Sponsored ads

onboarding guide
Designed for agencies and tool providers, this guide will help
you enable your clients to achieve their Amazon Advertising
goals with sponsored ads and more.
 Get educated Start advertising Get answers

Gain advertising knowledge, build skills, learn about product offerings, and earn certifications to help grow your
clients’ business in the Amazon Advertising learning console.

• Course catalog: Enroll in self-paced courses on topics including sponsored ads, Amazon DSP, Stores, retail, and
many more to learn about the full suite of Amazon Advertising solutions.

• Certifications: Earn your Amazon Advertising certifications to prove your mastery of the skills you’ve learned.

Learn at your Customize your Earn and share

own pace education your certification
An extensive catalog of Access content curated Demonstrate your proficiency
on-demand courses for you to take specifically for agencies and and earn certifications in
according to your schedule. advertisers. Amazon Advertising products.

Hear from agencies using the

Amazon Advertising learning console:

In a dynamic and rapidly evolving landscape, Amazon Advertising’s

learning console has become a critical part of our team’s ongoing
education and new hire onboarding—ensuring the Tinuiti team
remains up-to-date and ahead of the curve.
– Pat Petriello, Director of Amazon Strategy at Tinuiti

Start learning now when you visit the Amazon

Advertising learning console.

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This guide walks you through what you need to know to successfully
launch self-service sponsored ads campaigns with Amazon Advertising.

1 2 3 4 5
Reviewing the Planning your Building and Measuring and Scaling with
retail basics campaigns managing optimizing advanced tools
your campaigns your campaigns

Reviewing the
1 retail basics
Advertising successfully on Amazon begins with understanding the ins and outs of Amazon retail. Complete your Ama-
zon retail certification in the learning console before you start launching campaigns to ensure your clients are set up for
success.

Get certified in Amazon retail

Amazon’s retail business models

There are two types of companies that sell through Amazon’s retail programs.

1. Vendors: 2. Sellers:
Within the retail model, Amazon buys the product Sellers can either use Fulfillment by Amazon (FBA) or
inventory directly from vendors, owns the inventory, and Merchant Fulfilled Network (MFN).
ships products to the customer. Vendors manage their
inventory and product detail pages in Vendor Central. • FBA helps third-party businesses by giving
Please note that a brand must qualify and be invited to them access to Amazon facilities, expertise, and
use Vendor Central. View the Vendor Central FAQ page customer service. Sellers send their inventory to
for more information. Amazon fulfillment centers, where Amazon is
responsible for picking, packing, and shipping the
products to customers. Products fulfilled by FBA
will feature a Prime badge on their product detail
Learn more about each of these business page and Amazon will handle all returns and
models and get an introduction to customer service.
Vendor Central and Seller Central when
• MFN puts the sellers in complete control of the
you take the Amazon retail course in the
handling and shipping process for all Amazon
learning console. orders, making them responsible for all returns
and customer service. Products fulfilled by MFN
do not feature a prime badge. To qualify for MFN
Prime and feature the Prime badge on product
pages, sellers must guarantee to meet the Prime
shipping promise.
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Understanding retail readiness

re·tail read·i·ness Find out how Finland-based consultancy Dash Retail
Noun helped drive sales for UK textile manufacturer
the state of being prepared for selling by creating Finlayson by optimizing its product detail pages.
product detail pages that contain all the necessary
information to deliver positive customer experiences, Results highlights
including customer reviews, clear pictures and (June–July 2018):
descriptions, stock availability, etc.

83%
It’s important to ensure all promoted products have improvement in total
healthy Amazon inventory levels. If the products are Vendor Central sales
not in stock, they will not be eligible for promotion. If a
product featured in a campaign goes out of stock mid-
campaign, Amazon will automatically pause that product 833K total lifetime impressions

until it is back in stock.

Read the full case study now

Assessing retail readiness checklist:
5 questions to ask
• Does my client have sufficient inventory
available?
• Is my client’s product the Featured Offer on the
product detail page? “Great advertising will never compensate for
• Does my advertiser have enough positive a poor quality product and buying experience.
reviews? Building a strong retail foundation is one of
• Has my advertiser included inspiring product
the key inputs to advertising performance.
images?
• Has my advertiser created informative and clear This includes accurate product descriptions,
product descriptions? dimensions, and images, and paying attention
to pricing, availability, and ship speed. Once a
strong foundation is in place, your advertising
Crafting quality product can help drive discovery and demand.”
detail pages – Colleen Aubrey, Vice President, Performance
Creating retail ready product detail pages is key to Advertising, Amazon
ensuring your advertisers enhance the customer browsing
experience. Not only do these pages represent the place
where customers make their final purchase decisions,
but they also offer advertisers a key opportunity to Retail resources to help you out
differentiate their products. • Retail readiness checklist
• Learning console: Amazon retail for advertising
professionals

Learn what it means to be retail ready in

our course on the Amazon Advertising
learning console

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1 2 3 4 5
Reviewing the Planning your Building and Measuring and Scaling with
retail basics campaigns managing optimizing advanced tools
your campaigns your campaigns

Planning your sponsored ads campaigns

2 Amazon offers a range of ad solutions with helpful features to help make campaign management fast,
simple, and effective. Additionally, Stores is a free solution that can help your clients showcase their brand
story alongside their advertising efforts.

Sponsored Products Sponsored Brands

Helps improve visibility of individual products with ads that Helps boost brand awareness with a logo, customized headline,
appear in shopping results and on product detail pages. and featured products in ads that appear in shopping results.

Stores Sponsored Display

Inspire customer loyalty with a free multi-page Store on Amazon. Grow your client’s business by reaching relevant audiences on
and off Amazon using this new self-service advertising solution

Get certified in Amazon Advertising foundations

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Find out how full-service marketing agency

Macarta helped workwear brand Red Kap deliver a
Within the sponsored ads suite, Sponsored Products, holistic and successful Prime Day strategy by using
Sponsored Brands, and Sponsored Display offer unique Amazon DSP alongside sponsored ads.
ways to help advertisers increase visibility and sales
across Amazon. Each solution requires unique goals Results highlights
based on targeting, budgeting, and bidding strategies.
(Prime Day 2019):
Complete your sponsored ads certification in the learning return on ad spend from Amazon
console to understand how you can use these solutions DSP re-marketing and in-
to help empower your clients to meet their sales goals. 2X marketing campaigns launched
in parallel to sponsored ads
campaigns
Get certified in Amazon Advertising
sponsored ads
2X increase in sales attributed to
sponsored ads campaigns

While Amazon DSP is not part of the sponsored ads

solution suite, it offers unique advertising capabilities
across Amazon-owned sites and apps, like IMDb, in Read the full case study now
addition to leading publishers’ sites through direct
inventory from Amazon Publisher Services and third-party
exchanges. For more information on launching Amazon
DSP campaigns, visit the learning console.

Amazon DSP Defining goals

Programmatically buy display and videos ads at Before creating your clients’ first sponsored ads
scale through our Amazon demand-side platform campaigns, it’s important to know what business goals
and greach exclusive Amazon audiences, access they want to achieve through advertising. Establishing
unique and comprehensive inventory, and use the goals upfront will help you choose which products
Amazon traffic quality and brand safety tools. to advertise, decide how to structure your campaigns,
and better analyze performance. Examples of potential
*Note: Amazon DSP is not considered a part of the goals include driving product sales, generating reviews,
sponsored ads suite. improving sales of low-performing Stock Keeping Units
(SKUs), clearing inventory, or increasing brand visibility.

Targeting strategies
Each sponsored ad type offers advertisers a unique way
to engage their customers and meet their defined goals.
Learn more about the unique tactics you can use to help
advertisers reach customers through each ad type in the
following chart.

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Placements, targeting, and landing pages

Sponsored Sponsored Sponsored

Products Brands Display
Value proposition Help Amazon customers Feature your brand logo, a Reach relevant audiences who
discover and purchase custom headline, and up to are researching, discovering,
products that you sell on three of your products in or purchasing products on or
Amazon with ads that appear ads that appear on shopping off Amazon with this self-
in shopping results and on results and help generate service solution that makes
product detail pages. recognition for your brand and display advertising more
product portfolio. accessible.

Targeting method - Keyword targeting - Keyword targeting - Audience targeting (views,

- Product and category - Product and category interest, searches, purchases)
targeting targeting - Product and category
- Automatic targeting targeting

Note: availability varies based

on region and supplier, as this
product is still in beta.

Keyword match - Broad match - Broad match (including broad N/A

types - Phrase match match modifier)
- Exact match - Phrase match
- Negative phrase match - Exact match
- Negative exact match - Negative phrase match
- Negative exact match

Placement - On top of shopping results - On top of shopping results - Off-Amazon on 3rd party
- Alongside shopping results - Alongside shopping results websites and apps
- Within shopping results - Within shopping results - On Amazon product detail
- On product detail pages pages
- On Amazon shopping
results pages
- On Amazon product-related
pages
- On other Amazon pages

Devices - Desktop - Desktop - Desktop

- Mobile - Mobile - Mobile
- Tablet - Tablet - Tablet

Landing pages Product detail pages - Stores URLs Product detail pages
- Product list URLs
- Custom URLs (vendor only)

Using different targeting methods, match types, and placements helps you determine the scenarios in which your
clients’ ads will be eligible to serve impressions. Click here for more details on how to target campaigns.

Page 7 of 25
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What is keyword targeting? What is product targeting?

Keyword targeting allows you to choose the keywords Product targeting allows you to choose specific products,
that are most relevant to the products your clients are categories, brands, or other product features that are
advertising. For example, if your product is a phone similar to the product in your client’s ad. Use this strategy
case, you may choose the keyword “phone case.” When to help shoppers find an advertiser’s product when
shoppers look for a product with the keyword “phone browsing product detail pages and categories, or when
case,” your ad is eligible to show in shopping results and browsing products on Amazon. You can target categories
product detail pages. We recommend using this strategy and products individually or target a combination of
when you know the shopping queries used to look for categories and similar products in the same campaign.
products similar to your client’s.
For example, if the product in your client’s ad is a
It’s important to employ different match types based on “Brand A” shoe for women, you can choose to target
how broad or specific you want your strategy to be. Your the category “women’s running shoes” for all shopping
approach may depend on whether you’re looking to drive results and product detail pages relevant to this category.
general awareness or if you’re focused on re-marketing. 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.

Guide to Keyword Learn how digital marketing agency Blue Wheel

Media helped boost profitability for leading
Match Types wholesale company Adjapparel using product and
keyword targeting strategies.

Results highlights
(May 2018–May 2019):

204%
Learn how UK media agency iProspect helped exceed increase in year-over-year
sales targets for global toy manufacturer Mattel with advertising revenue
an optimized keyword targeting strategy.

increase in year-over-year
Results highlights
(January–December 2018):
274% overall sales

115%
increase in total sales Read the full case study now
attributed to advertising

increase in return
53% on ad spend

Read the full case study now

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What’s the difference between automatic

and manual targeting?
For Sponsored Products, you can either use automatic or
manual targeting.

With automatic targeting, Amazon Advertising

automatically matches your clients’ ads with keywords
and products that are similar to the product in their ads
based on shoppers shopping queries related to their
product information.

Find out how performance marketing

agency MOCA Interactive helped Italian
manufacturer Omada Design scale its
advertising strategy with automatic
targeting.

Results highlights
(January–October 2019):
More advanced advertisers with more targeting
10x
Over
experience may choose to use manual targeting, which
year-over-year 60 enables you to choose your own targeting strategy.
increase in total
sales attributed million
to advertising impressions
generated See how full-service digital marketing agency
Booyah helped honey brand Manukora scale its
reach with a manual targeting strategy.

Read the full case study now Results highlights

(October 2018–October 2019):

50%
Over
Over
of total sales 40
attributed to
advertising million
campaigns impressions
generated

Read the full case study now

Click here for more information on automatic and manual

targeting.

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Can I adjust my targeting strategies based

on where the ad will appear?
Within your keyword or product targeting strategy, you
can also set bid adjustments based on placement. For
example, you might choose to bid higher for a top-of-
search placement versus a placement that appears within
shopping results.

Find out how global data and digital

environment agency Artefact Spain helped How do I choose the right budget for
German, home-cleaning brand Vileda use
my campaign?
placement targeting to ramp up sales.
Think about how your budget and bids work
together. If your keyword bids are greater than
Results highlights your campaign budget, you might not serve an ad.
(March–October 2019): Consider how many live campaigns your clients
have and ensure their daily budget is sufficient
Over given the number of keywords and bids in each
67% 71
campaign.
year-over-year
increase in total
sales attributed
million How can I ensure I don’t run out
impressions
to advertising generated
of budget?
Monitor your campaigns regularly, specifically
those with a daily budget. Increase your budget
for campaigns that are at risk of running out of
Read the full case study now budget. If increasing your client’s budget is not an
option, consider manually moving budget from
a campaign that spends less than its allocated
budget to one that is running out of budget. You
will also receive out-of-budget notifications for
Budgeting strategies campaigns that are close to or have run out of
budget.
For every sponsored ads campaign you run, you should
plan the budget based on how much advertisers are
willing to spend on their campaigns. How can I ensure I don’t go over
my budget?
Each campaign budget should reflect the total
amount your client is willing to spend for a
particular campaign, and you can select a
daily budget for each campaign, whether it’s
Understanding budgets a Sponsored Products, Sponsored Brands, or
Sponsored Display campaign. Remember, ad spend
on any given day may exceed the average daily
budget. But, at the end of the month, the average
daily spend won’t exceed your average daily
budget.
For more information on setting and managing daily and
lifetime budgets, click here.

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Budgets by campaign type

How can I ensure my campaigns • Sponsored Products: Sponsored Products
campaigns use a daily budget, which is the
don’t bid against one another? maximum amount the advertiser is willing to
Campaigns cannot bid against each other spend per day.
in an auction if they belong to the same
account within Amazon Advertising. However, • Sponsored Brands: There are two budget options:
campaigns will compete if they reside in daily budget and campaign flight.
different accounts. If an account has two
• 1. Daily budget: the maximum amount the
campaigns with the same keyword, Amazon
advertiser is willing to spend per day.
will choose the campaign that is the most
relevant to the customers in addition to the • 2. Campaign flight: the maximum amount
winning bid. Two or more identical ads can the advertiser is willing to spend for the
show up in the same shopping results page or duration of the campaign. This budget
product detail page. Amazon Advertising does type has two pacing options. It can run
not prevent ads from winning auctions on the as quickly as possible, until the budget is
same page. exhausted, or it can be spread evenly over
the duration of the campaign.
How can I create better budgets
• Sponsored Display: Sponsored Display campaigns
with Amazon Advertising? use a daily budget, which is the maximum amount
All budget controls are within the Amazon the advertiser is willing to spend per day. There is
Advertising Campaign Manager User Interface no minimum ad investment required. Sponsored
Display uses automation and machine learning
(UI). You can use campaign manager to
to optimize campaigns. Bids will automatically
manage your budgets at the campaign
adjust based on likelihood of conversion, while
level (specific to each Sponsored Products, still allowing you to change your bid or pause your
Sponsored Brands, or Sponsored Display campaign.
campaign).
Click here for more information about sponsored ads
You can also use portfolios to group budgets.
your campaigns. A portfolio (an account
management feature) can help you organize
your sponsored ads campaigns into custom
groups that mirror your clients’ business.
Portfolios can also introduce enhancements
like budget caps, simplified billing, and a
reporting dashboard to view your clients’
advertising performance.

Account Management
Features for Sponsored Ads

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Bidding strategies Bidding strategies for

Budget and bids are closely connected when advertising Sponsored Display
on Amazon. Sponsored ads use a cost-per-click, second- Sponsored Display uses automated bidding to help
price auction model in which you bid to win auctions for save time and improve performance. You still have the
available ad placements. This means that while you will flexibility to choose your daily budget and cost-per-click
bid up to the maximum amount you choose when setting (CPC) bid during campaign creation and change both at
up your client’s budget, you will only pay the amount of any time after your campaign is running. Choose your
the second-highest bid should you win the auction. bid based on the maximum amount you’re willing to pay
when shoppers click your ad. The more competitive your
bid, the better chance you have for your client’s ad to
display. Exactly how much you should bid depends on the
business goal of the advertiser’s campaign.

Keyword Bidding Strategies For campaigns that use product category targeting,
for Sponsored Products and Sponsored Display includes a default bid based on the
product category you chose. Categories with higher-
Sponsored Brands priced products include a higher default bid. Sponsored
Display may automatically adjust your client’s bid in
real time to help optimize the campaign. Your bid may
be automatically increased to help drive conversions or
automatically decreased if it is deemed not necessary to
bid at a higher level to win the ad placement.

Click here for more information on sponsored ads bidding

strategies.

Resources to help you plan your

campaigns
• Sponsored Products budget guide
• Sponsored Display best practices
• Amazon Advertising Support Center
• Sponsored Products targeting features
• Learning console: Sponsored ads certification
• Learning console: Amazon DSP
• Amazon advertising webinars

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1 2 3 4 5
Reviewing the Planning your Building and Measuring and Scaling with
retail basics campaigns managing optimizing advanced tools
your campaigns your campaigns

Building and managing your campaigns

3 Once you’ve decided on a strategy based on your client’s campaign objectives, you’re ready to build your
campaigns in the campaign manager. The below videos will walk you through how to build your first
campaign or Store. To review how to define your strategy, check out our sponsored ads certification in the
learning console.

Build a Sponsored Build a Sponsored

Products campaign Brands campaign

Coming Soon: Build a Build a Store

Sponsored Display campaign

For more detailed instructions on how to start building sponsored ads campaigns including Stores, click here.

Page 13 of 25
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Learn how Finc3 Commerce’s approach to

General best practices for campaign structure helped drive success for
building campaigns international sweet business Bahlsen.
• Use clear naming conventions: Use the
following structure to more efficiently organize Results highlights
your campaigns, especially if you have product
sub-categories. (January–December 2018):
Product category | Sub-product (optional) | Ad
type (optional) | Keyword type | Match type |
242%
growth in sales attributed
Manual/auto | Version/time to advertising
(Example: Laundry | Sensitive Skin | Sponsored
Brands | Exact | Auto | 2020 Q1)

• Select advertised products wisely: Select Read the full case study now
products that have a 3.5+ or above star rating,
are frequently the Featured Offer, and have
quality product detail pages. Review Step 1 for a
reminder of how to assess retail readiness.

• Set flexible bids and budgets: Where applicable, Learn about how ClickThrough Marketing
set daily budgets for your client’s campaigns approached campaign structure to improve
(instead of campaign-level budgets) for increased performance for outdoor clothing company
flexibility, as campaign-level budgets cannot be Craghoppers.
decreased. Also, start bidding at 50% above the
category average for keywords to ensure they’re
winning.
Results highlights
(April–December 2018):
When it comes to building campaigns, there are various
approaches you can take based on your client’s goals.
improvement in total
Learn about a few unique approaches from these success
stories. 195% monthly sales attributed
to advertising

Learn about digital marketing agency Logical

Position’s single product and single keyword
949% return on ad spend

approach to campaign structure and how it

helped drive sales for Ghost Controls.
Read the full case study now
Results highlights
(March–October 2019):
Over Resources to help with campaign
50% 30 building and management
of total sales
attributed to
advertising
million •
•
Advertising best practices guide
Sponsored Brands best practices guide
impressions • Best practices for Sponsored Display campaigns
generated • Stores best practices guide
• Bulk operations support center
• Campaign management support center
• Create a campaign with manual targeting
Read the full case study now • Running Sponsored Products and Sponsored
Brand in parallel
• Learning console: Sponsored ads certification

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Campaign requirements • Sponsored Display ads are paused when products

Conditions exist in Amazon Advertising that can pause live go out of stock. Once the item is back in stock, the
campaign will go back to a running state, as long
keywords or prevent entire campaigns from running.
as this happens within the set campaign flight.
There could be a delay of (generally) up to four
hours for this to happen.
Sponsored Products campaign requirements • Amazon applies brand safety measures to help
The advertiser/vendor must be the Featured Offer deliver your off-Amazon ads to trustworthy
for this unit to serve. If the advertiser is no longer the placements next to appropriate and relevant
Featured Offer mid-flight for a certain product, the ad content.
promoting that product will pause. But the Sponsored
Products campaign will continue to run if the campaign is Financial threshold requirements
promoting at least one other product that is the Featured Products must meet certain financial thresholds in order
Offer. Otherwise, the campaign will pause as well. to be eligible for promotion. If these financial thresholds
are not met, an item ineligibility notification will appear
Sponsored Brands campaign requirements in the Amazon Advertising Ad Builder interface. These
• When an ad is launched, the product and keyword financial thresholds are controlled by Amazon Retail. In
pairing are reviewed to determine relevancy for rare instances, an Amazon vendor may not meet these
shoppers. financial thresholds and may be blocked from promoting
• At any point in time, if fewer than two products any of their products. The Agency Contact can run a check
are eligible on the Sponsored Brands custom prior to campaign launch to manage expectations around
landing page, the campaign will pause and product eligibility. Note that eligibility may change on a
campaign status will show “Landing page not weekly basis, which may necessitate a conversation with
available.” At least two products must be in stock your client around promotable products, and actionable
and at least one product must meet the financial next steps to ensure product eligibility.
threshold criteria. The campaign will resume
automatically when at least three products are
in stock and campaign status will change back to Ad creative requirements
“Running.” All advertising must adhere to Amazon’s Creative
• If a product featured in the creative ad unit is not
Acceptance Policy. The Creative Acceptance Policy includes
in stock, it will be automatically removed from the
details on ad format and functionality, ad content,
creative to avoid redirecting traffic to an out of
stock item. restrictions, and placement guidelines.
• Unlike Sponsored Products, a Sponsored Brands
campaign will continue to serve even if the In-flight campaign edits
advertiser/vendor’s product is not the Featured
Any changes to targeting, creative, or copy will require
Offer.
the campaign to be paused or terminated, and then
cloned. Similarly, if a campaign ends, its end date cannot
Sponsored Display campaign requirements be extended to restart the campaign. Instead, clone the
You can create new Sponsored Display campaigns with the campaign to relaunch with new flight dates.
key features of former product Display Ads by selecting
interests or product targeting during campaign creation.

• Campaigns without custom creatives are generally

eligible to go live 1 to 2 hours after you submit
them. For campaigns with custom creatives, your
ad will go through Amazon’s 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 up to
three business days.

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1 2 3 4 5
Reviewing the Planning your Building and Measuring and Scaling with
retail basics campaigns managing optimizing advanced tools
your campaigns your campaigns

Measuring and optimizing your campaigns

4 Once you’ve launched your client’s sponsored ads campaigns, you can measure their success with
performance metrics available in the campaign manager.

Understanding
metrics

Click here for an in-depth overview of performance metrics.

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There are a variety of reports available for download in the campaign manager.

Report Product Time Description Optimization tips

types coverage
Keyword Sponsored Products 60 days to date Sales and performance Evaluate keyword
report & Sponsored Brands metrics for keywords in all performance
campaigns that received at over time to
least one impression adjust bids, change match
types, and expand your list of
keywords.

Product Sponsored Products 60 days to date Sales and performance Use this report to identify
report metrics for products in all trends in overall performance
campaigns that received at over time for promoted
least one impression products and product
variations.

Search Sponsored Products 60 days to date Actual shopping queries Use this report to identify
term used by shoppers high-performing customer
report browsing on Amazon.com shopping queries that can be
that resulted in at least added as new keywords or
one click add underperforming search
terms as negative keywords
to help increase campaign
performance.

Placement Sponsored Products 60 days to date Campaign performance on Use this report to get insights
report top-of-search compared to into performance across
all other placements different placement types,
so you can differentiate your
bids based on where your ads
appear.

Find out how online retail strategy agency Labelium helped outdoor furniture company
Keter evaluate and optimize performance using some of these reports.

Results highlights
(January 2018–May 2019):
Over
223% 6
increase in
total sales
attributed to
million Read the full case study now
impressions
advertising generated

Learn more about Amazon Advertising reports in our Support Center.

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Optimizing your campaigns

Using these performance insights, you can begin to adjust your campaigns to improve campaign performance. Here are
a few strategies to consider when making optimizations across your client’s advertising campaigns.

Improving click-through
Manage ROAS by optimizing rates of your Amazon
Sponsored Products Advertising campaigns

Improve product visibility Optimizing Sponsored Products

by increasing impressions and Sponsored Brands on mobile

Testing new creatives to optimize

Sponsored Brands campaigns

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Sponsored ads success stories

How Indigo Jamm and Molzi used Stores and
Check out our case studies to get more insight into
sponsored ads to grow the sustainable toy
sponsored ads strategies that have driven success for
company
advertisers.

Results highlights (June 2018 -

December 2018):

217%
How a housewares brand increase in total average
monthly sales
partnered with an agency to grow
on Amazon during the holidays

Read the full case study now

How Mattel and iProspect used sponsored ads to

help exceed sales targets
Swiss Knife Shop achieves up
to 100% year-over-year sales Results highlights (2017 - 2018):
increase with Sponsored Products

115%
increase in sales attributed to
advertising

Read the full case study now

Nutritional supplement company

Designs for Health reaches new
audience with sponsored ads
View more case studies

Page 19 of 25
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1 2 3 4 5
Reviewing the Planning your Building and Measuring and Scaling with
retail basics campaigns managing optimizing advanced tools
your campaigns your campaigns

Scaling with advanced tools

5 The Amazon Advertising API offers users the ability to automate, scale, and optimize their advertising
efforts. Providing users with the flexibility to develop unique solutions that meet their needs and
goals, the Amazon Advertising API is a tool that allows for more advanced and high-volume campaign
management. Campaign and performance metrics for Sponsored Products, Sponsored Brands, and
Sponsored Display are available through the Amazon Advertising API, enabling programmatic access for
campaign management and reporting.

Why use the Amazon Advertising API?

• Convenience: Manage your Amazon Advertising
campaigns effortlessly using a solution designed
to help you meet your business needs

• Scale: Automate manual tasks and perform tasks

in bulk to reduce time spent per action and drive
scale

• Performance: Automate testing and implement

advanced optimization algorithms to help drive
improvements in performance

Find out how agency Amplio Digital joined forces

with solution provider Prestozon to drive success
for maternity brand Simple Wishes.

Results highlights
(January–August 2019):
Over
45% 19
increase in year-
over-year sales
attributed to
million
advertising
impressions Read the full case study now
generated

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Who uses the Amazon

Advertising API?
• Agencies that have internal engineering
resources and that manage a significant volume
of sponsored ads campaigns for advertising
clients.

• Advertising solution providers who integrate

with the Amazon Advertising API and offer paid
management and reporting tools to agencies and
advertisers who lack the development resources
and bandwidth to directly integrate with the
Amazon Advertising API.

• Advertisers who manage their ad spend, have

internal engineering resources, and directly run
a significant volume of Sponsored Products and
Sponsored Brands campaigns.

Find your tool provider when you visit

the Amazon Advertising find-a-partner
directory.

API alternatives: Bulk operations

If you don’t have experience using APIs or lack the
in-house resources required to implement an API
integration, you can use the bulk operations feature to
manage your campaigns at scale.

Learn more about Bulk operations in our Support Center.

Resources to help you scale your

campaigns
• Amazon Advertising API about page
• Amazon Advertising API overview
• Amazon Advertising API release notes
• Build your international business with Amazon
Advertising
• Find-a-partner directory
• Bulk operations Support Center

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Frequently asked questions

Where can I find Amazon Advertising product information?
Below are a few places where you can find information on Amazon Advertising:
• Amazon Advertising blog • Amazon Advertising case studies
• Amazon Advertising Support Center • Amazon Advertising YouTube channel
• Amazon Advertising API • Amazon Advertising LinkedIn
• Amazon Selling Guide • Learning console

Account registration, set up, and maintenance

How do I get access to my clients’ advertising account?
If your client already has access to Amazon Advertising through the advertising console or Seller Central, please
request access from them by having them add you as a new user. Adding/deleting users, as well as assigning privileges,
is performed at the account level, under the “Manager Users” option in the main drop down menu within the
advertising console. Managing users is explained in more detail below.

Can I create an advertising account on behalf of my advertiser? If so, how?

You can create an advertising account on behalf of your advertiser if the advertiser is a vendor using the advertising
console.
If your client is a vendor using the advertising console, we recommend following the below steps:

1. Create a dedicated email address for the account.

2. Create an Amazon account associated with this email address.
3. Include the email address of your advertiser when you register your account, as they will need to approve and
confirm the account.
4. Ask your vendor to fill in the payment information for the account. If your client prefers that you fill in the
payment information and set up payment by invoice, make sure you have the following information:
• Advertiser name: legal company name
• Associate email addresses: marketing and procurement contacts
• Billing address: physical mailing address of the company that will receive the invoice
• VAT registration number
• Purchase order number (optional)

If your advertiser is a seller using Seller Central, your client must provide you access to the account by clicking “User
Permissions” under “Settings”.

What is the best way to set up an advertising account for a large advertiser with multiple
brands?
Large advertisers often have multiple brands they want to promote through Amazon Advertising. The optimal setup
will depend on several factors, including how various brands map to marketing budgets and how closely the brands
correlate in terms of potential keywords. The most common setup is to map each brand to an Amazon Advertising
account. Each account will support one Store, and generate one invoice.

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How can I register (or remove) an account or brand on behalf of my client?

If your advertiser is a vendor, visit advertising.amazon.com and click the “Register” link in the top navigation bar. Select
the appropriate option and begin the registration process. You may be asked to create a new Amazon account using
your professional email address. Include the email address for the appropriate person at your client’s company to
ensure that person can confirm the account creation.

You’ll be required to accept the Amazon Advertising Agreement before proceeding with registration. These terms may be
viewed online at advertising.amazon.com/terms. You have the option of adding additional brands before submitting all
requests. (Please see the “Billing” section for relevant details.) Account approval may take up to 72 hours.

If there are brands you no longer want attached to your Amazon Advertising account, simply use the “Remove Brand”
function. This will remove the selected brand(s) from your account. You will not be able to remove yourself if you are the
only user on the account.

If your advertiser is a seller, your client must provide you access to the account by clicking “User Permissions” under
“Settings.” The client must assign the appropriate permissions in order to give you the ability to remove accounts on its
behalf.

Can I create an advertising account across multiple countries?

The ability to create advertising accounts across multiple regions depends on whether your client is a vendor or a seller.

If your clients are existing vendors using the advertising console in Europe or North America, you can set up new
sponsored ads accounts across their respective region by either expanding from an already-approved account
automatically or creating a new multi-marketplace account request. Click “Register a new account” on the “Manage
accounts” page of the advertising console and choose between the two account options. To launch campaigns in a new
region, you or your client will have to create a new regional account.

If your clients are sellers who launch campaigns from seller central, they can launch campaigns in their respective
region from the one account. To do this, you or your seller will have to create a new regional account.

How can I or my client modify user privileges for an advertising account?

• Managing users: Adding/deleting users, as well as assigning user privileges, are actions performed at the account
level, under the “Manage users” option in the dropdown menu within the advertising console.

• Two (2) types of users: The Editor role has writing access and can create, edit, and pause/terminate campaigns.
The Admin role has all of the privileges of the Editor and can also add/remove users and change payment
methods. Admins also receive all campaign related emails, including campaign approval and rejection notices. (If
your clients grant you access to their existing Amazon Advertising account, please ensure that Admin is granted to
you, as their agency contact.)

• Add/delete users: Click the “Invite a new user” option, fill out all required fields, and assign appropriate user access
level. Click the “Delete” link associated with the user whose access is being revoked in the “Manage users” page.

• Modify user privileges: Select the “Access” dropdown associated with the user whose privileges are being
modified. Click save.

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Payments and billing

When will my client be charged for advertising?
Amazon charges for the number of clicks you receive on your ads. We charge you each time you accumulate a certain
amount of click charges, which we refer to as the credit limit.

Advertisers are charged when:

• They accumulate a $1-worth of clicks.

• They accumulate additional clicks that meet or exceed their credit limit. Their credit limit begins at $50 and
increases each time they reach your credit limit and they make a successful payment. From $50, it increases to
$150, $200, $350, and finally $500.

• They have a balance due for the previous month, regardless of their credit limit. They incur this charge on the
third day of each month.

Learn more in our Support Center.

What are the payment options for advertising?

The total advertising fee is charged to the advertisers’ selected payment method during an invoice period. They will
only be able to select a single payment method for their account and will be charged in the currency of the country
where the ads were created.

Available payment methods (restrictions apply):

1. Credit card
2. Invoicing
3. Deduct from payment (DFP)

Click here to view a detailed summary of the available payment options.

They can also choose to deduct advertising fees from the retail proceeds in the account associated with their selected
vendor code instead of paying with a credit card. Don’t use this payment method if you are a third-party who manages
billing for your client’s advertising account.

Note: If your payment method fails after multiple attempts, the advertising account will be placed into payment failure
status and your campaigns will be paused.

Learn more in our Support Center.

How does international currency work for advertising?

Amazon Advertising supports budgets in local currency only. Advertisers can only launch sponsored ads campaigns
according to marketplace/local registry. For example, a user cannot run a UK or German account from a US-based
account. All Amazon Advertising spend is also billed in local currency. If you are interested in running international
campaigns, please visit the appropriate country site for more info (e.g. advertising.amazon.co.uk or advertising.
amazon.de).

Click here to contact us with additional questions

to help you get started with Amazon Advertising.

© 2020 Amazon.com, Inc. or its affiliates. All rights reserved. Amazon, Amazon Advertising, Amazon.com, and the Amazon logo are
registered trademarks of Amazon.com, Inc. or its affiliates.
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