How to get the most out of your Amazon Ads for e-commerce

March 24, 2022
1 minute read

Amazon Ads is the 3rd largest advertising platform in the world and is forecasted to reach as much as 14% of digital ad sales by 2023. If you’re an Amazon seller, you know how powerful it is to tap into Amazon’s 300M+ consumer base and you may have tried out Amazon Ads….but are you ready to take your Amazon ads to the next level? Let’s break down what Amazon Ads has to offer and how to maximize your results.

Sponsored Products

Sponsored Products are the easiest ads to create and run on Amazon as the ads are created from your product listing and Amazon offers automatic targeting. They’re cost-per-click (CPC) so you only pay when customers click on them and success metrics can be easily tracked.

Pro tip: Optimize your ad spend by adding negative keywords to ensure you don’t match with keywords that have high traffic and low conversions or are for products in the wrong price range.

Sponsored Brands

Sponsored Brands helps you increase brand awareness, especially when you showcase yourself in visually creative ways. Once clicked, Sponsored Brand ads take the customer to your storefront or landing page where they will only be looking at your products. You can also send traffic to a specific listing. For instance, with a video ad. 

Pro tip: Sponsored Brands have been increasing in popularity on Amazon and for many sellers they offer the highest Return on Ad Spend (ROAS) of any type of Amazon PPC!

Sponsored Display

Unlike Sponsored Products and Sponsored Brands, Sponsored Display Ads doesn’t target keywords, and instead targets interests, shopping behavior and if a user has viewed your product’s detail page. 

Pro tip: Sponsored Display is the only category that allows you to target shoppers that have already considered your product.


Within the Amazon Advertising platform you can get data about how your ads are performing in terms of campaigns, impressions, cost per click, conversions and a lot more. With this data you can dig into what is driving sales for you and optimize based on that (e.g. making use of things like negative keywords and negative products). 

If you want to compare your data with your marketing efforts outside of Amazon Ads, the easiest way is to use a marketing data tool such as Funnel. 

We've recently released an Amazon Ads connector in Funnel. This new integration will enable you to connect your Amazon Ads with the rest of your marketing data so you can analyze them all together.