What is the critical difference in targeting capability between Walmart Sponsored Products and Sponsored Brands campaigns?

The critical difference in targeting capability between Walmart Sponsored Products and Sponsored Brands campaigns lies in their ability to promote either individual product listings or an entire brand presence. Sponsored Products campaigns are designed to showcase individual products in search results and on product detail pages, primarily targeting customers who are actively searching for specific items. These campaigns are ideal for driving sales of individual products and improving their visibility within search results. In contrast, Sponsored Brands campaigns allow sellers to promote their brand as a whole by featuring a brand logo, a custom headline, and a selection of three or more products. This type of campaign appears prominently at the top of search results pages, allowing brands to increase brand awareness, drive traffic to their brand page, and showcase a curated selection of their products. Sponsored Brands campaigns are better suited for building brand recognition and promoting a broader range of products, while Sponsored Products are geared towards driving sales for individual items. Therefore, Sponsored Brands offers brand-centric targeting whereas Sponsored Products focuses on product-specific targeting.