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Amazon PPC is one of the fastest ways to buy visibility on high-intent searches and turn that attention into sales. This Amazon PPC guide focuses on practical, repeatable steps you can use to launch and optimize amazon ppc ads with confidence. We use Amazon.com (US) as the default example, but the principles also apply to other marketplaces such as the UK, DE, and JP, with minor adjustments.
In this guide, you will learn:
Key takeaways
Table of contents
Amazon PPC is the pay-per-click model inside Amazon Advertising that lets you bid for placements on shopper searches and product pages. You only pay when a shopper clicks. For most sellers, PPC is the fastest way to test demand, accelerate early sales velocity, and build relevance signals that can support organic ranking over time.
You may still see older guides mention Amazon Marketing Services, also called Amazon Marketing Services or AMS. Today, it is simply Amazon Advertising. The core idea is unchanged: you bid, win placements, and pay for clicks. What has expanded is targeting, placements, and reporting options.
Most sellers start with Sponsored Products ads, then expand into Sponsored Brands and Sponsored Display as they gain data and confidence. Here is a quick comparison you can reference when deciding what to launch next.
Sponsored Products ads promote a single ASIN and are typically the highest impact starting point. They are straightforward to launch, easy to measure, and they create the best learning foundation for bidding and keyword control.
Sponsored Brands ads let you highlight your logo and multiple products with a headline. They are powerful when your listing conversion is stable, and you want to win more top-of-search real estate or guide shoppers into a curated Store experience.
Sponsored Display can help you re-engage shoppers who viewed your product but did not purchase, or place ads on competitor listings through product targeting. If you want to extend beyond keyword-only demand, Sponsored Display adds an extra layer to your Amazon advertising for sellers strategy.
The biggest reason sellers waste budget is a messy launch. Use this simple structure: start focused, collect clean data, then scale deliberately. For the workflows below, you can switch marketplaces inside SellerSprite (US, UK, DE, JP, and more) to align keyword and competitive analysis with your target region.
Use SellerSprite to validate before you spend:
Auto campaigns let Amazon match your ads to searches and placements. Use Auto for discovery: collect search terms, find unexpected winners, and identify obvious negatives.
Manual campaigns give you control. You choose keywords, match types, and product targets. This is where you scale profitably once you know what converts.
Pro Tip
Keep your first structure simple. One Auto campaign plus two Manual campaigns (Brand and Category) is enough to learn fast without drowning in complexity.
Keyword choice is where performance is won or lost. The goal is not "more keywords." The goal is "more relevant, higher-intent keywords" that your listing can convert.
Filter for intent: prioritize keywords that match your product type, size, material, use case, and buyer expectations.
Figure 1. Keyword Mining helps you build a cleaner keyword set before you bid, so your manual campaigns start with higher intent.
Start with a daily budget that can collect meaningful clicks without forcing panic decisions. As a practical baseline, aim for enough budget to get steady data (clicks and conversions) for at least 7 to 14 days, then optimize. The exact number depends on your category CPC and break-even ACoS.
Common mistake
Increasing budgets on campaigns with unclear intent. If search terms are messy, scale structure first: add negatives and move winners into manual match types.
Sponsored Products ads rely on your listing content. Sponsored Brands adds a headline, so keep it clear and intent-matched. Write headlines that reflect what shoppers want, not what you want to say.
PPC rewards consistency. The winning workflow is simple: measure, decide, adjust, repeat. Your job is to reduce waste and feed winners while protecting the conversion rate.
Figure 2. Think in funnel steps: impressions, clicks, conversions, then profitability.
A "good" ACoS depends on your margins and goals. In launch mode, you might accept a higher ACoS to collect data and build relevance. In steady mode, aim below your break-even ACoS. When you are clearing inventory, you may choose an ACoS that protects cash flow even if profit per order is smaller.
Use SellerSprite to close the loop:
Figure 4. Ads Insights helps you turn raw ad data into a short, prioritized action list.
Below is a representative example of what a structured optimization loop looks like. Numbers are illustrative and anonymized, and results vary by niche, listing quality, and seasonality.
Starting point (Day 0)
Changes made (Days 1 to 30)
Result (Day 60)
ACoS is useful, but it only measures paid efficiency. As you scale, you also need to measure whether ads are improving the business, not just the campaign.
Break-even ACoS is the point where ad cost equals your profit on the sale. A simple, practical shortcut is:
Break-even ACoS (%) ≈ Your profit margin (%)
If your margin is 30%, then an ACoS near 30% means you are roughly breaking even on ad-attributed sales. You can choose to run above or below that, depending on lifecycle goals.
TACoS helps you evaluate overall health by comparing ad spend to total sales (ads plus organic):
TACoS = Ad spend / Total sales
Auto campaigns are your keyword discovery engine. Promote proven search terms into manual match types:
For Brand Registered sellers, Sponsored Brands can lift top-of-search visibility. Test systematically:
Representative example (illustrative and anonymized). The key is not the exact numbers. The key is the repeatable testing loop.
Before (Weeks 1 to 2)
Test actions
After (Weeks 3 to 6)
Amazon Advertising changes constantly. The best habit is not chasing every update. It is maintaining a clean structure, tracking trends monthly, and using consistent rules for scaling.
The PPC mechanics are similar across marketplaces, but performance baselines can differ by shopper behavior and category competition.
Amazon PPC is not just paying for traffic. It is building a repeatable growth system. When you combine a clean account structure with consistent optimization and SellerSprite data workflows, you spend less on guesswork and more on decisions you can defend.
Launch smarter amazon ppc ads with a clean workflow: build your keyword list, spot wasted spend, and track whether PPC is lifting organic rank.
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Join the SellerSprite community on the Facebook Group to share your sourcing journey, ask questions, and get support from fellow Amazon sellers.
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Ready for the next step? Open the SellerSprite Academy course directory to continue building your Amazon FBA skills chapter by chapter.
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SellerSprite Team
PPC and data insights specialists focused on Amazon advertising for sellers. We translate ad reports into action steps and build repeatable workflows using SellerSprite tools across multiple Amazon marketplaces.
Related tools: Ads Insights, Keyword Mining, Reverse ASIN, Keyword Tracker
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