Amazon PPC and Advertising: Strategy, Budget, Formats and Events

Amazon PPC (pay per click) is advertising in Amazon's search results and on product pages where you usually pay per click, mainly through Sponsored Products, Sponsored Brands and Sponsored Display. The topic also covers Amazon DSP for display and video ads, which you buy by audience rather than by search term, and promotions such as deals, coupons and Brand Tailored Promotions, which you plan together with your ads. On this topic page you will find our articles on campaign structure, budget, ad formats, measurement and event planning. They are written for brands and manufacturers who run their own ads or want to judge an agency's work.

On Amazon, you do not measure success by ad revenue alone. ACoS compares your ad spend with the sales your ads generate directly. TACoS compares it with your total sales and shows whether your advertising also drives organic sales. Before you change bids, check stock, price, Buy Box and reviews, because a rising ACoS often has its cause there. The articles explain the metrics, show how to calculate budgets and bids, and set out which format fits which stage of a product. The article on Amazon Attribution shows how to measure traffic from Google, Meta or TikTok on Amazon.

Alongside ads, discounts and events are part of the plan. Deals, coupons, Prime discounts and Brand Tailored Promotions differ in cost, deadlines and requirements, and they achieve little if advertising and stock do not keep pace. For Prime Day, Prime Big Deal Days and Black Friday week, you plan inbound shipments, deal submissions and budget several weeks ahead, because Amazon sets the deadlines for submission and inbound delivery before each event. The event articles contain checklists with these deadlines.

If you want to hand over the work, our Amazon PPC Agency page shows how we take over ad accounts: an audit, targets per product line and weekly management by net TACoS, recording every change together with its effect. In the weekly report you see total sales and net TACoS per product line. We are an Amazon Ads Partner based in Bielefeld and manage over 5 million euros in retail media budget this way. The articles on this page are written so that you can also put them into practice without an agency.