Sections

Getting Started

How can I get started with sponsored ads?

Explore our range of useful resources:

     1. Advertising Overview: Use this 2-page introduction to get to know our advertising solutions, including helpful tips and product comparisons.
     2. New Advertiser Success Guide for Sponsored Products: Get step-by-step instructions on getting started with Sponsored Products and maximizing your efforts from the start.
     3. 2018 Advertising Best Practices: Read this e-book to become familiar with advertising on Amazon and learn best practices for the first 60 days.
     4. Watch our short video tutorials:
             - Sponsored Products
             - Sponsored Brands (formerly Headline Search Ads)
             - Product Display Ads
     5. Review the Sponsored Ads Agreement

Where can I learn more about optimizing my campaigns?

     1. Want to understand how you can take your campaign to the next level? Watch our Webinars for tips on campaign success.

     2. Optimization Guide: Sponsored Brands (formerly Headline Search Ads)

     3. Optimization Guide: Sponsored Products

     4. Optimization Guide: Product Display Ads

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Stores

What are Stores?

Stores are free self-service products for brands. They allow you to create your own Store on Amazon, centred on your brand, its products and value proposition. You can create multiple pages with no design expertise needed. Stores can receive traffic from organic locations on Amazon, such as your brand-name link on your product detail pages. It can also be used as the landing page for any of your Amazon or non-Amazon activities, helping enhance your brand awareness and cross-selling opportunities around your brand.

How do I know if I’m eligible for Stores?

Vendors are automatically eligible for Stores. However, we maintain a content acceptance policy on what can be published in a store. Please review our content acceptance policy to ensure Stores fits your needs.

Is there a charge to create a Store?

Stores are free of charge

How do I build and maintain a Store?

You can create or edit your Store using Store Builder, Amazon’s self-service brand store builder. It’s easy to create a single or multi-page experience, and no design expertise is necessary. 
The Stores Builder is available through advertising.amazon.com. Sign in to your advertising console (formerly Amazon Marketing Services) account, and select Stores from the top navigation. You can find more information about Stores here.

Where can I get help on how to create a Store?

The user guide for Stores can be accessed from inside the Store Builder after signing in to your advertising console account, or here.

How long does it take to create a Store?

The time it takes to create a Store depends on what you would like to create. We’ve provided you with templates and tiles to make it easy to create pages quickly without design expertise. You can also edit a live store and publish changes at any point. 
When you publish your store, we review it using a moderation process to make sure that it is up to the high standards we set for the customer shopping experience across Amazon. Keep in mind that moderation will take up to 72 hours, and your store may be rejected if it does not meet our content acceptance policy. So plan ahead and publish your store with plenty of time before major sales, deals or holiday events.

How will customers discover my Store?

Stores can be reached through your brand by-line on Amazon (your brand name near the product title on detail pages), and via your Store’s short URL, Amazon.com/BRANDNAME. In addition, depending on your store's search ranking, customers can find it when searching on search engines such as Google.

You can also drive traffic directly to your Store from your own sites, social media, advertising or other marketing activities.

Can I view metrics on how my Store is doing?

Once your Store is live, you can track how well it’s doing via the Stores’ insights dashboards. Insights can be accessed through the Stores section in your advertising console account. Insights show how each of your Stores’ pages and its traffic sources perform, with metrics such as daily visitors, page views and attributed sales available. 
If you wish to track the performance of specific ad campaigns, marketing emails or social activity, Stores allows you to add unique tags to the Store link to identify where traffic is coming from. Up to 30 unique tags will be reported on in the Stores insights dashboard.
More information on insights and source tags can be found here.

Will Stores display on all devices?

Yes. Stores templates and widgets are all designed as responsive. They work on any screen size or device type. To see how your Store will look on mobile or desktop before publishing it, a Preview link is available to you from the Store Builder.

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About Product Display Ads

What are Product Display Ads?

Product Display Ads are cost-per-click product or interest-targeted display ads that drive traffic to a selected product's detail page.

Why should I use Product Display Ads?

Product Display Ads utilize product or interest targeting to deliver highly relevant ads to shoppers with certain interests or shoppers who are actively viewing specific products.

Can I edit my ad?

The creative for your campaign is automatically generated through the ad builder. You are required to add a custom headline and logo before you submit the ad for review.

Are there any limitations on what I can say on my headline?

Yes, as part of our commitment to provide the highest quality customer experience, we will not accept ads that contain or relate to certain content. For more information, please see our ad policy guidelines.

Where are my ads shown?

Your ads can appear on the product detail page, on the right rail of search results, at the bottom of search results, on the customer reviews page, on the read all reviews page, at the top of the offer listing page and in Amazon-generated marketing emails such as follow ups and recommendations. Product Display Ads run across desktop, mobile web and mobile app.

Where are shoppers directed when they click on my ads?

When shoppers click on your ads, they are directed to the product detail page.

What targeting options are available within Product Display Ads?

Advertisers using Product Display Ads (PDA) can create campaigns using two broad targeting options - interest targeting and product targeting.

  1. Interest targeting is a targeting option where advertisers can target shoppers with specific interests.
  2. Product targeting is subcategorized into two types – targeting specific products or targeting product categories.
  3. Targeting Specific Products serves ads to customers who are visiting products that advertisers select and similar products.
  4. Targeting Related Categories will allow advertisers to target customers interacting with products belonging to specific categories in the Amazon catalogue.

Where do I find the Related Category targeting option and how do I use it?

In the campaign builder for Product Display ads, select the Product & Category targeting option and select the product to advertise. The ad builder will then provide two options: Target Specific Products and Target Related Categories. Target Related Categories is a new targeting option available in PDA. The ad builder populates the categories from the Amazon browse tree and selects products that are eligible to target. Advertisers can then add the categories they want to target.

How is category targeting different from product targeting and interest targeting?

Category targeting is a subset of product targeting. Instead of picking individual products to target, category targeting allows advertisers to reach products within related categories easily. Unlike interest targeting that reaches customers with specific interests irrespective of whether those customers are currently interacting with a specific product category, category targeting will only show the ads to customers where they visit pages or interact with products belonging to the selected product categories.

Can I select individual products as well as product categories in a single campaign?

Currently, we only support the use of one targeting type in a single campaign.

Can I adjust my bid per target category?

No. Currently, bids are set at a campaign level, where you can target one or multiple categories. If you would like to set different bids per target category, multiple campaigns will have to be created.

What happens if my item goes out of stock?

When items go out of stock, Product Display Ads are paused. Once the item is back in stock, the campaign will go back to a running state, as long as this happens within the set campaign flight. Note that there could be a delay of up to 4 hours for this to happen.

How much do Product Display Ads cost?

Product Display Ads are priced on a cost-per-click, auction-based model. We recommend you set the maximum cost-per-click you are willing to pay. The more competitive your bid is, the more likely your ad will be displayed. The minimum cost-per-click for Product Display Ads is $0.02 and you will never be charged more per click than what you bid.

Is there a minimum budget?

The minimum budget for a campaign is $100 for all-campaign budgets and $1 for daily budgets. You will only be charged for the actual cost of clicks received and never more than your budget.

Is there a maximum length my campaign can run?

Campaigns can be scheduled up to four months in advance and can run continuously without a scheduled end date.

Why are some campaign manager features not available for Product Display Ads?

New campaign manager features are available with Product Display Ads on the account level. For example, you can filter, graph, and bulk edit Product Display Ads campaigns on the account level. However, when an individual campaign is selected, the view switches to the previous version, which does not feature user-defined filters, performance dashboard, or the column selector.

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Sponsored Brands (formerly Headline Search Ads)

What are Sponsored Brands?

Sponsored Brands (formerly Headline Search Ads) are keyword-targeted cost-per-click ads that allow brands to promote 3 or more products and drive traffic to the Store for your brand, or any page that showcases your products on Amazon brand page or to a custom landing page on Amazon.

What is keyword targeted advertising?

Keyword targeted advertising matches the keywords contained in your campaign to the search terms that shoppers are searching for on Amazon. When a shopper searches using words or terms relevant to your campaign, your ad can appear above search results and other placements.

Where are my ads shown?

Sponsored Brands are displayed above search results and other placements on Amazon.com.

Where are shoppers directed when they click on my ads?

When shoppers click on your ads, you can specify whether they will go to the Store for your brand, or any page that showcases your products on Amazon, a custom landing page on Amazon or to your Store for your brand

Do I need to have an Amazon Page to run a Sponsored Brands campaign?

No. When shoppers click on your ads, they go to the page at Amazon that you specified. This could be the Store for your brand, or any page that showcases your products on Amazon.

How do I create a Sponsored Brands campaign?

Sign in to your advertising console (formerly Amazon Marketing Services) account and click 'Create an ad' from the main page. Then select the “Sponsored Brands” option.

Who is eligible to create Sponsored Brands?

Sponsored Brands are available for all approved advertising console accounts and seller Brand owners. See Amazon Advertising Policy Guidelines for additional details.

Can I edit my ad?

The creative for your campaign is automatically generated through the advertising console ad builder. You are required to add a custom headline and image before you submit the ad for review.

How are keywords matched to a shopper's search?

Your ad will be shown when a shopper’s search on Amazon matches a keyword in your campaign. Match types include broad, phrase and exact match. With exact match, your ads can appear only when someone searches for your exact keyword, without any other terms in the search. With phrase match, your ad can show when someone searches for your exact keyword, or your exact keyword with additional words before or after it. With broad match, the keyword can match a shopper’s search terms in any order along with other close variants of your keyword (e.g. plural forms, stemming).

How much do Sponsored Brands cost?

Sponsored Brands are priced on a cost-per-click, auction-based model. We recommend you set the maximum cost-per-click you are willing to pay. The more competitive your bid is, the more likely your ad will be displayed when an Amazon shopper searches for one of your keywords. The minimum cost-per-click is $0.10, and you will never be charged more per click than what you bid. To manage ad spend, you can select automated bidding and allow Amazon to optimize bids for other placements below top of search. The keywords bids you provide apply to top of search. Those bids are used as starting bids for other placements which may then be adjusted over time based on your observed conversion rate for other placements below top of search.

Is there a minimum budget?

The minimum budget for a campaign is $100 for all-campaign budgets and $1 for daily budgets. You will only be charged for the actual cost of clicks received and never more than your budget.

Is there a maximum length my campaign can run?

Campaigns can be scheduled to run up to four months in advance and can run continuously without a scheduled end date.

What types of term variations does HSA allow today, if any?

Sponsored Brands allow plural variations of search terms. However, synonyms, accents, misspellings or stemmed words are not supported at this time and advertisers must explicitly add these variations in order to be considered.

Will my keywords be auto-paused if I do not meet a certain CTR threshold?

Yes, if your ads do not receive enough clicks in the top placement then your ad will be paused. You can add this keyword back in as a different match type and lower the bid in order to enable this keyword again.

How can I add negative keywords to my Sponsored Brands campaigns?

Negative keywords are not available with Sponsored Brands campaigns.

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Sponsored Products

What are Sponsored Products?

Sponsored Products are keyword-targeted ads that allow you to advertise individual products you sell on Amazon.ca.

What is keyword targeted advertising?

Keyword targeted advertising matches the keywords contained in your campaign to the search terms that shoppers are searching for on Amazon. When a shopper searches using words or terms relevant to your campaign, your ad can appear above search results and other placements.

Where are shoppers taken to when they click on my ads?

When shoppers click on your ads, they are directed to the product detail page.

How do I create a Sponsored Products advertising campaign?

Sign in to your advertising console (formerly Amazon Marketing Services) account and click 'Create an ad' from the main page. Then select the “Sponsored Products - Target by keyword, appear below search results” option.

Can I edit my campaign?

You can edit the duration and budget for all scheduled and active advertising campaigns. You can also add or remove keywords from scheduled and active campaigns.

Where do Sponsored Products appear?

Sponsored Products displays ads in a variety of places across Amazon to make it easier for shoppers to find your products. Ads may appear in desktop, tablet, and mobile browser and app placements. Additionally, Amazon continually tests new ad placements and designs to deliver the best shopping experience possible.

What is average daily budget?

The average daily budget is the amount you are willing to spend per day over a calendar month. For example, if you set your average daily budget to $100, you may receive up to $3,100 worth of clicks in that calendar month (assuming a full 31-day month). Ad spend on any given day may exceed your average daily budget but, at the end of the month, the average daily spend will not exceed your average daily budget.

What is campaign duration?

Campaign duration is the period for which your campaign is scheduled to run. You can either set a fixed date range or set up a continuous campaign with no end date. Generally, we recommend creating campaigns with no end date so that you can indefinitely run a campaign. You may pause a campaign at any time. The minimum duration for a campaign is 1 day.

Is there a way to run ads at particular times of the day?

This feature is not available for Sponsored Products at this time.

Are my campaigns manually reviewed before they go live?

No, Sponsored Products campaigns are eligible to go live 1 to 2 hours after you submit them.

Why does my ad show up on page 4 but not page 1?

Placements are based on ad rank. To help improve your ad rank, consider increasing your current bid and adding more relevant keywords

What can I do to get more campaign impressions?

Adding more keywords and advertised products to your campaign may increase visibility and drive more impressions for your campaign. Also, consider increasing your bids and budget.

What is Sponsored Products Exact Match?

The shopper’s search term must match exactly the keyword in order for the ad to show, or close variations of the exact term. Exact match is the most restrictive match type, but can be more relevant to a shopper’s search.
Example: “baseball caps”
Eligible search terms are: “baseball cap”, “baseball caps”
Ineligible search terms are: “red baseball caps”, “caps for baseball”, “baseball caps for girls”

What is Sponsored Products Phrase Match?

In phrase match, the shopper’s search term must contain the exact phrase or sequence of words or their variations. It is more restrictive than broad match, targets more specific audiences, and will generally result in more relevant placements for an ad.
Example: “baseball caps”
Eligible search terms are: “lightweight baseball caps”, “baseball caps for girls”, “red baseball caps”
Ineligible search terms are: “cool caps for baseball”, “nice ball caps”

What is Sponsored Products Broad Match?

This match type offers your ad broad traffic exposure. A shopper’s search term will match if it contains all the keyword terms or close variants such as plural forms in any order.
Example: “baseball caps”
Eligible search terms are: “baseball cap”, “discount baseball caps”, “red caps for baseball”
Ineligible search terms are: “sports caps”, “Cubs baseball”, “Adidas caps”

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Campaign Management

How long will it take for my ad to go live?

We review Product Display Ads and Sponsored Brands within 2 business days. Your ad is considered 'pending' while Amazon is reviewing it for compliance with our advertising guidelines. We will email you once your ad has been reviewed.

How can I see my campaign running live?

Due to the volume of ads and traffic at Amazon.ca, there is no guaranteed way to see your ad running live. We offer analytics in the campaign dashboard to track your performance including the number of impressions, clicks, detail page views and sales resulting from your ads.

Why didn't my ad get approved?

Ads that don't meet our ad guidelines will not be approved. Your ad may have used inappropriate language or images, or it might fail to meet other criteria required for approval. Please refer to our ad guidelines for more information.

Where do the ads that are not approved go?

All the ads that are not approved will be added to your drafts table. From there you can make all the changes to your ad to meet our guidelines and resubmit for further approval.

How can I pause a running campaign?

You can pause a running campaign in the status column of the account dashboard or on the individual campaign's settings page.

How can I archive an existing campaign?

You can terminate an existing campaign in the status column of the account dashboard or on the individual campaign's settings page.

How can I reactivate a paused campaign?

You can reactivate a paused campaign in the status column of the account dashboard or on the individual campaign's settings page.

My ad campaign is running, but I have no Impressions. Why?

The most common reasons for no impressions include:
- Low bids
- Low ad or keyword relevance
- Narrow targeting

Consider increasing your bids, adding relevant keywords or widening your targeting to help increase impressions volume.
Note: Impressions data may take up to 24 hours to appear in the performance reports.

How can I improve the click through rate (CTR) on my ads?

For Sponsored Brands and Sponsored Products, we recommend adding more relevant keywords to your campaign and systematically adding keywords that are not relevant to the product to the negative keywords list.
For Product Display ads, we recommend widening the targeting to include more relevant products or interests.
Note: Clicks data may take up to 24 hours to appear in the performance reports.

How can I budget my campaigns?

For Sponsored Products, you can set an average daily budget. The minimum average daily budget is $1.00. For Sponsored Brands and Product Display Ads you can set an average daily budget or a lifetime budget. Lifetime budget is the total amount you are willing to spend for a single campaign. The minimum amount you may set for a campaign budget is $100.00.

How will I be charged for my spend?

If you are registered with a credit card, we'll charge your card periodically during your campaign as the outstanding balance reaches certain thresholds. For example, a campaign with a $1,000 budget will be charged after it accrues outstanding balances of $1, $50, $150, $200, $350, and $500 until the campaign's entire lifetime budget is spent. There are additional thresholds for certain advertisers with larger campaigns. If you are registered on invoicing, you’ll receive a monthly invoice to account for all spend that occurred in the previous month.

Why has my ad only spent a portion of its total budget?

The most common reasons for low campaign spend include: 
- Low bids 
- Low ad or keyword relevance 
- Narrow targeting 
Consider increasing your bids, adding relevant keywords or widening your targeting to help increase impressions.

What does “daily” reference in the term “daily budget”?

Daily corresponds to one normal day: the time between 00:00 AM and 11:59:59 PM in your local time zone. When an advertiser’s campaign is launched, the first day of the campaign corresponds to the time between launch and midnight.

What’s the minimum and maximum daily budget I can set?

Daily budgets range between $1.00 and $50,000 for Sponsored Brands and Product Display Ads. For Sponsored Products the minimum daily budget is $1.00. There is no maximum. To see results in less time, we suggest you to set a minimum of $10 per day.

Can I change the daily budget amount?

Yes, you can increase or decrease your daily budget settings as many times as you want.

What happens if I set different daily budgets more than once per day (PDA and Sponsored Brands ads only)?

We will try to deliver campaigns until the active daily budget limit is reached. If you increase that limit, we will continue serving ads until the limit is reached. If you decrease the budget and the spend is above that budget, the ad will stop serving until next day.

What happens if I lower my daily budget but have spent more than the new daily budget?

In this case, since the spend is higher than the new daily budget, the campaign will stop for the day and you will be charged by the total amount spent at the next billing cycle.

My campaign spent more than its daily budget. Why is this happening? Will the advertiser be charged for the difference?

Daily budgets can be exceeded as a result of a rapid accumulation of clicks on a campaign as the campaign approaches the daily limit. During high traffic seasons, it is recommended that you adjust your daily budgets and CPCs to accommodate increased traffic and avoid overages. If overages to a daily budget occur, you will be charged only the maximum budget of the day. The difference will not be charged.

Do daily budget campaigns expire?

That depends on your duration setting. If you select “Run my campaign continuously”, the campaign will run without an end date, meaning it will not expire. If a date range is selected, that date range will determine the life of the campaign.

Can I switch from daily budget to lifetime budget or vice versa once the campaign is running (PDA and Sponsored Brands ads only)?

No. For that you will need to create a new campaign.

What happens at the end of my billing cycle if my ads are delivered beyond the daily budget?

At the end of the billing cycle you will be charged for the full amount spent, which includes all the clicks your ads generated within the daily budget limits. Differences beyond the daily budget will not be charged.

Can I set pacing for my daily budget (PDA and Sponsored Brands ads only)?

No. If daily budget is selected, we will try to deliver the ad as soon as possible, without special pacing considerations.

Does data in the campaign manager match data in the downloadable reports?

Yes, downloadable report data is in-line with campaign manager in terms of freshness and data granularity. You can review data 60 days back with your downloadable reports and 90 days back within the campaign manager.

How can I use new filters to help optimize my campaigns

By layering multiple filters you can analyze specific performance drivers based on the benchmarks you set. For example, you can filter to identify all manually targeted Sponsored Products campaigns with 5,000 or more impressions and an Advertising Cost of Sales (ACoS) of 25%. Then, select an individual campaign to identify keywords with lower ACoS. This can be done by setting up an ACoS filter at the keyword level. Identifying specific outliers and making timely bid adjustments can help improve your campaign’s overall performance.

Can I apply in-line edits for my campaigns directly in the campaign manager?

You can change start date, end date, daily budget, lifetime budget, and keywords bids by editing it directly in the campaign manager. Click the cell to edit its value quickly without launching a new page.

Can I edit multiple campaigns at the same time?

Bulk edit allows you to save time by simultaneously updating multiple campaigns or keywords. You can select multiple items by checking the box next to each campaign or keyword. 

You can use the bulk edit function to update start date, end date, budget, keyword bids as well as enable, pause or archive instead of updating them one at a time in the campaign manager.

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Keywords

What are keywords and how are they used?

Keywords are single words or a combination of words that you add to your ad campaigns, and these keywords determine when your ads will appear. Keyword-targeted advertising matches the keywords in your campaign to the search terms that shoppers use to search for products on Amazon. When a shopper searches for the keywords in your campaign, your ad can show up if it meets the required eligibility criteria.

What is keyword relevance and how does it work?

To ensure a good customer experience, we try to show ads that are most relevant to customers' search and browse activities. The keywords you choose must be relevant to the advertised products in your campaign. Only relevant ads will receive impressions when shoppers search for that keyword.

How do I make my keywords relevant to my product?

Make sure that your keywords reference metadata contained on your advertised product's detail pages. For example, an ad will not receive impressions for the keyword "Beach Towels" if the campaign only contains bath towel products.

Is there a way to see the most popular search terms by category in the advertising console?

This feature is not available. For more data on Amazon search terms, please consult with your vendor manager about the Amazon Retail Analytics (ARA) Premium service.

How do you determine how much to charge for a click?

Sponsored Products and Sponsored Brands use a cost-per-click, auction-based pricing model. You set the maximum amount that you are willing to pay when a shopper clicks your ad. The more competitive your bid is, the more likely it is that your ad will be displayed.

Why do some of my keywords have zero impressions?

Confirm that your keywords are relevant to the advertised products in your campaign. To ensure a good customer experience, Sponsored Products and Sponsored Brands do not show ads that aren't relevant to a shopper's search. It’s also possible that your keyword's cost-per-click (CPC) bid may be too low. The more competitive your bid is, the more likely your ad will be displayed when a shopper on Amazon submits a search that uses one or more of your keywords. We recommend setting CPC bids to the maximum you are willing to pay for a click.

How can I add more keywords to my campaign?

You can add more keywords to an active campaign at any time. 
1. In the campaign dashboard, select the campaign you want to add more keywords to. 
2. Select the Keywords tab. 
3. Click the Add keywords button. 
4. Type the keywords you would like to add, set your match type and CPC bid, and then click the add button.

What types of keyword matching types are supported?

Sponsored Brands and Sponsored Products allow for broad, phrase, and exact keyword match types. Negative phrase and exact match types are only available for Sponsored Products at this time. Both Sponsored Brands and Sponsored Products match types allow plural variations of search terms but synonyms, accents, misspellings, or stemmed words are not supported at this time.  

Note: Product Display Ads do not support keyword matching.

For Sponsored Brands, what is the keyword match type and how does it work?

Keyword match types determine how relevant a shopper’s search has to be to trigger your ad. Sponsored Brands offer broad, phrase, and exact match types.  

With exact match, your ads can appear only when a shopper searches for your exact keyword, without any other terms in the search. Unlike broad or phrase match, if a shopper searches for additional words before or after your exact keyword, your ad will not show. Using exact match means that your keywords are targeted more precisely than broad or phrase match.  

With phrase match, your ad can show when a shopper searches for your exact keyword, or your exact keyword with additional words before or after it. We will also show your ad when a shopper searches for close variations of that exact keyword, or with additional words before or after it.  

Using phrase match can help you reach more shoppers, while still giving you precise targeting. We typically recommend starting with phrase match to maximize your potential to show your ads on relevant searches. 

With broad match, your ad will appear when a shopper searches for your keyword in any order, including close variants of your keyword. This match type will give your ad the most traffic exposure to a wider audience, but will not be as targeted as phrase or exact match types.

What is the traffic indicator next to each keyword when creating a new Sponsored Brands ad?

The traffic indicator shows the estimated volume of traffic that a particular keyword could receive. This feature provides insight into picking better performing keywords during campaign creation. Traffic is calculated from an estimate of eligible impressions that are relevant to your keyword and landing page. Note: traffic and impressions are not guaranteed.

For Sponsored Products, what is the keyword match type and how does it work?

Keyword match types determine how relevant a shopper’s search has to be to trigger your ad. Sponsored Products offer: broad, phrase, and exact matches as well as negative phrase and exact matches Negative match types prevent ads from being triggered by a search term and will not show your ad to shoppers searching for that phrase.  

With broad match, your ad may appear when a shopper's search contains keyword terms in any order, and possibly along with other terms. Your ads may also appear for close variations of your keywords.  

With phrase match, your ad can show when someone searches for your exact keyword, or your exact keyword with additional words before or after it. We will also show your ad when someone searches for close variations of that exact keyword, or with additional words before or after it. Using phrase match can help you reach more shoppers, while still giving you precise targeting.  

With exact match, your ads can appear only when someone searches for your exact keyword, without any other terms in the search. Unlike broad or phrase match, if a shopper searches for additional words before or after your exact keyword, your ad will not show. Using exact match means that your keywords are targeted more precisely than broad or phrase match.  

Negative phrase and negative exact are match types that prevent ads from being triggered by a certain search term (word or phrase). When a keyword is selected as negative, the ad will not be shown to shoppers searching for that phrase.

Which keywords should I add to my campaigns?

Choose a variety of keywords that are relevant to your product. We provide a list of recommended keywords for the advertised products in your campaign. 

You can choose to use some or all of the recommended keywords. You can also add your own keywords in addition to the recommended keywords. The more keywords you select the better chance you have of receiving ad impressions and clicks. You don't pay for impressions, only clicks.

How should I use the different keyword match types available?

Use exact match for keywords that are most relevant to your product and bid higher for these keywords. Use broad or phrase match to expand your keyword coverage and increase the reach of ads.

I already run exact and phrase match campaigns. Should I also include broad match?

We recommend a combination of two or more match types to run an effective campaign. Exact match will deliver ads to a very targeted set of users, whereas phrase and broad match will deliver to a larger audience.


Broad match is enabled as a match type for suggested keywords and is available in the “Add Keywords and Bids” section under the “Add your keywords” tab. Choose this option to select keywords for broad match. To bulk upload your keywords, download the template and add “broad” as the match type against the required keywords.

How many keywords can I add to my campaign?

You can add up to 1,000 keywords per campaign.

How much should I bid on a keyword?

We recommend setting CPC bids to the maximum you are willing to pay for a click. Keep in mind that the most popular keywords likely have above average CPC bids.

Will I incur additional costs when using broad match?

No, your bid prices and daily budget cap will remain unchanged. Broad match enables you to access more inventory that might be relevant to your marketing campaign.

How do I select a keyword match type when creating a campaign?

When adding keywords manually, you can choose the keyword match types in the match type drop down. If you are creating a Sponsored Products campaign, you will also have the additional option of making your keyword a negative match type. 

Note: Suggested keywords are automatically set to broad match and cannot be changed.

Can I change the match type of a specific keyword once my campaign is running?

Once the campaign is created, you are not able to change the match types. You can, however, add in additional keywords with different match types while a campaign is running.

What are negative match types?

Negative matches are matching types that prevent ads from being triggered by a certain search term (word or phrase). When a keyword is selected as negative, the ad will not be shown to shoppers searching for that phrase.

What are the benefits of using negative keywords?

Negative keywords help to make sure that ads are shown only to people looking for the ad. This extra level of control can help to reduce costs by excluding keywords where an advertiser might be spending money. This can help to improve ads performance metrics, such as CTR, ROI and CPC. For example, if you're selling silver jewellery you can display your ads for silver necklaces and not silver-plated necklaces by adding the negative keyword phrase "silver plated" to the campaign that runs your ads for silver necklaces.

Can I add positive and negative keywords for the same campaign?

Yes, you can have a combination of positive and negative keywords in your campaign. Note: if the same keyword is added as both positive and negative, the negative keyword will have higher priority and will not serve ads to shoppers who search for that keyword.

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Bulk Import

What is Bulk Import?

The Bulk Import feature allows you to add up to 1,000 keywords, bids and match types into your campaigns for Sponsored Brands and Sponsored Products.

How do I add keywords in bulk?

You can add up to 1,000 keywords, bids, and match types in bulk in one of the following ways: 
1. Upload a spreadsheet with a list of your keywords in one column. You can use your keyword lists from Google AdWords. We currently do not support Bing Ads spreadsheets. 
2. Download our spreadsheet template from the ad builder to add keywords and options fields (match type and bid) and then upload this file.

How many keywords can I add in bulk?

You can add up to 1,000 keywords per campaign.

Can I import bids and match types?

Yes, it does. You will need to have appropriate column headers in your spreadsheet: keywords, bids and match type. We recommend you use a standard Google AdWords spreadsheet or our spreadsheet template as you won’t need to make any changes. For Sponsored Brands campaigns, enter Phrase or Exact in the match type column. For Sponsored Products enter Broad, Phrase, Exact or negative Phrase or Exact in the match type column. 

Note: Use the spreadsheet template provided in the advertising console for easier bulk uploading with your campaigns.

What types of files can I use to bulk upload keywords?

We accept .csv, .tsv, .xls or .xlsx file types.

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Win Rate

What determines the win rate?

The win rate is based on multiple ad quality factors, including the bid you set.

Why is the win rate only available for certain keywords?

Win rate is calculated for a keyword based on its past performance. If there isn’t enough data to make a reliable estimate, the win rate will not be available for that keyword.

How accurate is win rate?

Win rate is an estimation of bid performance based on historical data. Many things can cause future win rate to be different from historical win rate, such as change of bids, competition, available inventory, ad quality and ad relevance.

Can I modify multiple win rates for all my keywords with one action?

No, bids can only be modified on one keyword at a time.

Can I use win rate when I'm creating a Sponsored Brands ad?

No, the win rate feature is only available in the campaign management view for ads that have already started.

Why do win rates vary between campaigns?

The win rate is based, in part, on individual campaign settings, so win rates can be different between campaigns for the same keyword.

Do my own keywords affect my win rate?

No. Our models account for self-competition. We remove bids from your own keywords from the data so that your overlapping keywords (e.g., “basic headphones” and “basic Bluetooth headphones”) do not impact each other’s win rate.

Is the win rate calculated differently based on exact match or phrase match?

Yes, the win rate estimates take into consideration the match type of your keywords.

How frequently are the win rate estimates updated?

The win rate estimates are updated daily.

Will my win rate % be maintained over time once I set it, or do I need to keep refreshing it?

We will not modify your bid in order to maintain your win rate. If competitor bids, inventory or other dimensions of a win rate change over time, you may need to continue adjusting your bid to maintain a specific win rate.

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Copy Campaign

What is copy campaign?

Copy campaign is a feature that allows you to copy certain parameters from one campaign to a new one. Some of the parameters that are copied include the campaign name, campaign duration, budget, keyword and bids. Note that performance metrics (such as impressions, clicks and sales) are not copied to the new campaign.

Can I copy my campaigns?

Yes, you can copy your campaigns that are currently running or have already ended. You can also copy ‘rejected’ campaigns and make the necessary changes for compliance with our ad guidelines before re-submitting.

How do I copy campaigns?

Go to your campaign dashboard. Choose the campaign you want to copy. Click on ‘copy’ under the ‘Action’ column on the far right of the dashboard. Once the link is clicked a new draft campaign will be created that is pre-populated with all the parameters from your original campaign. Go to this draft campaign on your dashboard, make your edits then submit the campaign.

Does copying a campaign keep the same start and end dates as my original campaign?

When you copy a campaign, the start date changes to the day the copied campaign was created. The end date changes to the date that keeps the same campaign duration as the original campaign. You can edit the start and end dates before you submit the copied campaign.

Once I copy a campaign, does it go live automatically?

No, copying campaigns does not start a new live campaign. The copied campaign is created in draft with all the original parameters prepopulated. You can customize the headline and logo as well as edit the start and end dates before you submit the copied campaign. Your Sponsored Products campaigns are eligible to go live as soon as you submit them. Your Product Display Ads and Sponsored Brands will be considered 'pending' while Amazon is reviewing them for compliance with our advertising guidelines. We will email you once your ad has been reviewed within 2 business days.

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Advertised Products (Sponsored Products only)

Why don't I have the option to advertise with Sponsored Products?

Sponsored Products in the advertising console is only available to Amazon vendors. If you are an Amazon marketplace seller and not a vendor, then you may create Sponsored Products campaigns in Seller Central. 

If you are an Amazon vendor and don't have the option to create Sponsored Products campaign in the ad builder, please Contact Us. To process your request, we'll ask you to provide your vendor code(s).

Why can't I find some of my products?

You should be able to advertise products that you sell directly to Amazon as a vendor. If there are products that you sell directly to Amazon, but you are not able to find them in the product picker, please contact us. In order to expedite your request, we ask that you provide your vendor code(s) and a list of your products that do not appear in the product picker.

What is the Buy Box and why will my ads appear only when Amazon is winning the Buy Box?

The Buy Box is the box on a product detail page where shoppers can begin the purchasing process (for example by adding items to their shopping carts or through 1-Click purchasing). A key feature of Amazon is that multiple sellers can offer the same product. Currently, only products sold by direct Amazon vendors that are winning the Buy Box will be eligible for display as Sponsored Products on Amazon.

Why are some of my SKUs listed as ineligible?

There are multiple reasons why one or more of your products might be ineligible: 

1. Only the child products from variations (parent-child relationships) are eligible for advertising.
2. Suppressed listings are not eligible. The listing is either missing important information or contains incorrect information.
3. Products that are removed from inventory or are out of stock are not eligible for advertising.
4. Products in closed categories are not eligible for advertising.
5. Products that do not comply with retail policies are not eligible for advertising.

Why do some of my advertised products have zero or few impressions?

Currently, only products that are winning the Buy Box will be eligible for display as Sponsored Products on Amazon.ca. 

Other common reasons for zero or few impressions include: 
1. Low CPC bids 
2. Low ad or keyword relevance 
3. Narrow targeting 
Consider increasing your bids or adding relevant keywords to help increase impressions. 

Note: Impressions data may take up to 24 hours to appear in the performance reports.

How can I add more advertised products to my campaign?

You can add more advertised products to an active campaign at any time. 
1. In the campaign dashboard, select the campaign you want to add more advertised products to. 
2. Select the Advertised Products tab.  
3. Click the Add Products button.  
4. Search for the product(s) you want to add to the campaign and click the Add button. 

Can I remove a product from my campaign?

Although you can't remove a product from a live campaign, you can indefinitely pause it at any time. To pause an advertised product: 
1. In the campaign dashboard, select the campaign that contains the product. 
2. Select the Advertised Products tab. 
3. Find the product in the product list table. 
4. Click the Status selector to the left of the product name and set the status to Pause.

How do I unpause a product in my campaign?

You can unpause an advertised product in an active campaign at any time. To unpause an advertised product: 
1. In the campaign dashboard, select the campaign that contains the product. 
2. Select the Advertised Products tab. 
3. Find the product in the product list table. 
4. Click the Status selector to the left of the product name and set the status to enable.

Can I change my CPC bid for advertised product?

You can't set CPC bids for advertised product within a campaign. You can set CPC bids for the keywords. If you would like to set varying CPC bids for the same keyword by product, we suggest creating additional campaigns to separate the products.

How should I select which products to advertise?

Select the products that you want to promote on Amazon.ca. These can be products with a special offer or products that you want to display when shoppers search for a particular keyword. You can also choose to advertise your best selling products or any new or seasonal products you want to promote.

Which products are not eligible for advertising?

At this time we do not support adult products, used products, refurbished products, and products in closed categories.

For Sponsored Products, how do you decide which product sales to attribute to my ad?

A sale is attributed whenever a shopper that clicked on your ad purchases any of your brand’s products. Sponsored Products will only count sales of these products when Amazon was the seller. We will not count sales of your brands’ products by third party merchants.

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Automatic keyword targeting for Sponsored Products (auto-targeting)

What is auto-targeting?

Through auto-targeting, advertisers can take advantage of Amazon’s search shopping intelligence by creating Sponsored Products auto-targeted ads. When you create automatic targeting Sponsored Products ads, an Amazon algorithm will collect and use highly relevant keywords for all selected SKUs in an automated way. This feature leverages the experience Amazon.com has in finding the right keywords for the best campaign performance and eliminates the work of selecting keywords manually.

Where do I add auto-targeting to my Sponsored Products campaigns?

Automatic targeting can be selected in the campaign builder under “Select a targeting type”.

Will auto-targeted ads receive preferential treatment in the Sponsored Products auction?

No. An ad that is auto-targeted will compete with manually targeted ads on an even basis.

Can I select auto-targeting and add additional keywords to the same campaign?

No. Auto-targeted campaigns use an Amazon algorithm to target your ads so keywords cannot be added manually.

Can I stop/resume auto-targeting while my campaigns are running?

No. Auto-targeting is a type of Sponsored Products campaign and is not a setting that can be turned off or on while a campaign is running.

How can I check the performance of auto-targeted campaigns?

You can track performance for auto-targeted campaigns by looking at the Sponsored Products campaign performance metrics.

Can I use Auto-Targeting with Bid+ in the same campaign?

No. It is not possible to combine Auto-Targeting and Bid+ because this feature is not available for Canada.

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Performance Metrics

What are Impressions?

An impression occurs whenever an ad is displayed. The impressions metric is a count of how many times your ad has been displayed. We provide you the total number of impressions for each campaign and keyword.

What are Clicks?

A click occurs whenever a shopper clicks on an ad. The clicks metric is a count of how many times shoppers have clicked on an ad. We provide you the total number of clicks for each campaign and keyword.

What are Detail Page Views (DPV)?

A detail page view or DPV occurs when a shopper visits one of your brand's product detail pages after clicking on your ad.

What is Click Through Rate (CTR)?

Click-through-rate or CTR is the ratio of how often shoppers click on your ad when it is shown. Each of your campaigns and keywords has their own CTR that you can see in campaign management. We provide you the CTR for each campaign and keyword.

What is Spend?

Spend is the total value of the clicks received for a campaign or keyword. We provide spend for each campaign and keyword.

What is Average Cost-per-Click (aCPC)?

Average Cost-per-Click or ACPC is the average amount that you have spent for a click. ACPC is calculated by dividing total spend by the total number of clicks. We provide the ACPC for each campaign and keyword.

What are Units Sold?

A sale is attributed to a campaign whenever a shopper that clicked on an ad purchases your brand’s products at Amazon. The Units Sold metric counts the total number of your brand’s products sold to shoppers within 14 days of them clicking on your ad.

What are Total Sales?

A sale is attributed to a campaign whenever a shopper who clicked on an ad purchases your brand’s products at Amazon. The Total Sales metric is the total dollar value of your brand’s products sold to shoppers within 14 days of them clicking on your ad.

How long does it take for sales and traffic data to show up once a campaign is running?

If your campaign is winning the auction, it may take up to 3 days for sales and traffic data to show up on the campaign dashboard. If your campaign is not getting any impressions, it is likely that you are not winning the auction. We recommend you increase your bid or widen your targeting.

How long does it take for sales and traffic data to show up once a campaign is running?

It may take up to 12 hours for sales and traffic data to show up on the campaign dashboard. If your campaign is not getting any impression, it is likely that you are not winning the auction. We recommend you increase your bid or widen your targeting.

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Billing and Payment Settings

When will I be billed for my ads?

Billing occurs periodically depending on the total charges accumulated. If you are using a credit card as the payment method, it will be charged periodically throughout the duration of an ad campaign as the outstanding balance for your campaign reaches certain thresholds. 

The advertiser credit card is charged when: 

• Advertiser accumulates the first $1.00 worth of clicks 
• Advertiser accumulates additional clicks that meet or exceed the credit limit. The credit limit begins at $50 and increases each time you reach your credit limit and you make a successful payment. From $50 it increases to $150, $200, $350, and finally $500
• If the advertiser has a balance due for the previous month, regardless of their credit limit, they incur this charge on the third day of each month

How can I view my billing history?

You can access the billing history for all of your brand's campaign by clicking on the Navigation Bar > Brand Drop-Down > Billing History.

How do I set or change my default payment method?

Administrators can set a default payment method by clicking on the Navigation Bar > Brand Drop-Down > Payment Settings. Only users with administrator privileges on an account can set or make changes to the default payment method.

Can I set different payment methods for each ad campaign?

No, you will only be able to select a single payment method for active campaigns. Any changes made to your brand's default payment method will affect all currently active and future ad campaigns.

How can I restart my ads after they are paused because of billing issues?

You will need to update your default payment method on the Payment Settings page. You can access this page by clicking on the Navigation Bar > Brand Drop-Down > Payment Settings. All ad campaigns will remain paused until billing issues are resolved.

What payment methods do you support?

We support payment by all major credit and debit cards.

Do you support invoicing or charging to vendor accounts?

No, we do not offer these payment method options at this time.

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Policy Information

How do I notify Amazon if my brand is being infringed?

Amazon respects the intellectual property rights of others. If you are a brand owner and believe your intellectual property is being infringed, please send a notice following the steps for Notice and Procedure for Making Claims of Copyright Infringement.

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Troubleshooting

What if I have a question or issue about my ad?

For all matters regarding your account or ad campaigns, please contact us and we will work with you to resolve your issue. Before you contact us, please have ready the version numbers for your browser and your operating system (for example: Firefox version 17 on Mac OSX).

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