Guide
International advertising made simple
A complete guide to the Amazon Ads features and tools available that can help you build a global business.
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Managing international advertising campaigns across multiple languages and regions can be challenging. Amazon Ads provides innovative tools and features to simplify your global advertising experience. This guide introduces the self-service solutions designed to help you advertise effectively across countries.
Language switcher and currency conversion
The advertising console allows you to view content in your preferred language. You can also convert campaign metrics and billing details into multiple currencies, helping you track performance across regions.
Switch languages
To switch languages, find the language switcher option in the top right corner. When you click on the account icon, you will see a list of all available languages.
Language Switcher
All text in the console, including campaign setting controls, will appear in the language you choose, making it easier for you to navigate through the interface as you set up and optimize your campaigns.
Convert currencies
The option to convert your currency is available across various pages in the ad console. For example, you can convert metrics on the “All campaigns” page or the “Amount billed” under the “Unpaid” and “Paid” invoice tables, as well as the “Deposit history” table on the “Sponsored ads billing” dashboard.
Currency Conversion
While currency conversion displays values in both local and selected currencies, it doesn't affect actual invoices or payments.
Suggested keywords localization feature
Create global manual keyword targeting campaigns in minutes.
Launching international campaigns no longer requires extensive translation work. The suggested keywords localization feature automatically provides translations in your target country's language during campaign setup for Sponsored Products and Sponsored Brands.
Suggested keyword localization
To access it, simply select "Manual targeting" during campaign creation to see relevant translations below each suggested keyword.
When you select a suggested keyword with a specific match type, it appears in your target country’s language in the selected keywords list on the right-hand side.
Match types
Simply choose the recommended keywords that best suit your campaigns and advertising objectives, set your bids, and launch your campaign as usual.
The translations under suggested keywords are an incredible addition. It seems like a small thing, but it saves me a ton of time each time I manage campaigns.
— Ronnie Gesser, President, EZ SOX
Keywords localization feature and setup
Enter your keywords in your preferred language, and translate them into the local language of your campaign right within the campaign manager.
After you’ve done your keyword research and found your list of best-performing keywords you want to use, you don’t need to worry about translating them into the local language.
The keyword localization* feature lets you enter keywords in your preferred language and automatically translates them to the local language of your target country. This streamlines campaign creation and optimization across countries while maintaining the effectiveness of your proven keyword strategies.
For manual keyword targeting with Sponsored Products and Sponsored Brands, in a country with a primary language other than your language of preference, you can simply enter your keywords in your language and click the “Add keywords” button next to “Translate to [language] and add.”
Keyword localization
Advertiser with English selected as preferred language in German advertising account.
The feature automatically translates your keywords to the best-matching keywords in the default language of the Amazon site where your ads will show. As usual, you can select which match types you want to apply, though we recommend starting with all three and then optimizing from there.
Alternatively, you can upload a file with your keywords and also have them translated automatically by selecting the “Translate and add” in the upload file tab, prior to file upload.
Keyword list upload
Advertiser with English selected as preferred language in German advertising account.
The translated keywords are then used to match ads with the shopping terms that customers are using to find products in that Amazon site’s language.
You can also use the translation feature to optimize your keyword strategy of active campaigns. When you add keywords to your campaigns in the campaign manager, you will also have the option to automatically translate them.*
To access the feature, go to the advertising console, launch a new campaign, select manual targeting, and use the “Enter list” or “Upload file” tabs.
*The feature does not currently support all possible combinations of secondary languages and countries. Check your advertising console to find out which ones are available to you.
Custom keyword ranking
Know which keywords to prioritize based on performance.
Sort your suggested keywords based on estimated engagement or sales volume. Use search term impression share and impression rank to make an informed decision about which keywords to select and add to your campaigns.
Optimize your keyword selection using performance-based metrics and sorting capabilities. In the keyword targeting section of manual campaigns, use the "Sort by" feature to organize keywords based on estimated clicks or order volume. Each suggested keyword includes recommended bids by keyword match type (broad, phrase, exact).
Custom keyword ranking
Two key metrics help inform your keyword strategy: impression share (IS) and impression rank (IR).
Impression share shows your percentage of ad impressions compared to other advertisers over 30 days. Impression rank indicates your position relative to other advertisers for specific keywords. For example, an IR of 3 means you've received the third-most impressions for that keyword in the past month.
These insights help you identify high-potential keywords and optimize your campaign performance based on actual local activity.
Amazon Ads translations
Translate text and video branded content at a one-stop shop.
Amazon Ads translations is an easy way to optimize your content for different languages and grow your brand despite language barriers.
Let Amazon Ads creative teams handle your video subtitles and headline translations while you focus on growing your brand. Amazon Ads translations is an easy-to-use service that translates branded content to help you expand your brand to new countries. The service, supported by professional linguists, is available for both text and video formats.* To order translation services, find “Creatives tools” on the left side navigation bar within the advertising console, then select the “Translations” tab to book your service.
*Service is not available in all countries.
Video translations
The video translation service helps avoid two of the most common campaign rejections for Sponsored Brands video ads: grammatical errors, and not using the primary language of the Amazon site where the ad will appear.
You can translate video creatives from English, French, German, Italian, and Spanish (Spain) to Dutch, English (U.K.), French, German, Italian, Japanese, Polish, Spanish (Spain and Mexico), and Swedish. You’ll receive a video with embedded subtitles for both audio and on-screen text within three days.
Professional video translation service
Automatic video localization: When creating a new Sponsored Brands video ad campaign, if you add a video that does not match the country’s language requirements, Amazon Ads will automatically translate the video to the required language at no additional cost. Localization takes up to 72 hours, and the campaign goes live automatically after translation. This service is currently available for English, German, French, Italian, Portuguese, and Spanish source videos in Germany, France, Italy, Spain, the Netherlands, Mexico, and Japan.
One-click video localization
Text translations
Using the text translation service, you can translate headlines for your Sponsored Brands, Sponsored Brands video, and Sponsored Display campaigns, or brand copy for your Brand Stores, Posts, or A+ content.
Submit text content in English, French, German, Italian, Simplified Chinese, or Spanish (Spain)—up to 1,000 characters—in a single request and translate to Arabic, Dutch, English (U.S. and U.K.), French, German, Italian, Japanese, Polish, Portuguese, Spanish (Spain and Mexico), Swedish, and Turkish within four days.
Professional text translation service
When submitting your content for translation, remember to ensure that any submitted content intended for use meets the ad policy requirements.
Global Sponsored Products campaigns
Seamlessly launch and manage Sponsored Products campaigns across multiple countries from one campaign, with the flexibility to customize settings by country or region. This helps to expand advertising internationally and manage cross-border campaigns more efficiently.
Key features:
- Unified Control with Local Flexibility
Manage settings in your preferred language and currency. Apply consistent strategies across regions or customize for specific countries. Tailor bids and budgets to address local market conditions while maintaining global oversight. - Efficient Product Management
Add or remove products across multiple countries simultaneously, enabling quick expansion of successful products and agile adjustment of your international product mix. - Consolidated performance metrics
Access a comprehensive view of your advertising performance across all countries where you advertise. You can analyze results at a global level or filter by specific countries to understand regional performance variations and optimize accordingly.
How to use the feature
To get started, create a new Sponsored Products campaign and select "Add countries to this campaign" in the settings. Choose your countries, configure your settings, and launch.
Campaign Builder
Requirements: Available to vendors, registered sellers, and authors through the advertising console and Amazon Ads API. Products must be available for sale in the target countries you select for advertising.
Multi-country sponsored ads campaign manager
Manage your ads, view all your campaigns, and generate campaign reports for multiple countries all in one place with the new multi-country sponsored ads campaign manager.
Advertising in multiple countries just got easier. With the latest multi-country advertising features in the ad console, you can:
- Sign in for all countries at once
No more having to sign in and out of separate accounts to manage your ads. You can now access all the countries where you advertise through a single sponsored ads account. If you’re just getting started with Amazon Ads, you’ll only need to create one account to register for all eligible countries. - See a consolidated view of your campaigns across multiple countries
Within the ad console, you can view and manage all your sponsored ads campaigns in a single campaign manager view. To take a deeper look at a specific country, or to make a country-to-country comparison, select the “Country” filter to review campaigns from the countries of your choice. - Create a sponsored ads report for multiple countries
The global reporting feature lets you generate a single sponsored ads campaign report for all countries at once. Use this feature to schedule and download reports for the countries of your choice, and convert them to your preferred currency.
Campaign Manager
Running ads in multiple countries may mean you’re advertising in a few currencies. To avoid manually converting, use the currency visualization feature to convert all your metrics to the currency of your choice.
Campaign report
How to use the features
Watch this video to learn how to use the new ad console features to simplify managing ads across countries.
How to manage your sponsored ads campaigns across all countries and create global reports
Global billing and payments
Manage financial operations across countries and accounts in one place.
Streamline your international advertising finances through a unified billing center, enabling consolidated invoice management and simplified payment setup and processing across multiple seller accounts and countries.
View and manage consolidated finances
Access an overview of your billing status across all countries and seller accounts from a single dashboard, including total amount due, overdue balances, and payment status. Register payment methods once and apply them across different seller accounts and countries, eliminating repeated setup processes.
Download and track financial documents
Save time by downloading multiple invoices simultaneously with bulk download functionality. Select invoices from different countries and download them together, making record-keeping more efficient. Monitor payment method registration and billing setup status across all connected accounts to ensure your campaigns remain active.
Process consolidated payments
Manage payments at a country level for all your advertising activities. Link payment methods to various seller accounts within your business, maintaining consistent payment information across your entire advertising portfolio. This centralized approach provides a clear view of your advertising spend across regions.
How to use the features
Access the billing center through the advertising console. Navigate to the billing section to view your consolidated invoice summary, download invoices, and manage payments.
Global Billing Center
Select your seller accounts and countries where you want to apply payment methods, and complete the registration process once for all selected accounts.
Global seller payable payment registration
Requirements: Available to advertisers with multiple seller accounts through the advertising console. Valid payment methods must be accepted in target countries where you plan to advertise.
Checklist overview
See our multi-country tools and features in one place.
Here’s our checklist of tools and features to help you advertise internationally:
- Set your preferred console language and currency display
- Utilize automatic keyword translation
- Access Amazon Ads translations for branded content and videos
- Launch and manage global Sponsored Products campaigns in a few clicks
- Streamline finances with consolidated global billing
- Review international tax and VAT requirements
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