Amazon Ads Foundations: What Every Seller Must Know?

What is Amazon Advertising?

Amazon Advertising is Amazon’s internal ad platform that allows brands to promote products through:

• Sponsored Products
• Sponsored Brands
• Sponsored Display
• Amazon DSP

It helps increase visibility, boost rankings, and drive conversions by placing your products where buyers are already shopping.

Why is Amazon Advertising Essential in 2025?

• 🚀 Organic ranking alone isn’t enough
• ⚔️ Your competitors are already bidding on your brand
• 🧠 Amazon’s algorithm favors ads that drive sales
• 💡 NTB (new-to-brand) growth needs paid visibility

If you’re not advertising, you’re invisible.

Setup Requirements

For Sellers (3P – Seller Central):

• Active professional account
• Retail-ready ASINs
• Brand Registry access (recommended)
• At least 1 Buy Box–eligible product
• Billing method set up in ad console

For Vendors (1P – Vendor Central):

• Approved Vendor Central account
• Access to Advertising Console
• Brand Registry connection (recommended)
• Retail-ready product detail pages
• Campaign budget planning or co-op clarity

Key Things to Keep in Mind

• Test multiple match types: broad, phrase, exact
• Use both keyword & product targeting
• Avoid poor-performing ASINs (low reviews, poor availability)
• Review campaign placement and search term reports weekly
• Scale slowly — optimize before increasing bids

Common Pitfalls

• Running only Auto campaigns
• Ignoring ACOS, ROAS, and TACOS
• Not setting up negative keywords
• Promoting out-of-stock products
• Launching ads with unoptimized listings

What’s Next?

→ Use our Free ACOS Calculator
→ Read our Amazon Ad Glossary
→ Next up: Campaign structure strategies for Sponsored Products