Product
Sponsored Products - Help increase product sales
Guide
Learn how to set up your first campaign, learn key concepts such as bidding, and understand your campaign performance to help you reach more readers.
Start using Amazon Ads to promote your products and create campaigns.
Already a registered advertiser? Sign in to launch a Sponsored Products campaign.
Books are in our DNA. The Amazon store started as a bookseller, and today we’re a destination where readers all over the world shop for books and browse to discover new titles. Sponsored Products ads can help you stand out to readers. Our targeting allows you to reach readers searching for books or genres that are similar to yours, giving your book a better chance of being their next discovery. Sponsored Products ads may appear in relevant shopping results and on product pages. When customers click on your ad, they’re directed to your book’s product page.
Ready to get started? This guide will teach you what you need to know about Sponsored Products—including how to target, bid, budget, and optimize your campaign—as you work to reach more readers.
Launching your first Sponsored Products campaign is simple. Here are the steps:
Targeting is the process of defining the context in which you want your ads to appear. Here are key terms to know:
Shopping queries/search terms: Words and phrases that Amazon customers use to look for products. They could be specific (“Hard Times,” “Charles Dickens”) or generic (“classic novels”).
Keywords: Words or phrases that match your ad to queries customers use when looking for a book (“classic novels,” for example) and should be relevant to your book.
Automatic targeting: This targeting is automatically determined based on details about your book, such as its genre. It can be helpful for authors who are new to Sponsored Products and learning as they go.
Manual targeting: This targeting option gives you greater control over your targeting by manually selecting the keywords or products you want to target. There are two types of manual targeting:
Match types: This determines how closely a customer’s query must match a keyword for an ad to be shown. Match types include “close match” and “loose match.”
Negative targeting: Allows you to specify which keywords or products you don’t want to trigger your ads.
Sponsored Products ads operate on a “cost-per-click” model, which means you only pay when a shopper clicks on your ad. Bidding and budgeting determine the amount you’ll spend. Here’s how they work:
A bid is the price you’re willing to pay for a reader to click on your ad. Multiple advertisers usually target the same keywords or products, so the amount you bid, along with the relevance of your ad to the shopper’s query, determines whether your ad will be shown. For example, say you select “war novels” as a keyword and set your bid at $0.75. Another author chooses the same keyword and sets their bid at $0.60. Based on your bid, you will win the auction and your ad will be shown.
There are three different bidding strategies you can choose from:
Your daily budget allows you to set the maximum amount you’re willing to spend on clicks per day. It’s averaged over a month, so if you budget $10 a day for 30 days, your total spend for the month will never exceed $300. While the actual daily spend could vary (some days you may win more bids than others) it will ultimately even out and the total spend won’t exceed your budget for the month.
Launching your Sponsored Products campaign is an important first step. But don’t just set it and forget it. Every few weeks, make time to analyze how different keywords and strategies perform so you can make improvements. Here’s how to optimize your campaign:
Sign into the advertising console and launch your Sponsored Products campaign.