Amazon Ads Management

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.

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.

Amazon's A10 algorithm (the updated ranking system that followed A9) determines which products appear at the top of organic search results. Understanding how A10 works is essential for any brand using Amazon Ads, because advertising performance directly influences organic ranking.

A10 places heavier weight on sales velocity than its predecessor. Sales velocity — the rate at which a product sells over time — is the single most important organic ranking signal. The algorithm reasons that products that sell quickly must be relevant and desirable, so it rewards them with higher placement in search results.

Here's the critical connection to advertising: when your Sponsored Products ads generate sales, those sales count toward your sales velocity score. Advertising-driven sales and organic sales are weighted similarly in Amazon's velocity calculations. This means running effective ads doesn't just drive direct revenue from the ads themselves — it indirectly improves your organic ranking, which drives additional organic sales without additional ad spend.

Keyword indexing is the other critical factor. Amazon can only rank a product for keywords that are present in the listing (title, bullets, description, backend search terms) and for which the product has generated sales. Running Sponsored Products campaigns targeting specific keywords and generating conversions on those keywords signals to Amazon that your product is relevant for those terms, which accelerates organic indexing.

The practical implication: for new product launches, running aggressive ads early — even at a high ACoS — is often the right strategy because the advertising investment accelerates organic ranking, which pays dividends in reduced advertising dependency over time. An early high-ACoS campaign that establishes Page 1 organic ranking can be more profitable long-term than a conservative launch that stays on Page 5 indefinitely.

Keyword research on Amazon requires a different approach than Google because the search behavior, match types, and discovery mechanisms are different. Amazon searchers are typically further in the purchase funnel — they're not researching, they're buying — so the keyword strategy must reflect that purchase intent.

Automatic Campaigns for Discovery: We always begin keyword research with automatic campaigns, where Amazon's algorithm matches your ads to search queries it considers relevant. Automatic campaigns are imprecise in early stages — they'll show your product for both relevant and irrelevant queries — but they're an excellent discovery mechanism for finding converting search terms you might not have thought of. We run automatic campaigns continuously as keyword discovery vehicles, mining the Search Term Report weekly for new converting terms.

Manual Campaigns for Precision: Once we've identified converting keywords from automatic campaign data, we move them into manual campaigns with precise bidding. Manual campaigns allow keyword-level bid control, match type selection, and negative keyword application that automatic campaigns don't offer.

Match Types on Amazon: Amazon offers Broad, Phrase, and Exact match types. Broad generates discovery volume but burns budget on irrelevant queries. Phrase is our most-used match type for balance between reach and relevance. Exact is used for proven high-converting keywords where we want precise control over bid and placement.

Negative Keywords are as important as the keywords you target. Amazon's automatic campaigns will match your ads to competitors' brand names, irrelevant categories, and low-intent informational queries if you don't actively exclude them. We maintain rigorous negative keyword lists across every account.

Competitor and Category Research: Beyond search-based keywords, we research competitor ASINs to identify keywords they rank for that you're missing, and we use Amazon Brand Analytics data (available to registered brand owners) to identify high-frequency search terms in your category that represent targeting opportunities.

Amazon's bidding system has more nuance than most advertisers realize. Choosing the right bid strategy — and calibrating it correctly — can make the difference between profitable and unprofitable advertising.

Dynamic Bids — Down Only: Amazon can lower your bid in real time when a conversion is less likely. This conservative option reduces waste on low-intent placements and is a good default for existing products where you want to maintain efficiency.

Dynamic Bids — Up and Down: Amazon can raise your bid (up to 100%) when a conversion is more likely, and lower it when it's less likely. This aggressive option can improve placement and conversion volume but can also increase ACoS if the algorithm's conversion probability estimates are off. We use this strategically for high-priority keywords where top placement is critical.

Fixed Bids: Your exact bid is used for every auction, regardless of conversion probability. Fixed bids give you maximum control and predictability, but they miss the efficiency gains of dynamic adjustment. We use fixed bids in specific scenarios where stability is more important than optimization.

Placement Bid Adjustments: Separate from match type bids, Amazon allows bid adjustments for placement positions: Top of Search, Rest of Search, and Product Pages. Top of Search consistently delivers the highest conversion rates for most categories, so we typically apply positive bid adjustments (20–100% depending on category) to prioritize top placement for high-value keywords.

Target ACoS vs TACoS: Most advertisers track ACoS (ad spend divided by ad revenue) but miss the more important metric: TACoS (Total ACoS — ad spend divided by total Amazon revenue including organic). As advertising improves organic ranking, organic sales grow, which lowers TACoS even if ACoS stays constant. TACoS is the true measure of advertising efficiency on Amazon.

Launching a new product on Amazon is one of the highest-leverage activities in Amazon advertising, and one where most brands leave enormous value on the table by being too conservative.

The core challenge: new products have zero sales history, zero reviews, and low organic ranking. They're invisible in organic search. The only way to drive initial traffic and sales is through advertising. And without sales and reviews, conversion rates are low, which makes advertising expensive. It's a chicken-and-egg problem.

The solution is an aggressive early launch strategy that accepts high ACoS as a necessary cost of establishing organic ranking, then systematically reduces ACoS as the product matures.

Phase 1 (Weeks 1–4): Velocity and Indexing. Run all-match-type campaigns across a broad keyword set with competitive bids. The goal is not efficiency — it's generating sales velocity and indexing for target keywords. Accept ACoS of 50–100% if necessary. Simultaneously, prioritize getting early reviews through legitimate means (Amazon Vine for enrolled brands, follow-up email sequences for verified purchasers). Reviews dramatically improve conversion rates, which reduces ACoS.

Phase 2 (Weeks 5–8): Refinement. Analyze Search Term Reports to identify which keywords are converting at acceptable ACoS. Migrate those to manual exact-match campaigns with optimized bids. Pause non-converting broad terms. Start introducing negative keywords aggressively.

Phase 3 (Months 3+): Efficiency Optimization. With organic ranking established for primary keywords and 15+ reviews accumulated, conversion rates improve and organic sales begin contributing to velocity. Reduce bids on terms where organic rank is strong. Reallocate budget toward keywords where you're still only ranking in paid positions.

The brands that succeed long-term on Amazon are those willing to invest aggressively in Phase 1 to build the foundation for compounding organic performance.

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. For new product launches, we recommend accepting higher ACoS early to build ranking.

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. This is why TACoS (Total ACoS) is more important than ACoS alone.

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. We audit titles, bullets, images, A+ Content, and backend keywords as part of our onboarding.

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. For new product launches, we recommend budgeting more aggressively in the first 60–90 days.

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. We typically see ACoS improve significantly between Month 1 and Month 3.

How long does it take to see results?
Paid advertising results (impressions, clicks, sales) appear immediately. Organic ranking improvements from advertising-driven velocity typically show meaningful movement within 4–8 weeks for competitive keywords.

Do you work with both Vendor Central and Seller Central accounts?
Yes — we work with both. The campaign structures and bidding options differ slightly, and we adapt our approach accordingly.

How do you handle brand protection on Amazon?
We run Sponsored Brands campaigns targeting your own brand keywords to prevent competitors from appearing above you in searches for your brand name. We also monitor for unauthorized sellers and counterfeit listings as part of our account management.