Best Practices - Amazon Advertising

By Marketing Team

Amazon's ad solutions are still uncharted territory for many marketers. As the e-commerce giant grows its offer to advertisers, here we share some tips to help you find, attract, and engage millions of Amazon customers at every stage of their journey. Let's start with some numbers…


  • 300m active customer accounts worldwide.
  • 82m US monthly total visitors.
  • 92% of shoppers who start their purchase journey on Amazon make their final purchase with Amazon.
  • Net sales in 2018: $232 billion.


  • Basics: Location, age, gender, language.
  • Audiences: Interest targeting - select product categories to target a wider audience.
  • Technology: Type of device.
  • Others: Keyword targeting - choose relevant keywords to target customers in-market and Lookalikes.


  • Awareness: Branding.
  • Consideration: Website Traffic, App Traffic, Video Views.
  • Conversions: App conversions, Website Conversions, Catalog Sales. 


With Amazon you have the chance to advertise your products using keyword targeted ads that appear within search results and product detail pages. This means you're able to take shoppers directly to your product's detail page, and manage your spend with daily budgets. Here are our top 4 tips to make the most of these:

Use match types with automatic targeting.

  • Amazon advertising uses broad, phrase, exact and negative match types to refine targeting. The key is to use a mix of these match types and reach the buyers with the highest purchase intent.
  • Use search term insights for manual targeting.

Run campaigns continuously.

  • An always-on approach is always a winner.
  • Set different bids according to performance and value.
  • No need to extend expiring campaigns.
  • Capture demand you may not realize you have.

Begin with automatic targeting.

  • No need to select keywords manually.
  • This type of targeting uses search term insights for Manual Targeting.
  • It dynamically adapts to trends and seasonality.

Keep an eye on campaign insights in order to identify where to focus and scale your ad spend.

  • Campaign reporting shows performance from impression to conversion.
  • Keyword-level performance data enables you to manage your bids and budget in real time.
  • Asses how performance and ROI change over time as you refine campaigns and product details.

If you're interested in learning more about Amazon ads, check out our Digital Media Lab. Or, get in touch with us and
 book your free advisory call today to discuss how Adglow can help you to craft a winning digital advertising strategy.