Amazon Advertising Guide: Sponsored Products, Brands, and Display
A comprehensive guide to Amazon advertising formats and optimization strategies.
Amazon advertising is essential for any brand selling on the platform. Over 60 percent of product searches start on Amazon rather than Google, making Amazon PPC the primary discovery channel for e-commerce.
Sponsored Products campaigns are the foundation. Start with auto campaigns to harvest search term data, then build manual campaigns around your highest-converting terms. Segment by match type: exact match for proven converters, phrase match for expansion, and broad match for discovery.
Sponsored Brands campaigns build category awareness by showcasing your brand logo, custom headline, and multiple products. They are particularly effective for brands with product lines rather than single SKUs.
ACoS (advertising cost of sale) is your primary efficiency metric. Target ACoS should be informed by your profit margins — a 30 percent ACoS might be profitable for high-margin products but unsustainable for low-margin ones.
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