Amazon PPC ads are now necessary for brands, agencies, and third-party sellers who want to increase their sales on Amazon. By targeting specific keywords, brands can create relevant ads that show up in Amazon’s search results and competitor product listings. In addition, ad sponsors can control the content and budget of their advertisements, as well as the period that they run.

With a flexible pay-per-click system, Amazon PPC  is the most cost-effective advertising solution for any brand. In addition, Amazon’s PPC strategies can help brands, agencies, and third-party sellers drive targeted click-through rates (CTRs) and increase revenue. 

We will take a comprehensive look at the different types of PPC ads and how to set them up, along with recommendations for strategies that Amazon sellers can use for their businesses.

What is Amazon PPC?

Amazon PPC advertising is a process where sellers and advertisers bid on a product, and the one with the highest bids on relevant keywords gets to choose a place for their product ads. It allows sellers to create advertising campaigns for their products and then charge them whenever a potential customer clicks and views their ad.

Before getting into the details of Amazon PPC for variations, though, it’s important to understand Amazon’s key PPC metrics. This is how Amazon describes each:

Advertising Cost of Sales(ACoS)

Amazon is one of the most competitive marketing environments ever developed. If you don’t advertise your products, no one will see them. This is why advertising and product awareness are so critical on this platform. A high Advertising Cost of Sales (ACoS) can be an essential metric to optimize when you’re attempting Amazon PPC optimization.

Attributed Sales

The Attributed Sales report shows how your product listings perform across Amazon’s global customer base, on and off the Amazon platform. With this information, you can make informed decisions about where to invest in growth. In addition, the sales you generate in your sponsored products campaigns are central to understanding performance at the product level. 


A high number of impressions is a good indicator that your products are getting in front of a wide audience and that you’re driving broad awareness for the relevant keywords and product categories. In addition, it can give you a sense of the general visibility of your product within Amazon’s search results.


The number of times your ads were clicked on the Google Display Network is also an important factor. Engagement metrics show how people interacted with your content after seeing or clicking on your ad. This includes actions such as clicking or watching an ad or playing a video.

Amazon PPC for variations performance tells you how well your ads are resonating with the audience you’re reaching and how relevant their experience is.

  1. Optimize Bids 

Amazon PPC bid optimizer helps you maximize your sales and eliminate low-performing keywords that don’t deliver traffic to your product listing with too high bids to make you money. 

  1. Increase Budgets for Special Events

Bid to Target ACoS allows you to automatically increase your bid price if it doesn’t meet your target. The bid to target ACoS advertising campaigns feature provides automated bid management by analyzing historical data to predict the ACoS you will achieve based on the bid you choose. 

  1. Product Targeting

Using product targeting to show ads for your product next to search results is really great, simply because sometimes people end up buying a competitor’s product instead.

  1. Optimizing ACoS

Amazon PPC strategies ads are by far the most effective selling channels if you do it right. However, with so many sellers taking on this channel, chances of low returns from ACoS and constant tweaking of your campaigns are inevitable. 

  1. Find Valuable Keywords

Keyword research is essential to your Amazon PPC optimization success, but it’s also one of the most time-consuming things you can do for your Amazon listings. Harvest comes with a 4-point system that lets you find trending and profitable keywords without manually sorting through thousands of rows of data.

Let’s Wrap Up

If you’re serious about increasing your organic Amazon sales, your Amazon PPC optimization can be a powerful way to drive new and existing customers to your listings. Consistently optimizing your Amazon PPC ads is the key to success. It takes experience, training, and data analysis to efficiently scale and manage a profitable results-driven Amazon sponsored product advertising campaign.