How To Set Up Promoted Listings On E-Commerce Sites

Updated: October 8th, 2022

What Is A Promoted Listing?

A promoted listing is a sponsored item that allows the seller to increase product visibility to boost sales.

The promoted listings appear in top results on eCommerce sites and may appear in the search results. In just a few minutes, you can create a sponsored ad and gain product visibility.

In this post, we explain how sponsored listings work the benefits of sponsoring your products, and explain how to create sponsored listings.


Lead Generation
Cost Details
Fee is charged based on the ad rate selected by the seller.

Key Takeaways

  • Promoted listings help sellers increase sales and exposure by up to 30%.
  • Sponsored listings also promote your organic listings - Shoppers are likely to look up products from the same brand.
  • With eBay’s promoted listings, sellers only pay when shoppers make a purchase.
  • Promoted listings reach a conversion rate of 5% and uplift of more than 10% in sales.

How Does Promoted Listing Work?

Sellers promote their listings in order to increase sales and attract traffic to the product pages. Like PPC ads, the promoted listings appear on top of search results and help to promote the specific product, brand, and relevant products from the listing brand.

When a customer clicks the promoted listing, he is directed to the corresponding product page. However, on most eCommerce platforms, promoted listings are available only to professional sellers and vendors.

The promoted listings charge on a cost-per-sale basis. Therefore, when a shopper clicks on the listed product and buys within the stipulated number of days, the sale is attributed to the promoted listings and the seller pays an ad fee.

When creating promoted listings, the sellers determine their own ad rates based on the budget. Ideally, the eCommerce sites calculate the ad rates as a percentage of the sale price, allowing the sellers to calculate their profit margins in advance.

There are different ways to promote your listings on E-Commerce websites like Amazon and eBay. However, creating promoted listings is a good approach to achieving your sales target on eCommerce sites like eBay and Amazon.

Examples of Winning Promoted Listings From Online Sellers

Are you wondering why pay for a sponsored AD on Amazon or other online stores? Here are good examples for your inspiration.

1. How Nintendo Uses Promoted Listing To appear Top On Amazon Research Results

One of the reasons to use promoted listings on eCommerce websites is for your listing to appear when a shopper is looking for a product listed by multiple sellers. Nintendo is one of the Amazon sellers who understands the importance of promoted listings when it comes to being found on amazon.


The search for Nintendo switches returns over 60,000 results. However, since Nintendo has a sponsored ad, their listing appeared top on the example above.

Therefore, if you are listing a product that is already listed by thousands of other sellers, the best strategy to appear on search results is to make sure you have a promoted listing.

2. How Online Sellers Use Promoted Listings To appear Top on Product Pages

eCommerce sites feature listings from millions of sellers across the globe. For your listings to sell, you have to ensure visibility. One way to be visible is through promoted listings.


This example shows how the featured brands use promoted listings on AliExpress to appear top on the search results. Therefore, a buyer looking for related products is likely to add the product to the shopping cart.

meet the author
Pat Walls

I'm Pat Walls and I created Starter Story - a website dedicated to helping people start businesses. We interview entrepreneurs from around the world about how they started and grew their businesses.