Amazon is not just a marketplace — it's the world's largest product search engine. More than half of all product searches in the US start on Amazon, not Google. For brands selling on Amazon, Ads aren't optional: they're the difference between being found and being invisible in a catalog of billions of products.
Amazon Ads are uniquely powerful because they reach buyers at the bottom of the funnel — people actively searching for products to buy, credit card in hand. Conversion rates on Amazon Sponsored Products are consistently 3–5x higher than comparable Google Shopping campaigns because the intent and environment are pure commerce.
Old Fox manages Amazon Ads for brands that want to improve profitability and ranking simultaneously, understanding that Ads and Organic performance on Amazon are deeply intertwined.
Ad Types We Manage
Sponsored Products are the core of Amazon advertising — keyword-targeted ads that appear in search results and on product detail pages. They're the highest-volume, highest-conversion format and the starting point for any Amazon Ads strategy. We build tightly structured campaigns with automatic and manual campaigns working in tandem: automatic campaigns discover new converting keywords, manual campaigns exploit them with precision bidding.
Sponsored Brands appear at the top of search results with your brand logo, a headline, and multiple products. They're critical for brand visibility and defense, particularly in competitive categories where competitors run Sponsored Brands targeting your own brand keywords.
Sponsored Display extends your reach beyond Amazon's search results to product detail pages, competitor listings, and off-Amazon placements. It's particularly effective for retargeting (reaching users who viewed your product but didn't buy) and conquesting (appearing on competitor product pages).
Amazon DSP is the programmatic demand-side platform that allows buying display and video ads across Amazon properties and third-party sites. DSP is most valuable for brands with significant revenue on Amazon ($1M+) looking to build brand awareness and sophisticated retargeting audiences.
Listing Optimization
Ads drive traffic to your listing. If the listing can't convert, you're paying for traffic that leaves.
We audit every element of your listings for conversion impact:
Title: The primary keyword position for organic indexing. We structure titles to lead with the most relevant, high-volume search terms while remaining readable and compelling.
Bullet Points & Description: Most shoppers read bullets, not descriptions. We write bullets that address the buyer's primary concerns, overcome objections, and highlight differentiators — not generic feature lists.
Images: The main image drives click-through from search results. Secondary images must show the product in use, communicate scale, and address the most common questions before the buyer has to ask.
A+ Content: Enhanced brand content that replaces the generic description with rich imagery, comparison tables, and storytelling. Brands with high-quality A+ Content see measurable conversion rate improvements.
Pricing & Reviews: We monitor competitive pricing and help prioritize review generation strategies, as these directly impact organic ranking and conversion rates.
Frequently Asked Questions
What ACoS (Advertising Cost of Sales) should I target?
Target ACoS depends on your product's margin. For a product with 50% margins, a 25–30% ACoS leaves room for profit and ranking growth. We work backwards from your target net margin to set a sustainable ACoS target.
How does advertising affect organic ranking?
Advertising sales count toward Amazon's sales velocity signals, which influence organic ranking. Well-managed Ads campaigns accelerate organic ranking improvements over time, especially for new product launches.
Do you manage listings as well as Ads?
Yes — listing optimization is part of our Amazon Ads service because traffic without conversion is wasted spend.
What's the minimum budget for Amazon Ads?
We recommend a minimum of $2,000 USD monthly in ad spend to generate sufficient data for optimization across multiple product lines.
How do you structure campaigns for product launches?
For new products, we run aggressive early campaigns to build sales velocity and initial reviews, then transition to efficiency-focused bidding once baseline organic ranking is established.
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