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Amazon Advertising

The detailed guide for Amazon campaigns

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Amazon Advertising


In our detailed article, we will show you effective strategies and proven tactics to promote your products with Amazon Advertising and increase your sales. From optimal keyword research to the targeted placement of your ads, we will show you how to reach your target group and stand out from the competition. Whether you are an experienced marketer or an aspiring entrepreneur, this article will provide you with valuable insights and practical tips to unlock the full potential of Amazon Advertising. Get inspired and learn how to maximize your sales on this dynamic platform.

Amazon advertising

What is Amazon Advertising? 

Amazon Advertising is a powerful advertising platform that allows businesses to promote their products on the Amazon website. As one of the world's largest online marketplaces, Amazon offers advertisers a variety of tools and features to make their products visible, increase sales and attract new customers.

Amazon Advertising allows companies to display targeted ads based on the interests and search behavior of Amazon customers. The platform offers various advertising formats, including Sponsored Products, Sponsored Brands and Sponsored Display Ads. These ads are presented to customers when they search for related products or while browsing the Amazon website.


A big advantage of Amazon Advertising is its high level of targeting accuracy. The advertising is delivered to potential customers who have already shown interest in similar products or are actively looking for specific items. This allows companies to reach a qualified audience and increase the likelihood that their ads will result in clicks and conversions.


Amazon Advertising also offers extensive analysis and tracking options. Advertisers can gain detailed insights into the performance of their ads and track key metrics such as clicks, impressions, conversion rates and return on investment (ROI). This data allows companies to optimize their campaigns and continually adapt their marketing strategy.


The importance of Amazon Advertising is constantly increasing. More and more consumers are using Amazon as their first port of call for their purchases. According to statistics, around 50% of e-commerce product searches occur on Amazon. By placing targeted ads on the platform, companies can increase their visibility and stand out from the competition.


In summary, Amazon Advertising is an effective way for companies to showcase their products to a wide audience and increase sales. By specifically targeting relevant customers and extensive analysis functions, the platform offers a solid foundation for successful advertising campaigns.

Advertise on Amazon

Should I advertise on Amazon? 

Before companies invest in Amazon Advertising, it is important to conduct a thorough analysis to determine whether advertising on Amazon is worth it for them. Here are some factors to consider to make an informed decision.


  1. Target group and product niche:An important consideration is whether your target audience is active on Amazon. If your potential customers primarily shop on other platforms or in physical stores, an advertising campaign on Amazon might not achieve the desired results. It is also advisable to research the competition and market for your specific product niche on Amazon. If competition is high and it is difficult to stand out, you may need to develop more differentiated marketing strategies.

  2. Budget and profitability:Amazon Advertising requires a certain budget to achieve visible results. Before investing money in advertising, it is important to evaluate your profitability. Calculate expected cost per click (CPC) and conversion rate based on your product pricing and margins. Make sure your advertising budget exceeds potential profits to ensure a profitable campaign.

  3. Product popularity and seasonality:The popularity and demand for your products play a role in the decision to advertise on Amazon. If you already have a strong presence and demand on Amazon, an advertising campaign can help further increase your visibility and boost sales. Additionally, it is important to consider the seasonal trends in your industry. If your products have seasonal peak periods, it may make sense to advertise more on Amazon during these times to maximize demand.

  4. Product presentation and competition:The quality of your product pages and visual presentation are crucial to convincing potential customers of your offer. Make sure your product images, descriptions, and customer reviews are engaging and compelling. Additionally, you should analyze the competition on Amazon. If there are already many similar products and the competition is intense, you may need to develop a differentiated marketing strategy to stand out.


In conclusion, Amazon Advertising is not equally suitable for every company and every product niche. A careful analysis of audience, budget, profitability, product popularity, and competition is essential to determining whether an advertising campaign on Amazon makes sense. It may also be advisable to run a test campaign with a limited budget to gain initial experience and evaluate performance.

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While Amazon Advertising is an effective way to increase visibility and sales, there are two crucial factors that are often even more important: high-quality content and the availability of your products.


1. Quality Content: In a highly competitive environment like Amazon, it is crucial that your content stands out and appeals to potential customers. This includes optimizing your product descriptions, using high-quality images, and including relevant keywords. By creating compelling and informative content, you can gain customer trustn and positively influence their purchasing decision. Make sure your product descriptions are clear, concise, and well-writtenare structured and contain all the important information that potential customers need. Our 20 tips for high-quality content article could be of great help.

Content and availability

Success factors: content and availability

20 tips for high-quality Amazon content

In a competitive environment like Amazon, it's crucial to create high-quality content that appeals and convinces your potential customers. To help you with this, we have put together 20 tips.

2. Product availability: Even if you run compelling advertising campaigns and provide high-quality content, it is very important that your products are actually available. Customers rely on Amazon to buy the items they want, and poor availability can lead to disappointed customers and negative reviews. Make sure you have enough inventory to meet demand and monitor inventory regularly to avoid shortages. Good inventory management and the use of tools like Amazon FBA (Fulfillment by Amazon) can help you ensure the availability of your products.


It's important to understand that high-quality content and product availability affect not only customer satisfaction, but also the performance of your advertising campaigns. If potential customers click on your ads and end up on a product page that contains poor product images, inadequate descriptions, or a "sold out" message, they are less likely to complete a purchase. Both content and product availability play a crucial role in maximizing your conversion rates and long-term customer loyalty.


In addition to the quality of your content and product availability, you should also pay attention to customer feedback. Ratings and customer reviews have a significant influence on the purchasing behavior of other potential customers. By responding quickly and professionally to customer inquiries and issues, you can increase customer trust and improve your reputation on Amazon.


Overall, it is crucial that companies not only rely on Amazon Advertising, but also focus on high-quality content and the availability of their products. Only by combining these factors can you realize the full potential of Amazon as a sales platform and achieve long-term success.

Advertising formats

The different advertising formats on Amazon

Amazon Advertising offers various advertising formats that companies can use to promote their products on the platform. Each format has its own features and benefits. 


Sponsored Products: Sponsored Products are ads that appear in search results and on product detail pages. These ads are delivered based on customers' search terms and search behavior. Sponsored products are usually cost-effective and offer a good way to increase the visibility of individual products. They're good for companies that want to highlight their best sellers or boost sales of certain products.


Sponsored Brands: Sponsored Brands are advertisements that showcase a brand and its products. These ads appear in search results, above search results, or on product detail pages. They contain the brand's logo, a title, multiple products, and a link to the brand store page or a custom landing page. Sponsored Brands offer an effective way to build brand awareness, strengthen customer loyalty and showcase a wider range of products.


Sponsored Display: Sponsored Display allows advertisers to promote their products both on and off Amazon. These ads may appear on various third-party websites and apps. Sponsored Display offers targeted reach and enables companies to reach their target group outside of Amazon. This form of advertising is well suited for retargeting campaigns and acquiring new customers.


Brand Store: The Brand Store is an individual page where companies can present their brand and products. The Brand Store offers a variety of customization options to create an engaging shopping experience. Companies can organize their products into categories, tell stories, embed videos, and create custom content. The Brand Store is a great way to strengthen brand identity, inspire customers and comprehensively present the product range.

Choosing the right advertising format depends on various factors such as marketing goals, product type and target group. Sponsored Products are well suited for the targeted promotion of individual products, while Sponsored Brands can put a brand in the spotlight. Sponsored Display offers a broader reach and the Brand Store enables a holistic brand presentation. Each of the four advertising formats has its advantages and disadvantages. 


It is important to regularly monitor and adjust the performance of different advertising formats to achieve the best results. Targeted testing and optimization of campaigns can help to exploit the full potential of advertising formats on Amazon.

Short comparison of Amazon Advertising advertising formats: advantages and disadvantages

At Amazon Advertising, various advertising formats are available to you to successfully advertise your products and brands. Each advertising format has its own features and benefits.

It is important to regularly monitor and adjust the performance of different advertising formats to achieve the best results. Targeted testing and optimization of campaigns can help to exploit the full potential of advertising formats on Amazon.

Create campaigns

How do I create a campaign on Amazon?

Creating a campaign on Amazon requires a few steps, but with the right guidance, it's an accessible process. Here's a walkthrough of the easiest way to create campaigns, as well as the steps and materials required:


  1. Step: Log in and create an account. To create a campaign on Amazon, you must first have an advertising account. Log in to your Amazon Seller Central or Vendor Central account and navigate to the advertising menu. Follow the instructions to set up your advertising account.

  2. Step: Select campaign type. Amazon offers different campaign types including Sponsored Products, Sponsored Brands, and Sponsored Display. Choose the campaign type that best suits your marketing goals.

  3. Step: Define target group. Define your target audience based on relevant keywords, product categories or interests. You can also use the automatic targeting option, where Amazon places your ads based on the products and customers' search behavior.

  4. Step: Set a budget. Set a daily budget for your campaign. Make sure your budget is appropriate and allows you to run your campaign for a sufficient period of time.

  5. Step: Set bids and click prices. Set bids and click prices to determine the positioning of your ads. Higher bids increase the chances that your ads will be more viewable, but can also result in higher costs. Experiment with different bids to find the optimal balance between visibility and profitability.

  6. Step: Create ad groups and ads.Create ad groups that target your audience and keywords. Then create the ads themselves using compelling titles, descriptions, and images. Make sure your ads contain relevant and engaging content that piques customers' interest.

  7. Step: Monitoring and optimization. After launching your campaign, it is important to monitor its performance and optimize it regularly. Track key metrics like clicks, impressions, conversion rates, and return on investment (ROI). Based on the data collected, you can make adjustments to improve the performance of your campaign.


To successfully create a campaign on Amazon, you need the following materials:

  • High-quality product images: Make sure you have attractive product images that grab customers’ attention.

  • Powerful product descriptions: Create compelling and informative product descriptions that highlight the benefits and features of your products.

  • Relevant Keywords: Identify relevant keywords that your audience uses to search for similar products.

  • A reasonable budget: Set a budget that will allow you to run your campaign for a sufficient period of time and achieve your marketing goals.

By following these steps and using the right materials, you can create an effective campaign on Amazon and increase your visibility and sales. To be even more successful, you can go through this checklist for successful campaigns.

Checklist for successful campaigns: 10 tips for easy implementation

A successful Amazon Advertising campaign requires careful planning and implementation. To ensure that you take all the important aspects into account, we have put together a checklist.


Keyword research and optimization

Keywords play a crucial role in your Amazon advertising strategy. They allow you to place your ads in front of the right customers and have your products appear in relevant search results. Thorough keyword research and optimization is essential to maximizing the success of your Amazon campaigns.


When it comes to keyword research, there are different strategies you can use to be successful. One of them is the analysis of customer behavior. Understand your target audience and research their search terms and behavior. Use tools like the Amazon algorithm, keyword research tools or Amazon search suggestion to identify relevant keywords.


When choosing keywords, it is important to consider both long-tail and short-tail keywords. Long-tail keywords are more specific search terms with lower search volume but higher relevance. Short-tail keywords, on the other hand, are more general terms with a higher search volume. A combination of both types of keywords can be useful to ensure broad coverage while targeting more targeted customers.


Another important strategy is using negative keywords. These are terms you don't want to appear for. By setting negative keywords, you can protect your ads from irrelevant searches and avoid unnecessary costs. Identify terms that don't fit your products or don't match your target audience and add them to your campaigns as negative keywords.


It is also advisable to regularly monitor the performance of your keywords and optimize accordingly. Identify keywords with low click-through rates or low conversion rates and adjust your bids, ad copy, or product pages accordingly. Be flexible and adjust your keyword strategy based on the data and insights you collect.


Additionally, it can be helpful to analyze the keywords your competitors are using. This can give you new ideas for your own keyword research and ensure you aren't left out of relevant searches.


Thorough keyword research and optimization is an ongoing process. It takes time and attention to identify the right keywords and adjust your strategy accordingly. However, through continuous monitoring and optimization, you can increase the effectiveness of your Amazon advertising campaigns and maximize your success on the platform.


Visuals on Amazon

Visual elements play a crucial role in Amazon Advertising. They can help capture customers' attention, increase interest in your products, and ultimately lead to more clicks and conversions. In this section, we'll look at the role of visuals in Amazon Advertising, the optimal image sizes and resolutions, and some tips for using video ads effectively.

The role of visual elements in Amazon Advertising

Visual elements, such as product images and videos, are the first impressions potential customers receive of your products. They play a crucial role in creating trust and communicating product features and benefits. Through high quality and appealingWith visuals, you can capture customers' interest and encourage them to continue browsing and ultimately make a purchase.


Optimal image sizes and resolutions


When using images on Amazon, it's important to consider optimal sizes and resolutions. For main images, Amazon recommends a size of at least 1,000 x 1,000 pixels to ensure good quality on different devices. Product images should be sharp, well-lit, and clearly depict the item. It's also a good idea to provide different views or close-up shots of the product to give potential customers a comprehensive impression.


Tips for using video ads effectively


Video ads can be a powerful way to engage customers and showcase products visually. Here are some tips forr the effective use of video ads on Amazon:


  1. Keep your videos short and concise: Customers' attention spans are limited, so it's important to get your message across in a short amount of time. As a rule, keep your videos on Amazon under 60 seconds.

  2. Focus on product features and benefits: Show your product’s unique features and benefits in your video. Use visuals and text to highlight key information.

  3. Ensure high image and sound quality: Make sure your videos have good resolution and clear audio. Professional production can help improve the quality of your video ads.

  4. Test and optimize your video ads: Monitor the performance of your video ads and test different variations to determine the best combination of content, length and visual elements. Based on the data collected, you can optimize your video ads for greater effectiveness.


Visual elements are an important part of your Amazon advertising strategy. By providing high-quality product images and effectively using video ads, you can capture customers' attention and positively influence their purchasing decision. Be sure to use the optimal image sizes and resolutions and test different approaches to get the best results.

Costs & Budget

Costs and how do I define my budget

Before investing in Amazon Advertising, it is important to understand the costs associated with this advertising platform and set a budget that will give you the success you want. In this section, we will look at the costs of Amazon Advertising and give you tips on how to successfully define your budget.

What costs are associated with Amazon Advertising?


With Amazon Advertising you have control over your budget and can set it according to your individual needs. Costs may vary depending on your goals, competitive situation and industry. In general, there are two main components that affect your costs:


Click costs: With most Amazon advertising formats, you pay per click on your ad. The exact click price depends on various factors, including competition for specific keywords or products. It's important to monitor and optimize your click costs to ensure you get a reasonable return on investment (ROI).

Budget: You set your advertising budget, which represents the maximum amount you are willing to spend on your campaigns. This budget can be set daily or monthly. It is important to set a budget that fits your financial capabilities and allows you to run your advertising campaigns for a sufficient period of time.

How do you define a budget that brings success?


Here are some tips to successfully define your budget:


  • Set realistic goals: Before setting your budget, define clear goals for your advertising campaigns. Do you want to increase your sales, increase your brand awareness or attract new customers? Based on your goals, you can better plan and set your budget.

  • Consider your margins and profitability: Analyze your margins and profitability to ensure your advertising budget is appropriate. Calculate expected cost per click (CPC) and conversion rate based on your product pricing and margins. Make sure your expected profits exceed your advertising spend.

  • Test and Optimize: Start with a limited budget and test different campaigns and keywords. Monitor performance and continually optimize your campaigns to achieve the best value for money. Based on the results, you can adjust your budget accordingly.

  • Scaling campaigns: Once you see that your advertising campaigns are successful and delivering the desired ROI, you can gradually increase your budget to maximize your success. Continue to monitor performance and ensure your ad spend is in line with your sales results.


It is important to note that Amazon Advertising takes time to produce results. Be patient and ensure you regularly monitor and optimize your campaigns to maximize the full potential of your ad spend.

Self or agency

Yourself or with an agency?

When it comes to managing your Amazon Advertising campaigns, you have two options: do it yourself or enlist the help of an agency. Both options have their advantages and disadvantages, and it is important to consider your individual needs and goals before making a decision.


Self-management offers you full control over your campaigns. You can customize your ads and keywords as you wish and make changes in real time. It's a chance to gain valuable experience and expand your knowledge of Amazon Advertising. However, managing it yourself requires time and attention. You need to stay familiar with the latest best practices and trends and continually monitor and optimize your campaigns. There can be a steep learning curve, especially for those new to the advertising industry.


Working with an agency brings you expertise and experience. An agency has specialized knowledge and has already carried out successful campaigns for other clients. You can benefit from their expertise and ensure your campaigns are effective and efficient. Working with an agency also allows you to save time and focus on other important aspects of your business. An agency can continually monitor your campaigns, optimize them, and make informed decisions to get the most out of your advertising dollars.


However, it is important to remember that working with an agency comes with costs. You should ensure that the budget for the agency services is appropriate and provides a positive ROI. Additionally, you may need to give up some aspects of direct control over your campaigns and ensure good communication with the agency.


Before choosing an option, consider whether you have the time, expertise, and resources to manage your campaigns yourself. If you have doubts or feel unsure, working with an agency can be a good choice. You can benefit from their expertise and avoid investing valuable resources in a learning phase that can potentially be costly.


The decision whether you want to manage your Amazon Advertising campaigns yourself or work with an agency should be carefully considered. Make an honest assessment of your skills and resources and consider whether you could benefit from an agency's experience and expertise. An agency can help you get the best possible ROI from your campaigns and support you on the path to success.

Measuring success

Success measurement and continuous optimization

Measuring success and continuous optimization are crucial steps to unlocking the full potential of your Amazon Advertising campaigns. In this section, we'll cover tracking relevant metrics, leveraging analytics tools and reports, and adjusting your strategies and tactics based on the data.

Tracking relevant metrics


It's important to track the right metrics to measure and optimize the success of your Amazon Advertising campaigns. Here are some relevant metrics to consider:


  • Clicks: The number of clicks on your ads provides insight into how your ads are performing and how customers are interacting.

  • Impressions: Impressions show how many times your ads were shown to customers. A high number of impressions indicates good visibility.

  • Conversion rate: The conversion rate indicates how many clicks led to an actual purchase. A high conversion rate indicates that your ads and product pages are convincing customers.

  • RoAS (Return on Advertising Spend): The RoAS measures the relationship between advertising expenditure and the sales achieved. A higher RoAS indicates that your campaigns are profitable.

Use of analysis tools and reports


Amazon offers a range of analytics tools and reports to help you understand and optimize the performance of your advertising campaigns. Use these tools to gain detailed insights into the performance of your keywords, ads, and products. Monitor metrics regularly and use the data to identify vulnerabilities and improve your campaignagnes to adapt.

Adjust strategies and tactics based on data


Based on the data and insights you collect, you should continually adjust your strategies and tactics. Test different approaches, bids, and ad variations to see which produce the best results. Identify low-performing keywords and optimize them to increase the effectiveness of your campaigns. Be open to change and continually adapt your strategies to get the most out of your Amazon advertising campaigns.


Additionally, you should also keep an eye on your competition and monitor their activities. Analytics tools can help you gain insight into your competitors’ advertising strategies and learn lessons for your own campaigns.

Measuring success and continuous optimization are an ongoing process. Stay alert, monitor metrics, and make adjustments to get the most out of your Amazon Advertising campaigns and achieve long-term success.



In our article, we gave you valuable insights into how to effectively market your products on the world's largest e-commerce platform, Amazon. From strategic keyword research to targeted ad placement to optimizing your product pages, we've shared proven tactics and practical tips to reach your audience and increase your sales.

We hope this article has given you valuable insight and inspiration to optimize your Amazon Advertising campaigns and increase your business results. If you have any further questions, we'd be happy to hear from you. Simply book a short exchange with our experts.

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Arrange an initial telephone call in which we will discuss your needs and requirements in the e-commerce marketplace. We would be happy to prepare a free brand analysis for your brands.

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