I’m ready to bet that advertising is one of the most efficient ways for companies to connect with millions of consumers who are actively looking through things. According to research, users usually talk about three or four social media sites: Pinterest, Instagram, Facebook, and Instagram, but what about Amazon?

Amazon is one of the largest marketplaces. It’s so famous among online shoppers that some of them are too loyal to Amazon to ever consider purchasing products from a rival’s platform. I’m even anticipating that Amazon’s ad income will reach $12.75 billion in 2024, marking an astounding 23% increase from 2023. You ought to think about using AMS if you’re not already. As a strong substitute for Google and Facebook, Amazon Advertising has already established itself as the main advertising platform for many companies.

I’ve put together this comprehensive guide to assist you in getting started with Amazon advertising, outlining all the ad formats available on the platform as well as some best practices. These concepts can be implemented on your own, or they can serve as a guide when collaborating with an Amazon marketing agency.

Source: Shutterstock

What is Amazon Advertising?

Amazon advertising is an effective tool that companies may use to boost sales and expand their internet presence. Using Amazon Advertising, businesses can create ads in various formats, such as sponsored products, sponsored brands, sponsored brand videos, brand stores, and sponsored ads to drive sales among customers. One of the main benefits of Amazon Advertising is its ability to reach a highly engaged and motivated audience and make customers purchase a product with the presentation of relevant products and promotions.

Similar to Google’s pay-per-click advertisements, Amazon Advertising (previously known as AMS or Amazon Marketing Services) charges vendors only when customers click on their advertisements (regardless of whether or not the item sells). The advertising division of Amazon is expanding quickly, particularly as it broadens the range of products it offers throughout its ecosystem. Sellers may now target audiences and buy display and video advertising at scale programmatically on Amazon.com, Fire TV Sticks, IMDb.com, Kindles, Freedive, applications, and third-party websites, apps, and platforms thanks to Amazon DSP (Demand Side Platform).

How Amazon’s Advertising Works

Unlike some other marketplaces, Amazon Advertising uses a pay-per-click (PPC) approach. For example, eBay’s promoted listings offer a pay-per-sale (PPS) funding model. On Amazon, there is a connection between ads and organic search.

The platform displays best-selling and high-converting products that are relevant to the work in an attempt to increase sales. Therefore, products with strong sales and feedback histories i.e., products that are most likely to sell will be given priority by Amazon. Thus, products rise in organic rankings when sales and feedback volume increase.


Pros and Cons of Amazon Advertising

Source: Repricer.com

Businesses trying to boost sales and visibility on Amazon may find that advertising is a useful tool. Amazon advertisements have the following pros and cons:


  1. Increased visibility: Amazon advertising puts your products at the top of relevant search results, which means that potential buyers are more likely to discover them.
  2. Cost-effective: Amazon delivers $50 in free clicks and only charges when someone clicks on an ad and visits the product page. This implies that you only pay for actual traffic, not just impressions.
  3. Targeted advertising: Amazon ads let you target specific keywords, categories, and demographics, ensuring that your ads are seen by the right people.
  4. Flexibility: You can customize your ad campaigns to fit your budget and objectives, and you can also use different ad formats, including sponsored products, sponsored brands, and product display ads.
  5. No commitments: You can test out different ad formats without any long-term burdens, so you can see what works best for your business.


  1. Cost: Amazon ads can be costly, especially if you are competing in a crowded market.
  2. Time-consuming: Setting up and managing ad campaigns can be time-consuming, particularly if you are new to the process.
  3. Expertise required: To get the most out of Amazon ads, you ought to have a good understanding of how they work and how to optimize your campaigns for success.
  4. Risk of losing money: If your ad campaigns are not well-planned or optimized, you may end up spending more money than you make from your ads.
  5. Competition: The competition on Amazon can be stern, so you need to be strategic in your advertising efforts to stand out from the crowd.

Benefits of Amazon Advertising

Advertising on Amazon comes with many advantages which include:

  • The quality, brand-safe environment that advertisers desire
  • Lessening the sales cycle
  • Enhancing sales history & product visibility
  • Enhancing brand awareness
  • Gaining valuable wisdom on changing consumer habits & optimizing campaigns to reach a more targeted audience
  • Tons of shopping journey information about who your shoppers are and how they shop
  • Learning the best ways to gain customers at a given time
  • Following up on your results and being able to make data-driven decisions.

Types of Amazon Ads

Source: Omnitail

Amazon sellers can choose from a range of ad formats and placements, such as Sponsored Brand, Amazon Sponsored Products, and more when choosing types of ads for campaigns. You may read more details about specific ad categories below.

1. Sponsored Products

The normal product listings that show up on the product detail pages and search results are called Sponsored Products. These are pay-per-click display adverts for specific products that are targeted by keywords. This link takes you to the listing page for product details. Use a reporting platform that shows your advertisements’ clicks, spending, sales, and advertising cost of sales (ACoS) to gauge the effectiveness of your sponsored product ads.

2. Sponsored Brand Campaigns

You may advertise numerous goods with keyword-targeted advertisements above, below, and beside search results with Sponsored Brand Campaigns. They are predicated on an auction-based pay-per-click pricing structure. The customer can be directed directly to your Amazon Store or customized product page. You can alter and test the image, title, and landing page of your advertisements, and you can highlight up to three distinct products in each one. A reporting function that shows the clicks, spending, sales, predicted win rate for keywords, and ACoS (Advertising Cost of Sales) of your ads allows you to monitor their effectiveness.

3. Product Display Ads

The primary goal of pay-per-click product display ads is to upsell or cross-sell to your audience. Unlike the others, this kind of inventory is accessible to all advertisers, not only those that list their products on the site. This category is divided by Amazon into display, video, and custom. Display advertisements can be found beneath search results, above the offer listing page, on customer review pages, and product detail pages. 

They are also included in abandoned cart emails, follow-up emails, and recommendation emails. A reporting tool that shows the clicks, spending, sales, advertising cost of sales (ACoS), detail page views, average cost-per-click (ACPC), and other metrics for your campaigns can be used to assess your effectiveness.

4. Video Ads

Video ads can be shown across a variety of web properties, including Amazon-owned websites like IMDb and Amazon.com, as well as Amazon devices like Fire TV. You do not need to sell things on Amazon in order to purchase Amazon video advertisements.

5. Amazon Stores

Customers can use their personal multi-page Amazon Store to advertise their brand or goods. Brands receive an Amazon URL and have access to traffic data.

6. Amazon Native Ads

Amazon Native Ads can be put on a brand’s website. These comprise recommendation ads, search ads, and custom ads.

Amazon Advertising Plan in a Nutshell

On Amazon, you may match your objectives with your targets. For example, if your objective is to increase sales, your Advertising Cost of Sales (ACoS) might serve as your success statistic. Choose the appropriate goods to promote. Your best-selling items have the highest potential for sales conversions when paired with affordable prices.

Make product pages that are convincing, straightforward, and succinct. Add relevant and helpful product information, clear and descriptive titles, and excellent photos. Plan, do, and evaluate what functions and what doesn’t. For instance, experiment with various ad formats, target audiences, keywords, and content. Next, distribute the remaining funds to the location of the sweet spot.

Keep an eye out for upgrades and changes: Amazon is always changing. Furthermore, new patterns are always gaining popularity. Even if your present campaign is succeeding, you still need to be adaptable and consistently evaluate your advertisements. Think about markets that offer better returns on advertising expenditure, less competition, and chea per PCs (cost per click). These could be global marketplaces where local internet vendors are unable to supply local demand or provide a particular product.


How to Create an Ad?

Source: Above Digital

Below are some steps for creating your Amazon ads:

Step 1: Log in to Seller Central

Register right away if you’ve never sold on Amazon before. To begin, click the “Advertising” tab and adhere to the prompts. To create your campaign, select the type you want and then proceed with the stages. Click the “Stores” link and follow the instructions to create your first page if you wish to set up a store.

Step 2: Create Your Campaign

A campaign can be created in as little as five minutes. Select the products you wish to advertise, select whether you want to use automatic or manual targeting, and specify the cost per click to start a Sponsored Products campaign. Select the minimum number of items you wish to promote with a Sponsored brand ad, include your logo and a unique headline, choose your target keywords, and set your budget.

For Stores, design your own personalized store for free by utilizing our pre-built themes, drag-and-drop tiles, and dynamic widgets. Choose your target market, your bid and daily spending limit, the products you want to promote, and the campaign setup for Sponsored Display.

Step 3: Reach More Shoppers with Sponsored Ads

While Sponsored Brands, Sponsored Displays, and Sponsored Stores go through a moderation check, Sponsored Products go up right away. Customers see advertising in high-visibility locations inside shopping results and on product detail pages based on bid and relevancy. You may also use Sponsored Display to display your adverts on Amazon, reaching customers who have looked at the product detail pages of your brand and enticing them to return to those pages.

Customers are directed to your product description page when they click on your Sponsored Products or Sponsored Display advertisements. Customers will be directed to your store or a unique landing page featuring your products by clicking on your Sponsored Brands ad.

Step 4: Control Your Costs

The majority of sponsored advertising is pay-per-click services, which means that Amazon charges you based on how many hits your ads receive. You establish a budget for the highest amount you are ready to spend on your advertisements in a given day, as well as the cost per click.

Step 5: Measure Success

You’ll be able to monitor your advertising expenditure, new-to-brand customers, impressions, clicks, click-through rate, and more. You can use these insights to track results and improve your marketing.

How to optimize Amazon Ads: Tips and tricks

Here are some tips for optimizing your Amazon ads:

  • Utilize relevant keywords and phrases
  • Optimize your product listings
  • Sample different ad formats and targeting options
  • Watch your ad performance and adjust your strategy accordingly
  • Continuously update and modify your campaigns

Take Home

Amazon advertisements can be an effective technique for eCommerce companies trying to raise their profile and revenue on the site. They require a substantial time and financial commitment. This is because digital ad spending on marketplaces is being driven by the continuously expanding e-commerce business and the fiercer competition.

As a result, Amazon’s advertising business is expanding as it broadens the range of ad goods it offers throughout its ecosystem. Amazon advertising has several opportunities as well as difficulties. Because of this, vendors in a crowded market must have a flexible and effective advertising campaign to stand out. They must continue to be flexible in the ever-evolving business.

It’s crucial to thoroughly consider the pros and cons before determining whether to employ Amazon advertisements for your company. If you have any difficulty utilizing Amazon advertisement services, get in touch with me so that I can offer you my professional assistance, and you will be glad you did.