A product advertising strategy to help hit your business goals

As an advertiser, you’re bound to have goals you want to hit. But how can you best reach them? As a first step, consider which products to add to your campaigns based upon your business goals.

Start using Amazon Ads to promote your products and create campaigns.

Create cost-per-click ads to help customers find your products on Amazon.

Knowing which products to add to your campaign

Amazon Ads’ machine-learning capabilities identify products that are more likely to engage customers, if you advertise them with Sponsored Products. Adding them to your ad campaigns can help increase your ad-attributed sales and achieve your business goals.

To help you leverage these advertising opportunities, your product recommendations are featured as labels on your campaign creation page. The grey “suggested” labels highlight products that are most likely to generate impressions and clicks when advertised and the green labels can give you more insight on why these products are recommended.*

Take a look at this short video to learn more about product recommendations and how to add them to your campaigns:

*Product labels are not currently available in the EU5.

I want to increase awareness of my products

1. Add products with a “New product” label to your campaigns

Look for the “New product” green labels on your campaign creation page and add them to your campaign. Advertising new products can help drive awareness of a product early on in its lifetime on the Amazon Store. Engagement at the beginning of a product’s launch on the Amazon Store can help drive traffic, sales and reviews. A strong start can help improve awareness of your product by shoppers looking for similar items.

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New products observed 36 times more clicks when advertised compared to products that are not new.1

2. Promote your products in a new country

If you are looking to reach more customers, try to advertise your products in additional countries. Shoppers across the globe may be looking for products like yours and advertising helps you increase visibility internationally. Consider that some products may be in demand at different times throughout the year, such as differences in seasonality, local holidays and peak shopping events. Make sure to tap into these local nuances to help maximise your reach in a country other than your own.

Start with identifying a country in which your product is currently not advertised in but eligible for ads. Explore local holidays and peak shopping events and times in which there’s an increased demand for your product category, for example by leveraging the category insights within the marketplace product guidance tool in Seller Central.

Registered brand owners can also leverage Brand Analytics to learn more about local shopper behaviour and search terms. Once you have identified relevant products for a country, add them to an existing campaign with similar products or create a new campaign. The Amazon Ads Console offers multiple features that will help you localise your campaign to a specific country. For instance, if you are unfamiliar with the local language, you can easily translate your keywords, campaign headlines and video subtitles.

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Advertisers saw an average return on ad spend (ROAS) of 2.4x four months after launching Sponsored Products campaigns in a country other than their brand’s home country.2

I want to build my brand and drive repurchases

1. Add products with a “Brand building” label to your campaigns

Look for the “Brand building” green labels on your campaign creation page and add them to your campaign. Shoppers who view or purchase this product are more likely to purchase other products in your brand’s catalogue, visit your store and search for your brand.

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Products identified as helping grow brand engagement* saw 11x more repurchases when advertised compared to the brand’s other advertised products.3

2. Help shoppers to see upcoming deals

Identify which products have deals coming up in the next two weeks, and create a new campaign to support them or add them to an existing campaign. Products with upcoming deals can be more appealing to shoppers due to the associated discounts. Advertising them can help more shoppers see the opportunity and consider buying your products.

I want to increase sales of my products

1. Add products with a “Benchmarking” label to your campaigns

Look for the “Benchmarking” green labels on your campaign creation page and add them to your campaign. These products’ sales trend or conversion rate is low compared to similar products in the same category. Advertising them can help drive sales.

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Suggested products observed 321 times more sales when advertised compared to products that are not suggested.4

2. Add products with a “Forecasted demand” label to your campaigns

Look for the “Forecasted demand” green labels on your campaign creation page and add them to your campaign. Based on historical category trends, these products are more likely to see an increase in engagement in the next four weeks. This label can highlight opportunities to advertise products ahead of key shopping events or periods in which there is an increase demand for a specific product. During these times, there is a possibility that traffic will increase on the Amazon Store, with the potential to make more sales.

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Products generated 32% more sales on average when advertised in weeks their product type historically had high engagement.5

3. Add products with a “Trending” label to your campaigns

Look for the “Trending” green labels on your campaign creation page and add them to your campaign. This product’s category is currently experiencing an increase in engagement. Advertising them can help you engage costumers with products that they are looking for and help increase sales.

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Products generated 22% more sales on average when advertised during weeks their product type was in high demand versus weeks it was not in high demand.6

4. Group similar products into the same campaign

Create a new campaign or identify a relevant and existing campaign, and add all your similar products within one category into that campaign. Make sure to add keywords and products that are relevant to all other items within that campaign.

When creating a campaign, try adding products that are in a similar category, such as beauty or sports, or are part of a common theme. This strategy helps simplify your product selection decision. This means your campaign set-up is relevant to all the products in a campaign, such as the bidding structure (similarly priced items allow spend to be more evenly split), keyword targeting (similar products share the same keywords) and/or product targeting (which could help engage shoppers looking at similar or complementary products).

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Ad groups containing similar products saw 6% more units sold on average when advertising with Sponsored Products compared to those with less similar products.7

5. Help to reduce your excess inventory

Set up a new campaign for products with excess inventory. To find these products, head to “FBA Inventory” in Seller Central, and sort your products by “estimated excess units” to see which products to advertise.

Advertising products with excess inventory is an effective way to help increase engagement of those products, and increase the likelihood of sales. For advertisers who use Fulfilment by Amazon, this can help you avoid additional inventory costs incurred by not selling through your inventory as quickly as intended.

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Products with excess inventory saw an average 67% uplift in ordered units four weeks after being added to a Sponsored Products campaign.8

How do I get started?

Already a registered advertiser and ready to put your product selection strategy into action? Sign in, go to the campaign builder, check out your products recommendations and add them to a new campaign or an existing one.

New to Sponsored Products? Register to advertise your products and head to the campaign builder to create a new campaign.


New products are defined as products added to Amazon in the last 90 days. Amazon internal data, WW, 26/3/23 – 1/4/23. Clicks reference are ad-attributed.
2 Amazon internal data, WW, Dec 2021 – May 2023. Limited to sellers with minimum SP campaign duration of 6 months post launch.
3 Amazon internal data, US, September 2022–September 2023. Brand engagement includes store traffic, new-to brand customers, additional sales of other products from your brand (known as spillover sales) and repeat customers. Results are based on past observations and may not be indicative of future performance.
4 Amazon internal data, WW, 26/03/23–01/04/23. Sales referenced are ad-attributed.
5 High historical engagement is based on organic clicks for the product type over the past three years. Amazon internal data, WW, 29/07/20–29/07/23. Sales referenced are ad-attributed.
6 High demand is based on current trends in organic clicks. Amazon internal data, WW, 11/11/22–23/09/23. Sales referenced are ad-attributed.
7 Similar products are those that share similar search-query results, descriptions and titles. Amazon internal data, 22 Jan 2023–4 Mar 2023.
8 ASIN have excess inventory if the total quantity is greater than the expected healthy quantity. Amazon internal data, WW, Mar 2022–Feb 2023. Ordered units referenced are ad-attributed.