Amazon ads
management
Amazon ads management is mostly about saying no: to search terms that never sell, to bids above your margin, to campaigns nobody has checked in months. I plan Amazon advertising around profit per product and deliver it with a trusted partner who runs Amazon accounts daily.
Free: a 30-minute call, an action plan and a price range in writing.
Amazon ad types
and what each is for
Sponsored Products
Single products in search results and on product pages. The core of almost every account.
Sponsored Brands
Your logo, headline and several products, or a video, above search results. Requires Brand Registry.
Sponsored Display
Ads on product pages and off Amazon, including remarketing to shoppers who viewed your products.
Automatic campaigns
Amazon picks the searches. Useful for discovering terms, wasteful if left alone.
Manual campaigns
Keywords and product targets you choose, with bids set by margin. Where proven terms go.
Amazon ads
in five steps
Numbers with me
Free call, then product costs, fees and margins turned into a break-even ACoS per product.
Account audit
Search term reports, wasted spend, campaign structure and listing quality reviewed.
Restructure
Discovery, performance and brand defense campaigns separated, negatives added, bids reset.
Weekly care
New search terms harvested, losers negated, bids adjusted, stock levels watched.
Reports from me
Every two weeks: sales, ad spend, ACoS, TACoS and profit after fees, in plain English.
ACoS and TACoS
explained
| ACoS | TACoS | |
|---|---|---|
| Formula | Ad spend ÷ ad sales | Ad spend ÷ total sales |
| Shows | Efficiency of the ads themselves | How dependent the business is on ads |
| Good sign | Below your break-even ACoS | Stable or falling while sales grow |
| Watch out | Low ACoS on brand searches you'd win anyway | Rising TACoS with flat total sales |
How Amazon ads work
Amazon ads are pay-per-click ads inside Amazon. When a shopper searches, Amazon runs an auction among sellers bidding on that search and shows the winners at the top of results and on competitors' product pages, marked as sponsored. You pay when someone clicks. If they buy, Amazon records the sale against the ad. The appeal is obvious: the shopper is already on Amazon, already looking for a product like yours, usually with a payment method saved and fast shipping promised.
The difficulty is just as obvious. Your competitors bid on the same searches, Amazon takes a referral fee on every sale, and fulfillment fees come on top. An ad sale that looks great in the dashboard can lose money once everything is counted.
Amazon ads management starts with profit
The first thing I build with you is a simple table per product: price, cost of goods, referral fee, FBA or shipping cost, a realistic return rate. The difference is your margin before advertising, and that number is your break-even ACoS. Spend more than that on ads per sale and you lose money on the sale; spend less and you keep the difference.
Then each product gets a role. Bestsellers with good margins get room to bid for top positions. Low-margin items run lean, with ads mainly on your own brand terms. New launches get a defined test budget and a deadline. This keeps advertising tied to profit, not just to sales volume.
Where Amazon accounts usually waste money
Most accounts I review share a few problems:
- Automatic campaigns that run forever. Useful for discovery, but they keep paying for irrelevant searches unless someone adds negative keywords.
- One campaign for everything. Discovery, proven terms and brand searches mixed together, so it's impossible to tell what works.
- Bids set once and forgotten. Margins change, competitors change, seasons change.
- Ads for products about to run out of stock. Paying for clicks on a listing that's about to go unavailable hurts twice.
- Brand terms counted as wins. Ads on your own brand name show a low ACoS, but many of those buyers would have found you anyway.
How I deliver it
Amazon ads I deliver with a trusted partner who manages Amazon accounts every day. The contract, deadlines and communication stay with me. You get one plan, one quote and reports from me in the same format as your other channels. Your seller account, Brand Registry and ad account stay in your company's name, with user permissions instead of shared passwords.
Listings, reviews and the rules
Ads amplify a listing; they can't fix a weak one. Before raising bids, I check the title, images, bullets, A+ content where available, price and reviews. Reviews must come through Amazon's own programs and genuine buyers. The FTC's rule against fake reviews and Amazon's policies both prohibit buying or incentivizing positive reviews, and violations can cost you the account. Claims like "Made in USA", "clinically proven" or "organic" need to be true and documented.
Amazon ads and the rest of your marketing
Amazon sales rarely happen in isolation. Shoppers who see your product on Instagram often search Amazon to buy, and Amazon shoppers often look up the brand on Google. I look at the whole picture: TACoS tells you whether total sales grow faster than ad spend, and brand search volume shows whether your other channels feed Amazon. If you also sell on your own site, Google Shopping and Meta ads can send shoppers there instead. Considering a second marketplace? See Walmart Marketplace ads. New to Amazon altogether? Start with selling on Amazon.
Pricing
Amazon ads management is quoted individually after a short call, based on catalog size, number of campaigns and the state of your listings. The ad budget is charged by Amazon directly. No discounts and no hidden extras: everything agreed is written into the contract.
More for product sellers
Amazon ads
questions
What's a good ACoS on Amazon?
There's no universal number. A good ACoS is one below your break-even point, which depends on your margin after Amazon's fees. A product with a 45% margin can live with a much higher ACoS than one with 15%. During a launch, a higher ACoS can be a deliberate investment in rank. I set targets per product.
How much should I spend on Amazon ads?
Enough to collect data on your main search terms, and no more than your margins allow. For a small catalog that's often a few hundred to a couple of thousand dollars a month at the start. The budget is charged by Amazon directly. Management is quoted individually after a short call.
Do I need Brand Registry?
Not for Sponsored Products. You do need it for Sponsored Brands, richer listing content and brand protection tools. Brand Registry requires a trademark registered or pending with the USPTO or another accepted office. If you're building a brand rather than reselling, it's worth starting the trademark early.
Who manages the campaigns day to day?
A trusted partner who runs Amazon accounts every day does the hands-on campaign work. I own the plan, contract, deadlines and communication, and you get reports from me. Everything stays in your seller account; nobody needs your password if user permissions are set up properly.
Can you also run ads on Amazon in other countries?
This page is about Amazon.com. Expanding to Amazon.ca or Amazon's European stores is possible, but each marketplace has its own rules, fees and taxes. Get the US account profitable first; then expansion is worth a call.
Let's find the money
your ads are wasting
Send me your products and, if you already advertise, a recent search term report. I'll reply within one business day with first observations, free.