Overview

Amazon Ads has introduced a set of quick‑action tutorials that walk sellers through the most effective ways to fine‑tune Sponsored Products, Sponsored Brands, and Sponsored Display campaigns. The guides focus on budget control, keyword bidding, match‑type selection, and negative targeting, giving sellers a step‑by‑step playbook to reduce wasted spend and lift return on ad spend (ROAS). Implementing these tactics can directly impact a seller’s bottom line, especially during high‑traffic periods such as Prime Day or the holiday season.

Key Points

• Budget reviews — Amazon advises checking campaign spend and performance at least once a week and shifting budget toward ads that deliver a favorable ACoS, for example moving $200 from a low‑performing brand campaign to a high‑converting product campaign.
• Bid differentiation — Instead of applying a uniform bid, sellers should raise bids on keywords that have generated a 5% conversion rate while cutting bids on terms that only attract clicks but no sales, such as reducing a $1.20 bid to $0.70 for a “cheap water bottle” keyword that never converts.
• Match‑type funnel — Start with broad match to discover new search terms, then promote the top‑performing phrases to phrase or exact match in a separate campaign, illustrated by moving “stainless steel water bottle” from a broad group to an exact match with a 30% higher bid.
• Negative keyword lists — Adding “discount” or “wholesale” as negative keywords can prevent a premium‑priced seller from paying for clicks from bargain hunters, often cutting ACoS by 10–15 percentage points.
• Negative product targets — Excluding competitor ASINs that have a low conversion likelihood, such as a low‑rated generic version of a product, keeps ads from appearing on pages that are unlikely to convert.
• Strategic product targeting — Placing ads on a complementary accessory’s detail page—like a yoga mat ad appearing on a yoga block listing—captures shoppers already in buying mode, boosting click‑through rates by up to 20% in pilot tests.

How the Quick‑Action Guide Works

1. — Sellers log into Amazon Seller Central, navigate to the Advertising section, and click the “Quick Actions” tab, where a list of 12 short videos appears. For example, a seller selling kitchen gadgets can open the “Keyword Bid Tuning” video directly from the dashboard.