Amazon Sponsored Ads key terms

A Sponsored Products campaign in which Amazon matches your ads to shopper searches and product pages using your listing's information rather than keywords you choose. Useful for discovering new search terms.

A Sponsored Products campaign where you supply the keywords or product targets and set bids for each one. Gives precise control over where ads appear and how much each target may cost.

A container within a campaign that holds one or more product ads sharing the same targeting and bids. Grouping products by theme, price, or margin keeps bidding and reporting clean.

A targeting method that places ads on chosen product detail pages, categories, or brands instead of on keywords. Refinable by price, star rating, and Prime badge so ads appear only on suitable pages.

A product-targeting expression that names individual products whose detail pages should show your ad. Common uses are conquesting competitor listings and defending traffic on your own pages.

The most a campaign may spend in a single day. Once it is used up, ads stop serving until the next day, so a low budget can silently limit impressions and sales.

A percentage increase applied to bids when an ad is eligible for top-of-search or product-page placements. Lets you pay more where conversion rates tend to be higher without raising base bids.

A campaign setting in which Amazon raises or lowers your bid for each auction based on how likely that click is to convert. Choices are bid down only or up and down.

The status of a campaign that has spent its daily budget and stopped serving ads for the remainder of the day. Frequent out-of-budget days show that budget, not bidding, is limiting growth.

A grouping of campaigns used to organize an account and, optionally, cap combined spend. Portfolios also make it easy to report on a brand, product line, or advertising tactic.

A consistent labeling scheme for campaigns and ad groups, typically encoding brand, targeting type, match type, and launch date. It makes reports filterable and lets you compare like with like.

Moving search terms that already convert out of automatic or broad campaigns into dedicated exact-match ad groups, while adding non-converting terms as negatives. A core recurring optimization routine.

A cost-per-click search ad showing a brand logo, headline, and two or three products, linking to a Store or landing page. Requires Brand Registry and appears above, beside, or within search results.

A video ad that autoplays in search results on desktop and the mobile app, pairing a short video with a headline and linking to a product page. Brand Registry and video specs are required.

Amazon's trademark-verification program that unlocks Sponsored Brands, Sponsored Brands Video, Stores, and brand-level reporting and protection tools. Advertisers must be enrolled before running those formats.

The line of ad copy in a Sponsored Brands ad that carries the main value proposition or offer and links to the landing page. Character limits are strict, so wording must be concise.

A display ad format served on Amazon and on third-party sites and apps, targeted by audience or by product. Creative can be an individual product or a custom image.

A Sponsored Display audience made of shoppers who viewed your product detail pages, or similar products, within a lookback window but did not buy. Used to re-engage near-purchase traffic.

A Sponsored Display audience of shoppers who already bought your product within a set window. Typically used to cross-sell related items or prompt a repeat purchase.

A Sponsored Display audience of shoppers that Amazon's signals suggest are actively researching a category. Broader than remarketing, so it suits upper-funnel reach and new-customer acquisition.

A Sponsored Display tactic that places ads on chosen product detail pages or in categories, matching ad content to the page a shopper is browsing. Works without any audience data.

A keyword match type that serves ads only when the search matches the keyword's meaning closely, allowing close variants such as plurals and misspellings. Tightest control, often the best converting.

A keyword match type that serves ads when the search includes the keyword's meaning in the same order, with additional words before or after. Narrower than broad, wider than exact.

A keyword match type that serves ads on searches related to the keyword in any order, including synonyms and looser variations. Widest reach and the greatest need for negative keywords.

A negative keyword that blocks a search only when it matches the term exactly, leaving longer variants eligible. A precise way to cut a wasteful query without losing adjacent traffic.

A negative keyword that blocks any search containing the phrase in the same order. Broader than negative exact and useful for removing whole irrelevant themes at once.

Excluding specific ASINs, brands, or categories from product-targeting campaigns so ads do not appear on those detail pages. Protects budget and keeps ads away from unsuitable content.

The actual query a shopper typed before clicking your ad, which may differ from the keyword you bid on. Reviewing them reveals new keyword ideas and wasted spend.

A report showing the customer queries that triggered your ads with impressions, clicks, spend, and sales for each. The main tool for harvesting keywords and building negative lists.

Advertising cost of sales: ad spend divided by ad-attributed sales, shown as a percentage. Lower is generally better, but the acceptable level depends on product margin and campaign purpose.

Return on ad spend: ad-attributed sales divided by ad spend. It is the inverse of ACOS and is often used as the target metric in automated bidding rules.

Total advertising cost of sales: total ad spend divided by total sales, both organic and advertised. Shows what share of overall revenue advertising consumes and whether ads are growing the business.

The number of days after a click during which a purchase is credited to the ad, commonly seven or fourteen for Sponsored Products. Longer windows credit more sales and report lower ACOS.

Clicks divided by impressions. Indicates how compelling the ad creative, price, and review count look to shoppers who see the ad in search results or on product pages.

Orders divided by clicks. Reflects how well the detail page, price, reviews, and offer turn ad clicks into purchases, and is central to diagnosing ad performance.

Whether a product page is strong enough to convert paid traffic: in stock, holding the Buy Box, with sufficient reviews, quality images, complete content, and a competitive price.

The default add-to-cart box on a product detail page. Ads for products that do not hold it convert poorly, and Sponsored Products may be suppressed entirely.

The image, video, logo, or headline used in an ad. Assets must meet Amazon's format and policy requirements and should match the product and landing page they promote.