Amazon Headline Search Ads: The Ultimate Guide for 2024

by | Sep 25, 2023 | Amazon Headline Search Ads

Amazon Headline Search Ads (HSAs) are a form of pay-per-click (PPC) advertising exclusively available on Amazon. First introduced in 2018, these ads enable sellers to promote their brand and products at the top of Amazon’s search results pages. As Amazon’s advertising platform continues to grow in popularity, HSAs present a tremendous opportunity for sellers looking to increase product visibility and brand awareness. 

With custom headlines and prominent placement, HSAs allow you to tell your product’s story and make a strong first impression on potential customers.

Key Takeaways

  • Amazon Headline Search Ads (HSAs) are a powerful form of PPC advertising exclusive to Amazon that allow sellers to promote their products at the top of search results.
  • HSAs offer unique opportunities for brand storytelling, increased visibility, and driving traffic and sales for new products.
  • Key differences between Headline Search Ads and Sponsored Products include the ability to tell a product’s story, larger size and visibility, and positioning at the top of search results.
  • Benefits of running HSAs include enhancing brand loyalty, achieving brand storytelling, increasing visibility, driving traffic and sales, and providing a competitive advantage.
  • Integrating HSAs into your business strategy involves grouping products for unique ads, targeting strategies for brand awareness and sales boost, coordinating with existing promotions, monitoring performance, and enhancing other marketing tactics.

Optimizing Your Amazon Headline Search Ads Campaigns

Sample of an amazons earch headline

Amazon Headline Search Ads optimization are pay-per-click ads that appear at the top of Amazon’s search results pages when a customer searches for a specific product or keyword. They are similar to sponsored ads on Google, allowing advertisers to target customers based on their search terms. However, HSAs differ from Amazon Sponsored Products, which appear as sponsored listings within the regular search results.

The main purpose of HSAs is to catch a customer’s attention with a compelling headline and image before they scroll down to the organic results. They provide an opportunity to tell your product story and highlight your brand effectively. Compared to Google Ads, HSAs tend to be more sales-driven with a strong call-to-action, since they reach users already browsing for products on Amazon.

Key Differences Between Headline Ads & Sponsored Products

amazon headline search ads

There are some notable differences between Headline Search Ads and Sponsored Product ads on Amazon:

Brand & Product Storytelling

In the competitive world of online advertising, capturing the attention of potential customers is crucial. That’s where Headline Search Ads on Amazon come in, offering a unique opportunity for brands to craft compelling narratives and engage their audience through custom ad copy. With headlines that can stretch up to 100 characters, this advertising format allows for more effective brand messaging and product storytelling.

Unlike Sponsored Products, which rely solely on your existing product title, Headline Search Ads on Amazon provide the flexibility to create custom headlines that resonate with your target market. This means you can go beyond a simple product description and tap into the power of storytelling to captivate your audience.

Size, Visibility & Content

One of the key advantages of HSAs is their size. With more real estate to work with, brands can create visually compelling ads that demand attention. The larger format allows for eye-catching imagery and bold branding elements that instantly grab the viewer’s gaze. This increased size not only enhances the visual appeal of the ad but also ensures that it stands out amidst a sea of competing content.

Moreover, HSAs provide brands with the freedom to craft custom headlines and ad copy that leave a lasting impact on their audience. Unlike Sponsored Product ads, which are limited to using existing product titles, HSAs allow for creative storytelling and brand messaging. Brands can leverage this opportunity to create compelling headlines that pique curiosity, evoke emotions, or highlight key features and benefits.

Positioning on the Amazon page

HSAs appear at the very top, before customers see organic results, while Sponsored Products blend in amongst them. Being the first thing customers see gives Headline Ads a valuable advantage in visibility and engagement.

In summary, the expanded size, visibility and custom content of HSAs help brands differentiate themselves, have storytelling capabilities, and ability to catch attention higher up the search results page. Sponsored Products simply complement organic rankings.

Benefits of Running Amazon Headline Search Ads Campaigns

Benefits of Using Headline Search Ads

Here are some of the key benefits Amazon sellers can enjoy from Headline Search Ads Campaigns:

Enhancing Brand Loyalty and Association

One of the key benefits of using Headline Search Ads (HSAs) is the ability to enhance brand loyalty and association. With custom headlines and increased brand visibility, HSAs help reinforce your brand identity and shape positive associations in the minds of customers. By consistently showcasing your brand in a prominent position, you can establish a strong connection with your target audience and foster long-term loyalty.

The study on “The Brand Communication Effects of Using a Headline to Prompt the Key Benefit in Ads with Pictorial Metaphors” suggests that headlines in ads play a significant role in enhancing brand communication, especially when combined with visual elements like pictorial metaphors. This approach can make ads more effective by clearly communicating the key benefits of a product or service​

Achieving Brand Storytelling Through Unique Product Displays

Amazon Headline Search Ads campaigns provide a platform for effective brand storytelling. With customized ad copy, you can craft a compelling narrative that resonates with your audience. Moreover, HSAs allow you to present your products attractively with images, colors, and headlines tailored to your messaging. This unique product display not only captures attention but also helps communicate the value and benefits of your offerings in a visually appealing way.

Increased Visibility and Brand Awareness

Research has shown that placements at the top of search result pages garner much higher visibility and click-through rates. HSAs enable you to consistently occupy this prime real estate, ensuring that your brand is prominently displayed to potential customers. This increased visibility not only boosts brand awareness but also drives more traffic to your products, increasing the chances of conversions and sales.

On Amazon, Headline Search Ads are a powerful tool for sellers to improve their product visibility. By securing a top position in Amazon’s search results, HSAs can greatly increase the chances of a product being noticed and clicked on by potential customers. This is similar to the high visibility and CTRs associated with top positions in Google search results.

Driving Traffic and Sales for New Products

HSAs are particularly effective in driving traffic and sales for new product launches or existing items with low organic rankings. The higher visibility of HSAs ensures that your new products receive the attention they deserve, generating awareness among potential customers. By leveraging the power of HSAs, you can overcome the challenges of low organic rankings and drive immediate sales for your new offerings.

Complementing Existing Product Pages

HSAs work in synergy with your existing product listings and sponsored product campaigns. By amplifying and strengthening your existing product pages, HSAs create more opportunities to convert searchers into customers. The combination of HSAs with other advertising strategies ensures a comprehensive and cohesive approach to promoting your products, maximizing your chances of success.

Overall, advertisers who leverage HSAs effectively can expect increased brand recognition, heightened visibility, compelling storytelling, and higher sales from the premium placement of these ads.

Just as high-ranking positions in search results on Google enhance brand visibility and drive traffic, the same applies to Amazon. Products that are more visible on Amazon are more likely to receive higher traffic, leading to increased brand awareness and potentially more sales.

Greater Return on Investment (ROI)

By targeting specific customer searches and utilizing tailored messaging, HSAs often yield a higher ROI compared to other advertising methods on Amazon. The targeted approach ensures that your ads are shown to customers who are more likely to be interested in your products.

Competitive Advantage

HSAs provide a competitive edge, especially in crowded product categories. By securing top placement in search results, your products are more likely to be noticed and considered by potential customers before they scroll down to see competitor offerings.

Cross-Promotional Opportunities

Use HSAs to cross-promote products within your brand. This strategy can increase the average order value by encouraging purchases of multiple items that complement each other, enhancing customer experience and loyalty.

Data-Driven Insights

Running HSAs gives access to valuable data and analytics, such as impressions, clicks, and conversion rates. Analyzing this data helps refine your advertising strategy, optimize your ad spend, and better understand customer behavior and preferences.

Integrating Headline Search Ads into Your Business Strategy

Amazon search ads headline for an apple cider gummy

Here are some tips for effectively integrating Headline Search Ads into your ecommerce strategy:

Importance of Grouping Products for Unique Ads

To effectively integrate Headline Search Ads (HSAs) into your ecommerce strategy, it is crucial to create specific ad groups around products or product lines. By grouping products together, you can tailor HSA headlines, copy, and creativity accordingly. For example, if you sell eco-friendly yoga mats and premium makeup brush sets, you can create separate ad groups with headlines like “Eco-Friendly Yoga Mats” or “Premium Makeup Brush Set.” This allows you to target specific audiences and deliver personalized messaging that resonates with their needs and preferences.

Targeting Strategies for Brand Awareness and Sales Boost

When using HSAs, it is important to leverage them for both bottom-of-the-funnel sales intent keywords and informational, top-of-funnel keywords geared towards brand awareness. By striking a balance between driving immediate conversions and shaping brand perceptions, you can maximize the impact of your HSAs. This means targeting keywords that capture customers who are ready to make a purchase as well as those who are in the early stages of their buying journey and may need more information about your brand.

Coordinating With Existing Promotions and Campaigns

If you are running any sales, deals, or special promotions, it is essential to create complementary HSAs to further boost traffic and conversions. By aligning your HSA messaging with your ongoing promotions, you can create a cohesive customer experience and increase the effectiveness of your campaigns. For example, if you are offering a 20% discount on selected products, make sure to highlight this in your HSA headlines and copy to attract customers who are looking for deals.

Monitoring Performance and Iterating Creatives

To ensure the success of your HSAs, it is important to regularly monitor performance data and iterate on headlines, copy, and imagery. By analyzing the data, you can identify what elements are resonating with your audience and optimize your HSAs for better engagement over time. Conducting A/B tests with different elements can help you determine which variations perform best and make data-driven decisions to improve the effectiveness of your HSAs.

Promoting Top Products, New Arrivals, or High-Priority Items

Consider dedicating special HSAs solely to promote your best-selling products, newly launched items, or high-margin items. By highlighting these top products in dedicated HSAs, you can further increase their visibility and drive more sales. This strategy allows you to prioritize the promotion of specific products that are crucial to your business’s success and maximize their exposure to potential customers.

Enhancing Other Marketing and Merchandising Tactics

View HSAs as part of an integrated marketing approach alongside content marketing, email marketing, social media, and merchandising efforts. By aligning your HSA messaging with your other marketing tactics, you can convey consistent messaging and create a cohesive brand experience for your customers. This integrated approach ensures that your brand message is reinforced across multiple touchpoints, increasing the effectiveness of your overall marketing strategy.

As you build out your HSA approach, focus on coordination with existing efforts, clear KPIs, and frequent optimization to maximize performance.

Eligibility and Requirements for Running a Headline Ads Campaign

Eligibility and Requirements for Running a Headline Ads Campaign

Here are the key requirements brands must meet to access and run Headline Search Ads campaigns on Amazon:

  • Brand Registry – You must have an Amazon Brand Registry account, which provides special branding and marketing features.
  • Professional Seller Plan: At minimum, you need an Amazon Professional Selling plan. Individual accounts don’t permit HSA access.
  • Product Category: Your products must fall under an eligible product category for HSAs, which Amazon has expanded over time. Restricted categories include Amazon Devices, Amazon Fresh, and Amazon Media.
  • Listing Quality: Products require a well-optimized listing with good imagery, sufficient unique content, accurate details, etc. Low quality listings may not qualify.
  • Performance History: For new accounts, Amazon may restrict HSA access until establishing a solid sales record. But this varies case-by-case.
  • Campaign Budget: You’ll need an advertising budget in place for the Headline Search Ads campaign. Minimums vary.

Meeting these prerequisites will help ensure your brand and products qualify for HSA access. You can then begin crafting compelling ad creative and strategy to benefit from this impactful Amazon advertising option.

Step-by-Step Guide to Setting Up an Amazon Headline Ad Campaign

Here is a step-by-step overview of launching Amazon Headline Search Ads:

Research and Preparation

  • Analyze search term data to identify relevant, high-performing keywords and Amazon’s Suggested Bid prices.
  • Determine the right daily budget, and maximize campaign reach through Amazon’s Keyword Planner tool.
  • Ensure your listings and backend inventory can support expected demand increases.

Building the Campaign

  • Within your Amazon Advertising account, navigate to “Headline Search ads” under “Campaign Manager.”
  • Click “Create Campaign” and establish the campaign’s name, daily budget, start and end dates, and default bid.
  • Create ad groups around specific products, brands or sub-categories.
  • Add keywords, being sure to include low, medium, and high competition terms. Leverage negative keywords too.
  • Write compelling headlines and copy showcasing your brand and products. Include promotional messaging as desired.
  • Upload eye-catching creative assets – Amazon recommends at least 3.
  • Enable automatic targeting to allow Amazon to display your ads for similar search queries.

Utilizing Metrics and Reporting Tools

  • Check campaign reporting frequently to gauge impressions, clicks, CTR, average CPC, and sales.
  • Monitor keyword metrics to identify top performers. Pause poor performers.
  • Leverage attribution reporting to understand sales driven by the campaign.

Regular Performance Checks

  • Audit Quality Score and adjust targeting/bids accordingly.
  • Analyze impression share data and increase bids if needed to improve share.
  • Evaluate ads/keywords generating high sales but low ACoS.

Importance of Acos (Advertising Cost of Sales)

  • This metric calculates your return on HSA investment.Aim for an ACoS under 35%.
  • Tweak bids and budgets to achieve a profitable ACoS.

The Significance of Split Testing

  • Test different headlines, images, copy, layouts and offers to identify what resonates most with customers.
  • AB test 2 versions simultaneously and let data guide optimization.

Following these steps will help set up, launch and manage profitable and effective Amazon Headline Search Ads.

Steps in Optimizing Amazon Headline Search Ads

amazon headline search ads

When it comes to selling products on Amazon, visibility is key. With millions of products available on the platform, it’s crucial to optimize your Amazon search ads to ensure your products are seen by potential customers. Here are some steps you can take to optimize your Amazon search ads and increase your chances of success.

1. Conduct Keyword Research

The first step in optimizing your Amazon search ads is to conduct thorough keyword research. Keywords are the words or phrases that customers use when searching for products on Amazon. By identifying relevant keywords, you can ensure that your ads appear in front of the right audience. Use tools like Amazon’s own keyword research tool or third-party tools to identify high-volume and relevant keywords for your products.

Once you have a list of keywords, incorporate them strategically into your ad campaigns. Include them in your product titles, bullet points, and product descriptions to improve the visibility of your ads when customers search for those specific keywords.

2. Optimize Product Listings

Optimizing your product listings is crucial for the success of your Amazon search ads. Ensure that your product titles are clear, concise, and include relevant keywords. Use bullet points to highlight key features and benefits of your products, making it easier for customers to understand what you’re offering.

Additionally, optimize your product descriptions by providing detailed information about your products. Include relevant keywords naturally throughout the description to improve search visibility. Remember to focus on providing value to potential customers and avoid keyword stuffing, as it can negatively impact the user experience.

3. Monitor and Adjust Bids

3. Monitor and Adjust Bids

Monitoring and adjusting your bids is an essential step in optimizing Amazon search ads. Bidding too high may result in wasted ad spend, while bidding too low may lead to limited visibility. Regularly review the performance of your ads and adjust your bids accordingly.

Consider using automated bidding strategies provided by Amazon, such as dynamic bidding or bid adjustments based on placement. These strategies can help optimize your bids based on factors like competition, conversion rates, and profitability.

4. Leverage Sponsored Products and Sponsored Brands

Amazon offers different ad formats, including Sponsored Products and Sponsored Brands. Sponsored Products appear within search results and on product detail pages, while Sponsored Brands are displayed at the top of search results and feature your brand logo, custom headline, and multiple products.

Leverage both ad formats to maximize your visibility on Amazon. Sponsored Products can help increase the visibility of individual products, while Sponsored Brands allow you to showcase your brand and multiple products simultaneously. Experiment with different ad formats to find the best combination for your products.

5. Monitor Performance and Optimize

Optimizing Amazon search ads is an ongoing process. Continuously monitor the performance of your ads and make adjustments as needed. Pay attention to metrics like click-through rates (CTR), conversion rates, and return on ad spend (ROAS).

Amazon ads analytics

Identify underperforming keywords or products and make necessary changes to improve their performance. Test different variations of ad copy, images, or targeting options to find what resonates best with your target audience.

Case Studies

Case Studies

Faced with stiff competition in the fitness wearable market, Polar leveraged machine learning in their Amazon PPC campaigns to enhance ad performance and efficiency. This approach led to 1,982 new conversions across more than 118 products in over six countries, optimizing over 2.2 million bids and significantly reducing workload dedicated to Amazon ads​.

Another story is from, this online pharmacy service needed to manage a vast product catalog of over 70,000 pharmaceuticals. They automated their ad processes, resulting in the efficient handling of 74,000 bids and over 900 keyword suggestions, achieving a -33% ACoS​

And lastly, a company targeting college undergraduates and young professionals for dorm and apartment furnishing, partnered with Effective Spend to optimize their Amazon advertising and listing. This resulted in a 273% increase in total revenue over three months, with Amazon ads generating half of the revenue that Google and Bing search ads generated combined. The Amazon Return on Ad Spend (ROAS) was more than double that of search​

Conclusion and Future Outlook

Amazon Headline Search Ads offer an exciting new frontier in digital advertising. As Amazon’s platform and brand registry continue growing, HSAs will become even more integral for sellers looking to win the ecommerce Buy Box.

With customized branding, on-target relevancy and premium visibility, Headline Search Ads enable product storytelling that cuts through the noise. For new products and existing listings alike, they provide an essential sales momentum boost.

As competition on Amazon intensifies, brands must take advantage of every edge when engaging potential customers. In 2023 and beyond, Headline Search Ads will only increase in strategic importance and become a requirement for sellers serious about success on Amazon.

Elevate your Amazon business to new heights with FosterFBA! Our specialized advertising agency services are tailored to profitably scale your venture. Experience exponential growth, enhanced visibility, and maximized profits. Your success journey begins here. Partner with FosterFBA, and let’s conquer the Amazon marketplace together!

Let me know if you have any questions about your Ads Strategy. Happy to do a free audit & strategy session of your entire Ad strategy. 


Vijay FosterFBA CEO/ Founder

Vijay Jacob

Founder, FosterFBA

Helping 7-8 Figure Amazon Sellers grow profitably with their Amazon Advertising


P.S: If you are making over $10K/month and want to take your PPC sales to the next level. We’re offering  “done-for-you” Amazon PPC management & consulting services that does just that. You can schedule a free strategy session and audit of your ads to see if we’re a good fit:


What is an HSA ad on Amazon?

The Amazon HSA (Headline Search Ad) is a digital marketing strategy designed to enhance product visibility on Amazon. These ads can run on both Google and Amazon platforms, maintaining consistency across both. They offer benefits like performance optimization and improved conversion rates for Amazon sellers.

What Are Amazon Product Display Ads?

Amazon product display ads, also known as sponsored product ads, are promotional campaigns visible on They resemble Google AdWords and typically appear in the right column of search results pages. These ads are highly targeted, presenting to users who show a potential interest in the sponsored product.

How Do Amazon Headline Search Ads Differ From Other PPC Services?

Unlike many PPC services that prioritize content relevance, Amazon Headline Search Ads display based on the keywords users input into their browser’s search bar. This approach ensures that ads are tailored to what users are actively searching for, enhancing the likelihood of engagement.

Why Are Amazon Headline Search Ads Considered Cost-Effective?

Amazon Headline Search Ads are deemed cost-effective because advertisers only pay for the actual clicks their ads receive, not for impressions. This structure, combined with the ability to target ads based on highly relevant keywords, can lead to a higher return on investment.

How Can One Optimize Amazon Headline Search Ads for Better Performance?

To optimize Amazon Headline Search Ads, it’s crucial to use product-relevant keywords, avoid vague or unrelated terms, and focus on high search volume terms. Keeping URLs and product listings concise, using clear calls to action, and employing tracking URLs can also enhance ad performance.