Getting Started


How can I get started with Amazon Marketing 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 short 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?

     1. Want to understand how you can take your campaign to the next level? Watch our Webinars for tips on campaign success.
     2. Optimization Guide: Headline Search Ads
     3. Optimization Guide: Sponsored Products
     4. Optimization Guide: Product Display Ads

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About Amazon Pages


What are Amazon Pages?

Amazon Pages is a product that allows brands to create a customized landing page, giving brands increased exposure at Amazon.com.

What are the main benefits of having an Amazon Page?

Amazon Pages are a free way to create a unique brand experience at Amazon.com. With Amazon Pages you get an amazon.com URL for your brand, highlight key products and tell your brand story.

How many Amazon Pages can I have?

You can create one Amazon Page per brand.

How much does an Amazon Page cost?

Amazon Pages are free.

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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 product's detail page

Why should I use Product Display Ads?

Product Display Ads utilize product or interest targeting to deliver highly relevant ads to shoppers with certain interests or shoppers who 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 are required to add a custom headline and logo before you submit the ad for review.

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 may not accept ads containing or relating to certain content. For more information, please see our ad policy guidelines .

Where are my ads shown?

Your ads can appear on the product detail page, on the right rail of search results, at the bottom of search results, on the customer reviews page, on the read all reviews page, at the top of the offer listing page and in Amazon-generated marketing emails such as follow ups and recommendations. Product Display Ads run across desktop, mobile web and mobile app.

Where are shoppers directed when they click on my ads?

When shoppers click on your ads, they are directed to the product detail page.

What targeting options are available within Product Display Ads?

Advertisers using Product Display Ads (PDA) can create campaigns using two broad targeting options - interest targeting and product targeting. Within product targeting, advertisers can choose to target either specific products or product categories. Targeting product categories is a new feature that is now available within PDA. Advertisers can use the Target Specific Products option to show ads to customers who are visiting products that advertisers select and similar products. Advertisers can also use the new Target Related Categories option to target customers interacting with products belonging to specific categories of the Amazon catalog. Interest targeting is another targeting option where advertisers can target shoppers with specific interests.

Where do I find the Related Category targeting option and how do I use it?

In the campaign builder for Product Display ads, select the Product & Category targeting option and select the product to advertise. The ad builder will then provide two options: Target Specific Products and Target Related Categories. Target Related Categories is a new targeting option available in PDA. The ad builder populates the categories from the Amazon browse tree and selects products that are eligible to target. Advertisers can then add the categories they want to target.

How is category targeting different from product targeting and interest targeting?

Category targeting is a subset of product targeting. Instead of picking individual products to target, category targeting allows advertisers to reach products within related categories easily. Unlike interest targeting that reaches customers with specific interests irrespective of whether those customers are currently interacting with a specific product category, category targeting will only show the ads to customers where they visit pages or interact with products belonging to the selected product categories.

Can I select individual products as well as product categories in a single campaign?

Currently, we only support the use of one targeting type in a single campaign.

Can I adjust my bid per target category?

No. Currently, bids are set at a campaign level, where you can target one or multiple categories. If you would like to set different bids per target category, multiple campaigns will have to be created.

What happens if my item goes out of stock?

When items go out of stock, Product Display Ads are paused. Once the item is back in stock, the campaign will go back to a running state, as long as this happens within the set campaign flight. Note that there could be a delay of up to 4 hours for this to happen.

What is a coupon ad?

A coupon ad functions the same as regular Product Display Ads except that they offer coupon specific creative when paired with an active Vendor Powered Coupon (VPC). Advertising coupons can help increase shopper engagement with your ad.

How do I create a coupon ad?

You can create a coupon ad by choosing to advertise any product that has an active Vendor Powered Coupon (VPC). When you choose your product in the ad builder, you will see a notification if the product has an available coupon. You can choose to advertise the coupon and preview your coupon ad before setting the campaign live.

What is a Vendor Powered Coupon?

A Vendor Powered Coupon (VPC) is a self-service promotion available to Amazon vendors. Vendor Powered Coupons (VPCs) allow vendors to offer customers discounts on their products. Vendor Powered Coupons (VPCs) appear as digital coupons within ad units.

How do I create a Vendor Powered Coupon?

Vendor Powered Coupons (VPCs) are created and billed separately from Amazon Marketing Services. To create a Vendor Powered Coupon (VPC):

1. Sign-in to Vendor Central
2. On the Vendor Central navigation bar select Merchandising > Coupons.
3. Click on the "Create new coupon" link.
4. Download the coupon spreadsheet template, and populate the spreadsheet with the relevant coupon information (products, discount, duration, etc.).
5. Upload the coupon spreadsheet.
6. After uploading, sign the e-agreement.
7. The coupon will go live on the designated start date.

More information on Vendor Powered Coupons (VPCs) and how to get started can be found in the VPC Quick Start Guide.

What types of coupons can I advertise?

You can create coupons ads for any product that has an active ‘one-time purchase’ coupon. ‘Subscribe and Save’ coupons are not supported.

What happens to my ad campaign if my coupon expires?

If your coupon expires while your ad campaign is running, we will show standard Product Display Ad creative. To continue running the coupon ad, create a new coupon for the advertised product.

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 and you will never be charged more per click than what you bid.

Is there a minimum budget?

For Product Display Ads, you are able to select a daily budget or a campaign budget. The minimum daily budget is $1.00. The minimum campaign budget is $100. You will only be charged the actual cost of clicks received and never more than your budget.

Is there a maximum length my campaign can run?

Campaigns can be scheduled up to four months in advance and can run continuously without a scheduled end date.

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What are Headline Search Ads?

Headline Search Ads are keyword targeted cost-per-click ads that allow brands to promote 3 or more products and drive traffic to a brand page or to a custom landing page at Amazon.com

What is keyword targeted advertising?

Keyword targeted advertising matches the keywords contained in your campaign to the search terms that shoppers are searching for at Amazon.com. When a shopper searches using words or terms relevant to your campaign, your ad can appear above search results.

Where are my ads shown?

Your ads can appear above Amazon.com search results.

Where are shoppers directed when they click on my ads?

When shoppers click on your ads, they go to the brand page or custom landing 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 the page at Amazon.com that you specified. This could be the Amazon Page for your brand, or any page that showcases your products at Amazon.com.

How do I create a Headline Search Ad campaign?

Log in to your Amazon Marketing Services account and click 'Create an ad' from the main page, then select the "Headline Search - Target by keyword, appear above search results" option.

Who is eligible to use Headline Search Ads?

Headline Search is 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 are required to add a custom headline and image before you submit the ad for review.

How are keywords matched to a shopper's search?

We will show your ad to shoppers who search Amazon.com using the keywords you specify in your campaign. Match types include Phrase match and Exact match. With Exact match, your ads can appear only when someone searches for your exact keyword, without any other terms in the search. 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.

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 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 length my campaign can run?

Campaigns can be scheduled to run up to four months in advance and can run continuously without a scheduled end date.

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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What are Sponsored Products?

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

What is keyword targeted advertising?

Keyword targeted advertising matches the keywords contained in your campaign to the search terms that shoppers are searching for at Amazon.com. When a shopper searches using words or terms relevant to your campaign, your ad can appear within search results either at the top of the page, along the right side of the page, or at the bottom of the page.

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

When shoppers click on your ads, they are directed to the product detail page.

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 the “Sponsored Products - Target by keyword, appear below search results” option.

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.

Where do Sponsored Products appear?

Sponsored Products appear in a variety of ad placements to make it easier for shoppers to discover your products. On desktop, ads can appear above, alongside and below search results as well as on product detail pages. On mobile, ads can appear below search results and on product detail pages.

What is average daily budget?

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?

Campaign duration is the period for which your campaign is scheduled to run. You can either set a fixed date range or set up a continuous campaign with no end date. Generally, we recommend creating campaigns with no end date so that you can indefinitely run a campaign. You may pause a campaign at any time. The minimum duration for a campaign is 1 day.

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

Currently, this feature is not available.

Are my campaigns manually reviewed before they go live?

No, Sponsored Products campaigns are eligible to go live 1 to 2 hours after 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 more relevant keywords.

What can I do to get more campaign impressions?

Adding more keywords and advertised products to your 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 baseball 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; baseball 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?

We review Product Display and Headline Search ads within 2 business days. Your ad is considered '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 my campaign running live?

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

Why didn't my ad get 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 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 approval.

How can I pause a running campaign?

You can pause a running campaign in the status column of the account dashboard or on the individual campaign's settings page.

How can I terminate an existing campaign?

You can terminate an existing campaign in the status column of the account dashboard or on the individual campaign's settings page.

How can I reactivate a paused campaign?

You can reactivate a paused campaign in the status column of the account dashboard or on the individual campaign's settings page.

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 volume.
Note: Impressions 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 Headline Search and Sponsored Products, 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.

How can I budget my campaigns?

For Sponsored Products, you can set an average daily budget. The minimum average daily budget is $1.00. For Headline Search ads and Product Display ads you can set an average daily budget ($1.00 minimum) or a campaign budget. Campaign budget is the total amount you are willing to spend for a single campaign. The minimum amount you may set for a campaign budget is $100.00.

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.

If you are registered with a credit card, we'll charge your 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. If you are registered on invoicing, you’ll receive a monthly invoice to account for all spend that occurred in the previous month.

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.

What does “daily” reference in the term “daily budget”?

Daily corresponds to one normal day: the time between 00:00 AM and 11:59:59 PM in your 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 $1.00 and $50,000 for Headline Search and Product Display ads. For Sponsored Products the minimum daily budget is $1.00. There is no maximum. 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 increase or decrease your 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?

Daily budgets can be exceeded as a result of a rapid accumulation of clicks on a campaign as the campaign approaches the daily limit. During high traffic seasons, it is recommended that you adjust your daily budgets and CPCs to accommodate increased traffic and avoid overages. If overages to a daily budget occur, you will be charged only the maximum budget of the day. 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, meaning it will not expire. 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 be charged for the full amount spent, which includes all the clicks your 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 single words or a combination of words that you add to your ad campaigns, and these keywords determine when your ads will appear. 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 can show up 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 relevant to the customer's 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 contained 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 feature 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.

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

Amazon Marketing Services uses a cost-per-click, second price auction model. During campaign setup, you will select your CPC bid which is the maximum cost you are willing to pay when a shopper clicks an ad. Every time a shopper conducts a search using a competing keyword, advertisers engage in an auction using the different bids assigned to the keyword. The advertiser who has the highest bid and expected CTR wins the auction and gets the right of impression for that search. 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, rather than the bid you assigned. The more competitive your bid is, the more likely you are to win the auction.

Why do some of my keywords have zero impressions?

Confirm that your keywords are relevant to the advertised products in your campaign. To ensure a good customer experience, Sponsored Products and Headline Search Ads do not show ads that aren't 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 match type and CPC bid, and then click the add button.

For Headline Search Ads, 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 Ads offer “Exact Match” and/or “Phrase Match” types.

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 maximize 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?

The indicators are called Keyword Power Displays and are available only for Headline Search ads. They allow you to see estimated volume of eligible search impressions available for the keywords you are targeting. The goal of the feature is to allow you to be able to pick better performing keywords and avoid lower performing ones during campaign creation. 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.

For Sponsored Products, 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 offer “Broad Match”, “Phrase Match” and “Exact Match”, as well as negative matching for Phrase or Exact.

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.

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.

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.

Negative Phrase and Negative Exact are match 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.

Which keywords should I add to my Sponsored Products 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 Sponsored Products campaign?

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

How much should I bid on a keyword for Sponsored Products?

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. The average CPC bids by category for Sponsored Products are available here(Sign-in Required).

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, including negative matching for exact and phrase, 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, you are not able to change the match types. You can, however, add in additional keywords with different match types while a campaign is running.

What is Negative 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 dashboard, keyword match types will show as one column under the 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 appropriate column headers in your spreadsheet: keywords, bids and match type. We recommend you use a standard Google AdWords spreadsheet or our spreadsheet template as you won’t need to make any changes. For Headline Search Ad campaigns, enter Phrase or Exact in the match type column. For Sponsored Products enter Broad, Phrase, Exact or negative Phrase or Exact in the match type column.

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

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

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Win Rate


What determines the win rate?

The win rate is based on multiple ad quality factors, including the bid you set.

Why is the win rate only available for certain keywords?

Win rate is calculated for a keyword based on its past performance. If there isn’t enough data to make an estimate, the win rate will not be available for that keyword.

Is the win rate accurate?

Win rate is an estimate of future performance of a bid based on historical performance. Many things can cause the future win rate to be different from the historical win rate, such as bids, competition, available inventory, ad quality and ad relevance calculation.

Can I modify multiple win rates for all my keywords with one action?

No, bids can only be modified on one keyword at a time.

Can I use win rate when I'm creating a headline search ad?

No, the win rate feature is only available in the campaign management view for ads that have already started.

Why do win rates vary between campaigns?

The win rate is based, in part, on individual campaign settings, so win rates can be different between campaigns for the same keyword.

How do overlapping keywords affect my win rate?

The win rate of a keyword does not take into considerations other keywords in a campaign. If your campaign has overlapping keywords (e.g. "basic headphones" and "basic Bluetooth headphones"), their win rates will also overlap.

Is the win rate calculated differently based on exact match or phrase match?

Yes, the win rate estimates take into consideration the match type of your keywords.

How frequently are the win rate estimates updated?

The win rate estimates are updated daily.

Will my win rate % be maintained over time once I set it, or do I need to keep refreshing it?

We will not modify your bid in order to maintain your win rate. If competitor bids, inventory, or other dimensions of a win rate change over time you will need to continue adjusting your bid to maintain a specific win rate.

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About Copy Campaign


What is copy campaign?

Copy campaign is a feature that allows you to copy certain parameters from one campaign to a new one. Some of the parameters that are copied include the campaign name, start and end dates, budget, keyword, and bids. Note that performance metrics (such as impressions, clicks, and sales) are not copied to the new 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 them for compliance with our advertising guidelines. We will email you once your ad has been reviewed within 2 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.

What is the Buy Box and why will my ads appear only when Amazon is winning 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 products sold by direct Amazon vendors that are winning the Buy Box will be eligible for display as Sponsored Products on Amazon.com.

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 products sold by direct Amazon vendors 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:

1. Only the child products from variations (parent-child relationships) are eligible for advertising.
2. Suppressed listings are not eligible. The listing is either missing important information or contains incorrect information.
3. Products that are removed from inventory or are out of stock are not eligible for advertising.
4. Products in closed categories are not eligible for advertising.
5. Products that do not comply with retail policies are not eligible for advertising.

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

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

Other common reasons for zero or few impressions include:
1. Low CPC bids
2. Low ad or keyword relevance
3. 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. Search for the product(s) you want to add to the campaign and click the Add button. 

Can I remove a product from my campaign?

Although you can't remove a product from a live 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 on 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 Automatic keyword targeting for Sponsored Products (auto-targeting)


What is auto-targeting?

Through auto-targeting, AMS advertisers can take advantage of Amazon’s search shopping intelligence by creating Sponsored Products auto-targeted ads. When you create automatic targeting SP ads, an Amazon algorithm will collect and use highly relevant keywords for all selected SKUs in an automated way. This feature leverages the experience Amazon.com has in finding the right keywords for the best campaign performance and eliminates the work of selecting keywords manually.

Where do I add auto-targeting to my Sponsored Products campaigns?

Automatic targeting can be selected in the campaign builder under “Select a targeting type”.

Will auto-targeted ads receive preferential treatment in the Sponsored Products auction?

No. An ad that is auto-targeted will compete with keyword targeted ads on an even basis.

Can I select auto-targeting and add additional keywords to the same campaign?

No. Auto-targeted campaigns use an Amazon algorithm to target your ads so keywords cannot be added manually.

Can I stop/resume auto-targeting while my campaigns are running?

No. Auto-targeting is a type of Sponsored Products campaign and is not a setting that can be turned off or on while a campaign is running.

How can I check the performance of auto-targeted campaigns?

You can track performance for auto-targeted campaigns by looking at the SP campaign performance metrics.

Can I use Auto-Targeting with Bid+ in the same campaign?

No. It is not possible to combine Auto-Targeting and Bid+ in the same campaign.

When will my auto-targeted Sponsored Product campaign go live?

It takes about 1 hour for auto-targeted ads to begin rendering.

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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 Sponsored Products Manual 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 Sponsored Product 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 relevancy. 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 (coût moyen des ventes) 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+.

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 Sponsored Product 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 their own CTR that you can see in campaign management. We provide you the CTR for each campaign and keyword.

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 or ACPC 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 to shoppers within 14 days of them clicking on your ad.

What are Total Sales?

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 to shoppers within 14 days of them clicking on your ad.

How long does it take for sales and traffic data to show up once a campaign is running?

If your campaign is winning the bid, it may take up to 3 days for sales and traffic data to show up on the campaign dashboard. If your campaign is not getting any impression, it is likely that you are not winning the bid. We recommend you increase your bid or widen your targeting.

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Billing and Payment Settings


When will I be billed for my ads?

Your account accumulates your first $1.00 worth of clicks. Your account accumulates additional clicks that meet or exceed your credit limit. Your credit limit begins at $50 and increases each time you reach your credit limit and you make a successful payment. From $50 it increases to $150, $200, $350, and finally $500. You have a balance due for the previous month, regardless of your credit limit. You incur this charge on the third day of each month.

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?

Administrators can set a default payment method by clicking on the Navigation Bar > Brand Drop-Down > Payment Settings. Only users with administrator privileges on an account 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 active campaigns. Any changes made to your brand's default payment method will affect all currently active and future ad campaigns.

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

You will need to update your default payment method on the Payment Settings page. You can access this page by clicking on the Navigation Bar > Brand Drop-Down > Payment Settings. All ad campaigns will remain paused until billing issues are resolved.

What payment methods do you support?

We support payment by all major credit and debit cards.

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 .

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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. Before you contact us, please have ready the version numbers for your browser and your operating system (for example: Firefox version 17 on Mac OSX).

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