Amazon Advertising: PPC Strategy for Sellers

Amazon Ads Drive Sales

75% of Amazon shoppers click on products in the first page of results. Advertising helps you get there while building organic ranking.

Campaign Types

Sponsored Products

Product-level ads that appear in search results and product pages. Start here—they drive the most direct sales.

Sponsored Brands

Brand banner ads at the top of search results. Show your brand logo, headline, and multiple products.

Sponsored Display

Audience-targeting ads that appear on and off Amazon. Retarget viewers and target competitor product viewers.

Campaign Structure

Auto Campaigns

Let Amazon match your products to relevant searches. Use for keyword discovery. Start with a modest budget.

Manual Campaigns

Target specific keywords you have identified. Organize by match type (exact, phrase, broad) for budget control.

Keyword Strategy

Start with auto campaigns to discover converting keywords

Move winners to manual campaigns with exact match

Use negative keywords to eliminate waste

Target competitor brand names strategically

Bidding Strategy

Start with dynamic bids (down only)

Increase bids on top-of-search placements

Lower bids on product page placements

Monitor ACoS (Advertising Cost of Sale) targets

Optimization Cadence

Daily: monitor spend and ACoS

Weekly: adjust bids and add negative keywords

Monthly: review campaign structure and strategy

Quarterly: analyze profitability and adjust goals