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Unlock More Customers. Boost Conversions. Scale Profitably.
100+ Big brands trust us
Reach Buyers
with Sponsored
Product
Drive High-Intent Shoppers
with Sponsored
Product Campaigns
Running Amazon Sponsored Products ads is a powerful way to reach high-intent customers right where they’re searching, on Amazon search. This type of advertising grabs attention and helps your products stand out from the competition, increasing sales and potentially influencing organic rank over time.
It supports your organic search by driving traffic and increasing the likelihood of earning reviews, which can strengthen your organic position gradually. With Amazon pay-per-click, you can secure a top spot without waiting — making it a legitimate tool to grow faster through smart PPC targeting.
Reach high-intent shoppers on Amazon with Sponsored Products ads.
They help your products stand out, drive traffic, and boost visibility.
You can even secure top spots fast and support organic growth through smart targeting — a proven way to scale faster.
500+ digital experts
500+ digital experts
500+ digital experts
500+ digital experts
What does an Amazon Sponsored Products ad Mean?
Why Sponsored
Products ad Matter?
Amazon Sponsored Products are a widely used pay-per-click (PPC) advertising format that allows sellers to promote product listings within Amazon search results.
Designed to increase visibility, attract targeted traffic, and drive conversions, these ads are a top choice among both sellers and shoppers.
One key advantage of Sponsored Products is that they don’t require brand registry, unlike Sponsored Brands and Sponsored Display. This makes them more accessible and dominant in Amazon’s advertising space.
Sponsored Products help sellers boost visibility, attract shoppers, and increase sales on Amazon.
No brand registry needed.
A top choice for growth-focused brands looking to stand out in search.
Why Amazon Sponsored Products
Are a Smart Choice for Sellers
Why Choose
Sponsored Products
Ignite Your
Sales Growth
Boost visibility, drive conversions, and grow faster.
Sponsored Products boost visibility, conversions, and organic growth while offering insights to optimize listings and strategy.
Boost Organic Rankings Fast
Appear like organic results to earn trust.
They blend with search results, improving trust, visibility, and clicks like top-performing organic listings.
Get Up and Running Quickly
Sponsored Products don’t need Brand Registry, giving all sellers access to powerful ad performance.
No Brand Registry needed for powerful ads.
Budget-Friendly Advertising
Pay-per-click Sponsored Products let you control spend with flexible bidding and daily budget options.
Pay only when shoppers click your ads.
How Do You Start an Amazon
Sponsored Products Campaign?
Start Your Sponsored
Products Campaign
Create an Advertising
Campaign
Log in to your Amazon Seller Central account and go to the “Advertising” tab.
Click “Campaign Manager,” then select “Create Campaign.”
Choose “Sponsored Products” as your campaign type.
On the campaign settings page, assign a clear, recognizable name to easily identify it among other campaigns.
Log in to your Seller Central account.
Tap Advertising → Campaign Manager.
Hit Create Campaign and select Sponsored Products.
Give it a clear name
so you can find it easily later.
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Choose the Products to Advertise
Next, select the products you want to advertise. Make sure they are eligible for the Featured Offer, also known as the Buy Box. This is the section on the product detail page where customers begin the purchasing process.
Products that are not eligible for the Featured Offer will not be shown in Sponsored Products ads.
You can also include products that are currently out of stock—they will start appearing in ads automatically once they are back in stock.
Pick Products to Advertise
Choose items eligible for the Buy Box (Featured Offer).
Only these can show in Sponsored Product ads.
Out of stock?
That’s okay — ads will run when they're back.
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Beat the Competition with
Amazon’s Top-Performing Ad Format
Experience the results-driven power of Sponsored Products, Amazon’s most
profitable ad type. We optimize your campaigns using targeted keywords
and high-performing product listings to put your products front and center in search results.
Outrank Rivals with Sponsored Products
Target top keywords and push your listings ahead of the competition.
Beat the Competition with
Amazon’s Top-Performing Ad Format
Experience the results-driven power of Sponsored Products, Amazon’s most profitable
ad type. We optimize your campaigns using targeted keywords and high-performing product listings to put your products front and center in search results.
Select a Targeting
Strategy
Decide how to manage your ads by choosing automatic or manual targeting.
Automatic uses your listing data to select keywords.
Manual gives you more control and flexibility, requiring deeper expertise for effective setup.
Choose automatic for ease or manual for more control and smarter ad decisions.
Keyword Targeting
Your ads appear when shoppers search using specific keywords.
This method requires in-depth keyword research and offers multiple match types for greater control.
Show ads when shoppers search with relevant keywords.
Use match types to control visibility.
Product Attribute
Targeting
Target by placing your ads near items based on brand, price range, ratings, or shipping options.
It requires a strong understanding of advertising to be effective.
Place ads near items by brand, price, or reviews. Great for precise targeting.
Product Targeting
Reach shoppers browsing relevant Amazon categories by selecting from a wide list of eligible options.
Reach shoppers browsing relevant Amazon categories by selecting from a wide list of eligible options.
Category Targeting
Your ads appear when shoppers search using specific keywords.
This method requires in-depth keyword research and offers multiple match types for greater control.
Reach shoppers in entire categories.
Boost product visibility across a wider but relevant audience.
Brand Targeting
Target shoppers searching specific brands.
Show your ads alongside your own products or directly next to competitor brands.
Target shoppers searching specific brands.
Show your ads alongside your own products or directly next to competitor brands.
Level Up Your Keyword
Strategy
Amazon’s Automatic ad targeting leverages four targeting groups to strategically decide how and where your ads are displayed online.
Use Amazon’s Automatic targeting to reach the right shoppers through four smart targeting groups.
Close Match
Close keyword matches activate your ad placement. Selling coffee mugs means queries like “large coffee mug” can prompt your listing.
Show for closely related keywords like “large coffee mug.”
Loose Match
Your advertisement could surface when a shopper’s query is behaviorally or contextually connected to your product. For instance, coffee mugs might appear for broad terms like “kitchen utensils” or “breakfast items.”
Appear for broad searches like “kitchen items.”
Substitutes
Your ad is displayed to shoppers browsing similar products offered by other brands.
Appearing on competitor product pages, this strategy helps attract attention and redirect potential buyers to your brand instead.
Target competitor products to win their traffic.
Complements
Your ad can appear to customers browsing products that complement yours.
For example, a shopper viewing a coffee maker might see your coffee mug ad — increasing cross-selling opportunities and product visibility.
Show next to related items like coffee makers.
Manual Keyword
Targeting
Manual Keyword Targeting allows you to select from three keyword match types, giving you control over when your ads are shown to shoppers.
Choose from three match types for more control:
Broad Match
Your ad can appear when a shopper’s search includes your target keyword or a variation, including synonyms and related terms, such as plurals or acronyms.
Word order doesn’t matter, allowing broader visibility across related search phrases.
Show for related phrases, even if word order changes.
Phrase Match
Your ad can be shown when the exact keyword phrase you’ve targeted appears in a search.
While the phrase must stay intact, additional words may appear before or after it — offering moderate targeting flexibility.
Appear only if the keyword phrase is intact.
Exact Match
Your ad is shown only when the search query perfectly matches your chosen keyword.
Any variation, no matter how small, will prevent your ad from being displayed to the shopper.
Show only when the exact keyword is searched.
Set Negative Keywords and Products
Next, you can specify negative keywords and negative product targets to exclude from your ads, especially when using Automatic Targeting.
Since identifying ineffective terms upfront can be challenging, it's best to run your campaign for 7 to 14 days, depending on traffic volume and spend.
This allows you to analyze performance data and spot keywords that drive clicks without converting to sales.
Note: Negative product targeting is mainly available in Sponsored Display campaigns and may not apply to all Sponsored Product formats.
Set Negative Keywords and Products
Exclude irrelevant keywords and product targets to save ad spend.
Run campaigns for 7 to 14 days to collect performance data.
Remove keywords that get clicks but no sales.
Note: Negative product targeting mostly applies to Sponsored Display, not all Sponsored Products.
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Attract Shoppers with
Top Keywords
Stop relying on assumptions about customer searches.
We analyze real data to find high-converting keywords that align with shopper intent.
Contact us now to enhance your product visibility and grow your organic traffic.
Outrank Rivals with Sponsored Products
Target top keywords and push your listings ahead of the competition.
Beat the Competition with
Amazon’s Top-Performing Ad Format
Experience the results-driven power of Sponsored Products, Amazon’s most profitable
ad type. We optimize your campaigns using targeted keywords and high-performing product listings to put your products front and center in search results.
Manage Ad Placements
As previously mentioned, Sponsored Products ads can appear at the top of search results, within search listings, or on competitor product pages.
While you can’t manually choose exact placements, Amazon’s algorithm determines it based on various factors and Placement Bid Adjustments you set.
However, your bid amount plays a key role in influencing placement. You can also adjust your bids specifically for top-of-search and product pages to improve positioning:
- Higher bids increase the chance of securing premium positions, such as top-of-search.
- Moderate bids may still get your ad shown, but in less prominent spots.
- Low bids, on the other hand, risk receiving minimal or no impressions at all.
Sponsored Products ads can appear at:
- Top of search results
- Within search listings
- Competitor product pages
You can’t manually pick placements — Amazon’s algorithm decides, based on bids and Placement Bid Adjustments you set.
Bidding Tips:
- Higher bids win top spots.
- Moderate bids get less visible spots.
- Low bids risk few or no impressions.
Define Your Ad
Bidding Strategy
Define Your Ad
Bidding Strategy
Next, select the products you want to advertise. Make sure they are eligible for the Featured Offer, also known as the Buy Box. This is the section on the product detail page where customers begin the purchasing process.
Products that are not eligible for the Featured Offer will not be shown in Sponsored Products ads.
You can also include products that are currently out of stock—they will start appearing in ads automatically once they are back in stock.
Choose how much you’ll pay per click and set your bid flexibility.
Dynamic
Bid-Up and Down
Dynamic
Bid-Up
and Down
If Amazon’s algorithm predicts a higher likelihood of conversion, it may increase your bid by up to 100% to improve visibility.
Conversely, it can lower bids when conversions seem less likely.
This strategy is ideal for advertisers focused on maximizing sales without rigid budget constraints.
Raise or lower bids based on conversion likelihood.
Dynamic
Bid-Down only
Dynamic Bid
Down only
Amazon’s algorithm automatically reduces your bid when it determines your ad has a lower chance of converting.
This helps you avoid overpaying for clicks that are unlikely to lead to a sale.
Lower bids automatically when chances of conversion are low.
Fixed Bids
Bids stay constant for full budget control.
Under this strategy, your bids remain constant and are not adjusted by Amazon.
It's ideal for advertisers with tight budgets who want full control and to avoid exceeding a specific cost-per-click limit.
Go Live with
Your Campaign
Go Live
with Your
Campaign
Set your campaign’s start date, and optionally an end date if you want a specific timeframe. Then click “Launch Campaign.”
Once submitted, your campaign will quickly go live (after a brief review) and start reaching potential customers across Amazon’s platform.
Set your dates, click Launch Campaign, and start reaching shoppers once Amazon quickly reviews your ad.
Potential Difficulties with
Amazon Sponsored Products
Achieving the best results requires strategic planning, continuous monitoring, and smart budget management. Here are some common difficulties sellers may face:
Amazon Sponsored Products
Challenges
Finding the
Right Keywords
Keywords are a key factor Amazon uses to determine ad placement.
However, predicting which terms your customers will search for can be tricky.
Although Amazon suggests keywords, they may not fully match your product.
Conducting your own keyword research is essential.
Many tools are available, but using them effectively requires knowledge of how to identify relevant, high-performing terms.
Using the wrong keywords can drain your budget and hurt your campaign’s overall performance.
Choose keywords wisely.
Poor matches waste budget.
Strong research drives better ad placements and higher conversions.
Selecting the Right Targeting Options
Setting up an Amazon PPC campaign requires making several important decisions, each of which can impact your results.
Automatic Targeting saves time but gives Amazon full control, which may not always be ideal.
Manual Targeting offers more control but demands in-depth knowledge of your product, market, and competition.
From keyword to product targeting, every choice matters for a successful advertising campaign.
Automatic Targeting: Saves time, less control.
Manual Targeting: Needs expertise, gives full control.
Pick wisely for better results.
Product Selection and Bid Strategy
Advertising all your products might seem like a good idea, but it's not always effective.
Some products convert better even if others attract similar clicks.
Managing your bids carefully by setting maximum spend and assigning different amounts for various keywords is crucial.
Higher-converting keywords may justify higher bids, but selecting them requires thoughtful analysis.
Advertise top-converting products.
Set different bids for important keywords.
Manage spend carefully to drive sales.
Optimizing Campaigns
Running an Amazon campaign requires ongoing optimization.
Factors like keyword relevance, bid costs, and competition change frequently.
Monitor your campaign closely and study competitors to stay competitive.
Poor optimization can lead to wasted ad spend.
Remember, every advertising dollar should drive maximum impact, not get wasted.
Track keyword, bid, and competitor changes.
Fix issues fast to maximize your ad spend.
Developing a
Smart Bidding Plan
Bids play a critical role in Sponsored Products success.
You can choose from three strategies:
Dynamic bids (down only)
Dynamic bids (up and down)
Fixed bids
Each option has trade-offs, and selecting the right one depends on your goals.
While dynamic bid-down is safer, it may limit visibility and reduce potential high-return opportunities.
Choose smartly between:
Dynamic Down Bids
Dynamic Up & Down
Fixed Bids
Each impacts visibility and returns.
Analyzing
Campaign Data
Once your Sponsored Products ads start running, Amazon tracks valuable performance metrics.
However, data alone isn’t helpful unless properly analyzed:
A relevant keyword getting no impressions may signal low bids or poor targeting.
Deciding whether to increase bids or pause keywords requires informed judgment.
Without strong analysis, you won’t unlock the full power of campaign data.
Analyze metrics carefully.
Fix underperforming keywords fast.
Smart decisions turn weak ads into winners.
Storefront Best
Practices to Support PPC
Storefront
Tips for
PPC Success
Boost Customer Retention
Keep your Amazon Store fresh by updating it regularly with:
New product launches
Seasonal events
Promotions
A refreshed Store enhances the shopping experience and encourages repeat purchases.
Update Store often with:
New launches
Promotions
Seasonal offers
Stay fresh and drive loyalty.
Leverage Promotional Campaigns
High-performing Amazon Stores are actively promoted.
Link your Store in brand bylines.
Share your Store URL through external marketing channels.
Promotion increases brand awareness and drives additional traffic.
Promote your Amazon Store externally.
Use brand bylines and direct traffic for higher visibility.
Ensure Universal Device Compatibility
Your Amazon Store must deliver a seamless experience across mobile, tablet, and desktop devices.
Optimize images and layout for all screen sizes.
Ensure readability and clear navigation.
This keeps customers engaged, no matter which device they use.
Optimize your Store for mobile, tablet, and desktop.
Deliver a smooth, engaging experience everywhere.
Why Choose Amplivus for
Sponsored Products Services
Why Amplivus
for Sponsored
Products
Extensive
Industry Expertise
Amplivus has extensive expertise in Amazon’s advertising ecosystem, especially Amazon PPC and Sponsored Products.
We initially managed our own product ad campaigns, gaining real-world insights before helping brands scale profitably.
Comprehensive
Reports
We value transparency. You’ll get detailed Amazon-native and custom reports on spend, clicks, impressions, and sales.
Every dollar’s performance is tracked, optimized, and clearly reflected for smarter budget decisions.
Strategic
Creativity
PPC success requires more than bidding — it needs creativity.
We craft compelling product images, videos, and headlines across all ad formats to drive customer action.
Extensive
Industry Expertise
Profit Pilots has extensive expertise in Amazon’s advertising ecosystem, especially Amazon PPC and Sponsored Products.
We initially managed our own product ad campaigns, gaining real-world insights before helping brands scale profitably.
Deep expertise in Amazon PPC and Sponsored Products to maximize your growth and profitability.
Book A CallComprehensive
Reports
We value transparency. You’ll get detailed Amazon-native and custom reports on spend, clicks, impressions, and sales.
Every dollar’s performance is tracked, optimized, and clearly reflected for smarter budget decisions.
Get clear reports on spend, clicks, sales, and ROI, so you always know where money goes.
Book A CallStrategic
Creativity
PPC success requires more than bidding — it needs creativity.
We craft compelling product images, videos, and headlines across all ad formats to drive customer action.
We design winning headlines, images, and videos to boost ad performance across all formats.
Book A CallDiscover How We Can Optimize
Your Amazon Sponsored Products Ads
Discover How We Can Optimize Your Amazon Sponsored Products Ads
Our team will review the scope of work and provide you with a tailored offer.
Our team will review the scope of work and provide you with a tailored offer.
Frequently Asked
Questions
