Amazon is one of the most popular online marketplaces, which means that advertising on Amazon is necessary for a number of reasons. It helps widen your reach, attract new customers and boost sales. Amazon sellers must carefully plan out their advertising strategies so that they can be used to enhance their brand image and increase sales. 

Amazon’s ads follow a PPC (pay-per-click) model. Sellers get charged for their ads only when customers click on them.

Let’s take a look at all the Amazon advertising strategies that sellers commonly use

Amazon advertising strategies

Amazon has three different types of ads – Sponsored Product ads, Sponsored Brand ads, and Sponsored Display 

Whether you’re an experienced seller or a new one, your campaigns must be strategically planned and optimized to improve your visibility while staying within budget.

What are your goals?

In order to take full advantage of advertising on Amazon, it’s important to plan out your goals and budget. Different sellers have different reasons for advertising – either to improve sales, increase traffic to your product listings, or enhance brand awareness. 

After you’ve decided on your goal, next, you will need to select the products that you want to advertise. Come up with interesting content for your ads and ensure that it is brief and makes your product pages look impressive. Use professional high-quality images that highlight the features of the product.

Your ACoS goals depend on what you intend on getting out of your campaigns but it’s best to keep it low. BSR products do not require elaborate advertising owing to the fact that people already know these products well and are familiar with them so a low ACoS here is ideal. 

However, a higher ACoS is needed when you’re introducing new products into the market because you need to make people aware of what it is and convince them to buy it.

Analyze the competition

Competitor analysis forms a crucial part of your advertising strategy. Analyze your competitor’s pricing, keywords, and product detail pages to gain useful insights. Studying your competitor’s advertising strategies makes it easier to leverage them to gain more impressions and a better CTR from your ads.


Keyword research is another vital part of Amazon PPC campaigns. Including as many relevant keywords within the product detail pages and titles are crucial to Amazon’s A9 algorithm. You have to optimize and develop an effective keyword strategy.

Determine what keywords are most vital to your listings and prioritize them for your campaigns. SellerApp’s expert amazon keyword tools can simplify this process further.

Make use of negative keywords as they are key to reducing unnecessary ad spend. These keywords are used so that your ads do not display for those particular search terms that you don’t consider relevant to your product. Negative keywords ensure that only those customers will see your ad who are actually interested and will make a purchase.

Bidding strategies

Sellers need to constantly monitor and adjust their bids. If you don’t make timely adjustments, then it’ll just be eating into your budget.

As brand owners, one of the strategies to follow is to bid on your own brand name because if you don’t, a competitor will. This will be detrimental to you because it will be your competitor’s products under your name. Some important things to keep in mind while bidding are the relevance of keywords and ads, impressions, and the daily budget so that you can scale back on your ad spend.

Automated or Manual

There are two ways to manage your PPC campaigns on Amazon – manual and automatic.

Automatic campaigns do not require any monitoring on a daily basis. Once you set a price for CPC and add all your relevant keywords, Amazon will handle the rest and run your ads.

Manual campaigns require you to optimize everything on your own – budgets, keywords, etc. It’s the perfect choice when micro-management is needed over the control of your campaigns. Since it’s quite a laborious process, SellerApp has the best Amazon PPC management tools that facilitate KPI monitoring and provide useful insights from the conversion funnel. 

An ideal mixture of both automated and manual campaigns is a good strategy as you can obtain different results and assess which one is more suitable for your needs and matches your campaign goals. 

Whether you’re using manual or automated campaigns, they require constant monitoring. Individually assigning actions and modifications to every campaign is difficult. For this purpose, SellerApp’s new Bulk Actions feature should be included in your advertising strategy.

It has been designed to save valuable time while making changes to bids for multiple campaigns, ad groups, and keywords. It is easy to create new campaigns, add SKUs to an existing ad group and perform many more functions. 

Global advertising costs 

Explore international markets especially if you know your products have potential demand in other countries. Conduct intensive market research to figure out which countries have the highest demand for the products you’re selling and for insights into what price you can sell at. Also, take into consideration global fulfillment options and international taxes. With Amazon Global Selling, everything is that much easier.

You can then use Amazon Sponsored Products to advertise your products and take advantage of lesser advertising costs and lower CPC (cost per click) offered in other countries.


Competition is fierce on Amazon and it’s impossible to establish a presence everywhere. The strategies mentioned above are meant to provide you with the highest ROI and while also increasing sales and building your brand image.

About the author:

Arishekar N, the Head of Marketing at SellerApp, specializes in digital marketing, in addition to website keyword optimization for search engines. His areas of expertise include enhancing the organic ranking of web pages on search engines with innovative SEO strategies and online promotions.

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