Amazon Ads

 

Amazon Ads is the performance engine that drives paid visibility across Amazon’s marketplace. While the Advertising category covers promotional tools and retail-facing incentives, Amazon Ads focuses specifically on sponsored placements, bid management and performance optimisation within Campaign Manager.

 

This is where traffic is actively bought, controlled and scaled. Through Sponsored Products and related ad formats, brands can appear in high-intent search results, on competitor listings and across relevant product placements. Done correctly, Amazon Ads accelerates organic ranking, drives incremental sales and provides measurable, data-led growth.

 

For our clients, Amazon Ads is not simply about increasing spend. It is about structured campaign architecture, disciplined bid management and continuous optimisation to balance growth with profitability.

Campaign Manager – Edit Access Required

 

Campaign Manager is the central control panel for Amazon Sponsored Ads. It is where campaigns are created, structured, monitored and optimised. Through this interface, we manage keyword targeting, bidding strategy, budgets, placements and performance analysis across Sponsored Products.

 

Campaign Manager directly impacts visibility, traffic quality and profitability. It determines where your products appear in search results, how aggressively you compete for high-intent keywords and how efficiently advertising spend converts into revenue. A well-structured account improves organic ranking over time, while poor management leads to wasted spend and unstable performance.

 

We require Edit-level access because effective advertising management requires active intervention. This includes launching campaigns, adjusting bids, adding and negating search terms, reallocating budgets and refining targeting.

 

With this level of access, clients should expect:

  • Structured campaign architecture separating brand and non-brand traffic
  • Controlled keyword harvesting and negative keyword management
  • Ongoing bid optimisation aligned with margin targets
  • Budget reallocation towards high-performing campaigns
  • Placement adjustments based on conversion data
  • Regular performance monitoring across ACOS, ROAS and TACOS
  • Transparent reporting and clear communication around strategy changes

Deals – Edit Access Required

 

Amazon Deals are structured, event-based promotional placements such as Lightning Deals and 7-Day Deals that provide enhanced visibility across Amazon’s dedicated deal pages and high-traffic retail events. These placements often include prominent merchandising and time-bound exposure designed to drive concentrated sales activity.

 

Deals are commonly leveraged during major Amazon retail moments such as Prime Day, Black Friday, Cyber Monday and other seasonal peak events. Depending on the objective, they can generate short-term revenue spikes, accelerate organic ranking, clear inventory, or increase brand exposure during periods of heightened customer intent. The correct deployment depends on the product category, seasonality and commercial goals.

 

We require Edit-level access because Deals must be submitted, configured and scheduled directly within the Amazon Ads interface. This includes selecting eligible ASINs, confirming discount depth, accepting Amazon’s deal fees, setting inventory allocation and managing submission deadlines. View-only access does not allow execution or optimisation.

 

With this level of access, clients should expect:

  • Proactive identification of event-led opportunities such as Prime Day and Black Friday
  • Strategic selection of products based on margin, stock levels and seasonality
  • Configuration and submission of Lightning Deals or 7-Day Deals
  • Controlled inventory allocation to protect stock position
  • Client approval before any deal is committed
  • Post-event analysis reviewing revenue impact and profitability

Product Ads Performance Reports – View Access Required

Product Ads Performance Reports provide detailed data on how Sponsored Ads are performing across campaigns, keywords and individual ASINs. These reports include metrics such as impressions, clicks, spend, sales, ACOS and conversion behaviour, allowing for deep performance analysis beyond what is visible in summary dashboards.

 

This data is critical for informed decision-making. It enables identification of profitable keywords, wasted spend, underperforming targets and scaling opportunities. When analysed properly, these reports support bid optimisation, search term harvesting and SKU-level profitability assessment.

 

We require View-level access because the value of this permission lies in visibility and analysis. The ability to download and review detailed performance data allows us to make informed optimisation decisions within Campaign Manager and across the wider account.

 

With this level of access, clients should expect:

  • Regular analysis of campaign and search term performance
  • Identification of scaling opportunities and inefficient spend
  • Cross-referencing ad performance with margin modelling and business reports
  • Data-led bid and targeting
  • Insight-led commentary included in monthly reporting where relevant
  • Strategic decisions based on performance trends rather than assumptions