Overview

Amazon introduced a consolidated Pay‑Per‑Click (PPC) platform in early 2024 that merges Sponsored Products, Sponsored Brands and Sponsored Display into a single management console. The new system delivers real‑time performance data, AI‑driven bid automation and cross‑device reporting, giving sellers a clearer view of spend versus sales. Understanding these changes is essential for anyone who depends on paid traffic to stay profitable and competitive.

Key Points

• Unified Management Console — All three major ad formats can be launched, edited and tracked from one dashboard, removing the need to switch between separate Seller Central pages.
• AI‑Powered Bid Optimization — A machine‑learning engine adjusts bids every few minutes; one seller reported a 12 % drop in cost‑per‑click after activating the feature.
• Cross‑Device Performance View — Metrics now aggregate impressions and sales from the Amazon website, mobile app and Fire TV, allowing a single spend‑to‑revenue snapshot.
• Expanded Keyword Match Types — Exact, phrase and broad matches can coexist in the same ad group, enabling a brand to capture queries such as “organic coffee beans” and “best coffee beans online” without separate campaigns.
• Integrated Attribution — The platform feeds Amazon Attribution data, so off‑site clicks from channels like Facebook or Google are reflected in the Amazon sales report.

How the New Amazon PPC Platform Works

1. Select Campaign Goal — Sellers begin by choosing an objective such as “Increase sales” or “Boost brand awareness.” For example, a kitchen‑ware vendor picks “Increase sales” and sets a daily budget of $150.
2. Build Ad Groups — Within the campaign, ad groups are organized around product families or keyword themes. The same vendor creates an ad group for “silicone baking mats” and adds long‑tail terms like “non‑stick baking mat.”
3. Activate AI Bidding — By toggling the automated bidding switch, the system evaluates historical conversion rates and modifies bids every few minutes. In the first week, it raises bids on high‑performing terms such as “silicone baking mat” while lowering bids on under‑performing keywords.