Want to reach millions of ready-to-buy customers? Amazon’s advertising platform makes it possible to showcase your products right where purchase intent is highest.
With the right strategy, Amazon Ads can help you boost sales, increase product visibility, and outshine the competition.
Why Advertising on Amazon Matters
Amazon isn’t just an e-commerce platform, it’s a product search engine. In fact, many shoppers start their search on Amazon before checking Google or visiting a retail store.
Advertising on Amazon gives you direct access to these high-intent shoppers. Whether you’re launching a new product or trying to win the Buy Box, ads help drive attention and action.
Increased Product Visibility
Amazon Ads help your products appear in prime positions, including the first page of search results and product detail pages. Without ads, many listings get buried under competitors.
Better Conversion Rates
Because users on Amazon are already in the buying mindset, ads tend to convert better than traditional display or social ads. You’re meeting customers where they’re already ready to purchase.
Competitive Advantage
Your competitors are likely already advertising. If you’re not, your products may not even be seen. Amazon Ads help you level the playing field — or outperform it.
Accelerated Product Launches
Launching a new product? Advertising gives it immediate exposure. Instead of waiting for organic ranking, you can drive traffic from day one and start collecting valuable data.
Data-Driven Insights
Amazon provides detailed reports on impressions, clicks, sales, and advertising cost of sales (ACoS). These insights help you optimize campaigns and improve your overall Amazon strategy.
How to Advertise on Amazon
Before diving into campaign creation, it’s important to understand the structure of Amazon Ads. The platform offers several ad types and targeting options to suit different goals.
Amazon Ads can be accessed via Seller Central (for third-party sellers), Vendor Central (for first-party vendors), or Amazon DSP (for display campaigns beyond Amazon.com).
Step 1: Choose Your Ad Type
Amazon offers several types of ads:
- Sponsored Products: Promote individual listings in search results and product pages.
- Sponsored Brands: Showcase your brand logo, a custom headline, and multiple products.
- Sponsored Display: Retarget customers on and off Amazon based on shopping behavior.
Choose based on your goal, brand awareness, product sales, or customer retargeting.
Step 2: Set Your Budget
Amazon Ads work on a pay-per-click (PPC) model, meaning you only pay when someone clicks your ad. You can set a daily budget and bids per keyword or target audience.
Start small, monitor performance, and scale as you gain confidence and data.
Step 3: Select Targeting Options
You can target based on keywords, product categories, or customer interests. Manual targeting lets you choose specific keywords or ASINs, while automatic targeting allows Amazon to match your ad to relevant searches.
Manual targeting often performs better over time, but automatic targeting is useful for initial discovery.
Step 4: Create Your Ad
For Sponsored Products, you only need a product listing and a budget. For Sponsored Brands or Display Ads, you’ll create a headline, choose products to feature, and may need creatives or videos.
Amazon’s ad builder makes it easy to preview and adjust your ad before launching.
Step 5: Launch and Monitor
Once live, monitor metrics like impressions, click-through rate (CTR), conversion rate, and ACoS. Use this data to adjust bids, pause low-performing keywords, and scale top performers.
Best Practices to Advertise on Amazon
A good strategy is more than just turning on ads. It’s about precision, relevance, and continuous improvement. Here are five best practices to help you succeed.
Optimize Your Listings First
Ads drive traffic, but your listings convert it. Ensure your titles, bullet points, images, and reviews are optimized. A high-converting listing improves ad performance and reduces wasted spend.
Start with Automatic Campaigns
If you’re new to Amazon Ads, use automatic campaigns to discover high-performing keywords and ASINs. Once you gather data, use it to build manual campaigns for better control and performance.
Use Negative Keywords
Eliminate irrelevant clicks by adding negative keywords. For example, if you sell luxury products, exclude terms like “cheap” or “budget.” This helps you save money and focus on high-intent customers.
Monitor and Adjust Frequently
Amazon’s marketplace is dynamic. Competitors change bids, season shifts in demand, and new products enter the market. Check your campaigns regularly to stay competitive and maintain profitability.
Test and Scale What Works
Don’t set and forget. A/B test different headlines, creatives, and targeting strategies. Double down on what’s working and pause what isn’t. Optimization is key to long-term success.
Partner with Enso Brands for Amazon Advertising Success
Advertising on Amazon is powerful, but it can be complex. From selecting the right keywords to adjusting bids and managing campaigns, there’s a lot to stay on top of.
That’s where Enso Brands comes in. As a full-service Amazon management agency, Enso handles every part of your advertising strategy — from setup and optimization to ongoing reporting and growth. Let the experts maximize your ROI while you focus on growing your business.
