Advertising with Amazon can help you grow awareness of your brand and reach shoppers searching for products like yours.
With our cost-per-click advertising, you can manage your campaigns with our Campaign Manager tools and reports. You can see how much you’re spending for clicks on your ads, target keywords shoppers are using, and measure the impact of your campaigns. You can adjust your budget and bids at any time to test what’s working well, and to test new keywords.
Sponsored Products promotes the individual products you sell on Amazon. You choose which products to advertise, assign keywords or product attributes to target, and enter a cost-per-click amount. When a shopper searches for one or more of your targets, your ad is eligible for display. When shoppers click your Sponsored Product, they are taken to the product detail page of the advertised product. Learn more about Sponsored Products
Sponsored Brands increases awareness of your products. The ad creative you build includes a headline, logo, and product images. When shoppers click your Sponsored Brand, you can specify whether they will go to the Amazon Store for your brand, or any page that displays your products on Amazon. Learn more about Sponsored Brands
Lockscreen Ads are cost-per-click, interest targeted display ads available to publishers that appear on Kindle E-reader and Fire tablet wakescreen and home pages. You select your eBook to advertise and choose interests to target (for example, by book genre). When readers who are using a connected device tap your ad, they are directed to the eBook’s detail page. Readers using offline devices are directed to a landing page with a summary of the eBook. Learn more about Lockscreen Ads
Product Display Ads are product or interest targeted display ads that drive traffic to a product's detail page. 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. Learn more about Product Display Ads
To learn more about Amazon Advertising, explore the following resources:
Sponsored Products is a cost-per-click advertising solution that enables you to promote the products you sell with ads that may appear in highly visible placements on Amazon.
You select your products to advertise and choose keywords or product attributes to target, or let Amazon's systems target relevant keywords automatically. You control how much you want to spend on your bids and budgets and can measure your ads' performance.
The ads serve both on desktop and mobile browsers as well as on the Amazon mobile app. When customers click your ad, they are taken to the advertised product’s detail page.
Amazon will only display your product ads when your product is in the Buy Box at the time the customer views the ad.
To participate in Sponsored Products, you must meet certain eligibility requirements. For more information, go to Sponsored Products eligibility requirements.
To get started, Create a Sponsored Products campaign.
Video: Sponsored Products for Books
With Sponsored Products your ad is eligible for display in various placements across Amazon.
To participate in Sponsored Products, you must meet certain eligibility requirements. For more information, see Sponsored Products eligibility requirements.
To create a campaign for Sponsored Products:
To participate in Sponsored Products, you must meet certain eligibility requirements.
Sponsored Products is available for the following Amazon search categories:
Arts, Crafts & Sewing
Automotive Parts & Accessories
Cell Phones & Accessories
Clothing & Accessories
Grocery & Gourmet Food
Health & Personal Care
Home & Kitchen
Industrial & Scientific
Movies & TV
Patio, Lawn & Garden
Tools & Home Improvement
Toys & Games
You should be able to advertise products that you sell directly to Amazon as a vendor. Contact us if there are products that you sell directly to Amazon, but you are not able to find them in the product picker. Provide your vendor code(s) and a list of your products that do not appear in the product picker.
If you've created a Sponsored Products campaign and want to know why your ad isn't running, review the Ad status.
Books vendors can advertise books written in languages other than English, but all text in the ad must match the language of the Amazon site where the ad is running. For example, if you want to advertise a book written in Japanese on Amazon.com, the ad must be in English. Book titles must clearly state if the book isn't in the language of the Amazon site where the ad is running.
Sponsored Products have the following maximum limits.
|Campaigns in your account
(active and paused)
|Ad groups in a campaign||20,000|
|Ads in an ad group||10,000 for manual targeting
500,000 for automatic targeting
|Keywords in an ad group
(excluding negative keywords)
|1,000 for manual targeting|
|Ad groups in an account||200,000|
|Ads in an account||2,000,000|
|Keywords in an account||2,000,000|
|Campaign negative keywords||10,000|
|Ad group negative keywords||10,000|
|Negative keyword search terms||Negative phrase 4 words or 80 characters
Negative exact 10 words or 80 characters
Sponsored Brands campaigns help customers discover and engage with your brand in prominent search placements, and generate awareness and consideration with customizable ads that link directly to a landing page or a Store.
Sponsored Brands ads feature your brand logo, a custom headline, and up to three of your products. These ads appear in multiple locations on desktop and mobile pages, including above search results. When Amazon shoppers click your brand logo, they go to a Store, a custom landing page, or a simple landing page. When they click a product, they go to the product detail page.
These ads are cost-per-click, so you only pay when an Amazon shopper clicks your ad. You control how much you spend by setting your budget and choosing how much to bid per click.
To participate in Sponsored Brands, you must meet certain eligibility requirements. Learn more about Sponsored Brands eligibility requirements
To get started, Create a Sponsored Brands campaign.
Video: Sponsored Brands for Books
Sponsored Brands ads feature your brand logo, a custom headline, and up to three of your products. These ads appear in multiple locations on desktop and mobile pages, including above search results.
To participate in Sponsored Brands, you must meet certain eligibility requirements. Additionally, when you create an ad, it must meet certain requirements before it gets approved. For more information, see Sponsored Brands eligibility requirements.
To create a campaign for Sponsored Brands:
Your ad will go through our review process before your campaign goes live. We will email you to let you know if your ad was approved or if changes need to be made. The review process is usually completed within 24 hours, but may take as long as three business days.
To participate in Sponsored Brands, you must meet certain eligibility requirements.
Sponsored Brands is available for the following Amazon search categories. We do not support adult, used, or refurbished products. .
Arts, Crafts & Sewing
Automotive Parts & Accessories
Cell Phones & Accessories
Clothing & Accessories
Grocery & Gourmet Food
Health & Personal Care
Home & Kitchen
Industrial & Scientific
Movies & TV
Patio, Lawn & Garden
Tools & Home Improvement
Toys & Games
For more information about creative requirements, see Sponsored Brands moderation.
If you've created a Sponsored Brands campaign and want to know why your ad isn't running, review the Ad status.
When you create your Sponsored Brands ad, it will go through our review process. We will email you to let you know if your ad was approved or if changes need to be made. The review process is usually completed within 24 hours, but may take as long as three business days.
As the advertiser, you can only promote those products either that you own or that you are permitted to resell or distribute. Your ads must be truthful and accurate. In creating your ads, please ensure that you accurately describe the product(s) advertised.
Ad creative requirements can be found in the Sponsored Ads Creative Acceptance Policy. It is important your ad meets these requirements to pass the moderation review. Here are some key tips:
If you’ve created a Sponsored Brands campaign and want to know why your ad isn’t running, review the Ad status.
Sponsored Brands campaigns have the following maximum limits.
|Keywords in a campaign||1,000|
|Ads in a campaign||100|
Product Display Ads are cost-per-click product or interest targeted display ads that drive traffic to a product's detail page
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.
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.
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.
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.
When shoppers click on your ads, they are directed to the product detail page.
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.
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.
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.
Currently, we only support the use of one targeting type in a single campaign.
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.
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.
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.
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.
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.
Vendor Powered Coupons (VPCs) are created and billed separately from Amazon Advertising. To create a Vendor Powered Coupon (VPC):
More information on Vendor Powered Coupons (VPCs) and how to get started can be found in the VPC Quick Start Guide
You can create coupons ads for any product that has an active ‘one-time purchase’ coupon. ‘Subscribe and Save’ coupons are not supported.
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.
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.
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.
Campaigns can be scheduled up to four months in advance and can run continuously without a scheduled end date.
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.
To create a Product Display deal ad:
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.
Go to the campaign dashboard and search for your campaign to find the status. When the ad campaign is live, the status will be Running.
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.
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.
All deal ad campaigns will say “Deal –” at the beginning of the campaign name listed on the campaign summary page.
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.
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.
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.
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.
Yes, you can run multiple different Product Display Ads for the same deal.
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.”
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.
Sponsored Display enables you to reach audiences browsing on and off Amazon.
Sponsored Display campaigns use auto-generated display creatives that help inspire purchase and have the familiar Amazon look and feel. Based on the targeting options you select, you ads can run on Amazon desktop and mobile, both on detail pages and across other Amazon pages. Your ads can be configured to reach audiences off Amazon across third-party publishers. We use brand safety tools to help deliver your ads to trustworthy placements next to appropriate and relevant content. When shoppers click your ads, they are directed to the product detail page.
Sponsored Display ads are paused when items go out of stock. 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. There could be a delay of (generally) up to 4 hours for this to happen.
Campaign reporting shows campaign performance alongside Sponsored Products and Sponsored Brands.
Create a Sponsored Display campaign to get started.
Sponsored Display campaigns use auto-generated display creatives to help inspire purchase and have the familiar Amazon look and feel.
To create a campaign for Sponsored Display:
Choose which audiences you want to see your Sponsored Display ads, or which products or categories you want to target on Amazon. During campaign creation, you have the option to target your ads by selecting Audiences or Product targeting.
Sponsored Display can help you reach your advertising and campaign goals through automated engagements in which we optimize for audiences most likely to convert to purchase. We only support the use of one targeting type in a single campaign.
Selecting views enables advertisers to reengage shoppers off Amazon who previously viewed your products or products similar to yours.
We show your promoted products to shoppers who have viewed your product detail pages or the detail pages of similar products in the last 30 days. This excludes shoppers who are unlikely to purchase your products (such as those who have recently purchased a similar product). Creatives are auto-generated based on your product details.
Views is charged on a cost-per-click (CPC) basis, so you are only charged when someone clicks your ad. Amazon will adjust your bid up or down depending on the likelihood of a conversion. You control how much you spend by setting a daily budget. Learn more about cost-per-click bids and daily budgets
Targeting by interests delivers relevant ads to shoppers with certain interests, or shoppers who are actively viewing specific products on Amazon.
Interests-based ads run across desktop, mobile web, and mobile app. The creative for your campaign is automatically generated. You are able to add a custom headline and logo before you submit the ad for review. Interests-based ads are billed on a cost-per-click (CPC) basis, so you are only charged when someone clicks your ad. Bids for interests-based ads are adjusted down only. Learn more about cost-per-click bids
You can select the products option to show ads to shoppers who are visiting products that you select, and similar products.
You can also use the categories option to engage shoppers interacting with products belonging to specific categories of the Amazon catalog. When you're creating your ad we populate categories from the Amazon browse tree and select products that are eligible to target. You can then select the categories you want to target.
Product targeting will only serve impressions to shoppers who interact with products belonging to the selected product categories.
Product-targeted ads run across desktop, mobile web and mobile app. The creative for your campaign is automatically generated. You are required to add a custom headline and logo before you submit the ad for review.
Targeting by product or categories is charged on a cost-per-click (CPC) basis, so you are only charged when someone clicks your ad. Bids for Product targeting are adjusted down only. Bids are set at a campaign level. You will have to create multiple campaigns if you would like to set different bids per product category or interest. Learn more about cost-per-click bids
Amazon applies brand safety measures to help deliver your off-Amazon ads to trustworthy placements next to appropriate and relevant content.
We implement blacklists from Trustworthy Accountability Group (TAG) and Interactive Advertising Bureau (IAB) to filter specified sites from our supply.
Amazon Advertising automatically protects you from invalid traffic, unauthorized sellers, and unsafe content at no extra charge using a combination of proprietary technology, strict onsite advertising policies, ads.txt, and third-party solutions from comScore and Peer39 by Sizmek.
We manually review third-party websites and apps for unsafe content. If a site or app is identified as unsafe, it is blocked from Amazon Advertising.
Coupon ads offer coupon-specific creative when paired with an active vendor powered coupon (VPC). Advertising coupons can help increase shopper engagement with your ad.
Vendor powered coupons are a self-service promotion available to Amazon vendors. Vendor powered coupons allow vendors to offer customers discounts on their products and appear as digital coupons within ad units. Learn more about creating a vendor powered coupon
To create a Sponsored Display campaign that includes a coupon, choose a product that has an active vendor powered coupon. If your advertised product has an active vendor powered coupon that can be promoted, it will be automatically used in the creative and you will be able to preview before it goes live.
You can create coupons ads for any product that has an active "one-time purchase" coupon. "Subscribe and Save" coupons are not supported.
Coupons are available for Sponsored Display interest- and product-targeting.
A vendor powered coupon (VPC) is a self-service promotion available to Amazon vendors and appear as digital coupons within ad units.
Vendor powered coupons (VPCs) are created and billed separately from Amazon Advertising. Learn more about coupon ads
Stores is a free self-service branded destination on Amazon where you can curate content that inspires, educates, and helps shoppers discover your brand’s product selection.
Shoppers can reach your Store 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. You can use your Store’s URL as the landing page for any of your Amazon or non-Amazon activities, helping enhance your brand awareness and the cross-selling opportunities around your brand.
Video: Stores for Books
You can create or edit your Store using Amazon’s self-service Store builder. It’s easy to create a multi-page experience, and no design expertise is necessary.
To create a new Store for your brand:
Stores can have one or more pages, and up to three levels of page hierarchy. The top-level page is your home page. Additional subpages can be added one or two levels below the home page.
When you add a new page, it becomes a subpage of the page that you are currently viewing.
To create a new page:
To delete a Store page:
The Stores builder is a self-service tool that lets you easily create, customize, edit, and publish your Store.
The builder has four main sections:
The Pages panel shows you the pages you’ve added to your Store. This is where you can add, reorder, or delete Store pages. To learn more, see Manage Store pages.
n Store settings, at the top of the Pages panel, you can edit your brand display name, change your brand logo, or delete your Store.
The preview canvas provides a view of the current page. It can also be used to select a tile to edit.
This is not exactly how your Store will appear to shoppers. To preview how your Store looks to shoppers, click Preview in the bar above the preview canvas. This lets you see what your Store will look like on desktop and mobile, and gives you the option to share a preview of your Store with someone.
The Page sections panel shows you the tiles you’ve added to the current page. This is where you can add, edit, reorder, and delete tiles from your Store. To learn more, see Manage content in your Store.
The status bar provides an update letting you know when your latest draft was saved. You will also see whether your Store is live or not live, and the current moderation review status of your Store. To learn more, see Store moderation.
If there are issues when you submit your Store for publishing, such as a tile having no content, those issues will be called out for you here so you can correct them and resubmit.
You can use templates to create pages with pre-organized tiles or start with a blank page and add your desired content.
Choose your template depending on the goals you have in mind for your brand, product line, or the types of content you want to promote. Some templates work best for your home page or to feature a product line, while others work best if you want to quickly add groups of related products.
You can add, reorder, or delete content tiles from a page template at any time to customize the template to fit your needs.
Marquee templates work well for a home page and brand story with products in multiple categories. This is a good choice if you have high-quality images or videos to link to your Store product pages.
Product highlight templates feature a flagship product or top product line for your brand by focusing on high-quality images to accompany your brand message. This template also works well as your home page if you have a smaller selection of products that you want to create a brand story for.
If you have eight products or more in your Store, you can use a product grid template to add multiple products to a page at once. This template works best for displaying related products or products that are in the same category.
After you choose a template, you’ll see content tile placeholders in the preview canvas. This lets you preview your updates in real time. You can add, reorder, or remove content in the preview canvas to see what works best for the page.
To learn how to customize and manage content, see Manage Store pages .
When you create or edit your Store and submit for publishing, it will go through our moderation review process to ensure it meets our policies for Stores.
Stores creative requirements can be found in the Stores Creative Acceptance Policies. It’s important your Store meets these requirements to pass the moderation review. During review, you won’t be able to make changes to your Store.
We’ll email you to let you know if your Store was approved or if changes need to be made. The review process is usually completed within 24 hours, but may take as long as three business days, so plan ahead and publish your Store with plenty of time before major sales, deals, or holiday events.
When your Store is approved, it will be published, meaning it will be viewable and discoverable by shoppers.
Stores insights provides information about your Store's performance, including traffic and sales.
Once your Store is live, you can track how well it’s doing with the Stores insights dashboard, which you can access from the Stores builder. The insights dashboard shows how each of your Store pages and traffic sources perform, with metrics such as daily visitors, page views, and attributed sales.
Learn more about Stores insights.
Lockscreen Ads are cost-per-click display ads that enable publishers to promote eBooks and engage readers with interest-targeted ads while they’re on their Kindle E-readers and Fire tablets.
You select your eBook to advertise and choose interests to target (for example, by book genre). You control how much you want to spend on your bids and your budget and can measure your ads’ performance.
The ads serve on the wakescreen and home pages of Kindle E-readers and Fire tablets. When readers who are using a connected device tap your ad, they are directed to the eBook’s detail page. Readers using offline devices are directed to a landing page with a summary of the eBook.
To participate in Lockscreen Ads, you must have a published eBook and meet certain eligibility requirements. Learn more about Lockscreen Ads eligibility requirements
To get started, Create a Lockscreen Ads campaign.
Video: Lockscreen Ads for eBooks
Lockscreen Ads appear on the wakescreen and home pages of Kindle E-readers and Fire tablets.
To participate in Lockscreen Ads, you must meet the Book Ads Creative Acceptance Policies.
Lockscreen Ads are eligible to promote the eBook format only.
To create a Lockscreen Ads campaign your eBook must meet certain eligibility requirements.
When you create your Lockscreen Ads, your ads will go through our review process. We will email you to let you know if your ad was approved or if changes need to be made. The review process can take up to 72 hours. In creating your ads, please ensure that you accurately describe the eBook advertised.
You can find creative requirements in the Sponsored Ads Creative Acceptance Policy and the Book Ads Creative Acceptance Policies. It is important your ad meets our requirements to pass the moderation review. Here are some key tips:
If you've created a Lockscreen Ads campaign and want to know why your ad isn't running, review the Ad status.
Lockscreen Ads campaigns have the following maximum limits.
|Campaigns in an account||Unlimited|
|Interest targeting in a campaign||Unlimited|
|Products (eBooks) per campaign||1|
To run an ad with Amazon, you must create a campaign. Campaigns group your ads by their advertising budgets and dates.
You can create a campaign for a specific line of products, for a specific timeframe, or for any other theme that helps you manage your ads. Each campaign contains one ad type and aligns with the main goal you want to achieve, such as sales or brand awareness.
To get started, go to Campaign Manager and click Create a campaign.
For information about creating specific campaign types see:
You can edit a campaign by clicking any editable fields in the campaign manager, or change your campaign's status by modifying the start and end day parameters.In the campaign manager:
You can also use a bulk file to make large-scale changes to campaigns. Learn more about bulk operations
Searching and filtering is useful when you want to view or make changes to a subset of campaigns, ads, or keywords.
You can search for campaigns, ads, and keywords by entering all or part of the name in the search box at the top of the table. By layering multiple filters you can analyze specific performance drivers based on the benchmarks you set.
The copy campaign feature allows you to copy certain parameters from one campaign to a new campaign.
You can copy campaigns that are currently running or have already ended. You can also copy campaigns that were not approved so that you can make the necessary changes to comply with our ad guidelines before resubmitting.
Campaign name, start and end date, budget, keywords, and bids are copied when you use the copy campaign feature. Performance metrics (such as impressions, clicks, and sales) are not copied to the new campaign.
To copy a campaign in the campaign manager:
Adjusting the parameters of your ad can help improve performance.
Consider expanding your set of keywords to similar and complementary products. If you’re promoting books and eBooks think about adding names of similar authors, similar titles, or keywords related to your book’s genre. You can also add categories and individual products to help advertisers find your products as they browse Amazon.
Advertiser running Lockscreen Ads campaigns should consider targeting additional relevant interests. To do so, create a new Lockscreen Ads campaign.
Check to see if your bids are competitive. If your maximum bid is close to the average cost-per-click (CPC), think about increasing your bids. Check to see if your budget is practical for the duration that you have set.
Review your campaigns from the eyes of shoppers by considering if your keywords are relevant.
If you’re promoting books and eBooks, check if your keywords are targeted to your book's genre and that these may be search terms customers would use when shopping for a book like yours. You can also add categories and individual products to help readers find your book as they browse on Amazon. If including a custom text, try adding a custom teaser to share insights of the book.
Advertisers running Lockscreen Ads campaigns should make sure the targeting is relevant to the book’s genre. If it isn’t, try changing the target interest category.
The status column in Campaign Manager displays information about the current state of your campaign. The status reflects changes made to the campaign, and whether or not the campaign’s ads have been approved based on Amazon Advertising’s policies.
The table below describes the various statuses you might see and some recommend actions. See Change campaign status for further instructions.
|Delivering||The campaign is active and eligible to serve impressions. Your ads will display in eligible placements.||You can observe a campaign’s performance over time in Campaign Manager, and download campaign performance reports for further analysis.|
|Scheduled||The campaign has not started yet, and is scheduled to start in the future.||To change your campaign start date, select the campaign name, and then select Campaign Settings to adjust the date range.|
|Incomplete||The campaign is not eligible to show ads because it does not have at least one target and one product to advertise. This status is only used for Sponsored Products||To make the campaign eligible, select the campaign and add one or more targets and products.|
|Out of Budget||The campaign has exceeded the Campaign daily budget. Ads in this campaign are not eligible to serve impressions until midnight when the daily budget is reset.||Make one of the following changes:
Note: The campaign budget cap is only available for Sponsored Products. Lifetime budget is available for Sponsored Brands and Product Display Ads.
|Payment Failure||Your payment method (such as credit, debit, or deposit) was either deactivated, had insufficient funds, or was changed recently.||Hover over your account name and select Billing or Payment Methods from the drop-down. Learn more about payment failurepayment failure|
|Ended||The campaign end date has passed and the campaign has ended.||To continue running your Sponsored Products campaign, select the campaign name, and then select Campaign settings to either modify or remove the end date. Sponsored Brands campaigns can't be enabled once ended.|
|Paused||The campaign is not eligible because it is set to Paused.||To restart your campaign, click the toggle in the Active column.|
|Archived||The campaign is not eligible because it is set to Archived.||The campaign cannot be enabled or paused.|
|Draft||The campaign is not running because it hasn't been submitted.||Make sure you have completed all steps in the campaign creation process.|
|Pending Review||Amazon is reviewing the campaign and will set it to run if approved.||Campaign review can take up to three business days. We will email you to let you know whether your campaign was accepted or rejected. If your campaign is approved, it will start running automatically.|
|Not approved||Your campaign creative was rejected and needs to be edited.||If your campaign is rejected, you'll want to make the requested edits to your ad. After you update the ad, you'll need to resubmit it for review.|
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.
Refer to our ad guidelines for more information.
Ads that are not approved will be added to your drafts table. From there you can make changes to meet our guidelines and resubmit.
The ad status helps you identify a potential issue that could be preventing your ad from running.
Due to the volume of ads and traffic on Amazon, there is 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.
The ad is eligible to show in ad placements.
You can observe ad performance over time in Campaign Manager, and download campaign performance reports for further analysis.
Not in Buy Box
The ad is not eligible to show because it is not winning the Buy Box. This status does not apply to Sponsored Brands campaigns.
You can add products that are not currently winning the Buy Box, however they are eligible to receive impressions when they win the Buy Box.
The ad is ineligible to show for one of the following reasons:
Confirm that your product information and inventory is complete and updated.
The ad is set to Paused.
To enable your ad, switch toggle to active state, located next to the ad name.
The ad is set to Archived.
The ad cannot be enabled or paused.
Out of Budget
One of the following has occurred:
Make one of the following changes:
Your payment method (such as credit, debit, or deposit) was either deactivated, had insufficient funds, or was changed recently.
To change your payment method, go to Settings > Account Info. Under Payment Information, click Charge Methods for Advertising to edit an existing payment method or add a new one.
Learn more about payment failure
The campaign end date has passed and the campaign has ended.
To continue running your campaign, select the campaign name, and then select Campaign Settings to either modify or remove the end date.
The campaign is not eligible because it is set to Paused.
To restart your campaign, slide toggle to Active state, located next to the campaign name.
The campaign is not eligible because it is set to Archived.
The campaign cannot be enabled or paused.
Performance data is available in the campaign manager interface and from reports that can be downloaded for use in Microsoft Excel, Google Spreadsheet, and other popular spreadsheet programs.
In the campaign manager you have the option to display data for today, yesterday, week to date, last week, month to date, last month, year to date, lifetime, or customized (available for the last 90 days). The specific dates included in you displayed data are shown as the x-axis of the graph.
Your budget is the average amount you are willing to spend on your campaign per day. For Sponsored Brands, you also have the option to set a lifetime budget for your campaign. Learn more about budgets
An impression occurs whenever an ad is displayed. The impressions metric is a count of how many times your ad has been served to a user. We provide you the total number of impressions for each campaign and target.
A click occurs whenever shoppers click 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 target.
The total click charges for a product ad. We provide the spend for each campaign and target.
The total product sales generated from clicks. For Sponsored Brands this also includes purchases for your brand's products made by shoppers that clicked on your ad, including sales of any product in your advertised brand made by Amazon and other sellers. Learn more about sales
Advertising cost of sales (ACOS) is the percentage of sales spent on advertising (total spend / total sales x 100). Learn more about ACOS
Return on advertising spend (ROAS) divides the total sales by the total ad spend (total ad sales / total ad spend). Learn more about ROAS
The percentage of shoppers who see your ad and also click it, calculated as clicks divided by impressions (clicks / impressions).
The average amount paid for a click on the keyword, calculated as total spend divided by the number of clicks (spend / clicks).
Provides a realistic percentage of how many eligible impressions your keyword might receive. Learn more about estimated win rate
For Sponsored Brands, the number of first-time orders for products within the brand over a one-year lookback window. Learn more about Sponsored Brands new-to-brand metrics
For Sponsored Brands, the total sales (in local currency) of new-to-brand orders. Learn more about Sponsored Brands new-to-brand metrics
For Sponsored Brands, the percentage of total orders that are new-to-brand orders. Learn more about Sponsored Brands new-to-brand metrics
For Sponsored Brands, the total sales (in local currency) of new-to-brand purchases. Learn more about Sponsored Brands new-to-brand metrics
For Sponsored Brands, the total number of individual units of your products that are included in Amazon orders from shoppers after clicking your ads. Learn more about the sales attribution window
For Sponsored Brands, the average number of units of your products that are included in Amazon orders from shoppers after clicking your ads. Learn more about the sales attribution window
For Sponsored Brands, the average value of Amazon orders from shoppers after clicking your ads. Learn more about the sales attribution window
Sales are a way to track how well your brand is gaining traction with shoppers on Amazon.
When shoppers click one of your ads, and later purchase one of the products advertised, we attribute the sale to your ad campaign. The time period for measuring purchases after a click is called an attribution window. The standard attribution window for Sponsored Products and Sponsored Brands is 14 days. If a shopper returns to your product and purchases it within the attribution window, that sale will be included in your sales data.
For Sponsored Products, sales consist of the product sales generated by ad clicks in two weeks. You can view an attribution window of 1-30 days by downloading a Campaign Performance report.
Total sales includes sales of the advertised products as well as sales of the other products in your inventory. For example, if a click on your ad for a blue shirt generates a sale for one of your red shirts, this is included in total sales.
For Sponsored Brands, total sales consist of the product sales generated by ad clicks in two weeks. This total includes sales of the advertised products as well as sales of other products within the same brand that resulted from clicks on your ads, regardless of whether they were or sold by you or by others.
Unlike Sponsored Products campaigns, Sponsored Brands will be shown to shoppers regardless of who is winning the Buy Box, gaining you more impressions with shoppers on Amazon to promote your brand.
For example, if you own an athletic equipment brand, your Sponsored Brands ad for your new running shoe collection could also include sales for your brand’s socks and workout clothing. This allows you to see how your ad spend is having an impact beyond just the advertised product and increasing awareness of your brand.
For Lockscreen Ads, sales consist of eBook sales generated by ad clicks within 14 days. Only the eBook advertised in the campaign will be included in sales metrics. This data may take up to 14 days to show in your reports.
Return on advertising spend (ROAS) divides the total sales by the total ad spend on advertising (total ad sales / total ad spend).
ROAS = total ad sales / total ad spend
ROAS is the inverse of ACOS, so ROAS = 1/ACOS. Unlike ACOS, ROAS is represented as a number that is interpreted as an index (multiplier) rather than %.
For example, if you spent $2 on advertising and those ads resulted in sales of $20, your ROAS would be 10.
ROAS is available through downloadable reports.
ROAS helps you measure the effectiveness of your campaigns relative to your advertising spend. ROAS less than 1 (for example, 0.74) is considered negative. Any value above 1 (for example, 1.33) is considered positive. ROAS can be applied at the campaign, ad group, ad and keyword levels for optimization purposes or can be rolled up against all advertiser spend to understand the basic profitability of a business. Learn more about sales
Advertising cost of sales (ACOS) is the percentage of direct sales you made from Sponsored Products ads, or the overall brand sales you made from Sponsored Brands that resulted from your advertising campaign. This is calculated by dividing total ad spend by total sales from advertising.
ACOS = total ad spend / total ad sales x 100
For example, if you spent $2 on advertising and those ads resulted in sales of $20, your ACOS would be 10%.
ACOS helps you measure the effectiveness of your campaigns relative to your advertising spend. A lower ACOS means your spending a lower percentage of sales on advertising. Learn more about sales
To minimize your spend on advertising, you’ll want to lower your ACOS. If your goal is to increase exposure of a new or existing ASIN, you might be okay with a higher ACOS for a set period of time.
|Targeting type||Low-performing campaigns||Top-performing campaigns|
Sponsored Brands new-to-brand metrics enable you to measure orders and sales of your products generated from first-time customers of your brand on Amazon.
With new-to-brand metrics, you can better measure and optimize in-flight campaigns, as well as plan future marketing strategies, to drive customer acquisition and brand loyalty.
We determine if an order is new to your brand by reviewing the last 12 months of a customer's purchase history. If the customer has not purchased from your brand within the 12 month look back window, the order is considered new-to-brand. Listed in the table below are the 7 new-to-brand metrics available on Sponsored Brand campaigns and keywords.
|Metric||Description||Where can I find this metric?|
|New-to-brand orders||The number of first-time orders for products within the brand over a one-year lookback window.||You can add this metric to the performance dashboard and data table in campaign manager. You can also view it in the Sponsored Brands downloadable reports.|
|New-to-brand sales||The total sales (in local currency) of new-to-brand orders.||You can add this metric to the performance dashboard and data table in campaign manager. You can also view it in the Sponsored Brands downloadable reports.|
|% of orders new-to-brand||The percentage of total orders that are new-to-brand orders.||You can add this metric to the performance dashboard and data table in campaign manager. You can also view it in the Sponsored Brands downloadable reports.|
|% of sales new-to-brand||The total sales (in local currency) of new-to-brand purchases.|
|New-to-brand units||The number of units from first-time orders for products within the brand over a one-year lookback window.||You can view this metric in the Sponsored Brands downloadable reports.|
|% of units new-to-brand||The percentage of total units that are units from new-to-brand orders.||You can view this metric in the Sponsored Brands downloadable reports.|
|New-to-brand order rate||The number of new-to-brand orders relative to the number of clicks. (New-to-brand order rate = New-to-brand orders / clicks)||You can view this metric in the Sponsored Brands downloadable reports.|
New-to-brand metrics enable you to optimize your Sponsored Brands campaign to drive new customer acquisition for your brands. A new customer order is a key step in establishing a long term brand relationship with a customer.
While there are many ways to use these metrics, you can start learning how to optimize for customer acquisition by identifying or creating a Sponsored Brand campaign you would like to focus on customer acquisition. When the campaign has at least 14 days of data, review the campaign's new-to-brand keyword metrics and filter your keywords by acceptable ROAS or ACOS values. For this set of keywords, identify those with the highest % of orders new-to-brand. These keywords are targeting candidates for driving new-to-brand orders. You should also review the new-to-brand units and sales metrics as these may identify keywords that generate new-to-brand orders with higher price points and basket sizes. Make sure to monitor the campaign's new-to-brand performance over time using the performance dashboard and make changes where appropriate.
Downloadable reports show account level data, excluding canceled orders, for Sponsored Products and Sponsored Brands.
Reports are available to be generated in the Advertising reports tab. Note that you're unable to delete reports after they've been downloaded.
Targeting (Sponsored Products) and keyword (Sponsored Brands) reports provide insights into sales and performance metrics for targets in all campaigns that received at least one impression. You can use these report to see how your targets and keywords are performing over time, which can help you adjust your bid and expand your targets.
Targeting reports and keyword report offer a custom date range of the last 90 days.
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.
Search term reports give visibility into the search terms entered by shoppers searching on Amazon that resulted in at least one 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.
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 adjusting bids by placement. Learn more about the adjust bids by placement feature
Placement reports offer a custom date range of the last 90 days.
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.
Use the campaign report to get better insight into the overall performance of your campaign.
Campaign reports offer a custom date range of the last 60 days.
Use the keyword placement report to get better insight into your keyword performance across different placement types.
Keyword placement reports offer a custom date range of the last 90 days.
Use the campaign placement report to get better insight into your campaign performance across different placement types.
Campaign placement reports offer a custom date range of the last 90 days.
Traffic validation identifies invalid clicks that are illegitimate, accidental, or machine generated. We remove invalid clicks from your click metrics so you will not be charged for them.
We use click-validation software to determine if a click is invalid. Our software reviews all clicks received on your ads, and each click is analyzed to identify patterns of invalid clicks.
Reasons clicks may be invalidated include:
Most invalid clicks are removed within a day. Some traffic validation can take up to three days to show up in the sales metrics in Campaign Manager and in reports. As a result, metrics from the most recent three days might fluctuate from time to time.
If we identify invalid clicks after the initial reporting, your click and spend data will be restated in Campaign Manager and in future Sponsored Products campaign reports that you run. You will only be charged for valid clicks.
Your keywords (word combinations and phrases) are used to match your ads with search terms that shoppers are using to find products.
You can also use negative keywords to prevent your ads from displaying when a customer's search terms match your negative keywords. Learn more about negative keywords
For Sponsored Products, Amazon matches your keywords to a customer's search terms to display ads for the products you advertise.
For Sponsored Brands, Amazon matches your keywords to a shopper’s search terms and displays the branded headline and advertised products in your campaign.
You can add new keywords to an existing campaign at any time.
Keywords can contain letters, numbers, or spaces, but cannot contain punctuation or special characters such as a pound sign, comma, or apostrophe.
To add new keywords:
You determine what scenarios your ad is eligible to serve impressions in by targeting by keywords or using product 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 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.
For vendors advertising Book ASINs, we recommend to initially choose a range of keywords from broad to specific in your campaigns. Choose broad terms describing your book and your overall category (example: eBook Best Sellers, Great Authors), relevant genres (example: Women Authors, Classics), similar authors or publishers (example: Charlotte Brontë, Penguin Classics), and terms, themes, or ASINs that are relevant to your books (example: Heathcliff, ASIN 0141439556).
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. You can target categories and products individually or target a combination of categories and brands in the same campaign.
To help you get started, we provide targeting recommendations under the “Suggested” tab in the Product targeting section. To prevent unwanted impressions, you can specify a negative list of brands and ASINs that the ad will not be matched to.
For example, if the product in your ad is a "Brand A" 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 the brand “Brand B” because it’s a brand similar to "Brand A", or you can target price points, star reviews, or variations of similar products.
In the categories tab, you can target suggested categories that are based on relevance to your 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, review star ratings, and Prime shipping eligibility.
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.
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.
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.
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 product closely or loosely matches searches results from shoppers. Similarly, we'll show your ad to shoppers who view 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. Learn more about match types
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.
Match types allow you to fine-tune which search terms your ads are eligible to show against.
When choosing a match type, it's recommended that you start with broad match to capture the most information on where your ads perform the best. Then review either the keyword metrics in the campaign manager within the Keywords tab, or the targeting report (Sponsored Products) and keyword report (Sponsored Brands) to evaluate the performance of your keywords and match types. Once you've observed which keywords and search terms are performing best, you can change your bids or create a more concise group of keywords to optimize your campaigns and reach your goals. Learn more about performance metrics and reports
Negative keywords prevent your ads from displaying when a shopper's search terms match your negative keywords.
You can create a negative keyword for a campaign in Campaign manager, or when uploading a bulk file. Negative keywords are available for campaigns using manual targeting. Learn more about adding negative keywords or creating a bulk file
You cannot block ASINs using negative keywords, but ASIN targeting is available for Sponsored Products using product attribute targeting. Learn more about keyword and product targeting
You can use negative keywords to exclude poorly performing searches, reducing your advertising cost and increasing your return on ad spend (ROAS).
You can add negative keywords when you're creating a campaign, or add them later in the campaign manager.
To add negative keywords to a campaign:
For Sponsored Brands, you can choose words that must be present in the shopper search in order for your ad to run.
Broad match modifiers can be added by adding the plus symbol "+" in front of the keyword. For example, if you use the keyword "+men shoes" with a broad match, then the ad will only match to searches that contain the word "men". The ad may match to "men sneakers" or "running shoes for men" but not to any search term that does not contain the word "men," such as just “sneakers” or just “running shoes.”
You can use Broad match modifiers when adding or editing keywords in the campaign builder, Campaign Manager, bulksheets, or through the ad API.
Amazon charges for the number of clicks you receive on your ads. We charge you each time you accumulate a certain amount of click charges, which we refer to as the credit limit.
You are charged when:
We automatically create an invoice each time we bill for clicks. Those invoices are available to you in the Billing section.Learn more about viewing your invoices
Occasionally, you might see an overlap in the invoice date. This is not because you are being charged twice for the same click. Invoice date overlaps can occur for the following two reasons:
You can pay for advertising with credit and debit cards.
The total advertising fee is charged to your selected payment method during an invoice period. You will only be able to select a single payment method for your account. You will be charged in the currency of the marketplace where the ads were created.
You can also choose to deduct advertising fees from the retail proceeds in the account associated with your selected vendor code instead of paying with a credit card. Don’t use this payment method if you are a 3rd party who manages billing for your client's advertising account.
When you register for advertising using a credit card, Amazon uses the card to validate advertising payments
Only an advertising console administrator can update the payment method. Users that were invited as secondary users cannot update the payment method.
To update your payment method:
Each time we deduct advertising fees from your account balance, you receive an invoice. The invoice date is your monthly invoice date, or the date when your credit level changes.
Your accumulating invoice on the billing page is updated daily.
To review your invoices:
The billing page shows unpaid invoices, which require action, and paid invoices in separate tables. By default, your advertising invoice history is arranged chronologically from newest to oldest. Each invoice shows you how much is due and the status. You can sort the list of invoices by Invoice Period, Total Amount Due, Remaining Amount Due, and Status.
Credits or debits to your account are shown in your invoices as adjustments. We will apply credits to your advertising invoice before charging your payment method.
You may receive credits to your account for various reasons:
You will find any adjustments in the Total adjustments line in the summary section at the bottom of the invoice.
If you receive a payment failure notification, verify that your payment method is still valid.
To review your payment method:
When you're troubleshooting a payment failure, consider these possibilities:
Your ad will restart automatically once your credit card details are processed and verified. This can take up to 72 hours. If your campaign is already past the end date you set and you've updated your credit card, you can submit a new ad.
If you have a promotional credit, we will apply it to your advertising invoice before charging your payment method. You might have received a promotional credit when you first registered for advertising.
Available promotional credits will appear at the top of the page with amounts and expiration dates.
When you create a new ad campaign, you’ll decide how to budget your advertising money.
Additional budgeting options are available at the portfolio level. Learn more about portfolio budgets
The daily budget is the amount you are willing to spend on a campaign each day.
You can change your daily budget at any time. From the Manage Advertising view, click the budget amount in the Budget column and enter a new amount. You can also change the daily budget by clicking the campaign name and selecting Campaign Settings.
We'll notify you when your campaign reaches its daily budget. Learn more about budget notifications
In Sponsored Products campaigns, this amount is averaged over the course of a calendar month. On any given day you could spend less than your daily budget, or up to 10% more than your average daily budget. This system allows you to benefit from high traffic days.
At the end of the month you will not spend more than the daily budget you’ve set, multiplied by the number of days in that month. Your invoice will be adjusted for any over-delivery, so that you will not be charged for any amount in excess of your monthly charging limit.
For example, if your budget is $100 and you receive $90 worth of clicks on the first day, you could receive up to $110 worth of clicks on the second day. This would bring your total spend over two days to $200, which averages to $100 per day.
The Sponsored Products daily budget cap is an optional setting that controls how much all of your active Sponsored Products campaigns can spend per day in aggregate. You can access this setting under the Advertising Settings tab in Campaign Manager. If you are not sure what to set for a daily budget across Sponsored Products campaigns, then you can leave this blank and set a separate budget for each campaign.
For Sponsored Brands, the daily budget is the total amount you are willing to spend per day on a campaign. Each day is capped at the amount you have set but you might not always hit your daily budget limit.
You also have the option to use a lifetime budget for Sponsored Brands campaigns. You can't switch between a daily budget and a lifetime budget after you have selected one when setting up a campaign. To change your budgeting method for a Sponsored Brand, copy your campaign and create a new one.
The lifetime budget is the total amount that you are willing to spend on one campaign for as long as it runs. Once your campaign has reached the lifetime budget limit you have set, it will stop running ads.
The minimum amount you can set for a lifetime budget is $100. You will be charged periodically during your campaign until the campaign’s entire lifetime budget is spent. Budgets are spent as quickly as possible and your budget will not be paced throughout the day. This means that a smaller budget could be spent in a few minutes if there are a large number of shoppers interested in your advertised products. This system allows you to benefit from high traffic periods.
Once a lifetime budget is set, you will only be able to increase your budget for the campaign.
You can't switch between a daily budget and a lifetime budget after you have selected one for a particular campaign. To change your budgeting method for a Sponsored Brand, copy your campaign and create a new one.
For example, if you set your lifetime budget to $1,000 for a campaign running for 10 days, Amazon will deliver up to $100 of clicks per day. If you receive $90 in clicks on the first day, the budget the next day will be $110 to make up for not reaching yesterday’s budgeting threshold. Once you reach your cap of $1,000, your campaign will stop serving ads.
Lockscreen Ads budgets can be spent as quickly as possible or spread evenly throughout the duration of the campaign. If you select to spend the budget quickly, your ads will stop running once your campaign has reached the lifetime budget limit you have set. If you select to spread campaign evenly or if the system predicts that the budget will run out by the end of the campaign (based on the predicted amount of clicks and cost-per-click), the budget will be spread evenly, but performance will be sporadic. This means the ad may not show to everyone who's viewing relevant pages, because the campaign must continue serving ads until the last day.
The minimum amount you can set for a lifetime budget is $100. Once a lifetime budget is set, you will only be able to increase your budget for the campaign.
Notifications are provided as your campaigns reach their budget.
When you reach your budget, we'll send you an email notification that a campaign is out of budget. For daily budgets, we'll also provide this notification in Campaign Manager. If you choose to, you can increase the budget and the campaign will continue to be shown to customers. For daily budgets your budget will reset at the start of the next day, at which point your ad will continue running.
Daily budgets are spent as quickly as possible and your budget will not be paced throughout the day. This means that a smaller budget could be spent in a few minutes if there are a large number of shoppers interested in your advertised products.
The information in your budget notification may not match what you see in Campaign Manager. Budget notifications are an account alert, while the information displayed in Campaign Manager reflects campaign reporting that may take additional time to process.
We run auctions to determine which ads to show to shoppers based on their search.
When shoppers search Amazon for products, we run a real-time auction to decide which ads, if any, will appear for relevant searches and in which order those ads will show on the page.
Ads selected to compete in the auction must meet a minimum relevance criteria. Ads that compete in the auction are ranked and displayed to shoppers based on a combination of the seller’s bid and the ad’s relevance to the shopper's search.
If advertising books, make sure your targeting is relevant to your title, because more relevant, better-performing ads are more likely to be shown than less relevant ones. The more customers click on an ad, the more relevant it becomes.
Video: Bids and budgets
The cost-per-click bid is the cost per click you are willing to pay when someone clicks your ad.
Your cost per click may actually be lower than your cost-per-click bid. Remember, never bid more than you are willing to pay for a click. For Sponsored Products, selecting the Dynamic bids - up and down bidding strategy may cause some bids to exceed your cost-per-click bid. Learn more about bidding strategies
The maximum default bid is the cost per click you are willing to pay when someone clicks an ad from the campaign. This bid will apply to all clicks unless you have set a customized bid for an individual keyword in this campaign.
Setting custom cost-per-click bids is optional. You can use the campaign maximum default bid, or you can create custom bids for specific targets in your campaign. Keyword bidding gives you the most control in terms of your ad performance and spend. Cost-per-click bids that are set at the keyword level take precedence over the default cost-per-click bid set at the campaign level. To set a cost per click for a specific keyword, select the campaign that contains the keyword and select the Keyword tab. In the column labeled Max. Default Bid enter the maximum cost-per-click you are willing to pay for that keyword.
The maximum bid is the cost-per-click that you are willing to pay when someone clicks an ad from this campaign. You can change the maximum bid at any time by selecting the Targeting tab. This bid will apply to all clicks unless you set a customized bid for an individual targeting group in this campaign.
Suggested bid and bid range are calculated from a group of recent winning bids for ads that are similar to yours. The bid range is a range of winning bids for most ads in your product category.
The suggested bid provides you with an estimate of bids that have been used by other advertisers for products such as yours. The purpose of this range is to help you get started with advertising. However, if you have a specific objective in mind, we recommend that you enter a bid that will enable you to meet your strategies and then adjust your bid based on your campaign performance.
For example, if the suggested bid for your campaign is $0.70 ($0.40 - $1.40), the suggested bid is $0.70 and the bid range is $0.40 to $1.40.
Suggested bid and bid range update daily, based on the increase or decrease in competing bids and ads in each auction.
Use the suggested bid and bid range together to decide on a bid for your campaign or keyword.
If you decide that each click is worth more than the suggested bid, for example $1.60, you can set your bid at $1.60. Now, since your bid is higher than the suggested bid and above the high end of the bid range, your ads will be more competitive in auctions. This may increase your chances of winning more impressions, clicks, and sales.
To take another example, if the suggested bid for an ad group or keyword is $0.70 and the bid range is $0.40 - $1.40, you might decide that each click on your ad is worth $0.60. Even though $0.60 is lower than the suggested bid, you can still win impressions. However, you may win more impressions with a higher bid.
To find the suggested bid for a manual campaign, click your campaign in the campaign manager, then click your Keywords. When you create your keyword and add it, the suggested bid will be in the table of keywords. To find the suggested bid for an automatic campaign, click your campaign in the campaign manager and the suggested bid for each campaign is listed in the Suggested bid column.
Placements are places across Amazon where your ads may appear. You can differentiate your bids and view performance of your sponsored products ads by three placement groups: top of search (first page), rest of search, and product pages.
In addition to selecting a bidding strategy, you can also set different bids by placement. You can enter a percent increase to your base bid for two placements: top of search (first page) and product pages. If you choose to set bids by placement, bids will be increased by the specified amounts when your ads compete for opportunities on those placements. You can see metrics by placement group in the Placements tab as well as the downloadable placements report.
Your base bid will apply to the “rest of search” placement group. You can enter up to a 900% increase (10x) to your base bid. Adjust bids by placement works together with the selected bidding strategy to determine the final bid applied.
For example, if you bid $1.00 for a keyword and set a 50% and 25% adjustment for ‘top of search (first page)’ and ‘product pages’ placements respectively, then this is how your bids will be applied, depending on the campaigns bidding strategy.
|Campaign bidding strategy||Final bid applied on placement||Explanation|
|Top of search results (page 1)||Product pages||Rest of search|
|Fixed bids||$1.50||$1.25||$1.00||Different fixed bids applied by placement|
|Dynamic bids - down only||$0-$1.50||$0-$1.25||$0-$1.00||'Adjust bids by placement' sets different bids by placement, and 'dynamic bids – down only' adjusts bids down from there for opportunities where a click is less likely to convert to a sale|
|Dynamic bids - up and down||$0-$3.00||$0-$1.88||$0-$1.50||'Adjust bids by placement' sets different bids by placement, and dynamic
bidding adjusts these bids further based on likelihood of a click converting to
a sale. Under 'dynamic bids - up and down', Amazon may increase a bid by up to
100% for top of search (first page) and up to 50% for other placements. This
The estimated win rate is a percentage of impressions that a keyword could win for your campaign over the next 30 days. Estimated win rate projects how many impressions you could win at your current bid out of all eligible impressions for that particular keyword.
We calculate estimated win rate by dividing your projected impressions based on your current bid and dividing it by the total eligible impressions that it could receive.
For example, let’s say you are targeting a keyword that gets 60,000 eligible impressions over 30 days and your current bid for the keyword is $0.55. The estimated win rate predicts that at a $0.55 bid, that keyword would receive 20,000 of those eligible impressions.
20,000 projected impressions ÷ 60,000 eligible impressions = a win rate of 33%
The estimated win rate can be different for each keyword and bid amount, so it can also be different for campaigns with the same keyword. If you have targeted two keywords similarly, their win rates will overlap.
For example, let’s say that the keyword “headphones” gets 100 impressions and “Bluetooth headphones” gets 1,000 impressions. At your bid, your win rate is 20% (20 impressions for headphones) and 10% (100 impressions for Bluetooth headphones). You might win fewer than 120 impressions because of the overlap between the two keywords.
Estimated win rate is located in Campaign Manager in the Keywords table for Sponsored Brands campaigns.
When you create a Sponsored Products campaign you can choose from three bidding strategies. Pick the strategy that works best for your campaign's objective. This setting applies to all bids within your campaign.
When you choose the dynamic bids - down only strategy, Amazon will reduce your bids in real time for clicks that may be less likely to convert to a sale. If Amazon sees an opportunity where we predict your ad may be less likely to convert to a sale (for example, a less relevant search query, on a placement that does not perform well, etc.), we might lower your bid for that auction.
When you choose the dynamic bids - up and down' strategy, Amazon will increase your bids in real time for clicks that may be more likely to convert to a sale, and reduce them for clicks that are less likely to convert to a sale. We will not increase your bids by more than 100% for placements at the top of the first page of search results, and by more than 50% for all other placements. Take this into account when selecting your bid while using this strategy. Since this strategy adjusts your bid up and down in proportion to likelihood of a conversion, it may deliver more conversions for your ad spend compared to the other two strategies.
If we find an opportunity where your ad is more likely to convert to a sale (for example, your ad appearing for a highly relevant search query, on a placement that performs well, etc.), we might increase your bid for that auction. If we find another opportunity that looks less likely to convert to a sale, we might lower your bid for that auction. For example, Amazon can currently adjust your bid of $1.00 up to a maximum of $2.00 for opportunities on top of the first page of search results, and up to $1.50 for opportunities on all other placements.
When you choose the fixed bids strategy, Amazon will use your exact bid for all opportunities and will not adjust your bids based on likelihood of a conversion. Compared to dynamic bidding strategies, you may get more impressions, but fewer conversions for your ad spend with this strategy.
To compare the performance of different bidding strategies, we recommend that you take an existing campaign that has been running using dynamic bids - down only, and change its strategy to dynamic bids - up and down.
To change your bidding strategy for Sponsored Products, navigate to the Campaign settings tab and update the Campaign bidding strategy selection.
When testing your bidding strategy, it is best to choose a campaign that is stable (ACOS and conversions are relatively steady across weeks), has been running for a while, and generates sufficient conversions.
We recommend that you limit your changes while testing strategies, so that you can attribute the difference in performance to a specific change. Note that this method is not perfect as conditions may change week over week, but may be helpful. If at any point you'd like to return to your previous bidding strategy, you can do so in the Campaign settings tab.
We do not recommend:
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.
You can add up to 1,000 keywords, bids, and match types in bulk in one of the following ways:
You can add up to 1,000 keywords per campaign.
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.
We accept .csv, .tsv, .xls or .xlsx file types.
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.
Note: A record of your uploaded file will be available in the table below.
Bulk Operations only accepts .xlsx and .xls file formats at this time.
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.
Portfolios are a group of campaigns that you can organize to meet your advertising needs. Create portfolios by brand, product category, or by season to provide structure and manage your advertising activity.
You can track portfolio performance in the Campaign Manager, create reports for campaigns by portfolio, and see spend allocated by portfolio in your billing statements.
Portfolios within your advertising account do not compete against each other to help ensure that best performing campaigns continue to show to the customer.
Portfolios can simplify your day-to-day campaign management in multiple ways:
Portfolios allow you to group campaigns belonging to a brand or business line to adjust to your current marketing needs.
To create a portfolio:
Once you’ve created a portfolio, you can manage your campaigns from the individual portfolio view, or by selecting one or more campaigns in the All campaigns view or using bulk actions.
You can modify your portfolio’s name or the date range for your selected budget cap. To edit your portfolio settings:
To move campaigns to a portfolio or remove a campaign from a portfolio:
When you add or move campaigns to a portfolio, that campaign’s spend is added to the portfolio's total spend. If the additional campaign spend exceeds the portfolio's budget cap, the campaigns in that portfolio will pause. Learn more about Portfolio budgets .
Access your portfolios from three distinct views from the left navigation: All campaigns, Portfolios, or Individual portfolio views.
From the All campaigns view, you can see every campaign in your account. The portfolio column shows which portfolio, if any, a campaign is assigned to. The portfolio that a campaign is assigned to does not affect the performance history of individual campaigns.
To access this view, go to Campaign Manager and click All campaigns.
In the Portfolio view, all your portfolios are listed with the aggregate values of the campaigns assigned to them. You can manage the budget cap and date ranges for any portfolios that have a budget date range included. Aggregate metrics in the table and chart only reflect the performance of campaigns assigned to portfolios.
To access this view, go to Campaign Manager and click Portfolios.
The individual portfolio view provides a detailed view of all campaigns assigned to a specific portfolio and any portfolio settings that have been applied. Aggregate metrics in the table and chart provide a quick view of the performance of all campaigns in a particular portfolio.
To access this view, go to Campaign Manager and click the name of the individual portfolio.
Use portfolios to set and manage your spending for a group of campaigns and help ensure that the total spend of campaigns in your portfolio does not exceed your set budget.
Budget caps allow you to control if and when your portfolio will stop spending, and the campaigns within the portfolio will stop delivering. Budget caps are the maximum spend by all campaigns in your portfolio for the budget date range. When the budget cap is reached, all campaigns in the portfolio will stop delivering.
By default, the portfolio budget is set to No budget cap. This setting allows the campaigns in your portfolio to continue spending until those individual campaign budgets have been used.
Portfolios offer the flexibility to change the date range of your budget cap. You can change your portfolio's end date, or choose No end date. We recommend choosing No end date to ensure your campaigns keep running. If the date range has been reached and your campaigns are not delivering, you can extend the end date to continue delivering.
To help maximize your spend without exceeding your portfolio's budget cap, we recommend that you set a higher budget for your best performing campaigns than your portfolio's budget.
If you've met your portfolio's budget cap and you want to resume your campaigns, you can increase the total budget and date range or remove the budget cap. Once you’ve made one of these adjustments, your campaigns will start delivering again.
The Billing page is broken down to help you understand how much was spent on a brand, business line or season during the billing cycle. Within each billing statement, your aggregated portfolio spend will be shown at the top, followed by detailed campaign-level spend for each portfolio.
Billing details will reflect the portfolio mapping at the time the invoice is issued. When your credit card is charged, Amazon accumulates spend for each campaign within each portfolio.
If your selected payment method is Deduct from payment or Invoicing, your downloadable invoice will not contain the portfolio breakdown. You can view this information in the Billing page.
You can download portfolio data from your portfolios page or from the Reports tab.
Enter anything a seller needs to do before starting the task.
You can create a report from any campaign or portfolio view to download your performance metrics to a spreadsheet. This will include all data currently filtered in the table.
You can export campaigns and keyword data with a portfolio column in Excel for easy pivot table creation.
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 .
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).