Overview

Amazon has added four concise video lessons to its free Seller University library, focusing on core Sponsored Ads tactics and Amazon Store design. The tutorials launched this week and are aimed at sellers of any experience level who want to sharpen keyword targeting, eliminate wasted spend, build multi‑page Stores, and route Sponsored Brands traffic to their storefronts. Mastering these fundamentals can lower advertising costs and boost overall sales performance.

Key Points

• Four new videos — Short tutorials covering keyword match types, negative keywords, Store sub‑pages, and Sponsored Brands‑to‑Store linking.
• Match‑type clarity — Explains how broad, phrase, and exact matches influence ad placement and cost‑of‑sale.
• Negative keyword workflow — Shows how to pull low‑performing search terms from reports and add them at the campaign or ad‑group level.
• Multi‑page Store building — Guides brand‑registered sellers through creating category‑, season‑, or use‑case‑based Store sections.
• Store‑focused Sponsored Brands — Demonstrates linking headline ads to a full Store instead of a single product, expanding cross‑sell opportunities.
• Actionable examples — Each lesson includes real‑world scenarios, such as a premium cookware brand blocking “budget” searches or a fashion retailer organizing seasonal collections.

How the New Tutorials Work

1. Keyword Match Types Tutorial — The video walks through Amazon’s three match categories. For example, a seller of ergonomic office chairs sees broad match trigger ads for “comfortable seating,” phrase match require the exact phrase “ergonomic chair,” and exact match limit impressions to searches like “ergonomic office chair.” Viewers learn to assign each keyword a match type that balances reach with relevance, then test performance using the campaign manager’s reporting tools.

2. Negative Keywords Guide – The lesson starts with extracting the Search Term Report, spotting queries that generate clicks but no orders. A high‑end watch retailer might flag “cheap watch” or “discount timepiece” as negatives, then add them at the ad‑group level to stop serving ads to bargain‑hunter traffic. The tutorial shows how to save a negative list, apply it across multiple campaigns, and schedule regular reviews to keep the list current.