Getting Started

How can I get started with Amazon Market Services?

     Explore our range of useful resources to learn how you can get started with Amazon Marketing Services:

         1. Getting Started Guide: a two-page, quick start guide for each advertising solution including tips, links and FAQs.
         2. Watch our two-minute video tutorials:
                 - Sponsored Products
                 - Headline Search Ads
                 - Product Display Ads
         3. Success Stories – Learn how other advertisers have seen positive results with Amazon Marketing Services.
         4. Review the Amazon Marketing Services Agreement

Where can I learn more about optimizing my campaigns?

     Want to understand how you can take your campaign to the next level? Watch our Webinars for tips on campaign success.

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About Amazon Pages

What are Amazon Pages and Amazon Posts?

Amazon Pages and Amazon Posts are self-service products that power the digital marketing activities performed by brands and agencies to reach out to their customers. An Amazon Page is a brand-specific web page at Amazon.com that functions as a custom landing page where you can drive traffic. You compose Amazon Posts that appear on either your Amazon Page or your Facebook page or both. Amazon Analytics supports these products by making use of Amazon’s expertise in digital marketing to present a wide variety of usage metrics by page, post, and social channel.

What are their main benefits?

With a personalized Amazon Page, you extend your reach to Amazon.com customers and encourage immediate sales through a familiar and trusted purchasing environment. Link to content on Amazon.com, feature products, and add lifestyle imagery about your brand.

Amazon Posts helps you make a measurable impact with your social fans. Post social content to your Amazon Page and Facebook.

Using Amazon Posts and Amazon Pages, you receive detailed metrics through Amazon Analytics—insights that you can transform into well-informed posts that help drive your business objectives. Learn the impact of every post and page on a daily basis, by click-through rate, purchasing index, and more. Based on Amazon Analytics, you can then design well-directed posts to help increase your brand's sales and presence with Amazon customers and Facebook users.

How many Amazon Pages can I have?

You can register one Amazon Page per brand.

How much does an Amazon Page cost?

Amazon Pages are free to create.

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About Product Display Ads

What are Product Display Ads?

Product Display Ads are cost-per-click product or interest-targeted display ads that drive traffic to a selected product's detail page.

Why should I use Product Display Ads?

Product Display Ads can be targeted by either product or interest. This makes it possible to serve relevant ads to shoppers that have certain interests or are actively viewing specific products.

Can I edit my ad?

The creative for your campaign is automatically generated through the Amazon Marketing Services ad builder. You can customise the headline and add in your logo before you submit the ad.

Are there any limitations on what I can say on my headline?

Yes, as part of our commitment to provide the highest quality customer experience, we will not accept ads that contain or relate to certain content. For more information, please see our ad policy guidelines.

Where are my ads shown?

Your ads can appear in a number of different places including on a product detail page, on the left rail of search results, at the bottom of search results, on the customer reviews page or at the top of the offer listing page.

Where are shoppers directed when they click on my ads?

When shoppers click on your ads, they go straight to the product detail page.

What happens if my item goes out of stock?

If your product becomes unavailable, your ad will be automatically paused. Once the item is back in stock, you may create a new ad to advertise your products.

How much do Product Display Ads cost?

Amazon Marketing Services uses a cost-per-click, auction-based pricing model. We recommend you set the maximum cost-per-click you are willing to pay. The more competitive your bid is, the more likely your ad will be displayed. The minimum cost-per-click for Product Display Ads is $0.02.

Is there a minimum campaign budget?

The minimum budget for a campaign is $100 for all-campaign budgets and $1 for daily budgets. You will only be charged for the actual cost of clicks received and never more than your budget.

Is there a maximum time length my campaign can run?

Campaigns can be scheduled to run up to four months in advance and can run for up to six months.

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About Headline Search Ads

What are Headline Search Ads?

Headline Search Ads are keyword-targeted, cost-per-click search ads. They allow brands to drive traffic to an Amazon Page or to landing pages at Amazon.com that features three or more products.

What is keyword-targeted advertising?

Keyword targeted advertising matches the keywords that you add to your campaign to the search terms that shoppers are searching for at Amazon.com. When a shopper searches at Amazon.com using one of your chosen keywords your ad appears at the top of the first page of search results.

Where are my ads shown?

Each time you win the auction your ads will appear at the top of the first page of Amazon.com search results.

Where are shoppers directed when they click on my ads?

When shoppers click on your ads, they go to the page at Amazon.com that you specified.

Do I need to have an Amazon Page to run a Headline Search campaign?

No. When shoppers click on your ads, they go to a page at Amazon.com that you specified. This could be the Amazon Page for your brand, or any page that features three or more products.

How do I create a Headline Search advertising campaign?

Log in to your Amazon Marketing Services account and click 'Create an ad' from the main page, then select 'Advertise an Amazon Page above search results at Amazon.com'

Who is eligible to create Headline Search Ads?

Headline Search ads are available for all approved Amazon Marketing Services accounts. See Amazon Advertising Policy Guidelines for additional details.

Can I edit my ad?

The creative for your campaign is automatically generated through the Amazon Marketing Services ad builder. You can customise the headline and logo before you submit the ad.

Are there any limitations on what I can say on my headline?

Yes, as part of our commitment to provide the highest quality customer experience, we will not accept ads that contain or relate to certain content. For more information, please see our ad policy guidelines.

How are keywords matched to a shopper's search?

We will show your ad to shoppers who search Amazon.com using the exact keywords you specify in your campaign.

How much do Headline Search Ads cost?

Amazon Marketing Services uses a cost-per-click, auction-based pricing model. We recommend you set the maximum cost-per-click you are willing to pay. The more competitive your bid is, the more likely your ad will be displayed when an Amazon shopper searches for one of your keywords. The minimum cost-per-click is $0.10 and you will never be charged more per click than what you bid.

Is there a minimum campaign budget?

The minimum budget for a campaign is $100 for all-campaign budgets and $1 for daily budgets. You will only be charged for the actual cost of clicks received and never more than your budget.

Is there a maximum time length my campaign can run?

Campaigns can be scheduled to run up to four months in advance and can run for up to six months.

What types of term variations does HSA allow today, if any?

HSA does not allow any term variation such as stemmings (for example, house and housing), plurals and misspellings. Advertisers must explicitly add those variations in order to be considered.

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About Sponsored Products Ads

What are Sponsored Products?

Sponsored Products are keyword-targeted ads that allow you to advertise individual products you sell at Amazon.com

What is keyword-targeted advertising?

Keyword-targeted advertising matches the keywords in your campaign to the search terms that shoppers use to search for products at Amazon.com When a shopper searches for the keywords in your campaign, your ad will show up if it meets the required eligibility criteria.

Where are shoppers taken to when they click on my ads?

When shoppers click your ads, they are taken to the detail page of the advertised product.

How do I create a Sponsored Products advertising campaign?

Log in to your Amazon Marketing Services account and click 'Create an ad' from the main page. Then select Sponsored Products.

Can I edit my campaign?

You can edit the duration and budget for all scheduled and active advertising campaigns. You can also add or remove keywords from scheduled and active campaigns.

Can I edit my ad?

The creative for your campaign is automatically generated through the Amazon Marketing Services ad builder. You can customise the headline and logo before you submit the ad.

Where do Sponsored Products appear?

Sponsored Products appear in a variety of ad placements to make it easier for shoppers to discover your products, including:
On desktop: ads can appear either alongside or at the bottom of the search results and on product detail pages.
On mobile: ads can appear below search results and on product detail pages.

What is average daily budget?

The average daily budget is the amount you are willing to spend per day over a calendar month. For example, if you set your average daily budget to $100, you may receive up to $3,100 worth of clicks in that calendar month (assuming a full 31-day month). Ad spend on any given day may exceed your average daily budget but, at the end of the month, the average daily spend will not exceed your average daily budget.

What is campaign duration?

Generally, we recommend creating campaigns with no end date so that you can run a campaign indefinitely. You may pause a campaign at any time. The minimum duration for a campaign is one day.

Is there a way to run ads at particular times of the day?

This feature is not currently available.

Are my campaigns manually reviewed before they go live?

No, Sponsored Products campaigns are eligible to go live as soon as you submit them.

Why does my ad show up on page 4 but not page 1?

Placements are based on ad rank. To help improve your ad rank, consider increasing your current bid and adding relevant keywords.

What can I do to get more campaign impressions?

Increasing both the number of keywords and the products you want to advertise to the campaign may increase visibility and drive more impressions for your campaign. Also, consider increasing your bids and budget.

What is Sponsored Products Exact Match?

The customer’s search term must match exactly the keyword in order for the ad to show, or close variations of the exact term. Exact match is the most restrictive match type, but can be more relevant to a customer’s search.
Examples: for the keyword baseball caps
Eligible search terms are: baseball cap, basebal caps
Ineligible search terms are: red baseball caps, caps for baseball, baseball caps girls

What is Sponsored Products Phrase Match?

In Phrase Match, the customer search term must contain the exact phrase or sequence of words or their variations. It is more restrictive than broad match, targets more specific audiences, and will generally result in more relevant placements for an ad.
Examples: for the keyword baseball caps
Eligible search terms are: lightweight baseball caps, baseball caps for girls, red basebal caps
Ineligible search terms are: cool caps for baseball, baseball nice caps

What is Sponsored Products Broad Match?

This match type offers your ad broad traffic exposure. A customer search term will match if it contains all the keyword terms or close variants (plural forms, acronyms, stemmings, abbreviations, and accents). The customer search term can contain keywords in any order.
Example: for the keyword baseball caps
Eligible search terms are: baseball cap; discount baseball caps; red caps for baseball; basebal shoe
Ineligible search terms are: sports caps, Nike baseball, Adidas caps

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Campaign Management

How long will it take for my ad to go live?

Your ad will be reviewed within three business days. The status of your ad is set to 'pending' while Amazon is reviewing it for compliance with our advertising guidelines. We will email you once your ad has been reviewed.

How can I see live campaigns?

Due to the volume of ads and traffic at Amazon.com there's no guaranteed way to see your ad running live. We offer detailed analytics that enable you to track performance including the number of impressions, clicks and detail page views resulting from your ads.

Why was not my ad approved?

Ads that don't meet our ad guidelines will not be approved. Your ad may have used inappropriate language or images, or it might fail to meet other criteria required for approval. Please refer to our ad guidelines for more detailed information.

Where do the ads that are not approved go?

All the ads that are not approved will be added to your drafts table. From there you can make all the changes to your ad to meet our guidelines and resubmit for further revision.

How can I pause a running campaign?

You can pause any running campaign either in the campaign manager dashboard or on the campaign's settings page.

How can I terminate an existing campaign?

You can terminate an existing campaign either in the campaign manager dashboard or on the campaign's settings page.

How can I reactivate a paused campaign?

You can reactivate a paused campaign either in the campaign manager dashboard or on the campaign's settings page. Ended or terminated campaigns cannot be reactivated.

My ad campaign is running, but I have no Impressions. Why?

The most common reasons for no impressions include:
- Low bids
- Low ad or keyword relevance
- Narrow targeting

Consider increasing your bids, adding relevant keywords or widening your targeting to help increase impressions.
Note: Impression data may take up to 24 hours to appear in the performance reports.

How can I improve the click through rate (CTR) on my ads?

For Sponsored Products and Headline Search Ads, we recommend adding more relevant keywords to your campaign.

For Product Display ads, we recommend widening the targeting to include more relevant products or interests.

Note: Clicks data may take up to 24 hours to appear in the performance reports.

What is a campaign budget?

Campaign budget is the total amount you are willing to spend for that campaign. You can set a campaign budget for Headline Search Ads and Product Display Ads. You can set an average daily budget for Sponsored Products.

How will your budget be spent?

Advertisers bid to win auctions for available placements on a page. Higher bids may result in greater delivery of ads and clicks as well as better placement. If your ad campaign doesn't spend its full budget, it may be because your bids are too low to win auctions. Additionally, limiting your campaign to a narrow list of products, keywords, or interests can affect performance, since you'll be participating in fewer auctions. As a result, we can't guarantee impressions or clicks. If your campaign isn't performing according to your expectations, consider increasing your bids, changing your targeting criteria, or both.

We'll charge your credit card periodically during your campaign as the outstanding balance reaches certain thresholds. For example, a campaign with a $1,000 budget will be charged after it accrues outstanding balances of $1, $50, $150, $200, $350, and $500 until the campaign's entire lifetime budget is spent. There are additional thresholds for certain advertisers with larger campaigns.

Why has my ad only spent a portion of its total budget?

The most common reasons for low campaign spend include:
- Low bids
- Low ad or keyword relevance
- Narrow targeting

Consider increasing your bids, adding relevant keywords or widening your targeting to help increase impressions and drive clicks.

How do I know if my campaign is running out of budget?

When your campaign has reached the budget limit, the campaign status will show as "Out of Budget" in the "Status" column.

What means “daily” in daily budget?

One day corresponds to a normal day: the time between 00:00 AM and 11:59:59 PM in local time zone. When an advertiser’s campaign is launched, the first day of the campaign corresponds to the time between launch and midnight.

What’s the minimum and maximum daily budget I can set?

Daily budgets range between $1 and $50,000. To see results in less time, we suggest you to set a minimum of $10 per day.

Can I change the daily budget amount?

Yes, you can lower or increase daily budget settings as many times as you want.

What happens if I set different daily budgets more than once per day (PDA and HSA ads only)?

We will try to deliver campaigns until the active daily budget limit is reached. If you increase that limit, we will continue serving ads until the limit is reached. If you decrease the budget and the spend is above that budget, the ad will stop serving until next day.

What happens if I lower my daily budget but have spent more than the new daily budget?

In this case, since the spend is higher than the new daily budget, the campaign will stop for the day and you will be charged by the total amount spent at the next billing cycle.

My campaign spent more than its daily budget. Why is this happening? Will the advertiser be charged for the difference?

There is a very low chance of having campaigns receiving more clicks than what the daily budget allows, normally not more than 10% of the daily budget. If this happens you will be charged by the maximum daily budget of the day, and the difference will not be charged.

Do daily budget campaigns expire?

That depends on your Duration setting. If you select “Run my campaign continuously”, the campaign will run without an end date. If a date range is selected, that date range will determine the life of the campaign.

Can I switch from daily budget to all-campaign budget or vice-versa once the campaign is running (PDA and HSA ads only)?

No. For that you will need to create a new campaign.

What happens at the end of my billing cycle if AMS delivers ads beyond the daily budget?

At the end of the billing cycle you will always be charged for the full amount spent, that is, all the clicks their ads generated within the daily budget limits. Differences beyond the daily budget will not be charged.

Can I set pacing for my daily budget (PDA and HSA ads only)?

No. If daily budget is selected, AMS will try to deliver the ad as soon as possible, without special pacing considerations.

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Keywords

What are keywords and how are they used?

Keywords are either single words or phrases that you add to your ad campaigns. Keyword-targeted advertising matches the keywords in your campaign to the search terms that shoppers use to search for products at Amazon.com. When a shopper searches for the keywords in your campaign, your ad will display if it meets the required eligibility criteria.

What is keyword relevance and how does it work?

To ensure a good customer experience, we try to show ads that are most relevant to customers' search and browse activities. The keywords you choose must be relevant to the advertised products in your campaign. Only relevant ads will receive impressions when shoppers search for that keyword.

How do I make my keywords relevant to my product?

Make sure that your keywords reference metadata is on your advertised product's detail pages. For example, an ad will not receive impressions for the keyword "Beach Towels" if the campaign only contains bath towel products.

Is there a way to see the most popular search terms by category in Amazon Marketing Services (AMS)?

This functionality is not offered by Amazon Marketing Services. For more data on Amazon search terms, please consult with your vendor manager about the Amazon Retail Analytics (ARA) Premium service. When you add keywords to your campaign, the ad builder indicates whether they might reasonably be expected to deliver "high", "medium" or "low" volumes of traffic. Don't forget, though, that low traffic volume keywords are often very specific and can convert well.

How do you determine how much to charge for a click?

Amazon Marketing Services uses a cost-per-click, auction-based pricing model. You set the bid which is the maximum cost you are willing to pay when a shopper clicks an ad. If your ad is eligible to appear in a shopper's search, your ad will compete in a real-time auction. The more competitive your bid is, the more likely you are to win the auction.

If your ad wins the auction and the shopper clicks on the ad, then you will be charged $0.01 more than the next highest bidder.

How does my cost-per-click (CPC) bid affect whether my ad is served?

Based on various factors, our auction determines the order in which relevant ads are displayed to Amazon shoppers. Generally, a higher CPC bid may result in a higher rank in the auction.

Why do some of my keywords have zero impressions?

You should make sure that your keywords are relevant to the advertised products in your campaign. To ensure a good customer experience, Headline Search and Sponsored Product Ads are not served if they are not relevant to a customer's search.

It's also possible that your keyword's cost-per-click (CPC) bid may be too low. The more competitive your bid is, the more likely your ad will be displayed when an Amazon shopper searches for one of your keywords. We recommend setting CPC bids to the maximum you are willing to pay for a click.

How can I add more keywords to my campaign?

You can add more keywords to an active campaign at any time.
1. In the campaign dashboard, select the campaign you want to add more keywords to.
2. Select the Keywords tab.
3. Click the Add keywords button.
4. Type the keywords you would like to add, set your CPC bid, and then click the Add button.

What is the keyword match type and how does it work?

Keyword match types help control which shopper searches can trigger your ad. Headline Search operates through "Exact Match" and/or "Phrase Match".

With Exact Match, your ads can appear only when someone searches for your exact keyword, without any other terms in the search. Unlike Phrase Match, if someone searches for additional words before or after your exact keyword, your ad won't show. Using Exact Match means that your keywords are targeted more precisely than Phrase Match.

With Phrase Match, your ad can show when someone searches for your exact keyword, or your exact keyword with additional words before or after it. We'll also show your ad when someone searches for close variations of that exact keyword, or with additional words before or after it.

Using Phrase Match can help you reach more customers, while still giving you precise targeting. We typically recommend starting with Phrase Match to maximise your potential to show your ads on relevant searches.

What are the indicators that show up next to each keyword in the Headline Search ad builder?

These keyword indicators are available only for Headline Search ads. They represent the relative traffic levels or the amount of daily impressions for which these keywords are eligible. Eligible impressions are the impressions that match the keyword and are relevant to the landing page you have chosen. Please note that traffic and impressions are not guaranteed.

What is the keyword match type and how does it work?

Keyword match types help control which shopper searches can trigger your ad. Sponsored Products operates through Broad Match.

With Broad Match, your ad may appear when a shopper's search contains keyword terms in any order, and possibly along with other terms. Your ads may also appear for close variations of your keywords.

Which keywords should I add to my Sponsored Product campaign?

Choose a variety of keywords that are relevant to your product. We provide a list of recommended keywords for the advertised products in your campaign.

You can choose to use some or all of the recommended keywords. You can also add your own keywords in addition to the recommended keywords. The more keywords you select the better chance you have of receiving ad impressions and clicks. You don't pay for impressions, only clicks.

How many keywords can I add to my campaign?

You can add a maximum of 1,000 keywords to a single campaign.

How much should I bid on a keyword?

How much you bid depends on the business goals for your campaign. The minimum CPC bid is $0.02, but actual bids can be much higher, depending on the category you advertise in and the keywords you choose to target.

We recommend setting CPC bids to the maximum you are willing to pay for a click. Keep in mind that the most popular keywords likely have above average CPC bids.

What types of keyword matching types does AMS support?

HSA campaigns allows Phrase and Exact Match, while Sponsored Products allow Broad/Phrase/Exact matches (positive and negative). Product Display Ads does not support keyword matching.

What are the differences in terms of keyword matching for HSA and SP?

Headline Search Ads supports Exact and Phrase match, but without variations such as stemmings, plurals and/or misspellings. At this time synonyms of the terms are not supported. Sponsored Products ads allow Exact/Phrase/Broad matches (positive and negative) considering variations of the terms.

How can advertisers select keyword matching types in the Ad Builder?

For manual keyword adding, there is a drop-down selector indicating the different possible keyword matching types. Note that negative matching options are also included in the selector.

Can advertisers change the match type of a specific keyword once the campaign is running?

Once the campaign is created, vendors are not able to change the match types.

What is Negative Broad/Phrase/Exact Match?

Negative matches are matching types that prevent ads from being triggered by a certain search term (word or phrase). When a keyword is selected as negative, AMS will not show the ad to shoppers searching for that phrase.

What are the benefits of using negative keywords?

Negative keywords help to make sure that ads are shown only to people looking for the ad. This extra level of control can help to reduce costs by excluding keywords where an advertiser might be spending money. This can help to improve ads performance metrics, such as CTR, ROI and CPC.

How will advertisers see negative and positive keywords in their dashboards?

In the Campaign Detail Page, keyword match types will show as one column under keyword tab.

Can advertisers add positive and negative keywords for the same campaign?

Yes. Advertisers can have a combination of positive and negative keywords in their campaigns. Note that if the same keyword is added as positive and negative, the negative keyword will have higher priority. This means that the keyword will not serve ads.

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About Bulk Import

What is Bulk Import?

The Bulk Import feature allows you to add up to 1,000 keywords, bids and match types into your campaigns for Headline Search Ads and Sponsored Products.

How do I add keywords in bulk?

You can add up to 1,000 keywords, bids and match types in bulk in one of the following ways:
1. Upload a spreadsheet with a list of your keywords in one column. You can use your keyword lists from Google AdWords. We currently do not support Bing Ads spreadsheets.
2. Download our spreadsheet template from the ad builder to add keywords and options fields (match type and bid) and then upload this file.

How many keywords can I add in bulk?

You can add up to 1,000 keywords per campaign.

Does the feature enable me to import bids and match types?

Yes, it does. You will need to have an appropriate column headers in your spreadsheet: keywords, bids and match type. We recommend you use a standard Google AdWords spreadsheet as you won’t need to make any changes to it or our spreadsheet template. Under Match Type, enter either Exact or Phrase for Headline Search campaigns and Broad for Sponsored Products campaigns.

What types of files can I use to bulk upload keywords?

We accept .cvs, .tsv, .xls or .xlsx file types.

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About Copy Campaign

Can I copy my campaigns?

Yes, you can copy your campaigns that are currently running or have already ended. You can also copy ‘rejected’ campaigns and make the necessary changes for compliance with our ad guidelines before re-submitting.

How do I copy campaigns?

Go to your campaign dashboard. Choose the campaign you want to copy. Click on ‘copy’ under the ‘Action column’ on the far right of the dashboard. Once the link is clicked a new draft campaign will be created that is pre-populated with all the parameters from your original campaign. Go to this draft campaign on your dashboard, make your edits then submit the campaign.

Does copying a campaign keep the same start and end dates as my original campaign?

When you copy a campaign, the start date changes to the day the copied campaign was created. The end date changes to the date that keeps the same campaign duration as the original campaign. You can edit the start and end dates before you submit the copied campaign.

Once I copy a campaign, does it go live automatically?

No, copying campaigns does not start a new live campaign. The copied campaign is created in draft with all the original parameters prepopulated. You can customize the headline and logo as well as edit the start and end dates before you submit the copied campaign. Your Sponsored Products campaigns are eligible to go live as soon as you submit them. Your Product Display and Headline Search ads will be considered 'pending' while Amazon is reviewing it for compliance with our advertising guidelines. We will email you once your ad has been reviewed within 3 business days.

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Advertised Products (Sponsored Products only)

Why don't I have the option to advertise with Sponsored Products?

Sponsored Products in AMS is only available to Amazon vendors. If you are an Amazon marketplace seller and not a vendor, then you may create Sponsored Products campaigns in Seller Central.

If you are an Amazon vendor and don't have the option to create Sponsored Products campaign in the ad builder, please Contact Us. To process your request, we'll ask you to provide your vendor code(s).

Why can't I find some of my products?

You should be able to advertise products that you sell directly to Amazon as a vendor. If there are products that you sell directly to Amazon, but you are not able to find them in the product picker, please Contact Us. In order to expedite your request, we ask that you provide your vendor code(s) and a list of your products that do not appear in the product picker.

Why will my ads appear only when Amazon is winning the Buy Box?

We require that your offers win the Buy Box to maintain continuity in the customer shopping experience.

What is the Buy Box?

The Buy Box is the box on a product detail page where shoppers can begin the purchasing process (for example by adding items to their shopping carts or through 1-Click purchasing). A key feature of the Amazon platform is that multiple sellers can offer the same product.

Currently, only product offers that are winning the Buy Box will be eligible for display as Sponsored Products on Amazon.com

Why are some of my SKUs listed as ineligible?

There are multiple reasons why one or more of your products might be ineligible:
- Only the child products from variations (parent-child relationships) are eligible for advertising.
- Suppressed listings are not eligible. The listing is either missing important information or contains incorrect information. Fix this listing by editing the field with the suppressed listing alert in the Manage Inventory page in Seller Central.
- Ads are not eligible for impressions if the products associated with the ads are removed from inventory.
- Products that are not buyable are not eligible for advertising.
- Products in closed categories are not eligible.

Why do some of my advertised products have zero or few impressions?

Currently, only product offers that are winning the Buy Box will be eligible for display as Sponsored Products on Amazon.com.

Other common reasons for no impressions include:
- Low bids
- Low ad or keyword relevance
- Narrow targeting

Consider increasing your bids or adding relevant keywords to help increase impressions. Note: Impressions data may take up to 24 hours to appear in the performance reports.

How can I add more advertised products to my campaign?

You can add more advertised products to an active campaign at any time.
1. In the campaign dashboard, select the campaign you want to add more advertised products to.
2. Select the Advertised Products tab.
3. Click the Add products button.
4. Select from the list of products you want to add to the campaign.

Can I remove a product from my campaign?

Although you can't remove a product from a campaign, you can indefinitely pause it at any time. To pause an advertised product:
1. In the campaign dashboard, select the campaign that contains the product.
2. Select the Advertised Products tab.
3. Find the product in the product list table.
4. Click the Status selector to the left of the product name and set the status to Pause.

How do I unpause a product in my campaign?

You can unpause an advertised product in an active campaign at any time. To unpause an advertised product:
1. In the campaign dashboard, select the campaign that contains the product.
2. Select the Advertised Products tab.
3. Find the product in the product list table.
4. Click the Status selector to the left of the product name and set the status to Enable.

Can I change my CPC bid for advertised product?

You can't set CPC bids for advertised product within a campaign. You can set CPC bids for the keywords. If you would like to set varying CPC bids for the same keyword by product, we suggest creating additional campaigns to separate the products.

How should I select which products to advertise?

Select the products that you want to promote at Amazon.com. These can be products with a special offer or products that you want to display when shoppers search for a particular keyword. You can also choose to advertise your best selling products or any new or seasonal products you want to promote.

Which products are not eligible for advertising?

At this time we do not support adult products, used products, refurbished products, and products in closed categories.

For Sponsored Products, how do you decide which product sales to attribute to my ad?

A sale is attributed whenever a shopper that clicked on your ad purchases any of your brand's products within the same category. Sponsored Products will only count sales of these products when Amazon was the seller. We will not count sales of your brands' products by third party merchants.

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About Bid+ for Sponsored Products

What is Bid+?

Bid+ is a feature of Sponsored Products that helps you increase the opportunity to display your ads in the TOP placement (top row of search result pages). When Bid+ is turned on, Amazon will increase the maximum CPC bid by up to 50% for all your ads that are eligible to appear in the highest traffic placements at the top of Search results. You can select the Bid+ option with one click in the SP Campaign Settings tab.

Where is the Sponsored Products TOP placement?

The TOP placement is the one that shows sponsored products ads in the top row of the search result pages. You can differentiate these sponsored products from normal search results by looking at the “Sponsored” label right above the product title.

Can I enable Bid+ straight from the SP Ad Builder?

No. Bid+ is a setting you can activate in the Campaign Settings tab, once your campaign is active.

Can I enable Bid+ in other placements different than TOP?

No. Bid+ is designed only for the TOP placement. Bids will not be increased for any other placements.

Can I use Bid+ in auto-targeting Campaigns?

No. Currently, Bid+ is only available for manually targeted campaigns. Automatic campaigns are not eligible for Bid+ at this time.

Can I set dollar or percentage limits to Bid+?

No. Bid+ is an automatic feature that determines the right Bid+ to win the auction.

When I have two competing ads, both with Bid+ enabled, which wins?

The winner of an auction is not solely determined by the CPC Bid+, but also by other factors such as the ad’s relevance score. Thus, it is not possible to determine which will win by only looking at the Bid+ setting.

Will I see specific reporting for Bid+ metrics?

At this time there is no reporting that shows top of search ads that were Bid+ enabled however, you can measure the impact of Bid+ by comparing performance with the feature off and then on. Though we make every effort to optimize for highly converting placements, there is no guarantee the conversion rate or ACoS will be improved when Bid+ is enabled.

What will happen to my daily budget with Bid+?

The daily budget constraint will remain as you set it, regardless of Bid+.

Does Bid+ guarantee that I will receive impressions in the TOP placement?

No, Bid+ does not guarantee impressions.

Does Bid+ allow my campaign to bypass ad relevance requirements?

No, relevance requirements will still be enforced regardless of Bid+. 

Should I expect an increase in the aCPC of campaigns with Bid+ enabled?

If the Bid+ setting is on and your ad is clicked in the TOP placement, it is expected that your aCPC will increase.

What is a good tip to use Bid+ wisely?

Bid+ is a feature that increases competitiveness of your SP ads with high traffic. We encourage the use of Bid+ in campaigns that have a satisfactory ACoS, in order to potentially increase sales in these campaigns without increasing advertising costs. Additionally, you can measure the impact of Bid+ by comparing performance with the feature off and then on.

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Performance Metrics

What are Impressions?

An impression occurs whenever an ad is shown to a shopper. The impressions metric is a count of how many times your ad has been shown to shoppers. We provide you the total number of impressions for each campaign and keyword.

What are Clicks?

A click occurs whenever a shopper clicks on an ad. The clicks metric is a count of how many times shoppers have clicked on an ad. We provide you the total number of clicks for each campaign and keyword.

What are Detail Page Views (DPV)?

A detail page view or DPV occurs when a shopper visits one of your brand's product detail pages after clicking on your ad.

What is Click Through Rate (CTR)?

Click through rate, or CTR, is the ratio of how often shoppers click on your ad when it is shown. Each of your campaigns and keywords has its own CTR that you can see in campaign management.

What is Spend?

Spend is the total value of the clicks received for a campaign or keyword. We provide spend for each campaign and keyword.

What is Average Cost-per-Click (ACPC)?

Average Cost-per-Click is the average amount that you have spent for a click. ACPC is calculated by dividing total spend by the total number of clicks. We provide the ACPC for each campaign and keyword.

What are Units Sold?

A sale is attributed to a campaign whenever a shopper that clicked on an ad purchases your brand's products at Amazon. The Units Sold metric counts the total number of your brand's products sold by any parties on Amazon to shoppers within 14 days of them clicking on your ad.

How is Total Sales calculated for Headline Search and Product Display Ads?

A sale is attributed to a campaign whenever a shopper that clicked on an ad purchases your brand's products at Amazon. The Total Sales metric is the total dollar value of your brand's products sold by any parties on Amazon to shoppers within 14 days of them clicking on your ad.

If a shopper clicks on multiple Headline Search and Product DisplayAds, how do you decide which ad gets attributed for the sale?

If a shopper clicked on multiple ads, we will attribute sales to the last ad clicked.

For Sponsored Products, how do you decide which product sales to attribute to my ad?

A sale is attributed whenever a shopper that clicked on your ad purchases any of your brand's products within the same category. Sponsored Products will only count sales of these products when Amazon was the seller. We will not count sales of your brands' products by third party merchants.

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Billing and Payment Settings

When will I be billed for my ads?

Amazon Marketing Services is a post-pay service. A balance will accrue in your account as your ads generate clicks. Once your account accrues the first $1.00 worth of clicks, we will charge you for the first time. The initial charge of $1.00 allows us to validate the default payment method, including your credit card details.

After the initial charge of $1.00, we will extend you a measured amount of credit in accordance with a payment ladder with credit levels of $50, $150, $200, $350 and $500. The maximum credit level is $500. Thereafter, the frequency with which we charge your credit card will depend on your account activity and the daily budget you set. The first credit level is $50 and we will charge your card three days after the end of each calendar month if your account generated clicks or each time you reach this credit limit. This means your credit card may be charged multiple times in a month. If you do not exceed your current credit level during the month, you will only be charged once for that month. We will not charge you if your account did not generate any clicks.

If you consistently exceed the credit level of $50, we will increase your credit level from $50 to $150. We may further increase your credit level to $200, $350 or $500 based on your account activity and daily budget. We reserve the right to modify your credit level at any time at our sole discretion without notice.

How can I view my billing history?

You can access the billing history for all of your brand's campaign by clicking on the Navigation Bar > Brand Drop-Down > Billing History.

How do I set or change my default payment method?

The account administrator can set a default payment method by clicking on the Navigation Bar > Brand Drop-Down > Payment Settings. Only users with account administrator privileges can set or make changes to the default payment method.

Can I set different payment methods for each ad campaign?

No, you will only be able to select a single payment method for all active campaigns. Any changes made to the default payment method will affect all currently active and future campaigns.

How can I restart my ads after they are paused because of billing issues?

The account administrator will need to update the default payment method by clicking on the Navigation Bar > Brand Drop-Down > Payment Settings. All campaigns will remain paused until billing issues have been resolved.

What payment methods do you support?

We support payment by Visa Card, Master Card and American Express.

Do you support invoicing or charging to vendor accounts?

No, we do not offer these payment method options at this time.

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Policy Information

How do I notify Amazon if my brand is being infringed?

Amazon respects the intellectual property rights of others. If you are a brand owner and believe your intellectual property is being infringed, please send a notice following the steps for Notice and Procedure for Making Claims of Copyright Infringement . Notice and Procedure for Making Claims of Copyright Infringement.

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Troubleshooting

What if I have a question or issue about my ad?

For all matters regarding your account or ad campaigns, please Contact Us and we will work with you to resolve your issue. When you Contact Us, please include details of your browser and your operating system including version numbers (for example: Firefox version 17 on Mac OSX).

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