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Getting Started

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

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

Feature Sponsored Products Sponsored Brands Product Display Ads
Targeting Automatic, manual, keyword targeting, product targeting Manual, keyword targeting Target by product or interest
Negative keywords Yes No No
Campaign structure Campaigns, Ads, Keywords Campaigns, Creatives, Keywords Campaigns, Creatives
Budget options Daily budget Daily budget, Lifetime budget Daily budget, Lifetime budget
Ad moderation No Yes Yes


How can I get started with sponsored ads?

Explore our range of useful resources to learn how you can get started with sponsored ads:

  1. Getting Started Guide – a two-page, quick start guide for each advertising solution including tips, links and FAQs.
  2. Watch our two-minute video tutorials:
  3. Success Stories – Learn how other advertisers have seen positive results with sponsored ads.
  4. Review the Sponsored Ads Agreement

Where can I learn more about optimising my campaigns?

  1. Want to understand how you can take your campaign to the next level? Watch our webinars for tips on campaign success.
  2. Optimisation Guide: Sponsored Brands (formerly Headline Search Ads)
  3. Optimisation Guide: Sponsored Products
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Sponsored Products

Sponsored Products

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.

Create a Sponsored Products campaign

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:

  1. Go to Campaign Manager, click Create campaign, and select Sponsored Products.
  2. Enter information in the Settings section.
    1. Campaign name: The campaign name you choose will be seen only by you in your Campaign Manager. It won't appear in your ads and will never be visible to shoppers. It's helpful to name your campaign based on the type of products you'll be advertising, or seasonal products you'll promote.
    2. Daily budget: The daily budget is the average amount you are willing to spend on a campaign in one day. It is spread out over one month, and applied across all the days in that month. Learn more about daily budget
    3. Start/End Date: Select a start and end date that works for you. You can start your campaign immediately, or set a start date in the future, and then run your campaign continuously (no end date). You can pause a campaign at any time and start it up again later. When a campaign reaches its end date, it will be archived. Archived campaigns can’t be reinstated, so to make changes, you would need to create a new one.
    4. Targeting: 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. Learn more about automatic and manual targeting
  3. Select the product you want to advertise.
  4. Enter your keywords and bids. Learn more about keywords and bidding
  5. Submit your ad. Before submitting, review all of your information to ensure you're happy with the results.
    Note: If you'd prefer to submit you campaign later, you can save it as a draft. You can use drafts to build a campaign over multiple sessions. You can access your saved drafts in the drafts tab in Campaign Manager.
Your campaigns are generally eligible to go live 1 to 2 hours after you submit them.

Sponsored Products eligibility requirements

To participate in Sponsored Products, you must meet certain eligibility requirements.

Account requirements

  • Professional seller or vendor
  • Sellers must be the registered brand owner through Amazon Brand Registry
  • Active account in good standing with Amazon
  • The ability to ship to the country you are advertising for
  • Valid payment method
  • You must have product listings that are eligible for the Buy Box in one or more of the available categories (see the table below)

Product requirements

  • Adult, used, or refurbished products are not eligible
  • Products that do not comply with retail policies are not eligible
  • Suppressed listings where the listing is either missing important information or contains incorrect information are not eligible
  • Where a product has multiple variations (parent-child relationship), only the variation (child product) is eligible for advertising

Sponsored Products is available for the following Amazon search categories:

Apparel

Appliances

Arts, Crafts & Sewing

Automotive Parts & Accessories

Baby

Batteries

Beauty

Camera

Cell Phones & Accessories

Clothing & Accessories

Collectible Coins

Computers

Electronics

Entertainment

Collectibles

Fine Art

Furniture

Grocery & Gourmet Food

Handmade

Health & Personal Care

Home & Kitchen

Industrial & Scientific

Luggage

Movies & TV

Music

Musical Instruments

Office Products

Outdoors

Patio, Lawn & Garden

Pet Supplies

Shoes

Software

Sports

Sports Collectibles

Tools & Home Improvement

Toys & Games

Video Games

Watches

Wine

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

If you've created a Sponsored Brands campaign and want to know why your ad isn't running, review the Ad status.

Sponsored Products campaign limits

Sponsored Products have the following maximum limits.

Type Limit
Campaigns in your account

(active and paused)

10,000
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

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Sponsored Brands

Sponsored Brands

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.

Create a Sponsored Brands campaign

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.

Learn more about Sponsored Brands

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:

  1. Go to Campaign Manager, click Create campaign, and select Sponsored Brands.
  2. Enter information in the Settings section.
    1. Campaign name: The campaign name you choose will be seen only by you in your Campaign Manager. It won't appear in your ads and will never be visible to shoppers.
    2. Portfolio: Portfolios are a group of campaigns that you organize in a way to meet your advertising needs. Learn more about portfolios
    3. Start/End Date: Select a start and end date that works for you. You can start your campaign immediately, or set a start date in the future, and then run your campaign continuously (no end date). You can pause a campaign at any time and start it up again later. When a campaign reaches its end date, it will be archived. Archived campaigns can’t be reinstated, so to make changes, you would need to create a new one.
    4. Budget: Specify the total amount you are willing to spend by setting a daily or lifetime budget. Learn more about budgets
    5. Brand: You can create a Sponsored Brands campaign using products from one brand at a time. You cannot create campaigns across multiple brands.
    6. Landing page: Your options include a Store, a simple landing page, or a custom landing page. Select the option you prefer and follow the instructions. If you select Amazon Stores, the products you want to advertise must already be available in the Store. Learn more about Stores
  3. Select the products you want to advertise. You must feature at least three products (but no more than 100). For best results, we recommend choosing products in the same category or products with similar keywords.
  4. Provide your ad creative.
    1. Brand name and logo: Choose a 400x400 pixel image under 1MB for your logo. Use an image from your catalog or your own custom image.
    2. Headline: Your ad copy should reflect your brand message.
  5. Enter your keywords and bids. Learn more about keywords and bidding
  6. Submit your ad for review. Before submitting, review all of your information to ensure you’re happy with the results. Once your campaign is approved, you won’t be able to edit certain details such as your landing page, products, or ad creative. To make changes, you would need to archive the campaign and create a new one.
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.

Sponsored Brands eligibility requirements

To participate in Sponsored Brands, you must meet certain eligibility requirements.

Account requirements

  • Professional seller or vendor
  • Sellers must be the registered brand owner through Amazon Brand Registry
  • Active account in good standing with Amazon
  • The ability to ship to the country you are advertising for
  • Valid payment method
  • Product listings in one or more of the available categories (see the table below)

Product requirements

Sponsored Brands is available for the following Amazon search categories. We do not support adult, used, or refurbished products. .

Apparel

Appliances

Arts, Crafts & Sewing

Automotive Parts & Accessories

Baby

Batteries

Beauty

Camera

Cell Phones & Accessories

Clothing & Accessories

Collectible Coins

Computers

Electronics

Entertainment

Collectibles

Fine Art

Furniture

Grocery & Gourmet Food

Handmade

Health & Personal Care

Home & Kitchen

Industrial & Scientific

Luggage

Movies & TV

Music

Musical Instruments

Office Products

Outdoors

Patio, Lawn & Garden

Pet Supplies

Shoes

Software

Sports

Sports Collectibles

Tools & Home Improvement

Toys & Games

Video Games

Watches

Wine

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.

Sponsored Brands moderation

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:

  • Avoid unsupported claims, such as “best” or “top-selling.”
  • Check for proper grammar, punctuation, spelling, and capitalization. Start your headline with a capital letter, but do not use ALL CAPS or CaMeL CaSe. Exceptions apply if your brand name is capitalized in the same way. Ads with all capital letters, misspellings, and odd punctuation may result in your campaign being rejected.
  • Ensure your brand logo is in your ad so that customers can identify you as the advertiser.
  • Include a unique, relevant headline such as the quality or key product attributes.
  • If you are referring to a seasonal event in your headline (such as Valentine's Day, for example), make sure you have an appropriate campaign start and end date.

If you’ve created a Sponsored Brands campaign and want to know why your ad isn’t running, review the Ad status.

Sponsored Brands campaign limits

Sponsored Brands campaigns have the following maximum limits.

Type Limit
Keywords in a campaign 1,000
Ads in a campaign 100
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Product Display Ads

What are Product Display Ads?

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

Why should I use Product Display Ads?

Product Display Ads can be targeted by either product or interest. This makes it possible to serve relevant ads to shoppers that have certain interests or are actively viewing specific products.

Can I edit my ad?

The creative for your campaign is automatically generated through the ad builder. You can customise the headline and add in your logo before you submit the ad.

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

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

Where are my ads shown?

Your ads can appear in a number of different places including on a product detail page, on the left rail of search results, at the bottom of search results, on the customer reviews page or at the top of the offer listing page.

Where are shoppers directed when they click on my ads?

When shoppers click on your ads, they go straight to the product detail page.

What happens if my item goes out of stock?

If your product goes out of stock, your ad will be automatically paused. Once the item is back in stock, you can create a new ad to replace the paused one.

How much do Product Display Ads cost?

Sponsored ads are priced on a cost-per-click, auction-based model. We recommend you set the maximum cost-per-click you are willing to pay. The more competitive your bid is, the more likely your ad will be displayed. The minimum cost-per-click for Product Display Ads is £0.02.

Is there a minimum campaign budget?

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

Is there a maximum time length my campaign can run?

Campaigns can be scheduled to run up to four months in advance and can run for up to six months.

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

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

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Stores

What are Stores?

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

Where can I see an example of a Store?

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

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

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

Is there a charge to create a Store?

Stores are free of charge.

How do I build and maintain a Store?

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

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

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

How long does it take to create a Store?

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

How will customers discover my Store?

Stores can be reached via your brand by-line on Amazon (your brand name near the product title on detail pages), and via your Store’s short URL, Amazon.com/BRANDNAME. In addition, depending on your store’s search ranking, customers can find it when searching on search engines such as Google.

You can also drive traffic directly to your Store from your own sites, social media, advertising or other marketing activities.

Can I view metrics on how my Store is doing?

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

Will Stores be displayed on all devices?

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

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Campaign management

Campaigns

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:

Change campaign status

You can change your campaign's status by modifying the start and end day parameters in Campaign Manager.

In Campaign Manager:
  1. Go to the Campaigns tab.
  2. Locate the campaign you'd like to edit. See Search and filter in Campaign Manager for more information.
  3. Click any editable fields in they table to modify data in your campaigns. Click the campaign name and click Settings for additional options.
    • To restart campaigns that have ended or have been paused, enter an end date which is a date in the future, or select the campaign and click Restart. You can also reactivate a paused campaign by clicking on the toggle switch in the active column.
      Note: Sponsored Brands campaigns can't be enabled once they have ended.
    • You can extend a campaign that is going to end or has already ended by changing the end date to a date in the future.
    • You can stop a campaign by changing the status to Paused or Archived or by changing the end date to today’s date—the campaign status will change to Ended by the end of the day.
Note: A campaign cannot be enabled or paused once it has been archived. Archived campaigns remain available for future reference. If you plan to use an ad later on, set it to paused instead of archived.

You can also use a bulk file to make large-scale changes to campaigns. Learn more about bulk operations

Search and filter in Campaign Manager

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.

To search and filter in campaign manager:
  1. Click the tab for campaigns, ads, or keywords.
  2. Click the search box at the top of the table.
  3. Type all or part of the campaign, ad, or keyword name and press Enter.
  4. Click Filter by and choose a filter.
  5. Select your filtering criteria from the options presented. Often this consists of a range for the filter (such as greater than or less than), and a value.
  6. Click Save to create the filter.
  7. Review your filtered results and modify the filter as needed. Click any editable fields in the table to modify data in the filtered results.
Note: You can choose which columns show in Campaign Manager. To change the settings, click Columns, then Customize Columns on the right side above the table.

Copy a campaign

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 rejected, 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 Campaign Manager:

  1. Go to the Campaigns tab.
  2. Find the campaign you want to copy.
  3. Click Copy under the Action column for your campaign. A new draft campaign will be created that is prepopulated with the parameters from the original campaign.
  4. Edit the draft campaign and submit the change.
Note: Your Sponsored Products campaigns are eligible to go live as soon as you submit them. Your Product Display Ads and Sponsored Brands ads will be considered "pending" while Amazon is reviewing them. We will email you once your ad has been reviewed, within 72 hours.

Campaign status

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.

Campaign Status Details Recommendations
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:
  • To change the Campaign daily budget or lifetime budget, select the campaign name, and then select Campaign Settings.
  • To change or remove the Sponsored Products daily budget cap, go to all campaigns in Campaign Manager and select Advertising Settings.
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.

Rejected campaigns

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.

Ad status

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.

Note: Ads cannot be enabled or paused once they have been archived. Archived ads remain available for future reference. If you plan to use an ad later, set it to paused instead of archived.

Campaign Status

Details

Recommendations

Delivering

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.

Ineligible

The ad is ineligible to show for one of the following reasons:

  • The product's image is missing.
  • Some product information required for the ad is missing.
  • The product is currently out of stock
  • The category the product is listed in is not eligible for advertising with Sponsored Products.
  • There is no inventory information for the product.

Confirm that your product information and inventory is complete and updated.

Paused

The ad is set to Paused.

To enable your ad, switch toggle to active state, located next to the ad name.

Archived

The ad is set to Archived.

The ad cannot be enabled or paused.

Out of Budget

One of the following has occurred:

  • The campaign has exceeded the Campaign daily budget. Ads in this campaign are not eligible for display until midnight when the daily budget is reset.
  • The total spend for today for all of your campaigns has reached the Account daily budget cap threshold. The account level budget determines how much you spend per day across all of your campaigns. Ads in this campaign are not eligible for display until midnight when the daily budget cap is reset.

Make one of the following changes:

  • To change the Campaign daily budget, select the campaign name, and then select Campaign Settings .
  • To change or remove the Account daily budget cap, go to all campaigns in Campaign Manager and select Advertising Settings .

Payment Failure

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

Campaign ended

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.

Campaign paused

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.

Campaign archived

The campaign is not eligible because it is set to Archived.

The campaign cannot be enabled or paused.

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Performance and reports

Performance and reports

Amazon Advertising products provide detailed performance data to help you understand your return on investment (ROI) from the service and optimize your campaigns.

Learn more about performance metrics and reports

Performance metrics

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.

Learn more about downloadable reports

In 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, or lifetime. The specific dates included in you displayed data are shown as the x-axis of the graph.

Note: Sales and ACOS data takes up to 48 hours to populate and might be incomplete in the "Yesterday" view in Campaign Manager. In this view Spend is an estimate and can be updated until three days after the click occurs, as we validate your click traffic. Learn more about traffic validation

Performance metrics definitions

Budget

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

Impressions

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, ad group, and target.

Clicks

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

Spend

The total click charges for a product ad. We provide the spend for each campaign and target.

Sales

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

ACOS

Advertising cost of sales (ACOS) is the percentage of sales spent on advertising (total spend / total sales x 100). Learn more about ACOS

ROAS

Return on advertising spend (ROAS) divides the total sales by the total ad spend (total ad sales / total ad spend). Learn more about ROAS

Click-through-rate (CTR)

The percentage of shoppers who see your ad and also click it, calculated as clicks divided by impressions (clicks / impressions).

Cost-per-click

The average amount paid for a click on the keyword, calculated as total spend divided by the number of clicks (spend / clicks).

Estimated win rate

Provides a realistic percentage of how many eligible impressions your keyword might receive. Learn more about estimated win rate

New-to-brand orders

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

New-to-brand sales

For Sponsored Brands, the total sales (in local currency) of new-to-brand orders. Learn more about Sponsored Brands new-to-brand metrics

% of orders new-to-brand

For Sponsored Brands, the percentage of total orders that are new-to-brand orders. Learn more about Sponsored Brands new-to-brand metrics

% of sales new-to-brand

For Sponsored Brands, the total sales (in local currency) of new-to-brand purchases. Learn more about Sponsored Brands new-to-brand metrics

Sales

Sales are a way to track how well your brand is gaining traction with shoppers on Amazon.

When a shopper clicks one of your ads, we track their activity after the click is registered in case the shopper comes back to purchase a product they clicked on previously. The time period for measuring purchases after a click is called an attribution window. The standard attribution window for Sponsored Products is 7 days while the attribution window for 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.

Sponsored Products

For Sponsored Products, sales consist of the product sales generated by ad clicks in a week. You can view an attribution windows 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.

Sponsored Brands

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.

Note: Sponsored Brands total sales might include returns. Orders canceled within 3 days of purchase will be removed.

Return on ad spend (ROAS)

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.

How to use ROAS

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)

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%.

How to use ACOS

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

Note: For Sponsored Products campaigns, your sales data can take up to 48 hours to populate. For Sponsored Brands, brand sales data can take up to 12 hours to populate. As a result, ACOS is not available in the “Today” date range and might be delayed in the “Yesterday” date range.

ACOS recommendations by campaign targeting type

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
Manual targeting
  • Consider lowering bids or pausing specific keywords that have a high ACOS.
  • Consider adding more keywords to see if they can improve campaign performance.
  • Consider increasing your campaign budget.
  • Review your list of keywords and identify the top performers. Increasing your bid on top performing keywords may generate additional impressions, clicks, and sales.
Automatic targeting
  • Consider adding negative keywords for search terms that have a high ACOS.
  • Consider lowering your default bid for the entire campaign.
  • Consider increasing your campaign budget.
  • Consider increasing your default bids to generate additional impressions, clicks, and sales.
Note: Automatic targeting is only available for Sponsored Products campaigns.

Sponsored Brands new-to-brand metric

What are the new-to-brand metrics?

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.

Note: New-to-brand data isn't available for Sponsored Products. Data is available for Sponsored Brand from November 1st, 2018. If you select a start date earlier than November 1st, your new-to-brand metrics will be calculated using November 1st as the start date.
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. 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 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.

How should I use the new-to-brand metrics?

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.

Reports

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.

  • Sponsored Products reports include: targeting report, advertised product report, purchased product report, search term report, placement report, and performance over time report.
  • Sponsored Brands reports include: keyword report, keyword placement report, campaign report, and the campaign placement report.

Targeting report and keyword report

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 inform you about when to adjust your bid and expand your targets.

Targeting reports and keyword reports offer a custom date range of the last 90 days.

Advertised product report

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

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

Purchased product report

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

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

Search term report

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

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

Placement report

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

Performance over time report

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

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

Performance over time report

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

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

Campaign report

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.

Keyword placement report

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.

Campaign placement report

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

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:

  • Unusual click patterns
  • Clicks identified as being machine generated
  • Duplicated clicks

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.

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Keywords and targeting

Keywords

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.

Add new keywords

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:

  1. Navigate to Campaign Manager.
  2. Click the campaign name.
  3. Click Keywords.
  4. Click Add keywords. You can choose from our list of recommended keywords, enter your own keywords, or use a combination of both.
  5. Add a keyword and select the match type.
    Note: Keywords aren't case-sensitive, so they'll match uppercase or lowercase letters in search terms. There is a maximum limit of 10 words per keyword and 80 characters.
Note:
  • The maximum number of keywords you can add to a manually targeted Sponsored Brands campaign is 1,000. This includes keywords in enabled or paused campaigns. If you have added 1,000 keywords to single campaign, consider archiving low-performing keywords.
  • For Sponsored Products campaigns, if you have added 1,000 keywords to a single ad group, consider creating a campaign with automatic targeting, or using a broad combination of keywords to display your ads.

Keyword and product targeting

Keyword targeting

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

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

Product targeting

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

For example, if the product in your ad is a "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.

Categories tab

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

Products tab

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.

Automatic and manual targeting

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

Automatic targeting

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

When you choose automatic targeting, we use multiple default strategies on your behalf to match your ad to a shopper looking for your product. For example, your ad will be eligible to be shown in the search results if your ad product closely or loosely matches searches results from shoppers. Similarly, we'll show your ad on the detail pages of products that are substitutes or complements of your ad products. After you create your campaign, you can view these different targeting strategies (i.e., close match, loose match, substitutes and complements) in campaign manager and make changes to meet your campaign objectives. For example, you can increase your bid for one tactic versus another to meet your objectives. Learn more about match types

Manual targeting

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

Match types

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 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

Manual targeting match types

  • Broad match: This match type offers your ad broad traffic exposure. A search term will match if it contains all the keyword terms in any order. Broad match also includes the plural form of the keyword, related searches, and other variations that are close to the keyword.
    Note: For Sponsored Brands, you can add broad match modifiers to indicate words that must appear in the customer's search in order for your ad to run. Add a broad match modifier by adding a plus symbol "+" before the word.
  • Phrase match: The search term must contain the exact phrase or sequence of words. It is more restrictive than broad match and will generally result in more relevant placements for your ad.
  • Exact match: The search term must exactly match the keyword or sequence of words in order for the ad to show, and will also match close variations of the exact term. Exact match is the most restrictive match type, but can be more relevant to a search.

Automatic targeting match types

  • Close match: Amazon shows your ad to shoppers who use search terms closely related to your products.
  • Loose match: Amazon shows your ad to shoppers who use search terms loosely related to your products.
  • Substitutes: Amazon shows your ad to shoppers who view the detail pages of products similar to yours.
  • Compliments: Amazon shows your ad to shoppers who view the detail pages of products that complement your product.
Note: Automatic targeting is only available for Sponsored Products.

Negative keyword match types

  • Negative phrase: Ads don't show on search queries that contain the complete phrase or close variations. There is a maximum limit of four words per negative keyword and 80 characters.
  • Negative exact: Ads don't show on search queries that contain the exact phrase or close variation. There is a maximum limit of ten words per negative keyword and 80 characters.

Negative keywords

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. 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).

Add negative keywords

You can add negative keywords when you're creating a campaign, or add them later in Campaign Manager.

To add negative keywords to a campaign:

  1. Go to Advertising > Campaign Manager.
  2. Select a campaign, and then go to Negative keywords.
  3. Click Add campaign negative keywords.
Note: You can also upload negative keywords to a campaign in bulk by navigating to Advertising > Bulk Operations.
Negative keywords can be used with phrase and exact match types. You cannot change the match type of an existing negative keyword. You can have up to 10 search terms in a negative exact match type, and up to 4 search terms in a negative phrase match type. There is an 80 character limit for both negative phrase and negative exact match types. Learn more about keyword match types

Broad match modifiers

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.

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Budgets

Budgets

When you create a new ad campaign, you’ll decide how to budget your advertising money.

For Sponsored Products, you set a daily budget. For Sponsored Brands, you have the option to set a daily budget and a lifetime budget. Find out more about daily budget and lifetime budget

Additional budgeting options are available at the portfolio level. Find out more about portfolio budgets

Daily budget

The daily budget is the amount that 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. Find out more about budget notifications

Sponsored Products

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 that 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.

Sponsored Brands

For Sponsored Brands, the daily budget is the total amount that you are willing to spend per day on a campaign. Each day is capped at the amount that 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.

Lifetime budget

The lifetime budget is the total amount that you are willing to spend on one Sponsored Brands campaign for as long as it runs. Once your campaign has reached the lifetime budget limit that you have set, it will stop running ads.

The minimum amount that 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 worth of clicks per day. If you receive £90 in clicks on the first day, the budget for 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.

Note: Lifetime budgets are not available for Sponsored Products campaigns.

Out of budget notifications

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.

Note: When you receive a notification, check to make sure which budget has been reached. If a portfolio budget or Sponsored Products overall budget has been reached, you will need to adjust those caps to allow your campaigns to continue running.
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Bidding

Bidding

We run auctions to determine which ads to show to the shopper based on their search.

When a shopper searches Amazon for products, we run a real-time auction to decide which ads, if any, will appear for that specific search 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.

Cost-per-click bids

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

Manual targeting

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.

Automatic targeting

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

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.

Find your suggested bid

To find the suggested bid for a manual campaign, click your campaign in Campaign Manager, and 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 Campaign Manager and the suggested bid for each campaign is listed in the Suggested bid column.

Adjust bids by placement

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.

  • Top of search (first page) refers to the Sponsored Products ads at the top row on the first page of search results.
  • Rest of search refers to Sponsored Products ads shown in the middle or at the bottom of search results, and all Sponsored Products ads in the second page of search results and beyond.
  • Product pages refers to Sponsored Products placements on the product details page, and all non-search placements such as the add-to-cart page.

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 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 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 leads to
  • Top of search (first page): £1 increased by 50% = £1.50; which may be further increased to a maximum £3.00 with dynamic bidding (100% increase from £1.50)
  • Product pages: £1 increased by 25% = £1.25; which may be further increased to a maximum £1.88 with dynamic bidding (50% increase from £1.25)
  • Rest of search: £1 may be increased to a maximum £1.50 with dynamic bidding (50% increase from £1.00)

Estimated win rate

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.

Note: We determine eligibility for keywords by bid amount, match type, competition, available inventory, ad quality, and relevancy. Estimated win rate = projected amount of impressions at current bid ÷ projected total eligible impressions.

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.

Tip: We update estimated win rates daily, so they can change based on current auctions, impressions, and other factors. You might need to adjust your bid to stay within a desired win rate for your keyword.

Estimated win rate is located in Campaign Manager in the Keywords table for Sponsored Brand campaigns.

Bidding strategies

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.

Dynamic bids - down only

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.

Dynamic bids - up and down

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.

Fixed bids

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.

Test bidding strategies

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:

  • Creating a new campaign with 'dynamic bids - up and down' strategy and comparing it to existing 'dynamic bids - down only' campaigns. A new campaign with sparse performance data will not compare accurately against existing campaigns, as Amazon’s predictive algorithms that optimize bids under dynamic bidding work better when they have more data. If the new campaign is very different from the existing ones (for example, different ASINs advertised, different keywords etc.), you may not be able to clearly attribute the performance difference to just the bidding strategies being different.
  • Creating two identical campaigns, with different bidding strategies. These campaigns will compete for the same opportunities, and this interaction may skewing the result. The cost-per-click for your ad is not impacted by your other campaigns, but as a testing strategy this is unlikely to give you clear results.
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Bulk Import

What is Bulk Import?

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

How do I add keywords in bulk?

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

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

How many keywords can I add in bulk?

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

Does the feature enable me to import bids and match types?

Yes, it does. You will need to have an appropriate column headers in your spreadsheet: keywords, bids and match type. We recommend you use a standard Google AdWords spreadsheet as you won’t need to make any changes to it or our spreadsheet template. Under Match Type, enter either Exact or Phrase for Sponsored Brands campaigns and Broad for Sponsored Products campaigns.

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

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

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Bulk Operations

What is Bulk Operations?

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

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

How do I download a bulk spreadsheet?

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

How do I edit a bulk spreadsheet?

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

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

What types of files can I upload?

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

Why can’t I access Bulk Operations?

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

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Portfolio Management

What are the key features of a portfolio?

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

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

How do I decide which campaigns belong to a portfolio?

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

What budget caps can I define for a portfolio?

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

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

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

Can I set campaign budgets higher than portfolio budgets?

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

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

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

Will I be able to move campaigns between portfolios?

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

Can I assign one campaign to multiple portfolios?

No. A campaign can only belong to one portfolio.

Can I resume campaigns once the portfolio budget has been met?

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

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

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

Can I manage portfolios in bulk sheets?

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

How can I get reporting per portfolio?

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

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

The campaign performance history always stays at campaign level.

How do portfolios help me with my billing needs?

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

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

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

Will there be any change in previously issued invoices?

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

How are ungrouped campaigns shown in the invoice?

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

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

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

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

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

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Policy Information

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

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

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Troubleshooting

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

For all matters regarding your account or ad campaigns, please Contact Us and we will work with you to resolve your issue. When you Contact Us, please include details of your browser and your operating system including version numbers (for example: Firefox version 17 on Mac OSX).

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