With millions of sellers and products on Amazon, getting noticed can be one of the biggest challenges for new and growing businesses.
That’s where Amazon’s advertising tools come in. Used correctly, they can help you put your products in front of the right people at the right time—dramatically boosting your visibility and driving more sales.
Whether you’re a new seller or an established brand looking to grow, understanding how Amazon ads work is key to building long-term success on the platform.
Why Amazon Advertising Matters
Organic rankings are important, but they take time to build. Paid advertising allows you to leap ahead and get your products in front of potential buyers immediately. The right ad strategy can:
- Increase product visibility
- Drive more traffic to your listings
- Improve conversion rates
- Help launch new products successfully
When combined with optimised listings and a solid pricing strategy, advertising can be a powerful growth tool—especially in competitive niches.
The Role of a Repricer in Your Ad Strategy
Before diving into the different ad types, it’s worth noting how a repricer fits into your broader Amazon strategy. Running ads can drive traffic, but if your pricing isn’t competitive, you may still lose the sale. A repricer tool automatically adjusts your product prices based on changes in the market and your competitors’ listings.
This helps you:
- Stay eligible for the Buy Box
- Improve your ad performance (since competitive pricing boosts conversions)
- Maintain consistent profit margins by setting pricing rules
When your ads bring people to your listing, a smart price can make the difference between someone clicking “Buy Now” or walking away.
Sponsored Products
Sponsored Products are the most popular ad type on Amazon. These ads appear in search results and on product detail pages, helping individual products stand out.
How it works:
- You choose which products to advertise
- You set a daily budget and cost-per-click (CPC) bid
- Ads appear when a shopper searches for relevant keywords
Tips for success:
- Target high-converting keywords
- Use automatic campaigns to discover new keyword opportunities
- Monitor performance and adjust bids regularly
This is a great starting point for most sellers, especially if you’re launching a new product or trying to boost an existing one.
Sponsored Brands
Sponsored Brands are designed to promote your brand as a whole rather than just one product. These ads appear at the top of search results and include your logo, a custom headline, and a selection of products.
Benefits:
- Great for brand awareness
- Drives traffic to your Amazon Store or custom landing page
- Showcases multiple products in one ad
Use this ad type if you have a range of related products and want to establish your brand presence in a specific niche.
Sponsored Display
Sponsored Display ads target shoppers based on their interests or previous behaviour. These ads can appear on Amazon and across other websites, even after the shopper leaves Amazon.
They are ideal for:
- Retargeting shoppers who viewed your product but didn’t buy
- Promoting complementary products
- Reaching a wider audience
Sponsored Display is particularly useful for increasing conversions from users already familiar with your product. When paired with a competitive pricing strategy powered by a repricer, it becomes even more effective.
Amazon DSP (Demand Side Platform)
Amazon DSP is an advanced advertising tool that lets brands run programmatic display and video ads both on and off Amazon. It’s more complex and best suited to larger businesses with dedicated marketing teams or agencies.
Features include:
- Advanced targeting options
- Access to exclusive Amazon audience data
- Custom creative assets for video and display campaigns
While not essential for beginners, DSP can help more mature brands scale their advertising efforts and build brand loyalty.
Best Practices for Advertising on Amazon
To get the most out of your advertising spend, consider these key tips:
1. Start Small and Test
Begin with a modest budget and run a few test campaigns. Use both automatic and manual targeting to see what works best.
2. Focus on High-Quality Listings
Make sure your product title, description, bullet points, and images are optimised before running ads. Ads won’t perform well if your listing isn’t compelling.
3. Use Negative Keywords
Filter out irrelevant traffic by adding negative keywords to your campaigns. This helps reduce wasted spend and improves return on investment.
4. Monitor Regularly
Track your ad performance daily or weekly. Look at impressions, clicks, conversion rates, and ACoS (Advertising Cost of Sales). Adjust your bids and keywords as needed.
5. Combine with Repricing
Ads are most effective when supported by a smart pricing strategy. Use a repricer to stay competitive, especially if you’re targeting the Buy Box.
Measuring Success
Amazon provides detailed analytics so you can measure how your ads are performing. Key metrics to track include:
- Click-through rate (CTR)
- Conversion rate
- Return on ad spend (ROAS)
- Total sales driven by ads
Over time, these insights will help you refine your campaigns and identify the most profitable products and keywords.
A repricer ensures your ads drive sales rather than just clicks, helping you win the Buy Box and stay ahead in competitive markets. With consistent effort and smart testing, Amazon advertising can become one of your most powerful growth engines.
