Sections

Getting Started

How can I get started with sponsored ads?

Explore our range of useful resources:

  1. New Advertiser Success Guide for Sponsored Products: Get step-by-step instructions on getting started with Sponsored Products.
  2. 2018 Advertising Best Practices: Read this e-book to become familiar with advertising on Amazon and learn best practices.
  3. Weekly Webinar Series: Register for one of our weekly webinars and learn from an Amazon advertising specialist.
  4. Watch our short video tutorials:
  5. Success Stories: Learn how other advertisers have seen positive results with sponsored ads.
  6. Review the Sponsored Ads Agreement.

Where can I learn more about optimizing my campaigns?

  1. Want to understand how you can take your campaign to the next level? Watch our Webinars for tips on campaign success.
  2. Optimization Guide: Sponsored Brands (formerly Headline Search Ads)
  3. Optimization Guide: Sponsored Products
  4. Optimization Guide: Product Display Ads
  5. Review our e-book for best practices on reaching more customers and driving sales this holiday season.
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Stores

What are Stores?

Stores are free self-service products for brands. They allow you to create your own Store on Amazon, centered on your brand, its products, and value proposition. You can create multiple pages with no design expertise needed. Stores can receive traffic from organic locations on Amazon, such as your brand-name link on your product detail pages. It can also be used as the landing page for any of your Amazon or non-Amazon activities, helping enhance your brand awareness and cross selling opportunities around your brand.

Where can I see an example of a Store?

You can access a few examples of live stores showcased on this page.

How do I know if I’m eligible for Stores?

Vendors are automatically eligible for Stores. However, we maintain a content acceptance policy on what can be published in a store. Please review our content acceptance policy to ensure Stores fit your needs.

Is there a charge to create a Store?

Stores are free of charge.

How do I build and maintain a Store?

You can create or edit your Store using Store Builder, Amazon’s self-service brand store builder. It’s easy to create a single or multipage experience, and no design expertise are necessary. 
The Store Builder is available through advertising.amazon.com. Sign in to your advertising console (formerly Amazon Marketing Services) account, and select Stores from the top navigation. You can find more information about Stores here.

Where can I get help on how to create a Store?

The user guide for Stores can be accessed from inside the Store Builder after signing in to your advertising console account, or here.

How long does it take to create a Store?

The time it takes to create a Store depends on what you would like to create. We’ve provided you with templates and tiles to make it easy to created pages quickly without design expertise. You can also edit a live Store and publish changes at any point. 
When you publish your Store, we review it using a moderation process to make sure that it is up to the high standards we set for the customer shopping experience across Amazon. Keep in mind that moderation will take up to 72 hours, and your store may be rejected if it does not meet our content acceptance policy. So plan ahead and publish your store with plenty of time before major sales, deals, or holiday events.

How will customers discover my Store?

Stores can be reached through your brand byline on Amazon (your brand name near the product title on detail pages), and via your Store’s short URL, Amazon.com/BRANDNAME. In addition, depending on your Store's search ranking, customers can find it when searching on search engines such as Google. You can also drive traffic directly to your Store from your own sites, social media, advertising or other marketing activities.

Can I view metrics on how my Store is doing?

Once your Store is live, you can track how well it’s doing via the Stores’ insights dashboards. Insights can be accessed through the Stores section in your advertising console account. Insights show how each of your Stores’ pages and its traffic sources perform, with metrics such as daily visitors, page views, and attributed sales available. 
If you wish to track the performance of specific ad campaigns, marketing emails, or social activity, Stores allows you to add unique tags to the Store link to identify where traffic is coming from. Up to 30 unique tags will be reported on in the Stores insights dashboard.
More information on insights and source tags can be found here.

Will Stores display on all devices?

Yes. Stores templates and widgets are all designed as responsive. They work on any screen size or device type. To see how your Store will look on mobile or desktop before publishing it, a Preview link is available to you from the Store Builder.

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Product Display Ads

What are Product Display Ads?

Product Display Ads are cost-per-click product or interest targeted display ads that drive traffic to a product's detail page

Why should I use Product Display Ads?

Product Display Ads utilize product or interest targeting to deliver highly relevant ads to shoppers with certain interests or shoppers who are actively viewing specific products.

Can I edit my ad?

The creative for your campaign is automatically generated through the ad builder. You are required to add a custom headline and logo before you submit the ad for review.

Are there any limitations on what I can say on my headline?

Yes, as part of our commitment to provide the highest quality customer experience, we may not accept ads containing or relating to certain content. For more information, please see our ad policy guidelines.

Where are my ads shown?

Your ads can appear on the product detail page, on the right rail of search results, at the bottom of search results, on the customer reviews page, on the read all reviews page, at the top of the offer listing page and in Amazon-generated marketing emails such as follow ups and recommendations. Product Display Ads run across desktop, mobile web and mobile app.

Where are shoppers directed when they click on my ads?

When shoppers click on your ads, they are directed to the product detail page.

What targeting options are available within Product Display Ads?

Advertisers using Product Display Ads (PDA) can create campaigns using two broad targeting options - interest targeting and product targeting. Within product targeting, advertisers can choose to target either specific products or product categories. Targeting product categories is a new feature that is now available within PDA. Advertisers can use the Target Specific Products option to show ads to customers who are visiting products that advertisers select and similar products. Advertisers can also use the new Target Related Categories option to target customers interacting with products belonging to specific categories of the Amazon catalog. Interest targeting is another targeting option where advertisers can target shoppers with specific interests.

Where do I find the Related Category targeting option and how do I use it?

In the campaign builder for Product Display ads, select the Product & Category targeting option and select the product to advertise. The ad builder will then provide two options: Target Specific Products and Target Related Categories. Target Related Categories is a new targeting option available in PDA. The ad builder populates the categories from the Amazon browse tree and selects products that are eligible to target. Advertisers can then add the categories they want to target.

How is category targeting different from product targeting and interest targeting?

Category targeting is a subset of product targeting. Instead of picking individual products to target, category targeting allows advertisers to reach products within related categories easily. Unlike interest targeting that reaches customers with specific interests irrespective of whether those customers are currently interacting with a specific product category, category targeting will only show the ads to customers where they visit pages or interact with products belonging to the selected product categories.

Can I select individual products as well as product categories in a single campaign?

Currently, we only support the use of one targeting type in a single campaign.

Can I adjust my bid per target category?

No. Currently, bids are set at a campaign level, where you can target one or multiple categories. If you would like to set different bids per target category, multiple campaigns will have to be created.

What happens if my item goes out of stock?

When items go out of stock, Product Display Ads are paused. Once the item is back in stock, the campaign will go back to a running state, as long as this happens within the set campaign flight. Note that there could be a delay of up to 4 hours for this to happen.

What is a coupon ad?

A coupon ad functions the same as regular Product Display Ads except that they offer coupon specific creative when paired with an active Vendor Powered Coupon (VPC). Advertising coupons can help increase shopper engagement with your ad.

How do I create a coupon ad?

You can create a coupon ad by choosing to advertise any product that has an active Vendor Powered Coupon (VPC). When you choose your product in the ad builder, you will see a notification if the product has an available coupon. You can choose to advertise the coupon and preview your coupon ad before setting the campaign live.

What is a Vendor Powered Coupon?

A Vendor Powered Coupon (VPC) is a self-service promotion available to Amazon vendors. Vendor Powered Coupons (VPCs) allow vendors to offer customers discounts on their products. Vendor Powered Coupons (VPCs) appear as digital coupons within ad units.

How do I create a Vendor Powered Coupon?

Vendor Powered Coupons (VPCs) are created and billed separately from Amazon Advertising. To create a Vendor Powered Coupon (VPC):

  1. Sign in to Vendor Central
  2. On the Vendor Central navigation bar select Merchandising > Coupons.
  3. Click on the "Create new coupon" link.
  4. Download the coupon spreadsheet template, and populate the spreadsheet with the relevant coupon information (products, discount, duration, etc.).
  5. Upload the coupon spreadsheet.
  6. After uploading, sign the e-agreement.
  7. The coupon will go live on the designated start date.

More information on Vendor Powered Coupons (VPCs) and how to get started can be found in the VPC Quick Start Guide

What types of coupons can I advertise?

You can create coupons ads for any product that has an active ‘one-time purchase’ coupon. ‘Subscribe and Save’ coupons are not supported.

What happens to my ad campaign if my coupon expires?

If your coupon expires while your ad campaign is running, we will show standard Product Display Ad creative. To continue running the coupon ad, create a new coupon for the advertised product.

How much do Product Display Ads cost?

Product Display Ads are priced on a cost-per-click, auction-based model. We recommend you set the maximum cost-per-click you are willing to pay. The more competitive your bid is, the more likely your ad will be displayed. The minimum cost-per-click for Product Display Ads is $0.02 and you will never be charged more per click than what you bid.

Is there a minimum budget?

For Product Display Ads, you are able to select a daily budget or a campaign budget. The minimum daily budget is $1.00. The minimum campaign budget is $100. You will only be charged the actual cost of clicks received and never more than your budget.

Is there a maximum length my campaign can run?

Campaigns can be scheduled up to four months in advance and can run continuously without a scheduled end date.

What is a deal ad on Product Display Ads?

A deal ad focuses on advertising a limited time offer. The creative has deal specific decoration and is auto-generated based on the deal information. Advertising deals can help increase shopper engagement with your ad.

How do I create a deal ad using Product Display Ads?

To create a Product Display deal ad:

  1. Sign in to your advertising console (formerly AMS) account.
  2. Click New Campaign.
  3. Click Product Display.
  4. Choose a targeting method.
  5. Choose Select one of your deals.
  6. Select a deal from your list of available deals.
  7. If you chose product targeting in step 4, provide specific products or categories.
    1. If you chose interest-based targeting, select shopper interests.
  8. Provide a cost-per-click bid and a budget for the ad campaign. For Savings & Sales, you have the option to change the duration.
  9. Click Submit campaign for review at the bottom of the page.

What are all of the differences between PDA product ad creatives and deal ad creatives?

The Deal ad creatives add dynamic deal-related decoration such as deal badging. Based on the deal type and placement, we might add a claim bar indicating the percentage of deal units sold or a timer showing when the deal expires. Deal ad creatives are completely auto-generated and unlike product ad creatives, they do not have custom headlines or brand logo images.

How do I know if the deal ad is running?

Go to the campaign dashboard and search for your campaign to find the status. When the ad campaign is live, the status will beRunning.

How do I find out how my deal ad is performing?

Campaign performance reports are available for each campaign and include metrics such as impressions, click-through rates, sales, and ad spend. To find a report, go to the campaign with your deals and click Reports.

Where will the deal ads appear?

Ads can appear on product detail pages on desktop, mobile web, mobile app, and in Amazon marketing emails. Product Display Ads run on desktop, mobile web, and mobile app. You can preview the different creatives before you submit your ad campaign.

How can I differentiate between product and deal ad campaigns within Product Display Ads?

All deal ad campaigns will say “Deal –” at the beginning of the campaign name listed on the campaign summary page.

How much does it cost to run a deal ad?

Deal ads run the same way as all other Product Display Ad campaigns. Product Display Ads are cost-per-click (CPC) ad campaigns – you only pay when shoppers click on your deal ad, and you can spend up to your specified budget. Product Display Ads run a real-time auction to decide which ads, if any, will appear on specific product detail pages.

Is there a maximum length my deal ad campaign can run?

Deal ad campaigns are based on the start and end time of your deal by default. For Savings & Sales deal type, you can edit the duration as long as it falls within the deal’s live period.

What happens to the ad if the deal inventory runs out?

We update ads based on live deal information, including any deal changes (price changes, deal status changes, etc.), or inventory changes (out of stock). If a deal runs out of inventory, we will stop running that deal ad.

How do I know if the deal ad has stopped running?

Go to the campaign dashboard and search for your campaign to find the status. If the status doesn’t say Running, then the ad campaign is not running.

Can I run multiple different Product Display Ads for the same deal?

Yes, you can run multiple different Product Display Ads for the same deal.

Can I pause or stop an ad before a deal ends?

Yes. You can pause or stop an ad in the campaign dashboard. Select the deal campaign that you want to pause or stop and change the status to “Paused” or “Terminate.”

Why are some campaign manager features not available for Product Display Ads?

New campaign manager features are available with Product Display Ads on the account level. For example, you can filter, graph, and bulk edit Product Display Ads campaigns on the account level. However, when an individual campaign is selected, the view switches to the previous version, which does not feature user-defined filters, performance dashboard, or the column selector.

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Sponsored Brands (formerly Headline Search Ads)

What are Sponsored Brands?

Sponsored Brands (formerly Headline Search Ads) are keyword-targeted, cost-per-click ads that allow brands to promote custom headlines, their brand's logo, and featured ASIN images and drive traffic to their Store or a curated page that showcases their brand and products on Amazon.

What is keyword-targeted advertising?

Keyword-targeted advertising matches the keywords contained in your campaign to the search terms that shoppers are searching for on Amazon. When a shopper searches using words or terms relevant to your campaign, your ad can appear above search results and other placements.

Where are my ads shown?

Sponsored Brands are displayed above search results and other placements on Amazon.

Where are shoppers directed to when they click my ads?

When shoppers click your ads, you can specify whether they will go to your Store or curated page that showcases your brand and products on Amazon.

Do I need to have a Store to run a Sponsored Brands campaign?

No. When shoppers click on your ads, they go to the page at Amazon that you specified. This could be the Store for your brand or a curated page that showcases your brand and products on Amazon.

How do I create a Sponsored Brands campaign?

Sign in to your advertising console (formerly Amazon Marketing Services) account and click Create an ad from the main page, then select the "Sponsored Brands (formerly Headline Search Ads)" option.

Who is eligible to use Sponsored Brands?

Sponsored Brands are available for all approved advertising console accounts and seller Brand owners. See Amazon Advertising Policy Guidelines for additional details.

Can I edit my ad?

The creative for your campaign is automatically generated through the advertising console ad builder. You are required to add a custom headline and image before you submit the ad for review.

How are keywords matched to a shopper's search?

Your ad will be shown when a shopper’s search on Amazon matches a keyword in your campaign. Match types include broad, phrase, and exact match. With exact match, your ads can appear only when someone searches for your exact keyword, without any other terms in the search. With phrase match, your ad can show when someone searches for your exact keyword, or your exact keyword with additional words before or after it. With broad match, the keyword can match a shopper’s search terms in any order along with other close variants of your keyword (e.g., plural forms, stemming).

How much do Sponsored Brands cost?

Sponsored ads are priced on a cost-per-click, auction-based model. We recommend you set the maximum cost per click you are willing to pay. The more competitive your bid is, the more likely your ad will be displayed when an Amazon shopper searches for one of your keywords. The minimum cost per click is $0.10 and you will never be charged more per click than what you bid. To manage ad spend, you can select automated bidding and allow Amazon to optimize bids for other placements below top of search. The keywords bids you provide apply to top of search. Those bids are used as starting bids for other placements which may then be adjusted over time based on your observed conversion rate for other placements below top of search.

Is there a minimum budget?

The minimum budget for a campaign is $100 for all-campaign budgets and $1 for daily budgets. You will only be charged for the actual cost of clicks received and never more than your budget.

Is there a maximum length my campaign can run?

Campaigns can be scheduled to run up to four months in advance and can run continuously without a scheduled end date.

What types of term variations does Sponsored Brands allow today, if any?

Sponsored Brands allow plural variations of search terms. However, synonyms, accents, misspellings, or stemmed words are not supported at this time and advertisers must explicitly add these variations in order to be considered.

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Sponsored Products

What are Sponsored Products?

Sponsored Products are keyword-targeted ads that allow you to advertise individual products you sell on Amazon.com.

What is keyword targeted advertising?

Keyword targeted advertising matches the keywords contained in your campaign to the search terms that shoppers are searching for on Amazon. When a shopper searches using words or terms relevant to your campaign, your ad can appear above search results and other placements.

Where are shoppers taken to when they click on my ads?

When shoppers click on your ads, they are directed to the product detail page.

How do I create a Sponsored Products advertising campaign?

Sign in to your advertising console (formerly Amazon Marketing Services) account and click 'Create an ad' from the main page. Then select the “Sponsored Products - Target by keyword, appear below search results” option.

Can I edit my campaign?

You can edit the duration and budget for all scheduled and active advertising campaigns. You can also add or remove keywords from scheduled and active campaigns.

Where do Sponsored Products appear?

Sponsored Products displays ads in a variety of places across Amazon to make it easier for shoppers to find your products. Ads may appear in desktop, tablet, and mobile browser and app placements. Additionally, Amazon continually tests new ad placements and designs to deliver the best shopping experience possible.

What is average daily budget?

Average daily budget is the amount you are willing to spend per day over a calendar month. For example, if you set your average daily budget to $100, you may receive up to $3,100 worth of clicks in that calendar month (assuming a full 31-day month). Ad spend on any given day may exceed your average daily budget but, at the end of the month, the average daily spend will not exceed your average daily budget.

What is campaign duration?

Campaign duration is the period for which your campaign is scheduled to run. You can either set a fixed date range or set up a continuous campaign with no end date. Generally, we recommend creating campaigns with no end date so that you can indefinitely run a campaign. You may pause a campaign at any time. The minimum duration for a campaign is 1 day.

Is there a way to run ads at particular times of the day?

This feature is not available for Sponsored Products at this time.

Are my campaigns manually reviewed before they go live?

No, Sponsored Products campaigns are eligible to go live 1 to 2 hours after you submit them.

Why does my ad show up on page 4 but not page 1?

Placements are based on ad rank. To help improve your ad rank, consider increasing your current bid and adding more relevant keywords.

What can I do to get more campaign impressions?

Adding more keywords and advertised products to your campaign may increase visibility and drive more impressions for your campaign. Also, consider increasing your bids and budget

What is Sponsored Products exact match?

The shopper’s search term must match exactly the keyword in order for the ad to show, or close variations of the exact term. Exact match is the most restrictive match type, but can be more relevant to a shopper’s search.

Example: “ baseball caps”

Eligible search terms are: “baseball cap”, “baseball caps”

Ineligible search terms are: “red baseball caps”, “caps for baseball”, “baseball caps for girls”

What is Sponsored Products phrase match?

In phrase match, the shopper’s search term must contain the exact phrase or sequence of words or their variations. It is more restrictive than broad match, targets more specific audiences, and will generally result in more relevant placements for an ad.

Example: “ baseball caps”

Eligible search terms are: “lightweight baseball caps”, “baseball caps for girls”, “red baseball caps”

Ineligible search terms are: “cool caps for baseball”, “nice ball caps”

What is Sponsored Products broad match?

This match type offers your ad broad traffic exposure. A shopper’s search term will match if it contains all the keyword terms or close variants such as plural forms in any order.

Example: “ baseball caps”

Eligible search terms are: “baseball cap”, “discount baseball caps”, “red caps for baseball”

Ineligible search terms are: “sports caps”, “Cubs baseball”, “Adidas caps”

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Campaign Management

How long will it take for my ad to go live?

We review Product Display Ads and Sponsored Brands within 2 business days. Your ad is considered "pending" while Amazon is reviewing it for compliance with our advertising guidelines. We will email you once your ad has been reviewed.

How can I see my campaign running live?

Due to the volume of ads and traffic at Amazon.com, there's no guaranteed way to see your ad running live. We offer analytics in the campaign dashboard to track your performance including the number of impressions, clicks, detail page views and sales resulting from your ads.

Why didn't my ad get approved?

Ads that don't meet our ad guidelines will not be approved. Your ad may have used inappropriate language or images, or it might fail to meet other criteria required for approval. Please refer to our ad guidelines for more information.

Where do the ads that are not approved go?

All the ads that are not approved will be added to your drafts table. From there you can make all the changes to your ad to meet our guidelines and resubmit for further approval.

How can I pause a running campaign?

You can pause a running campaign in the status column of the account dashboard or on the individual campaign's settings page.

How can I archive an existing campaign?

You can archive an existing campaign by selecting the campaign through checkbox column and then archiving it from the bulk-edit menu. Archived campaigns can be found through the filter option by clicking on status filter and then selecting archive

How can I reactivate a paused campaign?

You can reactivate a paused campaign by clicking on the toggle switch in the active column of the account dashboard or on the individual campaign's settings page

My ad campaign is running, but I have no Impressions. Why?

The most common reasons for no impressions include:

  • Low bids
  • Low ad or keyword relevance
  • Narrow targeting

Consider increasing your bids, adding relevant keywords or widening your targeting to help increase impressions volume.
Note: Impressions data may take up to 24 hours to appear in the performance reports

How can I improve the click-through rate (CTR) on my ads?

For Sponsored Brands and Sponsored Products, we recommend adding more relevant keywords to your campaign. 
For Product Display Ads, we recommend widening the targeting to include more relevant products or interests. 
Note: Clicks data may take up to 24 hours to appear in the performance reports.

How can I budget my campaigns?

For Sponsored Products, you can set an average daily budget. The minimum average daily budget is $1.00. For Sponsored Brands and Product Display Ads you can set an average daily budget or a lifetime budget. Lifetime budget is the total amount you are willing to spend for a single campaign. The minimum amount you may set for a campaign budget is $100.00.

How will I be charged for my spend?

If you are registered with a credit card, we'll charge your card periodically during your campaign as the outstanding balance reaches certain thresholds. For example, a campaign with a $1,000 budget will be charged after it accrues outstanding balances of $1, $50, $150, $200, $350, and $500 until the campaign's entire lifetime budget is spent. There are additional thresholds for certain advertisers with larger campaigns. If you are registered on invoicing, you’ll receive a monthly invoice to account for all spend that occurred in the previous month.

Why has my campaign only spent a portion of its total budget?

The most common reasons for low campaign spend include:

  • Low bids
  • Low ad or keyword relevance
  • Narrow targeting

Consider increasing your bids, adding relevant keywords or widening your targeting (using phrase and broad match) to help increase impressions.

What does “daily” reference in the term “daily budget”?

Daily corresponds to one normal day: the time between 00:00 AM and 11:59:59 PM in your local time zone. When an advertiser’s campaign is launched, the first day of the campaign corresponds to the time between launch and midnight.

What’s the minimum and maximum daily budget I can set?

Daily budgets range between $1.00 and $1,000,000 for Sponsored Products, Sponsored Brands, and Product Display Ads.

Can I change the daily budget amount?

Yes, you can increase or decrease your daily budget settings as many times as you want.

What happens if I set different daily budgets more than once per day (Product Display Ads and Sponsored Brands only)?

We will try to deliver campaigns until the active daily budget limit is reached. If you increase that limit, we will continue serving ads until the limit is reached. If you decrease the budget and the spend is above that budget, the ad will stop serving until next day.

What happens if I lower my daily budget but have spent more than the new daily budget?

In this case, since the spend is higher than the new daily budget, the campaign will stop for the day and you will be charged by the total amount spent at the next billing cycle.

My campaign spent more than its daily budget. Why is this happening? Will the advertiser be charged for the difference?

Daily budgets can be exceeded as a result of a rapid accumulation of clicks on a campaign as the campaign approaches the daily limit. During high traffic seasons, it is recommended that you adjust your daily budgets and CPCs to accommodate increased traffic and avoid overages. If overages to a daily budget occur, you will be charged only the maximum budget of the day. The difference will not be charged.

Do daily budget campaigns expire?

That depends on your duration setting. If you select “Run my campaign continuously”, the campaign will run without an end date, meaning it will not expire. If a date range is selected, that date range will determine the life of the campaign.

Can I switch from daily budget to lifetime budget or vice-versa once the campaign is running  (Product Display Ads and Sponsored Brands only)?

No. For that you will need to create a new campaign.

What happens at the end of my billing cycle if ads are delivered beyond the daily budget?

At the end of the billing cycle you will be charged for the full amount spent, which includes all the clicks your ads generated within the daily budget limits. Differences beyond the daily budget will not be charged.

Can I set pacing for my daily budget (Product Display Ads and Sponsored Brands only)?

No. If daily budget is selected, we will try to deliver the ad as soon as possible, without special pacing considerations.

Does data in the campaign manager match data in the downloadable reports?

Yes, downloadable report data is in-line with campaign manager in terms of freshness and data granularity. You can review data 60 days back with your downloadable reports and 90 days back within the campaign manager.

How can I use new filters to help optimize my campaigns

By layering multiple filters you can analyze specific performance drivers based on the benchmarks you set. For example, you can filter to identify all manually targeted Sponsored Products campaigns with 5,000 or more impressions and an advertising cost of sales (ACoS) of 25%. Then, select an individual campaign to identify keywords with lower ACoS. This can be done by setting up an ACoS filter at the keyword level. Identifying specific outliers and making timely bid adjustments can help improve your campaign’s overall performance.

Can I apply in-line edits for my campaigns directly in the campaign manager?

You can change start date, end date, daily budget, lifetime budget, and keywords bids by editing it directly in the campaign manager. Click the cell to edit its value quickly without launching a new page.

Can I edit multiple campaigns at the same time?

Bulk edit allows you to save time by simultaneously updating multiple campaigns or keywords. You can select multiple items by checking the box next to each campaign or keyword.

You can use the bulk edit function to update start date, end date, budget, keyword bids as well as enable, pause or archive instead of updating them one at a time in the campaign manager.

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Portfolio Management

What are the key features of a portfolio?

Portfolios can simplify advertisers’ day to day campaign management in multiple ways

  1. Multi brand management – Group your campaigns by brand, business line or season to reflect your marketing needs.
  2. Budget caps – Define a budget cap and ensure your campaign spends don’t exceed your desired marketing needs.
  3. Track Performance – Review portfolio performance and create reports for campaigns by portfolio.
  4. Streamlining billing – Simplified billing details broken down by aggregated portfolio spend in each billing cycle.

How do I decide what campaigns belong to a portfolio?

Advertisers can club campaigns belonging to a brand or business line in a single portfolio. Portfolios are designed to be flexible to mimics your marketing needs. Advertisers can club campaigns belonging to multiple brands in a single portfolio.

What budget caps can I define for a portfolio?

Advertisers can set a budget with no end date i.e. Spend $50,000 on Lego Star Wars Portfolio until all spend the exhausted, or define a date range i.e. Spend $10K from 12/1 to 12/31 on Lego Disney Portfolio for the holiday season. Once the portfolio budget is exhausted, the campaigns below will pause unless the budget cap is increased or removed.

What type of Sponsored ad campaigns are supported in a portfolio?

Advertisers can group Sponsored Products and Sponsored Brands [Formerly known as Headline Search Ads] campaigns. Product Display Ads campaigns are not supported.

Can I set campaign budgets higher than portfolio budgets?

Yes, we encourage advertisers to set higher budgets for campaigns, so that the best performing campaigns can consume spends while ensuring advertisers do not exceed their desired spend.

Can I change the date range of my portfolio’s budget cap?

Yes, advertisers can increase/decrease the date range or make it no end date. The start and end date needs to be higher than today’s date. We recommend setting ‘No end date’ to ensure your campaigns keep running.

Will I be able to move campaigns between portfolios?

Yes. Advertisers have the flexibility to restructure their campaigns to align with the current marketing needs. To move or remove campaigns from portfolio, go to campaign manager, select the campaigns and perform bulk actions.

Can I assign one campaign to multiple portfolios?

No. A campaign can belong to only one portfolio.

Can I resume campaigns once portfolio budget has been met?

Yes. To do so, the advertiser can remove the budget cap, increase the total budget or extend the end date based on the root cause. Once the appropriate action is performed, the campaigns will start delivering again.

Will my portfolios compete against each other and drive up my CPC?

No. All campaigns within an advertising account do not compete against each other. This is to ensure that best performing campaigns continue to show to the customer.

Can I manage portfolios in bulk sheets?

Yes, an advertiser can create portfolios, assign existing and new campaigns to portfolios, edit portfolio name and set budget caps in bulk sheets.

How can I get reporting per portfolio?

Yes, you can export campaigns and keyword data with a portfolio column in excel for easy pivot table creation. Alternatively, you can export aggregated portfolio performance metrics from ‘Portfolios’ link in left navigation.

What happens to campaigns' historical data after they have been added to a portfolio?

The campaign performance history always stays at campaign level.

How do portfolios help me with my billing needs?

The redesigned billing pages are broken down by aggregated portfolio spends during the billing cycle, allowing advertisers to help understand brand or budget level spends based on how portfolios were created to segment their marketing needs.

How does moving a campaign to a new portfolio affect invoicing for the current billing cycle?

Billing details will always reflect the portfolio mapping at the time the invoice is issued.

Will there be any change in previously issued invoices?

No, there will be no change to invoices that have already been issued.

How are ungrouped campaigns shown in the invoice?

Ungrouped invoices are shown as their own section within the invoice, below the breakouts by portfolio.

Can I download PDF version of my billing invoice with portfolio details?

Advertisers whose payment method is credit card will also have aggregated portfolio spends in their PDF documents, along with billing details. Advertisers whose payment method is invoicing or unified billing can only view portfolio details in their

Will I receive invoice adjustments if my total spend is greater than my portfolio budget?

Yes. In case the campaign spends are higher than desired budget, we will ensure adjustments in the next billing cycle.

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Keywords

What are keywords and how are they used?

Keywords are single words or a combination of words that you add to your ad campaigns, and these keywords determine when your ads will appear. Keyword-targeted advertising matches the keywords in your campaign to the search terms that shoppers use to search for products on Amazon. When a shopper searches for the keywords in your campaign, your ad can show up if it meets the required eligibility criteria.

What is keyword relevance and how does it work?

To ensure a good experience for shoppers, we try to show ads that are relevant to the shopper's search and browse activities. The keywords you choose must be relevant to the advertised products in your campaign. Only relevant ads will receive impressions when shoppers search for that keyword.

How do I make my keywords relevant to my product?

Make sure that your keywords reference metadata contained on your advertised product's detail pages. For example, an ad will not receive impressions for the keyword "Beach Towels" if the campaign only contains bath towel products.

Is there a way to see the most popular search terms by category?

This feature is not offered for sponsored ads. For more data on Amazon search terms, please consult with your vendor manager about the Amazon Retail Analytics (ARA) Premium service.

How do you determine how much to charge for a click?

Sponsored Products and Sponsored Brands use a cost-per-click, auction-based pricing model. You set the maximum amount that you are willing to pay when a shopper clicks your ad. The more competitive your bid is, the more likely it is that your ad will be displayed.

Why do some of my keywords have zero impressions?

To ensure a good advertiser and shopper experience, Sponsored Products and Sponsored Brands have specific criteria that must be met in order for ads to receive impressions. If your product is a new listing we suggest waiting to see if things get better over time, as it takes time to build up the relevancy-matching between new products and search terms. No impressions may also result from one of the following:

  1. Low bid – One of the most common issues is that your keyword's cost-per-click bid may be too low. A competitive bid helps your ad display when a shopper on Amazon submits a search that uses one or more of your keywords. We recommend setting your bids to the maximum you are willing to pay for a click.
  2. Irrelevant keyword - Your keyword must be relevant to the products you are advertising. We only show ads that are relevant to a shopper's search. We look at the keywords associated with your product and the products associated with the keyword you selected to determine relevancy. We recommend selecting keywords found on your product detail page to help relevancy.
  3. Losing the buy box – Your ad may not show if you’re not winning the buy box. We recommend working on improving or keeping a high seller score, and adjusting your price to be more competitive. 

How can I add more keywords to my campaign?

You can add more keywords to an active campaign at any time by selecting and editing the campaign from the campaign dashboard.

What types of keyword matching types are supported?

Sponsored Brands and Sponsored Products allow for broad, phrase, and exact keyword match types. Negative phrase and exact match types are only available for Sponsored Products at this time. Both Sponsored Brands and Sponsored Products match types allow plural variations of search terms but synonyms, accents, misspellings, or stemmed words are not supported at this time.

Note: Product Display Ads do not support keyword matching.

For Sponsored Brands, what is the keyword match type and how does it work?

Keyword match types determine how relevant a shopper’s search has to be to trigger your ad. Sponsored Brands offer broad, phrase, and exact match types.

With exact match, your ads can appear only when a shopper searches for your exact keyword, without any other terms in the search. Unlike broad or phrase match, if a shopper searches for additional words before or after your exact keyword, your ad won't show. Using exact match means that your keywords are targeted more precisely than broad or phrase match.

With phrase match, your ad can show when a shopper searches for your exact keyword, or your exact keyword with additional words before or after it. We'll also show your ad when a shopper searches for close variations of that exact keyword, or with additional words before or after it.

With broad match, your ad will appear when a shopper searches for your keyword in any order, including close variants of your keyword. This match type will give your ad the most traffic exposure to a wider audience, but will not be as targeted as phrase or exact match types.

What is the traffic indicator next to each keyword when creating a new Sponsored Brands ad?

The traffic indicator shows the estimated volume of traffic that a particular keyword could receive. This feature provides insight into picking better performing keywords during campaign creation. Traffic is calculated from an estimate of eligible impressions that are relevant to your keyword and landing page. Note: traffic and impressions are not guaranteed.

For Sponsored Products, what is the keyword match type and how does it work?

Keyword match types determine how relevant a shopper’s search has to be to trigger your ad. Sponsored Products offer: broad, phrase, and exact matches as well as negative phrase and exact matches Negative match types prevent ads from being triggered by a search term and will not show your ad to shoppers searching for that phrase.

With broad match, your ad may appear when a shopper's search contains keyword terms in any order, and possibly along with other terms. Your ads may also appear for close variations of your keywords.

With phrase match, your ad can show when someone searches for your exact keyword, or your exact keyword with additional words before or after it. We'll also show your ad when someone searches for close variations of that exact keyword, or with additional words before or after it. Using phrase match can help you reach more shoppers, while still giving you precise targeting.

With exact match, your ads can appear only when someone searches for your exact keyword, without any other terms in the search. Unlike broad or phrase match, if a shopper searches for additional words before or after your exact keyword, your ad won't show. Using exact match means that your keywords are targeted more precisely than broad or phrase match.

Negative phrase and negative exact are match types that prevent ads from being triggered by a certain search term (word or phrase). When a keyword is selected as negative, the ad will not be shown to shoppers searching for that phrase.

Which keywords should I add to my campaigns?

Choose a variety of keywords that are relevant to your product. We provide a list of recommended keywords for the advertised products in your campaign.

You can choose to use some or all of the recommended keywords. You can also add your own keywords in addition to the recommended keywords. The more keywords you select the better chance you have of receiving ad impressions and clicks. You don't pay for impressions, only clicks.

How should I use the different keyword match types available?

Use exact match for keywords that are most relevant to your product and bid higher for these keywords. Use broad or phrase match to expand your keyword coverage and increase the reach of ads.

I already run exact and phrase match campaigns. Should I also include broad match?

We recommend a combination of 2 or more match types to run an effective campaign. Exact match can deliver ads to a very targeted set of users, whereas phrase and broad match can deliver to a larger audience.

How do I create a broad match campaign?

Broad match is enabled as a match type for Suggested keywords when creating or modifying a campaign. Choose this option to select keywords for broad match. To bulk upload your keywords, download the template and add “broad” as the match type against the required keywords.

How many keywords can I add to my campaigns?

You can add up to 1,000 keywords per campaign.

How much should I bid on a keyword?

We recommend setting CPC bids to the maximum you are willing to pay for a click. Keep in mind that the most popular keywords likely have above average CPC bids.

Will I incur additional costs when using broad match?

No, your bid prices and daily budget cap will remain unchanged. Broad match enables you to access more inventory that might be relevant to your marketing campaign.

How do I select a keyword match type when creating a campaign?

When adding keywords manually, you can choose the keyword match types in the match type drop down. If you are creating a Sponsored Products campaign, you will also have the additional option of making your keyword a negative match type.

Note: Suggested keywords are automatically set to broad match and cannot be changed.

Can I change the match type of a specific keyword once my campaign is running?

Once the campaign is created, you are not able to change the match types. You can, however, add in additional keywords with different match types while a campaign is running.

What are negative match types?

Negative matches are matching types that prevent ads from being triggered by a certain search term (word or phrase). When a keyword is selected as negative, the ad will not be shown to shoppers searching for that phrase.

What are the benefits of using negative keywords?

Negative keywords help to make sure that ads are shown only to people looking for the ad. This extra level of control can help to reduce costs by excluding keywords where an advertiser might be spending money. This can help to improve ads performance metrics, such as CTR, ROI and CPC. For example, if you're selling silver jewelry you can display your ads for silver necklaces and not silver plated necklaces by adding the negative keyword phrase "silver plated" to the campaign that runs your ads for silver necklaces.

Can I add positive and negative keywords for the same campaign?

Yes, you can have a combination of positive and negative keywords in your campaign. Note: if the same keyword is added as both positive and negative, the negative keyword will have higher priority and will not serve ads to shoppers who search for that keyword.

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Bulk Import

What is Bulk Import?

The Bulk Import feature allows you to add up to 1,000 keywords, bids, and match types into your campaigns for Sponsored Brands and Sponsored Products.

How do I add keywords in bulk?

You can add up to 1,000 keywords, bids, and match types in bulk in one of the following ways:

  1. Upload a spreadsheet with a list of your keywords in one column. You can use your keyword lists from Google AdWords. We currently do not support Bing Ads spreadsheets.
  2. Download our spreadsheet template from the ad builder to add keywords and options fields (match type and bid) and then upload this file.

How many keywords can I add in bulk?

You can add up to 1,000 keywords per campaign.

Can I import bids and match types?

You will need to have the following column headers in your spreadsheet: keywords, bids, and match type. For Sponsored Brands: enter broad, phrase, or exact in the match type column. For Sponsored Products enter: broad, phrase, exact or negative phrase or exact in the match type column.

Note: Use the spreadsheet template provided in the advertising console for easier bulk uploading with your campaigns.

What types of files can I use to bulk upload keywords?

We accept .csv, .tsv, .xls or .xlsx file types.

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Bulk Operations

What is Bulk Operations?

Bulk Operations lets you efficiently manage and optimize multiple Sponsored Products campaigns at the same time. You can also view up to 60 days of performance data on your campaigns, keywords, and products before making changes to your campaigns.

Note: Bulk Operations only supports Sponsored Products campaigns at this time.

How do I download a bulk spreadsheet?

  1. Go to the Advertising tab and select Bulk Operations
  2. Select the date range for performance data to be included in your bulk spreadsheet. You can choose to download data from yesterday, 7 days, 14 days, 30 days, and 60 days respectively.
  3. You can choose to exclude terminated campaigns or campaigns with zero impressions from your spreadsheet.
  4. When ready, select the Create spreadsheet to download button and your file will be ready in the table below to download.

How do I edit a bulk spreadsheet?

  1. Open the downloaded bulk spreadsheet with the spreadsheet application of your choice that can open .xlsx or .xls file formats.
  2. Review your campaigns and make changes as needed. Any campaigns that you do not change will run as is.
  3. Save the changes to your bulk spreadsheets to your local drive.
  4. To upload your spreadsheet, go to the Advertising tab and select Bulk Operations.
  5. Select the Choose file button to select the bulk spreadsheet from your local drive, then select the Upload and apply changes button.
  6. Your changes will be applied to your campaigns after the bulk file is received and processed. We will let you know when your changes have been processed.

Note: A record of your uploaded file will be available in the table below.

What types of files can I upload?

Bulk Operations only accepts .xlsx and .xls file formats at this time.

Why can’t I access Bulk Operations?

Amazon will need to activate your account to use this feature. Go to the Advertising tab and select Bulk Operations to start the activation process. Once your account has been activated, we will notify you to let you know that you can start using Bulk Operations on your campaigns.

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Win Rate

What determines the win rate?

The win rate is based on multiple ad quality factors, including the bid you set.

Why is the win rate only available for certain keywords?

Win rate is calculated for a keyword based on its past performance. If there isn’t enough data to make a reliable estimate, the win rate will not be available for that keyword.

How accurate is win rate?

Win rate is an estimation of bid performance based on historical data. Many things can cause future win rate to be different from historical win rate, such as change of bids, competition, available inventory, ad quality, and ad relevance.

Can I modify multiple win rates for all my keywords with one action?

No, bids can only be modified on one keyword at a time.

Can I use win rate when I'm creating a Sponsored Brands ad?

No, the win rate feature is only available in the campaign management view for ads that have already started.

Why do win rates vary between campaigns?

The win rate is based, in part, on individual campaign settings, so win rates can be different between campaigns for the same keyword.

Do my own keywords affect my win rate?

No. Our models account for self-competition. We remove bids from your own keywords from the data so that your overlapping keywords (e.g., “basic headphones” and “basic Bluetooth headphones”) do not impact each other’s win rate.

Is the win rate calculated differently based on the match type?

Your win rate will be calculated differently depending on if your keyword is a broad, phrase, or an exact match type.

How frequently are the win rate estimates updated?

The win rate estimates are updated daily.

Will my win rate % be maintained over time once I set it, or do I need to keep refreshing it?

We will not modify your bid in order to maintain your win rate. If competitor bids, inventory, or other dimensions of a win rate change over time you may need to continue adjusting your bid to maintain a specific win rate.

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Copy Campaign

What is copy campaign?

Copy campaign is a feature that allows you to copy certain parameters from one campaign to a new one. Some of the parameters that are copied include the campaign name, start and end dates, budget, keyword, and bids. Note that performance metrics (such as impressions, clicks, and sales) are not copied to the new campaign.

Can I copy my campaigns?

Yes, you can copy your campaigns that are currently running or have already ended. You can also copy ‘rejected’ campaigns and make the necessary changes for compliance with our ad guidelines before re-submitting.

How do I copy campaigns?

Go to your campaign dashboard. Choose the campaign you want to copy. Click on ‘copy’ under the ‘Action’ column on the far right of the dashboard. Once the link is clicked a new draft campaign will be created that is pre-populated with all the parameters from your original campaign. Go to this draft campaign on your dashboard, make your edits then submit the campaign.

Does copying a campaign keep the same start and end dates as my original campaign?

When you copy a campaign, the start date changes to the day the copied campaign was created. The end date changes to the date that keeps the same campaign duration as the original campaign. You can edit the start and end dates before you submit the copied campaign.

Once I copy a campaign, does it go live automatically?

No, copying campaigns does not start a new live campaign. The copied campaign is created in draft with all the original parameters prepopulated. You can customize the headline and logo as well as edit the start and end dates before you submit the copied campaign. Your Sponsored Products campaigns are eligible to go live as soon as you submit them. Your Product Display Ads and Sponsored Brands ads will be considered "pending" while Amazon is reviewing them for compliance with our advertising guidelines. We will email you once your ad has been reviewed within 2 business days.

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Advertised Products (Sponsored Products only)

Why don't I have the option to advertise with Sponsored Products?

Sponsored Products in the advertising console is only available to Amazon vendors. If you are an Amazon marketplace seller and not a vendor, then you may create Sponsored Products campaigns in Seller Central.

If you are an Amazon vendor and don’t have the option to create Sponsored Products campaign in the ad builder, please Contact Us. To process your request, we’ll ask you to provide your vendor code(s).

Why can't I find some of my products?

You should be able to advertise products that you sell directly to Amazon as a vendor. If there are products that you sell directly to Amazon, but you are not able to find them in the product picker, please Contact Us. In order to expedite your request, we ask that you provide your vendor code(s) and a list of your products that do not appear in the product picker.

What is the Buy Box and why will my ads appear only when Amazon is winning the Buy Box?

The Buy Box is the box on a product detail page where shoppers can begin the purchasing process (for example by adding items to their shopping carts or through 1-Click purchasing). A key feature of Amazon is that multiple sellers can offer the same product. Currently, only products sold by direct Amazon vendors that are winning the Buy Box will be eligible for display as Sponsored Products on Amazon.

What is the Buy Box?

The Buy Box is the box on a product detail page where shoppers can begin the purchasing process (for example by adding items to their shopping carts or through 1-Click purchasing). A key feature of Amazon is that multiple sellers can offer the same product. Currently, only products sold by direct Amazon vendors that are winning the Buy Box will be eligible for display as Sponsored Products on Amazon.

Why are some of my SKUs listed as ineligible?

There are multiple reasons why one or more of your products might be ineligible:

  1. Only the child products from variations (parent-child relationships) are eligible for advertising.
  2. Suppressed listings are not eligible. The listing is either missing important information or contains incorrect information.
  3. Products that are removed from inventory or are out of stock are not eligible for advertising.;
  4. Products in closed categories are not eligible for advertising.
  5. Products that do not comply with retail policies are not eligible for advertising.

Why do some of my advertised products have zero or few impressions?

Currently, only products that are winning the Buy Box will be eligible for display as Sponsored Products on Amazon.com.

Other common reasons for zero or few impressions include:

  1. Low CPC bids
  2. Low ad or keyword relevance
  3. Narrow targeting

Consider increasing your bids or adding relevant keywords to help increase impressions.

Note: Impressions data may take up to 24 hours to appear in the performance reports.

How can I add more advertised products to my campaign?

You can add more advertised products to an active campaign at any time.

  1. In the campaign dashboard, select the campaign you want to add more advertised products to.
  2. Select the Advertised Products tab.
  3. Click the Add Products button.
  4. Search for the product(s) you want to add to the campaign and click the Add button.

Can I remove a product from my campaign?

Although you can't remove a product from a live campaign, you can indefinitely pause it at any time. To pause an advertised product

  1. In the campaign dashboard, select the campaign that contains the product.
  2. Select the Advertised Products tab.
  3. Find the product in the product list table.
  4. Click the Status selector to the left of the product name and set the status to Pause.

How do I unpause a product in my campaign?

You can unpause an advertised product in an active campaign at any time. To unpause an advertised product:

  1. In the campaign dashboard, select the campaign that contains the product.
  2. Select the Advertised Products tab.
  3. Find the product in the product list table.
  4. Click the Status selector to the left of the product name and set the status to enable.

Can I change my CPC bid for advertised product?

You can’t set CPC bids for advertised product within a campaign. You can set CPC bids for the keywords. If you would like to set varying CPC bids for the same keyword by product, we suggest creating additional campaigns to separate the products.

How should I select which products to advertise?

Select the products that you want to promote on Amazon.com. These can be products with a special offer or products that you want to display when shoppers search for a particular keyword. You can also choose to advertise your best selling products or any new or seasonal products you want to promote.

Which products are not eligible for advertising?

At this time we do not support adult products, used products, refurbished products, and products in closed categories.

For Sponsored Products, how do you decide which product sales to attribute to my ad?

A sale is attributed whenever a shopper that clicked on your ad purchases any of your brand’s products. Sponsored Products will only count sales of these products when Amazon was the seller. We will not count sales of your brands’ products by third party merchants.

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Automatic Keyword Targeting (Sponsored Products only)

Targeting for Sponsored Products

Targeting uses keywords and products to show your ads on search and detail pages to relevant shoppers. For Sponsored Products campaigns, you can create two types of targeting: automatic and manual.

Automatic targeting

With automatic targeting, we match your ad with keywords and products that are similar to the product in your ad. We choose keyword and product matches for you based on shopper searches related to your product information. Automatic targeting allows you to easily and quickly create a campaign. After your campaign has been running, you can view your campaign’s performance in campaign manager to monitor impressions and clicks to your ad and modify the targeting to meet your business goals. 

Manual targeting

For more advanced advertisers who have targeting experience, manual targeting helps you to specifically target keywords and products. You can choose different match types for keywords, and choose categories, products, brands or features related to your product.

Where do I add auto-targeting to my Sponsored Products campaigns?

Automatic targeting can be selected in the campaign builder under “Select a targeting type”.

Will auto-targeted ads receive preferential treatment in the Sponsored Products auction?

No. An ad that is auto-targeted will compete with manually targeted ads on an even basis.

Can I select auto-targeting and add additional keywords to the same campaign?

No. Auto-targeted campaigns use an Amazon algorithm to target your ads so keywords cannot be added manually.

Can I stop/resume auto-targeting while my campaigns are running?

No. Auto-targeting is a type of Sponsored Products campaign and is not a setting that can be turned off or on while a campaign is running.

How can I check the performance of auto-targeted campaigns?

When you choose automatic targeting, we use multiple default strategies on your behalf to match your ad to a shopper looking for your product. For example, your ad will be eligible to be shown in the search results if your ad product closely or loosely matches searches results from shoppers. Similarly, we'll show your ad on the detail pages of products that are substitutes or complements of your ad products. 

After you create your campaign, you can view these different targeting strategies (i.e., close match, loose match, substitutes and complements) in campaign manager and make changes to meet your campaign objectives. For example, you can increase your bid for one tactic versus another to meet your objectives.

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Keyword and product targeting

Keyword targeting

Keyword targeting allows you to choose keywords to show your products in customer searches and detail pages. Use this strategy when you know the search terms that shoppers use to search products similar to yours.

For example, if your ad product is a phone case, you may choose the keyword “phone case.” When a shopper searches for a product with the search term “phone case,” your ad is eligible to show in search results and detail pages.

Product targeting

Product targeting allows you to choose specific products, categories, brands, or other product features that are similar to the product in your ad. Use this strategy to help shoppers find your product when browsing detail pages and categories, or when searching products on Amazon.

For example, if the product in your ad is a Nike Flex shoe for women, you can choose to target the category “women’s running shoes” for all search results and detail pages relevant to this category. You can also choose to target “Adidas” because it’s a brand similar to Nike, or you can target price points, star reviews, or variations of similar products.

Categories

In the categories tab, you can target suggested categories that are based on relevance to your ad product. You can also search by category, or you can browse categories listed below the search field. You can also refine categories by brand, price range, and review star ratings.

Products

In the products tab, you can target suggested individual products that are similar to the product in your ad. You can also search for specific products in the search field.

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Bid+ (Sponsored Products only)

What is Bid+?

Bid+ is a Sponsored Products feature that increases the opportunity for your ads to show in the top of search results. When Bid+ is turned on, Amazon will increase the default bid for your ads by up to 50%, when they compete for the top of search results location. For example, if your default bid is $0.50, Bid+ can raise your bid as high as $0.75 to compete for impressions at the top of search results. Currently, Bid+ is only available for the top of search results location, and can only be turned on for manually targeted campaigns. Over time, Amazon may expand this setting to include additional placements. You can turn Bid+ on and off in Campaign Manager, or use bulk operations to change the setting.

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Performance Metrics

What are Impressions?

An impression occurs whenever an ad is displayed. The impressions metric is a count of how many times your ad has been displayed. We provide you the total number of impressions for each campaign and keyword.

What are Clicks?

A click occurs whenever a shopper clicks on an ad. The clicks metric is a count of how many times shoppers have clicked on an ad. We provide you the total number of clicks for each campaign and keyword.

What are Detail Page Views (DPV)?

A detail page view or DPV occurs when a shopper visits one of your brand’s product detail pages after clicking on your ad.

What is Click Through Rate (CTR)?

Click-through-rate or CTR is the ratio of how often shoppers click on your ad when it is shown. Each of your campaigns and keywords has their own CTR that you can see in campaign management. We provide you the CTR for each campaign and keyword.

What is Spend?

Spend is the total value of the clicks received for a campaign or keyword. We provide spend for each campaign and keyword.

What is Cost-per-Click (CPC)?

Average Cost-per-Click or ACPC is the average amount that you have spent for a click. ACPC is calculated by dividing total spend by the total number of clicks. We provide the ACPC for each campaign and keyword.

What are Units Sold?

A sale is attributed to a campaign whenever a shopper that clicked on an ad purchases your brand’s products at Amazon. The Units Sold metric counts the total number of your brand’s products sold to shoppers within 14 days of them clicking on your ad.

What are Total Sales?

A sale is attributed to a campaign whenever a shopper that clicked on an ad purchases your brand’s products at Amazon. The Total Sales metric is the total dollar value of your brand’s products sold to shoppers within 14 days of them clicking on your ad.

How long does it take for sales and traffic data to show up once a campaign is running?

It may take up to 12 hours for sales and traffic data to show up on the campaign dashboard. If your campaign is not getting any impression, it is likely that you are not winning the auction. We recommend you increase your bid or widen your targeting.

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Advertising Reports

What kind of data can I see in advertising reports and when is it updated?

Advertising reports show account level data, excluding canceled orders, for Sponsored Products and Sponsored Brands. The data in these reports is at a maximum 12 hours old. Sponsored Products advertising reports include: keyword report, advertised product report, purchased product report, search term report, placement report, and performance over time report. Sponsored Brands reports include: keyword report, keyword placement report, campaign report, and the campaign placement report.

What is the Sponsored Products or Sponsored Brands keyword report?

Keyword reports are available for both Sponsored Products and Sponsored Brands. This downloadable report provides insights into sales and performance metrics for keywords in all campaigns that received at least one impression. You can use this report to see how your keywords are performing over time, which can help inform you about when to adjust your bid and expand your keyword target list.

Keyword reports offer a custom date range of the last 90 days.

What is the Sponsored Product advertised product report?

Advertised product reports provide insights into sales and performance metrics for your advertised ASINs in all campaigns that received at least one impression. You can use this report to see how your ads are performing over time to help you determine if you need to change your advertising strategy.

Advertised product reports offer a custom date range of the last 90 days.

What is the Sponsored Product purchased product report?

Purchased product reports provide details on the non-advertised ASINs a shopper purchased after clicking on your ad. This report can help you find new advertising opportunities and get insight into what shoppers are buying.

Purchased product reports offer a custom date range of the last 60 days.

What is the Sponsored Product search term report?

Search term reports give visibility into the search terms entered by shoppers searching on Amazon that resulted in a click. You can use this report to identify high performing searches from shoppers and to create negative keywords for search terms that don’t meet your goals.

Search term reports offer a custom date range of the last 60 days.

What is the Sponsored Product placement report?

The placement report provides visibility into the performance of a campaign on top of search compared to all other placements. You can use this report to get insights into your performance across different placement types, and identify Sponsored Products campaigns that could benefit from Bid+.

Placement reports offer a custom date range of the last 90 days.

How does sales attribution work for sales of a specific ASIN?

For Sponsored Products, sales attribution occurs within the same marketplace and same brand as the advertised product, limited only to sales by Amazon-sold (1P) ASINs and not including third-party (3P) sellers. Sales is the total dollar value of your brand’s products sold to shoppers within 14 days of them clicking on your ad. Sponsored Products sales exclude order cancellations and payment failures.

For Sponsored Brands and Product Display Ads, sales are attributed for the advertised product plus any products with the same brand as the advertised product, including sales by Amazon-sold (1P) ASINs and sales by third-party (3P) sellers. Sales is the total dollar value of your brand’s products sold to shoppers within 14 days of them clicking on your ad. Sales attributed to Sponsored Brands and Product Display Ads exclude cancelled orders and payment failures.

Where can I access my Product Display reports?

Reports for Product Display Ads can be accessed within each campaign in the reports tab.

How can I filter the performance data for my campaigns by date?

The performance metrics table on Campaign Manager can be filtered by date range, which is located at the top of the table. You can apply the following filters on the campaign or account level: Today, Yesterday, Week to date, Last week, Month to date, Last month, Lifetime, and Customized. Customized date ranges are available in the last 90 days.

How are sales calculated for Media and Book Vendors?

For ads to be credited with a sale in the campaign dashboard, a shopper must click an ad and purchase a title within 14 days of clicking. Sales can be attributed to a campaign in three ways:

ASIN: Sales of the exact ASIN being advertised are credited to the campaign

Title: Sales of the advertised title, including the advertised format and any other formats, are credited to the campaign

Brand: Sales of any titles associated with the advertised ASIN’s brand are credited to the campaign

Each ad type uses one or a combination of these attribution methods to report ad sales. The bullet points below detail how each ad type attributes ad sales in the reporting dashboard.

Sponsored Products: ASIN and Title

Sponsored Brands: ASIN and Brand

Product Display Ads: ASIN and Brand

Lockscreen Ads: ASIN

What is the Sponsored Product performance over time report?

The performance over time report shows the clicks, cost per click (CPC) and spend for all of your Sponsored Product Campaigns. You can use this report to understand your overall spend and performance.

Performance over time report offer a custom date range of the last 90 days.

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Billing and Payment Settings

When will I be billed for my ads?

Your account accumulates your first $1.00 worth of clicks. Your account accumulates additional clicks that meet or exceed your credit limit. Your credit limit begins at $50 and increases each time you reach your credit limit and you make a successful payment. From $50 it increases to $150, $200, $350, and finally $500. You have a balance due for the previous month, regardless of your credit limit. You incur this charge on the third day of each month.

How can I view my billing history?

You can access the billing history for all of your brand’s campaign by clicking on the Navigation Bar > Brand Drop-Down > Billing History.

How do I set or change my default payment method?

Administrators can set a default payment method by clicking on the Navigation Bar > Brand Drop-Down > Payment Settings. Only users with administrator privileges on an account can set or make changes to the default payment method.

Can I set different payment methods for each ad campaign?

No, you will only be able to select a single payment method for active campaigns. Any changes made to your brand's default payment method will affect all currently active and future ad campaigns.

How can I restart my ads after they are paused because of billing issues?

You will need to update your default payment method on the Payment Settings page. You can access this page by clicking on the Navigation Bar > Brand Drop-Down > Payment Settings. All ad campaigns will remain paused until billing issues are resolved.

What payment methods do you support?

We support payment by all major credit and debit cards.

Do you support invoicing or charging to vendor accounts?

No, we do not offer these payment method options at this time.

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Policy Information

How do I notify Amazon if my brand is being infringed?

Amazon respects the intellectual property rights of others. If you are a brand owner and believe your intellectual property is being infringed, please send a notice following the steps for Notice and Procedure for Making Claims of Copyright Infringement .

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Troubleshooting

What if I have a question or issue about my ads?

For all matters regarding your account or ad campaigns, please contact us and we will work with you to resolve your issue. Before you contact us, please have ready the version numbers for your browser and your operating system (for example: Firefox version 17 on Mac OSX).

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Lockscreen Ads

What are Lockscreen Ads?

Lockscreen Ads are pay-per-click, interest-targeted display ads that appear on Kindle E-reader lockscreens, home screens, and special offers pages in the U.S.

How do Lockscreen Ads work?

Lockscreen Ads reach customers on their device, where they are reading and making eBook-purchasing decisions. Ads target readers by their genre interests on their Kindle E-readers

Are all book formats eligible?

Only the Kindle eBook format is eligible.

Where are my ads shown?

Lockscreen Ads appear on Kindle E-reader device lockscreens and home screen.

Where are readers directed when they click on my ads?

Readers with a connected device are directed to the eBook’s detail page. Readers with offline devices are directed to a landing page with a summary of the eBook.

What targeting options are available within Lockscreen Ads?

Lockscreen Ads offer interest targeting. Interest targeting is based on book genre, for example: “Romance: Contemporary”.

Can I select more than one interest/genre to target in a campaign?

You can target as many relevant interests/genres per campaign as you like.

How many books can I select to promote?

Lockscreen Ads are available to promote a single Kindle eBook per campaign, but there are no limits to the number of campaigns you can create.

Is there a minimum budget?

For Lockscreen Ads, you are required to set a campaign level budget. The minimum campaign budget is $100. You will only be charged the actual cost of clicks received and never more than your budget. Clicks data may take up to 24 hours to appear in the performance reports.

How much do Lockscreen Ads cost?

Lockscreen Ads use a pay-per-click, auction-based pricing model. We recommend setting a bid equal to the maximum amount you are willing to pay for a click. The more competitive your bid is, the more likely your ad will be displayed. The minimum bid for Lockscreen Ads is $0.08 and you will never be charged more per click than what you bid.

How quickly will my budget be spent?

You can choose to spend your budget as quickly as possible or to spread the budget more evenly throughout the length of the campaign.

Can I edit my budget after the ad is running?

You can increase the campaign budget while an ad is running.

Is there a maximum length my campaign can run?

Campaigns can be scheduled up to six months in advance and can run up to six months from the start date.

Why am I not seeing impression or click data for my newly created campaign?

Impression and click data may take up to 24 hours to appear. Detail page views and sales data may take up to 14 days to appear.

How can I modify a live campaign?

You can change the cost-per-click bid and extend the end date of a live campaign. You can also increase (but not decrease) the budget. The campaign name, targeting and custom text of live campaigns cannot be modified once the campaign is live.

Can I edit my ad creative?

The creative for your campaign is automatically generated through the ad builder. You are required to add custom text before you submit the ad for review.

Are there any limitations on what I can say on my headline?

As part of our commitment to providing the highest quality customer experience, we do not accept ads containing or relating to certain content that is not acceptable for a general audience. For more information, please see our Book Ads Acceptance Policy.

Do Lockscreen Ads require custom text?

Yes. You must enter a minimum of 50 characters and can enter up to 150 characters of ad copy. Additionally, as part of our commitment to providing the highest quality customer experience, we do not accept custom text or headlines containing or relating to certain content that is not acceptable for a general audience. For more information, please see our Book Ads Acceptance Policy.

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Product Display Ads (Book-Specific Guidelines)

Are there any limitations on what I can say on my headline?

As part of our commitment to providing the highest quality customer experience, we do not accept ads containing or relating to certain content that is not acceptable for a general audience. For more information, please see our Book Ads Acceptance Policy.

Where are my ads shown?

Your ads can appear on the product detail page, on the customer reviews page, on the read all reviews page, at the top of the offer listing page, and in Amazon-generated marketing emails such as follow ups and recommendations. Product Display Ads run across desktop, mobile web, and mobile app.

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Sponsored Products (Book-Specific Guidelines)

Are my campaigns manually reviewed before they go live?

Yes, Sponsored Product campaigns for books are reviewed within 72 hours of submission.

What is Sponsored Products Exact Match?

The customer’s search term must exactly match the keyword or sequence of words in order for the ad to show. Exact match is the most restrictive match type, but it can be more relevant to a customer’s search. Examples: for the keyword coloring book Eligible search terms are: coloring book, coloring books Ineligible search terms are: adult coloring books, coloring books for adults, coloring book kids

What is Sponsored Products Phrase Match?

In phrase match, the customer search term must contain the exact phrase or sequence of words or their variations. It is more restrictive than broad match, targets more specific audiences, and will generally result in more relevant placements for an ad. Examples: for the keyword coloring book, eligible search terms are: cat coloring book, coloring book for girls, flower coloring book. Ineligible search terms are: cool book for coloring, coloring cool book.

What is Sponsored Products Broad Match?

This match type offers your ad broad traffic exposure. A customer search term will match if it contains all the keyword terms or close variants (plural forms, acronyms, stemming, abbreviations, and accents). The customer search term can contain keywords in any order. Example: for the keyword coloring book, eligible search terms are: coloring book; discount coloring book; cat books for coloring; colored pencils. Ineligible search terms are: pad coloring, brand name books, brand name colors.

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