What is Amazon PPC?
Amazon Pay-Per-Click (PPC) advertising lets you bid on keywords so your products appear in prominent positions. You pay only when a shopper clicks your ad.
The main campaign types
- Sponsored Products — promote individual products in search results and on product pages
- Sponsored Brands — feature your brand and a selection of products
- Sponsored Display — reach shoppers on and off Amazon based on their behavior
Where beginners should start
Start with Sponsored Products using automatic targeting. This lets Amazon find relevant placements for your product while you gather data on what keywords convert.
The key metrics to track
- ACOS (Advertising Cost of Sale) — how much you spend on ads per dollar of attributed sales
- TACOS (Total ACOS) — total ad spend as a percentage of total sales
- Conversion rate — what percentage of clicks turn into sales
- Impressions and click-through rate — how visible and appealing your ads are
The mindset
PPC is an investment in visibility and ranking, not just a cost. In the early stages, a higher ACOS may be acceptable if it drives organic ranking growth. Over time, optimize toward profitability.
