Amazon’s sponsored ads place your products at the top of search results and on product pages. You pay when someone clicks. Used well, they speed up sales and rankings.
Ad types
| Type | What it does | Who can use it |
|---|---|---|
| Sponsored Products | Promotes individual listings in search and product pages | Most sellers |
| Sponsored Brands | Banner with your logo and several products | Brand Registry |
| Sponsored Display | Retargeting and product targeting | Eligible sellers |
Key metrics
- ACoS: ad spend ÷ ad sales. Lower is better.
- ROAS: ad sales ÷ ad spend; check with our ROAS calculator.
- Break-even ACoS: roughly your profit margin before ads. Work out your margin with our break-even calculator.
Your first campaign
- Start with an automatic Sponsored Products campaign for your best listing.
- Set a daily budget you are comfortable testing.
- Run it for two weeks to collect search terms.
- Move converting search terms into a manual campaign with exact match.
- Add irrelevant terms as negative keywords.
Fix the listing first
Ads send traffic; your listing converts it. Good images, titles, reviews and price matter before spending. Read how to write Amazon titles.
Review weekly
Lower bids on keywords with high ACoS, raise them on profitable ones, and keep adding negatives.
See our marketplace account management service.
Want the full picture? This article is part of Marketplace selling: the complete guide, our in-depth guide with everything in one place.
