Amazon Advertising - What You Need to Know Featured Image

How Does Amazon Advertising Work?

  • the type of the ad
  • how competitive the specific market is
  • the keywords you choose to target
Amazon Advertising Featured Image

What Sellers Get From It

  • impressions (the number of times your ads were displayed)
  • clicks (how many times your ads were clicked)
  • amount of money spent
  • ACoS (Advertising Cost of Sales — showing how efficiently your ads bring results)
  • ROAS (Return On Ad Spend–showing how much an ad brings in revenue after expenditures are calculated), etc.

What Are the Benefits of Using Amazon Advertising?

What Types of Amazon Ads Are There?

  • Sponsored Products;
  • Sponsored Brands;
  • Sponsored Display;
  • Stores;
  • Video Ads;
  • Audio Ads;
  • Custom Advertising Solutions.

Sponsored Products

  • Targeting manually — Simply choose your products and designate the keywords to target. You will also need to bid on your preferred keywords since this will establish your CPC (cost-per-click).
    You can also choose to target products to get more visibility in a competitive niche.
    This type of targeting is recommended for more experienced sellers or marketing teams since they need to have a clear keyword strategy.
  • Targeting automatically — Excellent for beginner advertisers who are comfortable relying on Amazon to take care of the keyword strategy for them.
    This is a great way to see how Amazon designs its marketing strategy and which keywords it comes up with. Then you can overview the best-performing ones and choose to use only them in your future campaigns.

Sponsored Brands

  • a few thumbnails showing your products (product collection)
  • a showcase of your product categories (store spotlight), or
  • a video (footage showcasing a single product.

Sponsored Display

  • product targeting–place ads alongside your products or similar products within your niche, or
  • audience targeting–reach users who have visited your product within the last month or those whose interests align with what your brand offers

Video Ads

Audio Ads

Custom Advertising Solutions

Amazon Advertising Best Practices

Wrapping up



Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store
Ruhani Rabin

Ruhani Rabin


Ruhani Rabin being a tech and product evangelist for almost 20 years. He was VP, CPO for various digital companies. Plays with Drones in his free time.