Overview

Amazon Seller University has expanded its video library with a fresh set of short tutorials dedicated to Sponsored Products advertising. The new collection covers five core topics — always-on campaign configuration, keyword bid optimization, product targeting, negative targeting, and budget management — giving sellers a structured path to sharpen their PPC skills directly within Seller Central.

What's New

• Always-on campaign setup — Guidance on configuring campaigns without end dates for continuous ad visibility
• Keyword bid optimization — Step-by-step instructions for adjusting bids on individual keywords in manual campaigns
• Product targeting strategies — How to target specific products, categories, and brands through manual campaigns
• Negative product targeting — Techniques for excluding irrelevant brands or products to reduce wasted spend
• Campaign budget management — Methods for evaluating and adjusting daily budgets based on spend patterns

Always-On Campaigns Build Momentum Over Time

One of the most common mistakes newer advertisers make is setting campaign end dates that create gaps in ad coverage. The new tutorial walks through configuring campaigns to run continuously, reflecting the reality that shoppers search around the clock. Maintaining persistent visibility prevents lost sales during off-periods and, importantly, allows Amazon's algorithm to accumulate performance data over longer windows. That continuous learning cycle tends to improve ad delivery and conversion efficiency compared to campaigns that start and stop repeatedly. For products with steady year-round demand, an always-on approach helps maintain consistent sales velocity rather than the peaks and valleys that come with time-limited campaigns.

Keyword Bid Optimization Puts Sellers in Control

The bidding tutorial focuses on one of the highest-impact levers in Sponsored Products: manually adjusting bids for individual keywords within manual campaigns. Rather than relying entirely on Amazon's suggested bids or automatic strategies, sellers can increase investment on high-converting search terms while pulling back on keywords that generate clicks but few sales. The key prerequisite is regularly reviewing search term reports to identify which keywords actually drive profitable conversions. Sellers who actively manage bids on a weekly or biweekly cadence typically achieve materially better advertising cost of sales (ACoS) ratios than those who set initial bids and leave them untouched. This tutorial is particularly valuable for sellers transitioning from automatic to manual campaigns, bridging the gap between algorithmic targeting and hands-on keyword management.