords for product launches and expanding reach.
- Keep branded and non-branded keywords in separate campaigns for better control, tracking, and budget management.
- Tools like Amazon Campaign Manager, Helium 10, and Teikametrics can help track and optimize keyword performance.
- A balanced strategy using both keyword types gives you the best chance of increasing sales, lowering ACoS, and scaling efficiently.
When running Amazon ads, one of the most important choices you’ll face is whether to focus on branded or non-branded keywords. Both play a key role in your PPC strategy but they serve very different purposes. Branded keywords target shoppers who are already searching for your brand, while non-branded keywords aim to attract new customers who are searching more generally for products like yours.
Many sellers make the mistake of choosing one and ignoring the other, but the truth is, both have value depending on your goals. Whether you’re launching a product, scaling your brand, or trying to lower ACoS, understanding how and when to use each keyword type can make a big difference.
In this guide, we’ll break down the difference between branded and non-branded keywords, when to use them, and how to balance both for better performance. Plus, we’ll cover tools, tips, and common mistakes to help you get it right.
What are branded keywords?
Branded keywords are search terms that include your brand name. For example, if your brand is “GlowSkin,” then phrases like “GlowSkin face cream” or “GlowSkin products” are branded keywords. These keywords are used by people who already know your brand and are looking for your products.
Branded keywords usually bring higher conversions because the shopper is already interested in what you sell. They’re also helpful for protecting your brand on Amazon, so competitors don’t show up when someone searches for your name. These keywords work well when you want to build brand loyalty, promote new products, or run special offers.
Since they often cost less and convert better, they can help you get more value from your ad spend. In short, branded keywords are great for keeping your brand visible, winning over repeat customers, and stopping others from taking your traffic.
When to use Branded Keywords?
To get the best results from your Amazon sponsored ads, you should use both branded and non-branded keywords. They work in different ways. Branded keywords help bring back people who already know your brand and are more likely to buy. Non-branded keywords help you reach new customers who are searching for products like yours.
Using brand keywords in your Amazon PPC campaigns is smart when you’re targeting shoppers who already know your brand or have purchased from you before. These Amazon product keywords work best in situations where the goal is to protect your brand space, drive loyal customers back, or support key promotions.
You should use brand keywords when:
- Launching new products: People who already trust your brand are more likely to try new products.
- Running deals or promotions: Make sure your products appear at the top when someone searches for your brand during a sale.
- Retargeting returning customers: If a shopper has purchased from you before, branded keywords help bring them back.
- Defending your brand name: Prevent competitors from bidding on your brand and showing their products instead of yours.
- Improving ACoS and conversions: Branded keywords usually cost less and convert better, helping improve campaign efficiency.
Since branded traffic is already warm, using these keywords keeps you in front of buyers who are ready to purchase. They’re not about discovery, they’re about closing the sale. For any brand with an established presence, branded keywords should be a core part of your Amazon PPC strategy.
What are non-branded keywords?
Non-branded keywords are search terms that do not include your brand name. These are general phrases that shoppers use when they’re looking for a type of product but haven’t decided on a specific brand yet. For example, instead of searching for “GlowSkin moisturizer,” a shopper might search for “hydrating face cream” or “moisturizer for dry skin.”
These keywords help you reach new customers who may not know about your brand yet. They’re essential for growing visibility, especially in competitive categories where shoppers compare multiple products before buying.
Non-branded keywords often have higher competition and can cost more per click, but they also open the door to a much larger audience. They’re perfect for attracting new buyers, launching products in crowded markets, or expanding your customer base.
Non-branded keywords play a key role in growing your Amazon product ads by helping your products appear in front of shoppers who are still researching or comparing options.
When to Use Non-Branded Keywords
Non-branded keywords are best used when your goal is to reach new customers who haven’t heard of your brand yet. These keywords help you appear in search results when shoppers are looking for a general product, like “wireless earbuds” or “natural face cream,” rather than a specific brand name.
Use non-branded keywords when:
- Launching a new product, and you want to attract a broad audience.
- Entering a competitive category where brand awareness is low.
- Expanding your reach beyond existing customers.
- Running top-of-funnel campaigns focused on product discovery.
- Testing different audience segments based on search behavior.
These keywords are great for building brand awareness, especially if you have strong images, competitive pricing, and solid reviews to help win over new shoppers. While non-branded traffic can be more expensive, it’s necessary if you want to grow your visibility and attract customers who are not yet loyal to any brand.
Branded vs. Non-branded Keywords: Which Produces Better Results?
| Keyword type | What’s good | What’s not | When to use |
| Branded keywords | More sales – Lower cost per click – Reaches people who know your brand | Smaller reach – Only works if people search your brand | Protecting your brand – Promoting deals – Getting repeat buyers |
| Non-Branded keywords | Bigger reach – Brings in new customers – Good for discovery | Higher cost – Fewer sales at first | New product launches – Growing your brand – Reaching more people |
What to choose?
Branded keywords are great when you want more sales at a lower cost. Since they target people who already know your brand, these shoppers are more likely to click and buy. Branded keywords help you protect your brand, run promotions, and get repeat customers.
Non-branded keywords are best for reaching new people. They show your products to shoppers who haven’t heard of your brand yet but are looking for something you sell. These keywords may cost more and don’t always lead to quick sales, but they help you grow your brand and reach more customers.
How to balance both in your Amazon PPC strategy
To get the best results from your Amazon sponsored ads, you should use both branded and non-branded keywords. They work in different ways. Branded keywords help bring back people who already know your brand and are more likely to buy. Non-branded keywords help you reach new customers who are searching for products like yours.
Start by creating separate campaigns for each. This way, you can track what’s working, manage budgets better, and control your bids more easily. Use more budget on non-branded keywords if you’re launching a new product or trying to grow your reach.
Use more branded keywords if you’re running a sale, protecting your brand, or retargeting past buyers. Check your results often. Branded keywords usually have lower costs and higher sales. Non-branded ones may cost more, but they bring in new traffic. The key is balance. Branded keywords help with sales and loyalty, while non-branded ones help you grow. Using both together gives your campaigns a stronger chance to succeed.
Common mistakes to avoid
- Don’t mix branded and non-branded keywords in one campaign
- Set a separate budget for each type
- Check how each keyword is performing
- Don’t overspend on non-branded keywords
- Use ads for branded keywords, too
- Add negative keywords to block bad traffic
- Update your keyword list often
- Use both branded and non-branded keywords
- Try new non-branded keywords
- Use tools to track and improve results
Final words
Branded and non-branded keywords are both essential to building a strong Amazon PPC strategy. Branded keywords help you convert existing customers, protect your brand space, and improve ad efficiency. Non-branded keywords, on the other hand, are key to reaching new shoppers, increasing visibility, and growing your audience.
The most successful campaigns don’t rely on one or the other; they balance both based on goals, product type, and stage of growth. To make the most of your keyword strategy, it’s important to manage campaigns separately, track performance closely, and adjust your bids regularly. Using the right tools and avoiding common mistakes can save time and improve results.
If you’re not sure where to start or how to balance branded vs. non-branded keywords effectively, Amazon experts can help. With expert guidance, you can build a tailored strategy, reduce ad waste, and get better returns from every click so you grow faster and spend smarter.
