Ad spend rose, profit didn’t.
What we did
- Restructured campaigns by intent
- Negative-keyword + bid hygiene
- Aligned listings + A+ content
Result Lower ACoS while holding sales, more profitable spend.
E-commerce
Amazon Advertising
Own the Amazon search results: Sponsored Products, Brands, and Display managed for profit.
What it is
Amazon is its own game.
Ranking and ads on Amazon work differently than Google or Meta. We manage Sponsored Products, Brands, and Display around ACoS, TACoS, and real profit, while strengthening listings so the ads have something good to sell.
Core services include
- Sponsored Products, Brands, and Display management
- Keyword and ASIN targeting strategy
- Listing and A+ content optimization
- Bid and budget management to a target ACoS
- Competitor and category analysis
- Reporting on TACoS, profit, and rank
Definition
What is Amazon Advertising (Amazon PPC)?
Amazon Advertising is the practice of managing paid ad placements inside Amazon's marketplace, primarily Sponsored Products, Sponsored Brands, and Sponsored Display, so a seller's products win visibility on relevant searches and product pages and sell profitably rather than just spending budget.
How it works
You bid on keywords and product (ASIN) targets so your listings appear in Amazon search results and on competitor product pages, then manage bids and budgets against profit-based metrics like ACoS (advertising cost of sales) and TACoS (total ad spend as a share of total revenue). Because Amazon rewards listings that convert, the work also includes tightening titles, images, and A+ Content so the ad traffic has a strong page to land on.
Who it’s for
It fits brands and sellers already listed on Amazon whose ad spend is creeping up, who are launching new products that need traction, or who rank organically but run messy campaigns. The outcome is more profitable Amazon sales, managed to a target margin, not a vanity spend number, plus defended branded search and higher product rank.
In practice
A kitchenware brand with a dozen SKUs runs Sponsored Products on its core buying keywords, adds Sponsored Brands to protect its own branded searches, and layers Sponsored Display to retarget shoppers who viewed but did not buy, all managed to a set ACoS so scaling spend still grows profit.
Who it's a good fit for.
- Sell on Amazon and spend is creeping up
- Rank well organically but ads are messy
- Are launching products and need traction
- Want profit targets, not just spend
See if Amazon Advertising is the right move for your team.
Request a free quoteSee it in action
ACoS is the dial. TACoS is the truth.
AD CONSOLE · YOUR BRANDLast 30 days · blended ACoS 22.1%
CAMPAIGNSPENDSALESACOSSP Exact · “chef knife set”$1,240$6,89018.0%SB Video · Your Brand storefront$860$3,41025.2%SD Retargeting · 30-day viewers$420$1,53027.5%SP Auto · discovery harvest$310$98031.6%
TACoS 8.9% ↓ from 11.4%14 terms negated · 3 promoted to Exact4 keywords onto page 1 organic
Illustrative example, styled to show the kind of output we deliver.
Selected work
Representative engagements.
Profitable e-commerce and marketplace growth, driven by a clean product feed.
ROAS slipped as they scaled.
What we did
- Fixed the product feed
- Split Shopping by margin + intent
- Added retargeting
Result Recovered ROAS at higher spend with a cleaner feed.
Examples are anonymized to honor client NDAs and edited to illustrate typical scope, outcomes vary by market, budget, and starting point.
How & why it works
Managed to margin, not to a vanity ACoS.
Amazon rewards listings that convert, so profitable ads and a strong listing are the same job: we set bids and budgets against each product's real margin, then feed the conversion data back into the listing so ad rank can improve.
- Set a per-ASIN profit targetWe work target ACoS backward from each SKU's contribution margin after COGS, FBA and referral fees, and return rate, so a 30% ACoS is a green light on a high-margin item and a stop on a thin one. Defensive branded campaigns are separated from prospecting, which helps separate branded demand capture from non-brand prospecting, using new-to-brand and customer-acquisition signals where available.
- Structure campaigns by intentAuto and broad-match campaigns run as a discovery tier to surface new queries; proven converters are isolated into single-keyword campaigns, or tightly segmented exact-match ad groups with dedicated bids; using separate campaign budgets where true budget isolation is needed. Sponsored Brands and Sponsored Display are layered on top for branded defense, catalog exposure, and retargeting of shoppers who viewed but did not buy.
- Harvest and negate on the search-term reportThe search-term report is mined on a fixed cadence: converting queries get promoted into exact match, and irrelevant or expensive non-converters are added as negative keywords and negative-product (ASIN) targets so spend stops leaking. This harvest-and-negate loop helps reduce wasted spend and lowers the risk of ACoS drifting back up.
- Strengthen the listing behind the adCTR, conversion rate, relevance, and sales velocity are widely observed to correlate with organic visibility, though Amazon's exact ranking system is proprietary. We tighten titles, bullets, main and lifestyle images, and A+ Content so ad traffic lands on a page that closes. A page that converts better lowers the ACoS needed to hold rank and is designed to help pull the ASIN up the organic results over time.
- Manage the dial to TACoS over timeACoS is the per-campaign dial, but TACoS (total ad spend over total revenue) is the truth: as harvested terms earn organic rank, more sales come without paid clicks and TACoS typically trends down as organic share grows; a signal we monitor closely. Bids, dayparting, and budget caps are adjusted against that signal rather than a static account-wide target.
Worked exampleA home-goods brand with ~20 SKUs and Brand Registry, spending ~$40k/month on Amazon ads at a blended 34% ACoS that had stopped scaling.
- Rebuilt the account into a three-tier structure: exact-match campaigns for proven converters, an auto + broad 'discovery' tier to harvest new terms, and separate defensive Sponsored Brands campaigns on their own branded search
- Ran a search-term report sweep, negated ~140 non-converting queries (including a broad 'storage' term draining budget), and promoted ~30 converting terms into their own single-keyword ad groups with dedicated bids
- Set per-ASIN target ACoS off each SKU's contribution margin after FBA, referral fees, and returns, then rewrote the three worst-converting listings' titles, images, and A+ Content so ad clicks landed on pages that could close
- Over one quarter, blended ACoS moved from ~34% to ~26% while sales held, and TACoS drifted from ~11% to ~9% as several harvested terms reached page-one organic rank
Why it works
CTR, conversion rate, relevance, and sales velocity are widely observed to correlate with organic visibility, though Amazon's exact ranking system is proprietary. Paid ads do double duty: they generate immediate sales and they build the conversion history that can support a listing's organic visibility. Managing to per-ASIN margin instead of one account-wide ACoS keeps you from starving profitable products or overspending on thin ones, and a declining TACoS is a strong indicator that ad spend is contributing to durable organic growth, which we validate against organic rank tracking and paid/organic sales mix.
FAQ
Questions, answered.
We set target ACoS by working backward from your contribution margin after COGS, FBA fees, referral fees, and returns, so the goal is protecting profit per unit, not just hitting a vanity number. A 35% ACoS can be healthy on a high-margin product and a money loser on a thin one, which is why we model it per ASIN rather than account-wide. We also separate defensive branded campaigns (which often look very efficient) from prospecting campaigns that acquire new customers, so the blended number does not hide what is actually working. As we build organic rank, we expect TACoS (total ad spend over total sales) to trend down even if individual campaign ACoS holds steady.
Sponsored Products are keyword and product-targeted ads that drive most direct sales and are where we usually start. Sponsored Brands run headline and video placements that protect your brand search and showcase your catalog, and they require Brand Registry. Sponsored Display extends reach to competitor product pages and off-Amazon retargeting for shoppers who viewed but did not buy. For example, a single-SKU seller may only need Sponsored Products at first, while a brand with a 20-product catalog benefits from all three working together so a competitor cannot sit unchallenged on your branded searches.
Yes for the full program. Brand Registry requires a registered or eligible pending trademark and unlocks Sponsored Brands, Sponsored Display, A+ Content, and the Brand Store. Without it you are limited to Sponsored Products, which still works but leaves your branded search undefended and your product pages thinner. If you are mid-trademark, we run a Sponsored Products foundation now and stage the Brands and Display campaigns so they launch the day your Brand Registry enrollment is approved.
We launch with a mix of broad, phrase, and exact match plus product targeting, then mine the search term reports to see exactly which queries are converting. Converting terms get promoted into tighter exact-match campaigns with their own bids, and irrelevant or expensive non-converters get added as negative keywords so budget stops leaking. For example, a kitchen tool might be burning spend on a broad term like organizer that never converts, which we negate while scaling the specific phrases that do. This harvesting and negation cycle runs continuously, not as a one-time setup.
We do not enforce a hard minimum, but Amazon needs enough daily spend to gather conversion data, so very small budgets simply take longer to optimize and we will tell you that upfront. We actively manage the account, meaning we adjust bids, build and prune campaigns, write the negatives, and report on profit, rather than handing you a dashboard and walking away. Ad spend is paid directly to Amazon and is separate from our management fee. We also coordinate with your listing and pricing, because no amount of ad optimization fixes a page that does not convert.
Let’s make it measurable.