FAQs - Amazon Advertising

We’ve created this resource to help answer some of your frequently asked questions.

Know more about Amazon advertising

Advertising Basics

Amazon Advertising offers a range of options to help you achieve your advertising goals to registered sellers, vendors, book vendors, Kindle Direct Publishing (KDP) authors, app developers, and/or agencies (refer to each product’s page for eligibility criteria).

To get started with self-service advertising products, including Sponsored Products, Sponsored Brands, Sponsored Display, and Stores, visit the Register page and choose one of the options to enroll.

Display ads, video ads, and ads run through the Amazon DSP can be managed independently or with an Amazon Advertising account executive. Contact us to get started.

Sellers sell products directly to Amazon customers. If you manage your products in Seller Central, you’re a seller.

Vendors sell their items directly to Amazon, who then sells them to customers. If you manage your products in Vendor Central, you’re a vendor.

CPC or PPC advertising is a type of paid advertising where ads display at no charge—ad impressions, or views, are free—and the advertiser is charged only when a customer clicks the ad. Sponsored ads—such as Sponsored Products and Sponsored Brands—run on the CPC model.

CPM advertising is a type of paid advertising where you are charged a certain price for every 1,000 impressions of your ads.

Display ads are banners or images that appear on websites. Display advertising is available through Sponsored Display or Amazon DSP.

  • Sponsored Products, Sponsored Brands, and Sponsored Display are cost-per-click ads, meaning you pay only when customers click your ad, and you control your campaign budget.
  • The cost of display ad and video ad campaigns can vary depending on format and placement.
  • Audio ads are sold on a CPM basis.
  • Advertising through a managed-service option with an Amazon Advertising account executive (display ads, video ads, and ads that are run through the Amazon DSP) typically require a minimum spend of $35,000 (US). Contact an Amazon Advertising account executive for more information.
  • You can create a Store for free.

A keyword is a single word or combination of words that you add to your Sponsored Products and Sponsored Brands campaigns. Keywords are matched to shopping queries that customers use to look for products on Amazon and determine when your ads may appear. Note that keywords are only used for Sponsored Products or Sponsored Brands. Sponsored Display ads reach products, product categories, or customers’ interests.

A keyword is a single word or combination of words that you add to your Sponsored Products and Sponsored Brands campaigns. Keywords are matched to shopping queries that customers use to look for products on Amazon and determine when your ads may appear. Note that keywords are only used for Sponsored Products or Sponsored Brands. Sponsored Display ads reach products, product categories, or customers’

To start, we recommend using the suggested keywords when creating your campaigns. Sponsored Products campaigns may use automatic targeting, which selects relevant keywords automatically.

Once your automatic campaign is running, you can check your advertising reports to see which keywords are resulting in ad clicks and sales. You can use the top-performing keywords to create a Sponsored Brands campaign or a Sponsored Products campaign with manual targeting, where you select keywords to target and set individual bids for them.

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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 contains only bath towel products.

Sponsored Products

Sponsored Products is a cost-per-click, keyword-targeted advertising solution that enables you to promote the products you sell with ads that may appear in highly visible placements on Amazon. You select your products to advertise and choose keywords to target or let Amazon’s systems target relevant keywords automatically. You control how much you want to spend on your bids and budgets and can measure your ads’ performance.

The ads serve both on desktop and mobile browsers as well as on the Amazon mobile app. When customers click your ad, they are taken to the advertised product’s detail page.

Your ads may be displayed at the top of, alongside, or within shopping results and on product detail pages. Ads may appear on both desktop, tablet, and mobile.

When customers click your ad, they will go to the product’s detail page where your offer is listed.

Sponsored Products is available for Amazon professional sellers and retail vendors in the advertising console, and Kindle Direct Publishing (KDP) authors in the KDP dashboard.

Sellers will need (must meet ALL criteria):

  • An active Amazon professional seller account
  • Ability to ship to all addresses in the marketplace you are advertising in
  • Product listings in one or more of the available categories (must be new)
  • Listings that are eligible for the Featured Offer

 If you create an ad for a product listing that is not eligible for the Featured Offer, your ad will not display to Amazon customers. Ads that are not eligible are flagged in the campaign manager.

Vendors can be a (must meet at least ONE criterion):

  • Hardlines vendor
  • Softlines vendor
  • Supplier Express vendor (aka Vendor Express vendors) with a confirmed purchase order or direct fulfillment order
  • Media vendor
  • Books vendor
  • Consumables vendor

In addition, listings advertised on Sponsored Products must be eligible for the Featured Offer.

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

Sponsored Products may help you increase sales by displaying ads when shoppers look for relevant products on Amazon.com. There are no monthly fees—you pay only when your ad is clicked. Consider using Sponsored Products for product visibility, new offers, unique selections, offers with low glance views, clearance items, and seasonal promotions.

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

Sponsored Products allow broad, phrase, and exact matches.

Negative matches are matching types that prevent ads from being triggered by a certain shopping queries (word or phrase).

Negative keywords help prevent your ads from appearing on shopping results pages that don’t meet your performance goals. This extra level of control can help to reduce costs by excluding keywords where an advertiser might be overinvesting. This can help to improve ad performance metrics, such as click-through rate (CTR), advertising cost of sales return on investment (ACOS), and cost per click (CPC).


When creating a campaign, an advertiser enters a bid for the keywords that they want to target. A bid is the maximum amount you are willing to pay when a customer clicks an ad.


For Sponsored Products, you’ll set a daily budget for your campaign. The daily budget is a daily amount you are willing to spend on a campaign over a calendar month. For example, if you set your daily budget at $100, you may receive up to $3,100 worth of clicks in that calendar month (assuming a full 31-day month). Daily budgets are not paced throughout the day, meaning a smaller daily budget could be spent in a few minutes if there are a large number of shoppers interested in your advertised products.

Regardless, you control the total amount you want to spend—the final cost will never be more than the amount you’ve set for your campaign’s duration.

Yes, you can increase or decrease your daily budget once your ads are live.

he minimum daily budget for Sponsored Products is $1.00 (or equivalent in local currency).

As you accumulate clicks on your ads, there are two primary ways to pay your advertising fees:

  • Deduct them from your seller or vendor account balance.
  • Charge them to a credit card.

You are charged when:

  • You accumulate your first $1.00 worth of clicks.
  • You accumulate additional clicks that meet or exceed your credit limit. Your 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.
  • You have a balance due for the previous month, regardless of your credit limit. You incur this charge on the third day of each month.

Invoicing is also available for vendors on an invite-only basis.

Before you create your first campaign, it’s important to know what business goals you want to accomplish through advertising. Establishing your goals up front will help you choose which products to advertise, decide how to structure your campaigns, and better analyze performance.

We recommend Sponsored Products as the simplest way to start advertising. No images or custom copy are needed, and ads go live immediately. You may use automatic targeting, which uses Amazon’s shopping insights to help you learn what shoppers are looking for. It also dynamically adapts to trends in the marketplace and seasonality.

Remember that your product must be in stock and priced competitively in order to become the Featured Offer, so take into account product pricing and availability when deciding to advertise. If your product isn’t the Featured Offer or is out of stock, your ad will not display.

If this is your initial campaign, we recommend you

Ad display is dynamic based on your campaign parameters. You can see your ad impressions, clicks, and conversions on the reporting page.

Advertising partners

A partner is an advertising agency or tool provider who works with Amazon advertisers to manage and optimize campaigns. These campaigns help advertisers achieve business objectives and connect with Amazon audiences in meaningful ways.

If you are interested in working with a partner to support your Amazon Advertising efforts. Contact us now

We look forward to hearing about your experience. Please submit feedback here.

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