Keyword and product-targeted ads that appear in search results and on product detail pages. The workhorse ad type.
ExampleA keyword bid of $1.20 on 'wireless earbuds' makes your product eligible to show in that search result's sponsored slot.
Sponsored Products are typically the bulk of any account's ad spend. They drive direct conversion from people already searching. The two targeting modes are keyword (manual) and automatic (Amazon picks).
The bulk of TACoS-discipline work happens inside Sponsored Products: keyword harvesting from auto campaigns, negating wasted clicks, laddering bids by ACoS. Get this layer right before adding complexity above it.