Pay-per-click ads that promote individual product listings. Ads appear in search results and on product detail pages. Brands use Sponsored Products to drive direct sales, test keywords, and defend against competitor ads on their own product pages.

Ads featuring a brand logo, custom headline, and up to three products. They appear at the top of search results and drive traffic to either a custom Amazon Store or a product listing page. Brands use Sponsored Brands to build awareness and capture shoppers higher in the funnel.

A video format within Sponsored Brands. Video ads autoplay (muted) in search results and can drive higher engagement than static image ads. Brands use video to demonstrate products that need to be seen in action — apparel, kitchen tools, fitness equipment.

Display ads that retarget shoppers who viewed your products or similar products, or that reach shoppers based on interests and shopping behaviors. Ads appear on Amazon (product detail pages, search results) and off Amazon (third-party sites and apps). Brands use Sponsored Display for retargeting and top-of-funnel expansion. Learn more about Sponsored Display targeting and performance.

Streaming TV ads that appear on Fire TV, IMDb TV, and third-party apps. Previously restricted to managed-service DSP clients, Sponsored TV became available self-service in 2024 with no minimum spend. Brands use Sponsored TV to reach cord-cutters and build awareness at the top of the funnel.

A programmatic ad-buying platform that lets advertisers buy display, video, and audio ads across Amazon sites (Amazon.com, IMDb, Twitch, Fire TV) and third-party publisher networks. DSP campaigns can target shoppers who don't sell on Amazon. Brands use DSP for retargeting, audience building, and brand awareness campaigns that go beyond product-level ads.

Live-streaming video content where hosts demonstrate products in real time. Viewers can shop directly from the stream. Brands use Amazon Live for product launches, seasonal events, and building community with repeat buyers.

Audio ads that play on Amazon Music's ad-supported tier and select Alexa-enabled devices. Brands use audio ads to reach listeners during commutes, workouts, or passive browsing when visual ads aren't effective.

Shoppable, lifestyle-focused images that appear in feeds on product detail pages, brand pages, and category results. Posts are free (not paid ads) but are managed in the Amazon Ads console. Brands use Posts to build a visual brand presence and drive engagement beyond traditional ads.

Automated DSP campaigns that use Amazon's machine learning to select shoppers and adjust bids. Performance+ simplifies DSP setup for advertisers who want programmatic reach without building custom line items and segments. Brands use Performance+ when they want DSP scale but lack the time or expertise to manage complex targeting strategies.

Bespoke ad formats negotiated directly with Amazon's sales team for high-budget advertisers. Examples: homepage takeovers, custom brand experiences, exclusive sponsorships. Brands use custom solutions for product launches, tentpole events, or when standard ad formats can't deliver the creative vision.

The percentage of ad-attributed sales spent on advertising. Formula: (ad spend ÷ ad sales) × 100. If you spend $500 on ads and generate $2,500 in ad-attributed sales, your ACoS is 20%. Brands use ACoS to measure campaign efficiency. Lower ACoS means you're spending less per dollar of sales. But focusing only on ACoS ignores the halo effect (organic sales driven by ads) and total business profitability.

The percentage of total sales (organic + ad-driven) spent on advertising. Formula: (ad spend ÷ total sales) × 100. If you spend $500 on ads, generate $2,500 in ad sales, and your total revenue is $10,000, your TACoS is 5%. TACoS shows whether your ads are building sustainable organic growth or just replacing organic sales with paid ones. Falling TACoS means your ads are driving a halo effect.

Revenue generated per dollar spent on ads. Formula: ad sales ÷ ad spend. If you spend $500 and generate $2,500 in ad sales, your ROAS is 5x. ROAS is the inverse of ACoS (ROAS = 1 ÷ ACoS). Brands that think in profit margins often prefer ROAS because it's easier to compare against contribution margin targets.

The amount you pay each time a shopper clicks your ad. Amazon uses a second-price auction, so you pay $0.01 more than the next-highest bid. CPC varies by keyword competitiveness, match type, and placement. High CPC doesn't always mean bad performance if your conversion rate is strong.

The cost to show your ad 1,000 times. Used in DSP campaigns where you pay for impressions, not clicks. Formula: (ad spend ÷ impressions) × 1,000. Brands compare CPM across placements and supply sources to understand media costs.

The percentage of impressions that result in clicks. Formula: (clicks ÷ impressions) × 100. A 0.5% CTR means 5 clicks per 1,000 impressions. CTR measures ad relevance. Low CTR suggests your ad isn't resonating or you're targeting the wrong shoppers.

The percentage of clicks that result in a purchase. Formula: (conversions ÷ clicks) × 100. A 10% CVR means 1 purchase per 10 clicks. CVR isolates how well your product detail page converts after someone clicks your ad. Low CVR points to PDP issues (weak images, poor reviews, high price) rather than ad targeting problems.

The number of times your ad was displayed. Impressions measure reach but don't indicate engagement or sales. High impressions with low clicks means poor ad relevance or weak creative.

The number of unique shoppers who saw your ad at least once. Reach differs from impressions because one person can see your ad multiple times. DSP campaigns often prioritize reach when the goal is brand awareness rather than direct response.

The average number of times each unique shopper saw your ad. Formula: impressions ÷ reach. A frequency of 3 means the average viewer saw your ad three times. High frequency can mean effective retargeting or ad fatigue, depending on campaign duration and creative rotation.

The percentage of purchases from shoppers who haven't bought from your brand in the last 12 months. Amazon reports NTB purchases, NTB sales, and NTB percentage for Sponsored Brands and DSP. If 65% of your Sponsored Brands purchases are NTB, your ads are acquiring new customers, not just recapturing existing buyers. Brands use NTB to measure customer acquisition efficiency.

Awareness and consideration metrics available for DSP campaigns. Brand Metrics report detail page views, add-to-cart actions, and purchases from shoppers exposed to your ads (whether they clicked or not). Brands use Brand Metrics to measure upper-funnel impact when direct click-through attribution undersells campaign performance.

The percentage of ad clicks that result in a product detail page view. Formula: (detail page views ÷ clicks) × 100. DPVR measures how many clicks actually landed on your PDP. Low DPVR suggests technical issues, slow page load, or shoppers bouncing immediately.

Total sales from shoppers who clicked your ad and purchased within 14 days. Amazon's standard attribution window is 14 days for most ad formats. Brands sometimes see a lag between ad spend and reported sales because purchases can happen days after the initial click.

Showing ads when shoppers search for specific keywords. Brands upload keyword lists or let Amazon suggest keywords based on product data. Keyword targeting is the primary method for Sponsored Products and Sponsored Brands.

Keyword match type that shows your ad for the keyword plus related variations, synonyms, and loosely related searches. Broad match on "dog leash" can trigger for "best dog leash for large dogs" or "leather leash amazon." Broad match discovers new keywords but can waste spend on irrelevant searches if not monitored.

Keyword match type that shows your ad when the keyword appears in the search query in the same order, with additional words before or after. Phrase match on "dog leash" triggers for "retractable dog leash for running" but not "leash for my dog." Phrase match balances discovery and control.

Keyword match type that shows your ad only for the exact keyword or close variants (plurals, misspellings, reordering). Exact match on "dog leash" triggers for "dog leash" and "dog leashes" but not "leather dog leash." Exact match maximizes control and targets shoppers with high intent.

Showing ads on specific product detail pages or in search results for specific ASINs. Brands use product targeting to advertise on competitor listings or complementary products. Example: A phone case brand targets the iPhone 15 ASIN.

Showing ads across all products in a specific Amazon category or subcategory. Brands use category targeting for broad awareness or when they want to reach shoppers browsing a category without committing to specific ASINs.

Showing ads to shoppers based on their shopping behaviors, interests, or past interactions with your brand. Available in Sponsored Display and DSP. Audience types include in-market (shoppers actively researching a category), lifestyle (interests and demographics), and retargeting (shoppers who viewed your products or similar products).

Showing ads based on the content of the page or the shopper's current browsing context, not their historical behavior. Contextual targeting in DSP matches your ad to relevant page content or product categories in real time.

Amazon reduces your bid in real time if a click is unlikely to convert. Your bid can drop but never increases. Brands use Down Only when they want to maintain control over max bids while letting Amazon avoid wasteful auctions.

Amazon adjusts your bid up or down in real time based on conversion likelihood. Bids can increase up to 100% for top-of-search placements if the shopper is likely to convert. Brands use Up and Down when they trust Amazon's machine learning and want to maximize conversions within their target ACoS.

Amazon uses your exact bid with no real-time adjustments. Brands use fixed bidding when they want full manual control or when testing specific bid levels.

Percentage increases or decreases applied to your base bid for specific placements. You can bid +50% for top-of-search and -20% for product pages. Brands use placement modifiers to prioritize high-converting placements.

Ad placements at the top of search results, above organic listings. Top of search typically has the highest CTR and conversion rate but also the highest CPC. Brands compete aggressively for top of search on branded keywords and high-intent terms.

Ad placements scattered throughout search results, below and beside organic listings. Rest of search has lower CPC than top of search but also lower CTR. Brands use rest of search to capture incremental clicks at lower cost.

Ads that appear on product detail pages (below the buy box, in the "sponsored products related to this item" carousel, or in the footer). Product pages placement works for retargeting and conquesting competitor listings.

Keywords you exclude from triggering your ads. Brands add negative keywords to prevent ads from showing for irrelevant searches discovered in the search term report. Example: A premium dog leash brand adds "cheap" as a negative keyword.

Specific products or product detail pages you exclude from product targeting campaigns. Brands use negative ASINs to stop advertising on their own listings or on low-converting competitor products.

Scheduling ads to run only during specific hours or days. Dayparting isn't natively supported in Amazon Ads, but brands can build it using the API or third-party tools. Brands use dayparting to pause ads during low-converting hours or to concentrate spend during peak shopping times.

The top-level container for DSP campaigns. An order groups related line items, sets the overall budget and flight dates, and defines the advertiser and product set. Brands create one order per campaign or initiative.

The execution layer within a DSP order. Each line item defines targeting (shopper segments, placements, supply sources), creative, bid strategy, and budget allocation. Brands run multiple line items per order to test different segments or placements.

Pre-built shopper segments available in DSP. Categories include in-market (shoppers actively researching a product category), lifestyle (interests, life stage, demographics), and lookalike (shoppers similar to your converters or website visitors). Brands layer multiple segments to refine targeting.

Showing ads to shoppers who previously interacted with your brand (viewed your products, added to cart, visited your Store). Retargeting is the most common DSP use case for brands because it recaptures high-intent shoppers who didn't convert on the first visit.

Ad placements on Amazon-owned properties: Amazon.com, IMDb, Twitch, Fire TV, Alexa-enabled devices, and Amazon Publisher Services partner sites. O&O inventory is exclusive to Amazon DSP and typically has higher CPMs than third-party exchanges.

Ad inventory from non-Amazon publishers available through DSP. Third-party exchange inventory expands reach beyond Amazon properties but may have lower conversion rates and requires more brand safety controls.

The percentage of ad impressions that were actually viewable (at least 50% of the ad's pixels visible for at least one second for display, two seconds for video). DSP reports viewability by line item. Low viewability means you're paying for impressions shoppers never saw.

Controls that prevent your ads from appearing next to inappropriate or off-brand content. DSP offers brand safety filters by content category, domain exclusion lists, and third-party verification integrations. Brands prioritize brand safety when running on third-party exchanges.

Limiting how many times a single shopper sees your ad within a defined time window. Example: Cap frequency at 3 impressions per week. Frequency capping prevents ad fatigue and spreads budget across more unique shoppers. Brands set frequency caps based on campaign objectives (awareness campaigns use lower caps, retargeting uses higher caps).

Automated DSP campaigns where Amazon's machine learning selects shopper segments, placements, and bids. Performance+ simplifies DSP for advertisers who want programmatic reach without building line items manually. Brands use Performance+ when they lack the time or data to manage complex segment strategies.

A data clean room that lets publishers analyze their first-party audience signals alongside Amazon Ads signals. Publisher Cloud helps publishers build better audience targeting and measure campaign performance across their own inventory and Amazon DSP. Brands working with major publishers encounter Publisher Cloud in co-marketing or sponsorship deals.

A measurement tool that tracks how off-Amazon marketing channels (Google Ads, Facebook, email, influencer posts) drive traffic and sales on Amazon. Brands create trackable Attribution tags for each channel, then view clicks, detail page views, add-to-cart actions, and purchases in the Attribution dashboard. Attribution answers "which external channels actually drive Amazon sales?"

A data clean room that lets advertisers analyze their Amazon Ads data alongside first-party data (CRM, email, loyalty programs) without sharing raw customer data. AMC runs SQL queries on pseudonymized event-level data to build custom segments, measure incrementality, and analyze cross-channel journeys. Brands use AMC for advanced measurement and segment building that goes beyond standard campaign reports.

A real-time hourly reporting API that delivers Sponsored Products, Sponsored Brands, and Sponsored Display metrics as they happen. Marketing Stream replaces the standard daily campaign reports with near-real-time data feeds. Brands use Marketing Stream to react to performance shifts within hours, not days.

Survey-based studies that measure how DSP campaigns affect brand awareness, consideration, and purchase intent. Amazon surveys shoppers exposed to your ads and compares their responses to a control group. Brand Lift answers "did my DSP campaign actually move the needle on awareness?"

The time period after an ad interaction (click or view) during which Amazon credits a sale to that ad. Standard attribution windows: 14 days for click-through, 1 day for view-through (DSP only). If a shopper clicks your Sponsored Products ad and buys 10 days later, that sale is attributed to your ad.

Organic sales driven by advertising activity. When you run ads for Product A, shoppers may discover your brand and buy Product B without clicking an ad. Halo sales don't show up in ad-attributed revenue but contribute to TACoS. Brands with broad catalogs see significant halo effects from advertising their best-sellers.

The sales lift directly caused by your ads, not sales that would have happened anyway. Incrementality studies compare a test group (exposed to ads) against a control group (no ads) to isolate true ad-driven lift. Brands use incrementality testing to validate that their ad spend is driving growth, not just cannibalizing organic sales.

A secure data environment where advertisers can analyze combined data sets (Amazon Ads data + first-party CRM data) without exposing raw customer records. Amazon Marketing Cloud is Amazon's clean room. Brands use clean rooms to measure cross-device journeys, build lookalike segments, and run attribution models.

A unified campaign management platform (beta as of early 2026) that consolidates Sponsored Products, Sponsored Brands, and Sponsored Display into one interface with AI-powered recommendations. Campaign Manager simplifies multi-format campaign setup and provides cross-campaign insights. Brands in the beta use Campaign Manager to manage all ad formats from one dashboard.

Enhanced product descriptions featuring rich images, comparison charts, lifestyle photography, and formatted text modules. A+ Content appears below the bullet points on product detail pages. Amazon reports that A+ Content increases conversion rates by up to 8% for Basic A+ and 20% for Premium A+. Brands use A+ Content to tell product stories and answer shopper questions that bullet points can't address. Read our complete A+ Content guide.

An upgraded version of A+ Content with additional modules (interactive hotspots, video, carousel, Q&A). Premium A+ is available to vendors and Brand Registry members enrolled in specific programs. Brands use Premium A+ for flagship products and product lines that need immersive storytelling.

A multi-page, self-designed destination on Amazon where brands showcase their full catalog, tell their story, and organize products by category or collection. Stores have unique URLs (amazon.com/brandname) and can be used as the landing page for Sponsored Brands ads. Brands use Stores to control the customer experience and cross-sell complementary products. Learn how to build a high-converting Amazon Store.

A DSP ad format that dynamically pulls product images, titles, prices, and Prime badges from your Amazon catalog. REC ads automatically update when prices or availability change. Brands use REC for retargeting because the ad always shows current product information without manual creative updates.

Technical requirements for video ads (Sponsored Brands Video, DSP video, Sponsored TV). Common specs: 16:9 or 1:1 aspect ratio, MP4 or MOV format, 6–45 seconds duration (varies by placement). Brands that don't follow specs see video ads rejected or delivered at low priority.

A visual brand narrative module that appears on product detail pages for Brand Registry members. Brand Story includes brand logo, images, and a short description. It's free to create and helps differentiate branded products from generic competitors.

Targeted discount offers shown to specific customer segments: repeat buyers, high-spend customers, or shoppers who abandoned your brand's cart. Brand Tailored Promotions appear on product detail pages and in post-purchase emails. Brands use Tailored Promotions to reactivate lapsed customers and reward loyalty without discounting publicly.

Analytics for Amazon Stores showing traffic sources, page views, sales, and visitor behavior. Store Insights breaks down which traffic came from Sponsored Brands ads, organic search, or external links. Brands use Store Insights to improve Store layouts and understand which products drive the most engagement.

The main interface for managing Amazon Ads campaigns (formerly called Campaign Manager, now rebranded as Advertising Console). The console is where brands create, launch, and monitor Sponsored Products, Sponsored Brands, and Sponsored Display campaigns. Access requires Brand Registry enrollment or a vendor account.

A new unified interface (in beta as of early 2026) that consolidates all ad formats into one platform with AI-powered recommendations and simplified campaign creation. Not to be confused with the legacy "Campaign Manager" name for the Advertising Console.

A grouping mechanism that organizes multiple campaigns under a single budget cap. Brands use portfolios to manage related campaigns (all campaigns for a product line, all campaigns in a specific market) with shared budget controls. Portfolio-level reporting rolls up metrics across all campaigns in the group.

The layer within a campaign where you define targeting (keywords or products) and set bids. One campaign can have multiple ad groups. Example: A Sponsored Products campaign for dog leashes might have one ad group for exact match keywords and another for broad match exploration.

Automated budget adjustments based on performance or time-based triggers. Budget rules let you increase budgets on high-performing campaigns during peak shopping periods or pause campaigns when ACoS exceeds a threshold. Brands use budget rules to scale spend on winners without manual monitoring.

Daily or lifetime limits on campaign spend. Daily budgets reset every day. Lifetime budgets apply to the full campaign duration. When a campaign hits its budget cap, ads stop serving until the next day (daily) or until the budget is increased (lifetime).

Mass campaign edits via bulk sheets (Excel templates) or the Advertising API. Brands managing hundreds of campaigns use bulk operations to update bids, add keywords, adjust budgets, or pause campaigns at scale. Bulk sheets download from the Advertising Console and upload after edits.

A programmatic interface for managing campaigns, pulling reports, and automating bid adjustments. The API enables third-party tools and in-house scripts to control campaigns at scale. Brands with large catalogs or complex automation needs use the API instead of manual console work.

A report showing the actual customer search queries that triggered your ads. Available for Sponsored Products and Sponsored Brands. Search term reports reveal which broad and phrase match keywords are driving irrelevant traffic (add those as negatives) and which queries are converting (add as exact match keywords). This report is the primary tool for refining keyword targeting.

Pricing structures for Amazon Ads. CPC (cost per click): you pay when someone clicks your ad (Sponsored Products, Sponsored Brands, Sponsored Display). CPM (cost per thousand impressions): you pay for ad views, not clicks (DSP display). vCPM (viewable CPM): you pay only for viewable impressions (DSP video and display with viewability measurement).

A directory of agencies, tech providers, and service partners certified by Amazon to manage advertising campaigns. Partner Network members get early access to beta features, dedicated Amazon support, and API credentials. Brands hire Partner Network agencies for expertise and tool access they can't build in-house. SupplyKick is an Amazon Advertising Partner Network member. Learn more about SupplyKick's advertising services.

A unified campaign management interface that consolidates Sponsored Products, Sponsored Brands, and Sponsored Display into one platform. Campaign Manager uses AI to recommend budgets, keywords, and targeting based on campaign objectives. Early access is rolling out to select advertisers.

Automated DSP campaigns launched in 2024–2025 that simplify audience selection and bid optimization. Performance+ removes the complexity of building custom line items and lets brands run DSP campaigns with minimal setup.

Sponsored TV became available self-service in 2024 with no minimum spend requirement. Previously, Sponsored TV was only accessible through managed-service DSP. Brands can now run streaming TV ads on Fire TV, IMDb TV, and third-party apps directly from the Advertising Console.

Real-time hourly reporting API launched in 2023 and expanded in 2024–2026. Marketing Stream delivers Sponsored Products, Sponsored Brands, and Sponsored Display metrics as they happen, replacing the standard daily reporting cycle. Brands use Marketing Stream to react to performance changes within hours.

Targeted discount offers shown to specific customer segments (repeat buyers, cart abandoners, high-spend customers). Tailored Promotions launched in 2023 and expanded segment options in 2024–2025. Brands use Tailored Promotions to reactivate lapsed customers without public discounting.

A data clean room for publishers launched in 2024 that combines publisher first-party signals with Amazon Ads data. Publisher Cloud helps publishers build better audience targeting and measure cross-publisher campaign performance. Brands working with premium publishers encounter Publisher Cloud in co-marketing deals.

Amazon introduced ads on Prime Video by default in early 2024. Advertisers can now reach Prime Video viewers with non-skippable pre-roll and mid-roll video ads. Prime Video Ads extend the Amazon advertising ecosystem to one of the largest streaming audiences globally.