Overview

Amazon’s Pay‑Per‑Click (PPC) service has evolved from a peripheral tactic to a fundamental driver of sales for most marketplace sellers. In the past few months Amazon rolled out several console upgrades, added new ad formats, and deepened its API link with the third‑party optimizer Prestozon. These changes affect how advertisers set bids, track performance, and allocate budgets, making it crucial for sellers to adjust their strategies to keep costs in check and capture more qualified traffic.

Key Points

• Video‑enabled Sponsored Brands — Brands can now attach a 15‑30 second video to a Sponsored Brands campaign, displaying it at the top of search results and typically generating higher click‑through rates than static image ads.
• Tighter phrase‑ and exact‑match logic — Amazon’s algorithm now requires the search phrase to appear in the exact order for phrase‑match keywords, cutting out loosely related queries that previously inflated spend.
• Hourly performance dashboards — The advertising console refreshes impressions, clicks and spend every hour, allowing sellers to spot spikes or drops and react within the same day.
• Prestozon API connectivity — Sellers linked to Prestozon can push bulk bid changes, upload negative keyword lists, and receive performance alerts directly from the optimizer without manual CSV uploads.
• Auto‑Pilot rule engine — New automated rules let advertisers set spend caps, bid multipliers, or ACOS thresholds that trigger adjustments automatically, reducing the need for constant manual monitoring.
• Budget Optimizer recommendation tool — Based on the last 30 days of data, the optimizer suggests moving budget from low‑return campaigns to ad groups that have demonstrated higher conversion rates.

How the Recent Amazon PPC Updates Work

1. Sponsored Brands Video activation — Upload a short product video, add a headline, and select up to three ASINs; the video then appears as a carousel at the top of relevant search pages, driving more engaged clicks for flagship items.
2. — When a phrase‑match keyword like “organic cotton sheets” is triggered, Amazon checks that the exact phrase order is present in the shopper’s query, preventing matches such as “cotton pillowcases organic” from consuming budget.