Overview

Amazon has refreshed Seller University with a new on‑demand video series that delivers bite‑size advertising lessons in a “quick‑tip” format. Launched this month, the tutorials walk sellers through core PPC tactics such as match‑type layering, negative keyword placement, Sponsored Brands store integration, custom image creative, and category‑level product targeting. The concise, hands‑on approach lets advertisers apply the advice immediately while their campaigns are live, a change that can tighten spend and lift conversion rates.

Key Points

• Match‑type layering — The series shows how to combine broad, phrase and exact match keywords within a single campaign to capture high‑volume traffic while preserving relevance, illustrated with a “vegan protein powder” example.
• Negative keyword routine — A step‑by‑step guide teaches sellers to pull non‑converting search terms from the Search Term Report and add them as negatives, reducing wasted spend on queries like “cheap” for premium accessories.
• Store‑to‑Sponsored Brands link — Videos demonstrate routing Sponsored Brands ads to a multi‑page Amazon Store instead of the default search results page, using a fashion brand’s “Summer Collection” store as a case study.
• Custom lifestyle images — The tutorials walk through uploading high‑resolution lifestyle photos for Sponsored Brands, showing how a home‑goods seller boosted click‑through rates by swapping a plain product grid for a living‑room scene.
• Category‑level targeting — Sellers learn to place ads at the category level—e.g., targeting “Outdoor Gear” for a new hiking backpack—allowing them to reach shoppers before they narrow to a specific brand.

How the Quick‑Tip Video Series Works

1. Select a tutorial — From the Seller University dashboard, a seller clicks the “Advertising Quick‑Tips” tab and chooses a topic, such as “Negative Keywords.” The interface displays a 3‑minute video that begins with a real‑time view of Campaign Manager.
2. Follow the live demonstration — While the video plays, the presenter filters the Search Term Report for a sample “organic tea” campaign, highlights high‑impression terms with low conversion, and shows exactly where to click “Add Negative.” The seller can pause, replicate the steps in their own account, and see the UI elements highlighted.