How to Run Ads on Amazon
Advertising on Amazon accelerates discovery for new listings and protects share for established ones. Knowing the formats and bidding logic is the entire game.
Ad formats
Sponsored Products, Sponsored Brands, Sponsored Display, and brand video are the main formats. Each has its place.
Targeting
Keyword and product targeting. Auto targeting is great for discovery; manual targeting for scaling winners.
Budget
Start small ($10-50/day per campaign), then scale based on data. Daily budgets cap spend, but Amazon may overspend on high-traffic days.
Metrics that matter
ACoS (ad spend ÷ ad revenue), conversion rate, click-through rate. TACoS (total revenue) for halo effect.
Frequently asked questions
Do ads boost organic rank?
Indirectly, yes — paid sales feed the sales-rank signal.
How long until ads are profitable?
2-8 weeks of consistent optimization for most categories.
Related guides
How to Run Amazon Sponsored Product Ads
Plan, launch, and optimize your first Sponsored Products campaign on Amazon Ads — keywords, bids, budgets, and the metrics that actually matter.
Sponsored Products on Amazon
How Sponsored Product ads work on Amazon — automatic vs manual targeting and bid management.
Sponsored Brands on Amazon
Use Sponsored Brand ads on Amazon for top-of-search headlines that promote your brand and product range.
PPC Advertising Basics on Amazon
A starter's guide to pay-per-click advertising on Amazon — auctions, bids, and the data feedback loop.