How to Advertise on Amazon


The time is now for aspiring Amazon sellers to take full advantage of the online marketplace! Amazon blasted through the news with their 2018 Q1 results, with Amazon Web Services (AWS) and Amazon advertising leading the way. According to Facebook and Google, Amazon is one of the top-three digital ad seller in the country.

According to an Amazon infographic by Nanigans, “Amazon, which generated $2 billion in advertising revenue in Q1 2018, is in a powerful position as an advertiser, ad network, and a marketplace all at once.”

The way that businesses like Amazon choose their different marketing campaigns depend on the product or service they provide. Your market will be composed of who will most likely invest in your product, who will specifically search for your product, and who will just browse your product.

Basically, your first strategy is to know your specific or niche target market for the product. Then, refine your targeting strategy for varying markets through Sponsored Products ad campaigns. This includes keyword targeting and product targeting, which we’ll lay out for you in this article.



What is advertising, in Amazon’s terms? Amazon’s built-in marketing strategies usually include automatic and manual targeting campaigns on their web interfaces like Seller Central and Vendor Central. These campaigns have become a major part of the Sponsored Products Advertising module.

Sponsored Product ads are pay-per-click (PPC) ads that appear on the top and bottom of the Amazon page, on the carousel and within search results. These drive traffic to the specific product detail page. This is a powerful tool because they increase visibility, attract new clients, and boost revenue and rankings. There are two types of ad campaigns your brand can utilize to build your Sponsored Products ad: automatic and manual.

This is also where keywords come in. A huge part of Sponsored Products ad campaigns is keyword targeting for keywords used on product landing pages, on the top and bottom of the Amazon page and all other places the product may come up.

Here are the basics of Sponsored Products Manual and Automatic Ad Campaigns:

Automatic Targeting Campaign

Amazon targets Sponsored Product ads to potential customers interested in your product. You can create campaigns under Campaign Manager on the Advertising tab on Amazon. Make sure to bid on the best keywords for your products.

Negative Keywords

Additionally, you should select negative keywords in order to stop irrelevant search results included by Amazon. Negative keywords are merely a list of words that you can blacklist from the search. Make sure to target the keywords that are not a match at all for your product and thus draining your campaign funds. These are all the negative keywords.

Utilize the Negative Keyword function on your Sponsored ads campaign. Don’t use a keyword that doesn’t work, add them to your negative keywords. Also, add keywords that you want your users to avoid when browsing your product. Amazon will filter out all of your negative keywords from your search using this function.

Manual Targeting Campaign

Once you have the top keywords on automatic targeting, you can start the manual ad campaign. Manual targeting, or keyword targeting, uses three tools:

  • Broad Match - all the keywords, phrases, and related keywords, in any order

  • Phrase Match - the phrase of the keyword, in exact order

  • Exact Match - the exact keyword or phrase

The importance of the right keywords to bid on, as well as negative keywords to avoid, are necessary for a successful targeting campaign strategy. These will both optimize the keyword search for your product and stop draining your campaign funds with irrelevant keywords.

Long Tail Keywords

When you create keywords, make sure to use long tail keywords in broad match in order to avoid unnecessary results. For example, if your product is a Samsung bluetooth headset, your keywords shouldn’t just be “devices” or “accessories” but something like “wireless bluetooth headset,” or “bluetooth headset with mic.” This way, you can filter the keywords you don’t need (like, the non-wireless headsets), and target your special market efficiently.


Product targeting is a whole new part of Sponsored Products Ad Campaigns for Amazon. Product targeting is a compelling marketing strategy example. It’s also a successful targeting strategy. Product targeting is just that--targeting customers by product.

Brands can do this through specific ASINs or categories. They can also target products by price, brand or star-rating. Amazon shoppers can then browse detail pages as well as filter search results based on products similar to yours.

Product targeting works as auto-targeting for automatic campaigns this way:

  • Show users search terms closely related to your product

  • Show off product pages that compliment your product (for example, a laptop sleeve for your laptop)

  • Show search terms loosely related to your product

  • Show users product pages that are similar to your product (usually your competitor’s product)

You can toggle these auto-targeting options on or off.

More features of the new product targeting scheme unveiled by Amazon recently is the Negative List and Extended Reporting.

Keyword Targeting vs. Product Targeting

Keyword targeting is part of the strategy for a good product listing and a standout PPC ad. Keyword targeting is when you use keywords in your detail pages and custom searches. The keywords that the shopper can search will pop up your product along with the products that are like yours.

Product targeting, however, is more specific. You can choose to target the categories that your product appears in, as well as individual products/brands that are like yours. So if you have a Samsung bluetooth headset, you can target the category “Electronics (Accessories)” and “Luggage & Travel Accessories” and more.

Your brand can target your product to show on the Suggested Category tabs, based on relevance to your product. There’s also targeting based on products and brands that are similar to yours, so your ad will appear when the other products are shown. You can do this through the Individual Product tab on Amazon.

Product targeting is a hassle-free way to target without a long list of keywords. It’s definitely an exciting new addition to Amazon advertising. In order to maximize both keyword and product targeting, you can identify the right combination of search terms and product pages that work best for you.


Every successful brand makes sure to maintain their target market clear in their marketing strategy, like Apple for instance. They do this by utilizing various keyword research tools by Amazon or outside of Amazon like Viral Launch.

Being able to analyze the consumer and product data is a key component of online marketing campaigns. Pay attention to market change, research your target market, and stay ahead of the game!

Then, get the ball rolling with specific types of advertising campaigns for Amazon. One thing is for sure--Sponsored Products ad campaigns are the number one way to advertise on Amazon. It will only continue to improve, as Amazon continues to grow exponentially.

We’ve shown you a few ways to advertise within Amazon, but there are many, many more methods. If you’d like to know more, MarketplaceOps is here for you. We are a team of online marketplaces and eCommerce experts who have been in the industry for many years. We’re willing to help you every step of the way. If you have more questions about our article or if you simply need help in starting or handling your Amazon business, just reach out to us by sending an email or clicking the link here: