Remember when Amazon was just that online bookstore? Yeah, those days are long gone. Today, we’re looking at a advertising behemoth that’s giving Meta and Google executives sleepless nights – and for good reason. Amazon’s advertising platform has transformed from a simple sponsored products system into what I like to call the “retail media Death Star” (fellow Star Wars fans, you know what I mean).

But here’s the thing that keeps bugging me: while everyone’s rushing to throw money at Amazon ads, most sellers are still treating it like it’s 2015. They’re using outdated Amazon advertising strategies, misunderstanding the platform’s real potential, and honestly? Leaving a ton of money on the table.
Why Amazon Advertising in 2024 is Different

Let’s get real for a second. The platform has evolved way beyond the “set it and forget it” approach that worked a few years ago. The amazon marketing strategy that got you results in 2020? It’s about as relevant now as a flip phone at a tech conference.
Here’s what’s changed: Amazon’s advertising platform has become sophisticated enough to rival traditional advertising channels, but with one massive advantage – it’s got purchase intent data that Facebook and Google would kill for. When someone’s on Amazon, they’re not just browsing – they’re ready to buy.
The Three Pillars of Modern Amazon Advertising
Before we dive into the nitty-gritty of what advertising method Amazon uses, let’s break down the three core types of Amazon advertising that you need to master:
- Sponsored Products: Think of these as your foot soldiers. They’re the most direct route to sales, showing up right where customers are ready to click “Add to Cart.”
- Sponsored Brands: Your brand’s billboard on the digital highway. These ads are perfect for telling your brand story and capturing top-of-funnel traffic.
- Sponsored Display: The sniper of your advertising arsenal, targeting specific customer behaviors and interests both on and off Amazon.
Setting Your Amazon Advertising Strategy Foundation
Look, I’ve helped dozens of brands with their amazon marketing campaigns, and the first question I always ask is: “What’s your actual goal here?” The answers I get are usually some variation of “more sales” – but that’s like saying your fitness goal is to “be healthier.” We need to get specific.
Defining Your Strategic Goals
Your amazon ad campaign needs clear, measurable objectives. Are you:
- Launching a new product and need initial velocity?
- Defending your brand terms from competitors?
- Trying to dominate a specific category?
- Looking to improve your ACoS (Advertising Cost of Sale)?
Understanding Amazon’s Algorithm Game
Here’s something most people miss about advertising with Amazon: the platform’s algorithm is like a really smart kid who needs constant feedback. The more data you feed it through your advertising efforts, the better it gets at finding your ideal customers. This is why running Amazon ads isn’t just about immediate sales – it’s about training the algorithm to work for you.
The Technical Foundation: Campaign Structure That Actually Works

If you’re serious about Amazon online advertising, you need to get your campaign structure right. Utilizing Amazon PPC tools can help streamline bid management, automate optimizations, and improve ad performance without constant manual adjustments. I’ve seen too many sellers trying to run before they can walk, throwing money at poorly structured campaigns and wondering why their amazon paid marketing isn’t working.
The SAFE Method: Your Campaign Blueprint
I’m a big advocate of the SAFE method (Separate Ad Groups by Focus and Effect). It’s like having different departments in your business – each with its own specific role and KPIs. Here’s how to break it down:
- Branded campaigns: Protecting your territory
- Category campaigns: Expanding your reach
- Competitor campaigns: Strategic conquest
- Automatic campaigns: Your research department
This structure isn’t just about organization – it’s about creating a feedback loop that continuously improves your targeting and bidding strategies. Think of it as your amazon advertising solutions framework.
The Art of Keyword Strategy
Keywords aren’t just words people type into a search bar – they’re insights into customer intent. When setting up your amazon marketing ads, you need to think about the customer journey. Are they in research mode with terms like “best protein powder,” or ready to buy with specific searches like “organic whey protein 5lb bag”?
The key to running amazon ads successfully is understanding this intent hierarchy and structuring your campaigns accordingly. It’s not just about bidding on keywords – it’s about bidding on the right keywords at the right time with the right message.
Setting Strategic Advertising Goals for Your Amazon Journey
Let’s be real – most brands dive into Amazon advertising like they’re playing a game of darts blindfolded. They throw budget at the wall and hope something sticks. I’ve seen this countless times, and honestly? It hurts my soul a little bit each time.
Your Amazon advertising strategy needs to be more like chess than darts. Every move should be calculated, every piece should have its purpose. One key metric to track is what is a good ROAS, as it helps determine if your ad spend is generating profitable returns or if adjustments are needed. And just like in chess, you need to think several moves ahead.
Sales and Revenue Objectives: The Numbers Game
Here’s where most Amazon sellers get it twisted – they focus purely on sales volume without considering profitability. Look, I get it. Seeing those sales numbers climb is addictive. But if you’re spending $1000 to make $1100, you’re basically running on a hamster wheel.
Instead of chasing vanity metrics, let’s talk about what actually matters. Your Advertising Cost of Sale (ACoS) should be your north star, but it needs context. If you’re selling high-margin products, you can afford a higher ACoS. Selling razor-thin margin products? You better keep that ACoS tighter than a submarine door.
Brand Building: Playing the Long Game
Think of brand building on Amazon like terraforming Mars – it’s a long-term project that requires patience, resources, and a solid strategy. Too many sellers treat Amazon like a quick cash grab, but the real money is in building a brand that customers actually remember and seek out.
This is where Sponsored Brands and Sponsored Display ads become your best friends. They’re not just about immediate sales – they’re about creating mental real estate in your customers’ minds. And trust me, that real estate appreciates over time.
The Deep Dive: Amazon Advertising Products That Actually Work

Sponsored Products: Your Bread and Butter
If Amazon advertising were a movie, Sponsored Products would be your main character. They’re the workhouse of your amazon advertising strategy, driving most of your sales and providing the best data for optimization.
But here’s the thing about Sponsored Products that most “gurus” won’t tell you – success isn’t about bidding on every possible keyword. It’s about understanding search intent and matching it with your product positioning. I’ve seen brands waste thousands on broad match keywords when they should’ve been focusing on specific, high-intent searches.
The Art of Sponsored Brands
Sponsored Brands are like the opening sequence of your favorite sci-fi show – they set the tone for everything that follows. They’re your chance to tell your brand story in a sea of commodity products. But they’re also commonly misused.
The secret sauce? Video. Sponsored Brand Video ads are crushing it right now, showing up to 50% better engagement rates than static ads in many categories. But don’t just slap together some product shots and call it a day. Tell a story. Show your product in action. Make it memorable.
Sponsored Display: The Silent Assassin
Remember that intern analogy I love using for AI? Well, Sponsored Display ads are like your marketing intern who works 24/7 and never complains. They’re constantly reaching out to potential customers, both on and off Amazon, reminding them about products they’ve shown interest in.
The key to making Sponsored Display work is understanding your audience segments. Don’t just target competitors’ products – target complementary products. Selling high-end coffee makers? Target premium coffee bean listings. It’s about finding those natural connections that make sense to shoppers.
Campaign Structure: Building Your Amazon Advertising Empire
Your campaign structure should be like a well-designed city – organized, efficient, and easy to navigate. I’ve seen too many accounts that look like they were organized by a tornado. Let’s fix that.
The SAFE Method: Your New Best Friend
The SAFE method (Separate Ad Groups by Focus and Efficiency) isn’t just another acronym – it’s your blueprint for success. Break down your campaigns by:
– Brand terms (your brand name and products)
– Category terms (general product descriptions)
– Competitor terms (yes, you can bid on these)
– Automatic targeting (for discovery)
This structure gives you granular control over your budget and helps you understand which types of targeting are actually driving results. It’s like having different investment portfolios – each serving its own purpose in your overall strategy.
Budget Allocation That Makes Sense
Here’s a truth bomb: equal budget distribution across campaigns is lazy strategy. Your budget should follow performance, not the other way around. Start with even distribution if you must, but be ready to pivot based on data.
I recommend reviewing and adjusting budgets weekly at minimum. Some of my most successful clients do it daily. The market doesn’t stay still, and neither should your budget allocation.
The Seasonal Factor
Amazon isn’t a steady-state system – it’s more like a living organism that changes with the seasons. Your campaign structure needs to reflect this. Create separate campaigns for major shopping events like Prime Day, Black Friday, and your category-specific peak seasons.
But don’t just duplicate your regular campaigns with higher budgets. These events require different strategies, different keywords, and often different messaging. Plan ahead, build these campaigns early, and have them ready to activate when the time comes.
Advanced Campaign Structure and Management for Amazon Advertising

Let’s talk about something that keeps many ecommerce brands up at night – campaign structure. I’ve seen countless sellers throw money at Amazon ads like they’re playing darts blindfolded. And trust me, I get it. The platform’s complexity can make even seasoned marketers feel like they’re trying to solve a Rubik’s cube in the dark.
The SAFE Method: Your New Best Friend
Remember that intern analogy I love using for AI? Well, think of Amazon’s ad platform as an eager intern who needs clear, structured instructions. This is where the SAFE method (Separate Ad Groups by Focus) comes in clutch. It’s not just another fancy acronym – it’s your roadmap to sanity.
Here’s the deal: You separate your campaigns by intent. Brand terms in one corner, product-specific keywords in another, competitor targeting in its own space. It’s like organizing your closet – everything has its place, and you can actually find what you’re looking for.
Bid Management That Actually Makes Sense
Look, I’ve burned through enough ad spend to know that automatic bidding isn’t always the answer. But neither is obsessively adjusting manual bids every hour (yes, I’ve seen people do this). The sweet spot? A hybrid approach.
Start with automated bidding to gather data, then gradually take the wheel as you understand what works. It’s like teaching a teenager to drive – you don’t just throw them the keys and hope for the best.
Data-Driven Decision Making in Amazon Advertising Strategy
Here’s where things get interesting. In my years running ProductScope AI, I’ve noticed a pattern: successful brands don’t just collect data – they tell stories with it. Your Amazon advertising strategy needs to speak the language of numbers, but interpret it through the lens of human behavior.
Analytics That Actually Matter
Forget vanity metrics. I’m talking about the numbers that actually move the needle: ACoS (Advertising Cost of Sale), CTR (Click-Through Rate), and conversion rates. But here’s the twist – these numbers mean nothing without context.
For instance, a high ACoS might panic some sellers, but what if you’re launching a new product? What if you’re deliberately targeting top-of-funnel keywords? Context is king, folks.
Testing and Optimization: The Scientific Method Meets Marketing
A/B testing on Amazon isn’t just about trying different things – it’s about being methodical. Think of it like a science experiment (yes, I’m letting my inner geek show). You need a hypothesis, controlled variables, and enough data to make meaningful conclusions.
The Future of Amazon Advertising
Let’s get real about where this is all heading. The future of Amazon digital marketing strategy isn’t just about better targeting or fancier ad formats. It’s about the intersection of AI, human psychology, and commerce, ensuring brands can reach the right audience with maximum efficiency.
AI Integration: Beyond the Buzzwords
AI isn’t going to replace your marketing team – it’s going to supercharge them. We’re seeing this already with automated bidding and targeting, but that’s just the beginning. The real game-changer will be predictive analytics that can forecast market trends before they happen.
At ProductScope AI, we’re already seeing how generative AI can transform product listings and creative assets. But here’s the kicker – it still needs human oversight. The best Amazon marketing strategy combines AI efficiency with human creativity.
Voice Commerce and Visual Search
Alexa isn’t just for setting timers and playing music anymore. Voice commerce is growing, and smart brands are optimizing their amazon advertising solutions accordingly. Think about how people search verbally versus typing – it’s a whole different ballgame.
The Privacy Paradox
Here’s something nobody’s talking about enough: as tracking gets harder (thanks, privacy regulations), first-party data becomes gold. Amazon’s sitting on a goldmine of purchase behavior data. The winners will be brands who figure out how to leverage this while respecting privacy boundaries.
Final Thoughts on Amazon Advertising Strategy
Look, I’ve thrown a lot at you. But here’s what it all boils down to: successful amazon marketing campaigns in 2024 and beyond won’t be about who has the biggest budget or the fanciest tools. It’ll be about who understands both the technology and the human element.
Remember: Amazon’s advertising platform is powerful, but it’s just a tool. Like any tool, its effectiveness depends entirely on how you use it. Start with clear goals, build a structured approach, test methodically, and always keep the customer experience front and center.
The brands that win won’t just be running Amazon ads – they’ll be creating experiences. They’ll understand that every ad, every keyword, every bid adjustment is part of a larger story they’re telling their customers.
And hey, if all this feels overwhelming? That’s normal. The platform’s complexity is both its greatest strength and its biggest challenge. But take it one step at a time, stay curious, and keep experimenting. The future of Amazon online advertising is bright – and there’s plenty of room for brands who are willing to learn and adapt. To enhance your strategy, consider using our Amazon Listing Optimization Tool for better results.
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Frequently Asked Questions
How is running Amazon ads done?
Running Amazon ads involves utilizing Amazon’s advertising platform to create and manage ad campaigns that target customers on Amazon’s marketplace. Advertisers can choose from various ad formats, such as Sponsored Products, Sponsored Brands, and Sponsored Display, to promote their listings and drive sales. By setting specific goals, budgets, and targeting options, brands can effectively reach potential customers and increase their visibility on Amazon.
What advertising method does Amazon use
Amazon primarily uses pay-per-click (PPC) advertising methods, where advertisers pay a fee each time a user clicks on their ad. This approach helps ensure that the advertising budget is spent efficiently, driving targeted traffic to product listings. Additionally, Amazon offers programmatic advertising through its Demand-Side Platform (DSP) for broader reach beyond the Amazon ecosystem.
What are the three types of Amazon advertising
The three main types of Amazon advertising are Sponsored Products, Sponsored Brands, and Sponsored Display. Sponsored Products are cost-per-click ads that promote individual product listings within search results and product detail pages. Sponsored Brands feature a brand logo, a custom headline, and multiple products, appearing in search results to enhance brand visibility. Sponsored Display ads target customers both on and off Amazon, using display ads to reach potential buyers at different stages of their purchasing journey.
What is Amazon’s current promotion strategy
Amazon’s current promotion strategy focuses on integrating its advertising solutions with its vast customer data to offer targeted and personalized ad experiences. The company leverages machine learning and AI to enhance ad targeting capabilities, ensuring that ads reach the right audience at the right time. Additionally, Amazon continuously expands its advertising reach by incorporating video and audio ads, further engaging customers across various formats and platforms.
What is Amazon’s advertising platform
Amazon’s advertising platform, known as Amazon Ads, provides a suite of tools for businesses to create, manage, and optimize their advertising campaigns on Amazon. This platform includes options for Sponsored Products, Sponsored Brands, Sponsored Display, and Amazon DSP, catering to different advertising needs and objectives. It offers advanced targeting and reporting features, empowering advertisers to maximize their return on investment and drive sales growth.
About the Author
Vijay Jacob is the founder and chief contributing writer for ProductScope AI focused on storytelling in AI and tech. You can follow him on X and LinkedIn, and ProductScope AI on X and on LinkedIn.
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