Did you know Amazon is the most trusted brand in America? Therefore, it's one of the best places to launch your eCommerce business.
However, if you’re not ranking on page one, you might as well be invisible. Recent data suggests that products on the first page get over 80% of views.
The key? Smart advertising! With 59% of shoppers saying they’re more likely to buy from an Amazon ad, it’s clear ads can make or break your success.
But most sellers don’t have a clear strategy, which leads to missed sales opportunities. That’s why we’ve created this guide—to help you implement strategies that actually get your products ranked and drive more sales.
It covers:
- A brief overview of Amazon advertising
- Types of popular Amazon campaigns and ad formats
- Some simple steps and effective strategies to boost rankings on Amazon
- Upcoming innovations
P.S.: Want to expand beyond Amazon search? Try influencer marketing!. Partnering with micro-creators can help you reach new audiences and drive more sales. Platforms like inBeat Agency connect you with authentic influencers and help you run high-performance campaigns using data-driven insights to maximize ROI. Book a free strategy call now!
TL;DR:
Amazon Advertising is a pay-per-click system that boosts product visibility and complements organic SEO.
Products on page one capture over 80 % of views, and 59 % of shoppers are more likely to buy from an Amazon ad.
Amazon’s A10 algorithm still values keywords, click-through, and conversions—but now heavily rewards external traffic.
Mirrored campaigns use automatic campaigns to harvest top keywords, then exact-match manual campaigns to cut irrelevant spend.
Audience-based targeting segments shoppers by behavior to tailor bids, creatives, and keyword types for loyal customers, competitor audiences, and new prospects.
Five essential ad formats:
- Sponsored Products for individual item placement in search results and detail pages
- Sponsored Brands to showcase your logo, headline, and multiple products
- Sponsored Display ads that follow shoppers on and off Amazon
- Sponsored Brand Video for 6–45 second product demos in search results
- Amazon DSP for on-and off-Amazon display, video, and contextual targeting
Five foundational steps to rank higher:
- Conduct comprehensive keyword research (including negative keywords)
- Optimize titles, bullets, and high-quality images
- Add back-end search terms for extra synonyms and variations
- Price strategically with promotions, coupons, and lightning deals
Leverage Brand Registry and Amazon Storefront for advanced PPC tools
Thirteen advanced tactics to stay on page one:
- Amazon Live and influencer partnerships
- Performance breakdown by keyword match type
- Waterfall campaigns for large catalogs
- Dynamic and fixed bidding strategies
- Dayparting to focus on peak conversion hours
- Lifecycle-stage-specific approaches (launch, growth, maturity)
- Smart review-generation strategies
- Driving off-site traffic with Amazon Attribution
- Continuous A/B testing and campaign optimization
- Tracking search and category trends
- DSP contextual and behavioral targeting
- Voice-search optimization with natural, question-style phrases
- Focusing ad spend on already high-performing ASINs
Upcoming innovations to watch:
- AI Creative Studio for automated ad asset generation
- Enhanced DSP placements with real-time AI bid adjustments
- Ads Data Manager for unified first-party data across ad tools
- Retail Ad Service beta for in-store and on-site ads
- Project Amelia, Amazon’s generative AI assistant for sellers
What Is Amazon Advertising?
Amazon advertising is a pay-per-click (PPC) system designed to help Amazon Sellers drive visibility and boost product sales. Unlike organic rankings, where results depend on Amazon SEO, paid ads allow you to strategically position your products at the top of search rankings.
What Is Amazon’s Product Ranking Algorithm
If you're wondering how Amazon picks which products to show first, it's all about their ranking algorithm.
The older A9 algorithm relied on keyword performance, click-through rate, and conversion rates to determine rankings. However, Amazon upgraded to the A10 algorithm, and things are different now.
While relevant keywords still matter, the marketplace now favors external traffic. This means sellers who bring in potential customers from social media, blogs, and other sources have a major competitive edge.
Types of Amazon Advertising Campaigns
Now that we’ve decoded Amazon’s ranking ways, let’s get into the ad campaigns that can put your products in the spotlight:
1. Mirrored Campaigns
Running automatic campaigns can reveal valuable search terms that customer searches trigger. But relying solely on automation means you’re not fully in control. That’s where mirrored campaigns come in.
You set up an automatic campaign to collect high-performing keywords, then use those in a manual campaign with exact match keywords and manual targeting. This approach cuts down on irrelevant traffic and improves your cost of sale.
2. Audience-Based Targeting
Want to run smarter advertising campaigns that actually reach people who care?
Audience-based targeting is the key. It fine-tunes your ads by grouping shoppers based on their behavior and adjusting bidding strategies, ad creatives, and keyword types to match what they’re looking for.
For example:
- Your brand’s loyal customers can be targeted with video ads featuring complementary products or exclusive offers.
- To attract your competitors’ buyers, you can use competitor keywords in manual campaigns, and highlight better pricing and features.
- The attention of new potential customers can be captured by broad and phrase match keywords, HD images, and strong Amazon SEO.
5 Winning Amazon Ad Formats
We’ve covered smart campaign strategies, but without the right ad format, you won’t get the full impact. Let’s look at some of them:
1. Sponsored Products
Sponsored products are cost-per-click (CPC) ads that push your individual products to prime spots where shoppers are already looking, such as:
- Top, middle, and bottom of Amazon search results
- Product detail pages under "Sponsored Products related to this item"
- In the cart area, when customers are shopping for products like yours
- Highly-rated products section
- Amazon-owned websites, like Twitch and Freevee
2. Sponsored Brands
Sponsored brand ads don’t just feature one product; they highlight your entire brand with a logo, a catchy headline, and multiple selling items.
You’ll see them pop up in places like:
- Top of search results
- Product detail pages, i.e., right next to your competitors, which gives you a chance to stand out
3. Sponsored Display Ads
If you’re in the Amazon Brand Registry, sponsored display ads are your ticket to getting noticed. They don’t just show up on Amazon; they follow your shoppers across Twitch, Prime Video, and even third-party sites.
With product images, star ratings, and a “Shop Now” button, you’re making it super easy for shoppers to find, fall in love with, and buy your products.
This format brings in benefits like:
- 33.9% increase in visibility
- 3.6% more people checking out your product pages
- 2.6% more new customers discovering your brand
4. Sponsored Brand Video Ads
Sponsored brand video ads grab the eye in Amazon SERPs by showing off your product’s best features in high-quality visuals. They can last anywhere from 6 to 45 seconds. But trust us, keeping it under 20 seconds is the sweet spot to get straight to the point and leave a lasting impression.
5. Amazon Demand-Side Platform Ads
What if you could reach shoppers everywhere, not just on Amazon?
With Amazon DSP ads, you can! These ads target shoppers on and off Amazon, like websites, apps, and more, based on their search habits, shopping behavior, and past actions. It’s a powerful way to drive external traffic and boost organic search visibility.
5 Simple Steps to Rank Your Products on Amazon
Ranking higher on Amazon takes more than choosing the right ad format. Let’s dive into 5 steps that will help your products climb the search results and stay there:
1. Conduct Comprehensive Keyword Research
Want to get your products to the top of Amazon?
Start with solid keyword research. Use tools like SellerApp and Ahrefs to dig into high-performing and long-tail keywords.
Don’t forget negative keywords, as they help you avoid wasting money on irrelevant traffic. For example, if you’re selling premium leather bags, adding “cheap” as a negative keyword makes your ads invisible to budget shoppers.
📌 Pro tip: inBeat experts recommend analyzing high-performing competitor keywords. This will help you uncover gaps in your own approach and make adjustments accordingly to stay competitive.
2. Optimize Product Descriptions
Once your keyword strategy is in place, focus on creating compelling product titles that highlight your best features and include your top target keywords. For example, try something like "Premium Leather Wallet for Men – Slim, RFID-Blocking, Gift-Ready – Black."
Follow that up with bullet points that clearly showcase your product’s unique selling points. This makes it easier for customers to see why they need it. And don’t forget those high-quality images showing your product from every angle to build trust.
3. Include Back-End Search Keywords
Back-end search keywords are like your product's secret helpers. Shoppers don’t see them, but Amazon’s algorithm does. This is where you can sneak in extra terms, like variations, synonyms, and even common typos people might search for. Also, no need to repeat words that are already there in your title or bullets.
4. Price Products Strategically to Maximize Sales
Price plays a huge role in how your product ranks and converts on Amazon. Users compare products side by side, and if your price feels off – either too high or suspiciously low – they’ll scroll right past.
The sweet spot?
Competitive pricing that matches the value you offer. Use promotions, coupons, or lightning deals to boost visibility and drive sales without permanently slashing your price.
5. Use Amazon Storefront and Brand Registry For PPC
When your brand is enrolled in the Amazon Brand Registry, you unlock these two valuable tools that can take your PPC campaigns to the next level:
- Brand Registry gives you access to advanced ad formats like Sponsored Brands and Sponsored Display ads.
- Amazon Storefront acts as your mini brand website, which is a custom space where shoppers can explore your entire product catalog.
13 Strategies For Improving Amazon Product Search
Getting on page one is a win, but staying there takes strategy. We are going to discuss 13 advanced tactics to keep your products visible, competitive, and converting:
1. Leverage Amazon Live and Influencer Partnerships
Amazon Live is a seriously underrated way to show off your product while chatting directly with shoppers. Whether it’s a demo, a product walkthrough, or just answering questions, live streams make your brand feel more real, and that builds trust quickly.
Want to pull in even more viewers?
That’s where Amazon influencer marketing comes in. Bring the right creators into your stream, and you’ll tap into their audience while giving your product extra credibility.
Pro tip: We’ve written an entire article on finding Amazon influencer storefronts – give it a read to find the right creators.
Want to make this even more convenient?
Partner with influencer marketing agencies. They can handle everything for you, from finding the right creators to crafting campaigns and tracking results.
2. Break Down Performance by Match Type
Your keywords perform differently based on their match type, and understanding that split is important to see which phrases actually increase search visibility and drive sales.
The 3 match types include:
- Broad match casts a wide net, so a keyword like running shoes could also trigger searches such as best sneakers for jogging.
- Phrase match keeps word order intact but allows extra words before or after, which means running shoes could match with women’s running shoes.
- Exact match only triggers the exact term or very close variations, so running shoes will only match running shoes or running shoe.
3. Use Waterfall Campaigns For Large Catalogs
Running ads for a big catalog?
Waterfall campaigns can make your ads more profitable. The idea is simple: you launch several automatic campaigns for the same product, each with a different bid. Then, you watch the results roll in.
The lower bids help control spend, while the higher bids fight for more visibility. Over time, you spot the perfect zone, i.e., the bid that brings in sales without wrecking your Advertising Cost of Sales (ACoS).
4. Optimize Bidding Strategies
Amazon bidding isn’t just about throwing money at keywords; it’s about knowing when to spend and when to hold back.
If you’re chasing visibility, adjusting dynamic bids up and down can help Amazon push harder when a sale looks likely. Want tighter control? Fixed bids let you set the rules.
5. Leverage Dayparting
Instead of running ads all day and hoping for the best, dayparting lets you focus your budget on the hours when your target audience is active and actually buying.
We recommend checking your PPC data to see when conversions peak. If sales dip late at night or early morning, reduce bids or pause ads during those hours. Why waste money on low-intent clicks?
6. Tailor Your Approach to the Stage of Your Product’s Lifecycle
Every product goes through different stages, and your strategy should shift with it to dominate product search.
We’ve broken down how to make the most of each phase:
Launch - build awareness and generate initial sales:
- Use Amazon's A+ Content to create rich product descriptions that highlight unique features. With basic A+ content, you can boost conversions by 8%, while premium content scales that to 20%.
- Collaborate with influencers to expand the reach and build credibility.
- Enroll in Amazon’s Early Reviewer Program to gather reviews quickly.
Growth - outpace competitors and expand market share:
- Use predictive analytics to anticipate demand and manage stock levels efficiently.
- Explore Amazon's global marketplaces to reach new customer segments.
Maturity - differentiate your product and sustain sales:
- Offer complementary products together to increase average order value.
- Introduce Subscribe & Save options to encourage repeat purchases. Stats suggest this strategy, combined with up to 15% of discounts, can bring up to 1.8x more conversions.
- Leverage Amazon Posts and live streams to interact directly with your audience.
7. Grow Your Reviews Smartly
More reviews mean more trust and better rankings. But Amazon doesn’t allow incentivized reviews, so you need smart, policy-compliant strategies to build credibility.
We suggest using Amazon’s Request a Review button to send automated review requests. Another great option? Amazon Vine – a program that lets trusted reviewers test and review your product (perfect for new listings that need a boost).
8. Drive Off-Site Traffic
Amazon loves external traffic, and bringing in shoppers from social media, email, or influencers can give your rankings a serious boost. Run Google Ads, Facebook Ads, or TikTok promotions to send high-intent buyers straight to your listing.
Want to know what’s working?
Our experts suggest using Amazon Attribution, which lets you track which traffic sources drive real sales.
9. Test and Optimize Campaigns
Amazon ads are never a “set it and forget it” game. Keep testing, tweaking, and fine-tuning because data-driven decisions always win.
inBeat experts suggest following these tips to refine your campaigns:
- A/B test everything, including ad creatives, headlines, keywords, and bidding strategies, to see what actually brings in sales.
- Rotate ad creatives so shoppers don’t see the same thing over and over. Fresh visuals and copy keep engagement high.
- Experiment with placement bids as higher bids for top-of-search boost visibility and sales, while lower bids for product pages stretch your budget with cheaper clicks.
10. Track Trends
Amazon trends move faster than you realize. And we’re not just talking about holiday rushes. It’s about spotting hot search terms, new product features customers want, and shifting shopper habits before your competitors catch on.
The key is to keep an eye on:
- Search volume trends with tools like Amazon Brand Analytics and Helium 10
- Category trends by checking bestseller lists and competitor listings
- Customer behavior shifts via reviews and Q&As
11. Amazon DSP and Contextual Targeting
With AI-driven contextual and behavioral targeting by Amazon DSP, your ads reach shoppers based on their browsing habits, past purchases, and real interests, not just search terms. That means higher relevance, better conversions, and more visibility where it matters.
With DSP we can decide who, what, where, and when you serve ads. Making DSP unlike any other marketing channels available on Amazon! – Amazon Advertising | What is Amazon DSP? | Helium 10
12. Optimize For Voice Search
More shoppers are turning to Alexa, Google Assistant, and Siri to find products, so if your Amazon PPC strategy isn’t voice-search-friendly, you’re leaving money on the table.
The way people search with their voice is different. Instead of typing “best wireless headphones,” they’ll ask, “What are the best wireless headphones for workouts?” That means short keywords won’t cut it anymore.
To stand out, follow these proven tips by inBeat experts:
- Use natural, question-based phrases in your titles and descriptions
- Add FAQs that match how real people ask for products
- Make sure your PPC keywords align with voice-friendly searches
13. Focus on High-Performing ASINs
Winning products deserve the spotlight!
Amazon already favors ASINs (meaning Amazon Standard Identification Numbers) with solid sales, strong reviews, and high conversion rates. So, doubling down on these proven winners with smart keywords, ad spend, and focused optimization gives you the quickest path to higher rankings.
Upcoming Amazon Advertising Innovations
While we’ve covered some of the smartest strategies to boost your Amazon rankings, let’s switch gears and look at the game-changing innovations coming to Amazon advertising:
- AI creative studio for automated ad generation: Creating ads for Amazon is about to get a whole lot faster. With AI Creative Studio, you’ll be able to generate product images, videos, and even audio ads for free directly from your existing product content.
- Amazon DSP enhancements: Amazon DSP got a powerful upgrade, which allows you to target specific placements for display, video, and native ads. Plus, the integration of AI optimization tracks shopper behavior and adjusts bids in real-time to keep you ahead without manual effort.
- Ads Data Manager (ADM): Announced at unBoxed 2024, Ads Data Manager (ADM) makes first-party data easier to manage and more powerful. Upload your data once, and you can use it across Amazon DSP, Amazon Marketing Cloud (AMC), and other tools to track conversions, build better audiences, and optimize campaigns.
- Retail ad service beta for third-party retailers: Amazon’s Retail Ad Service helps retailers show ads right in their own stores by using Amazon’s proven targeting tech. Brands like iHerb, Oriental Trading, and Tilly’s are already part of the beta, with more joining soon.
- AI-powered optimization tools: For over 25 years, Amazon has been working on AI tools, and now there’s Project Amelia, a generative AI assistant built just for sellers. Ask Amelia anything about listings, ads, pricing, or inventory, and you’ll get clear, accurate answers in seconds.
Dominate Amazon Search with inBeat’s Agency’s Expert Ad Strategies
Ranking on Amazon is all about smart strategies. From optimizing keywords and PPC to leveraging AI, influencers, and DSP, every move you make impacts visibility, sales, and long-term success.
Key Takeaways:
- Mirrored campaigns and audience-based targeting help you reach the right shoppers.
- Strong keywords, compelling descriptions, and backend search terms on Amazon improve visibility.
- A/B testing, keyword match types, and bidding adjustments are key to improving your PPC performance.
- Live streaming brings your product to life while tapping into an influencer’s audience.
- AI-powered ad creation, better data tracking, and DSP upgrades are shaking things up for Amazon sellers.
If you want to boost your Amazon sales with influencer partnerships, inBeat Agency can help. We connect you with handpicked micro and nano influencers and run data-driven campaigns to grow your brand, increase engagement, and drive more conversions.
