Amazon Seller University Rolls Out Advertising Tutorial Series Covering Sponsored Ads and Brand Stores
Amazon Seller University released a new free video series this week (Feb 2026) covering Sponsored Ads, keyword match types, negative keywords, Brand Store creation and dynamic budget rules. Each 3‑5 minute lesson shows concrete examples such as a 12% CTR lift after switching from broad to phrase match and a 25% spend boost for Prime Day.
Overview
Amazon has launched a fresh collection of short, free videos through Seller University that teach sellers how to run Sponsored Ads, manage keywords, build Brand Stores, create video ads, and control budgets. The tutorials arrived this week and target anyone who wants to sharpen advertising tactics as competition for ad space intensifies. Sellers who adopt the lessons can expect lower wasted spend and higher conversion rates.
Key Points
- Keyword match types explained — The series breaks down broad, phrase, and exact match, showing how each influences ad placement with a concrete example of a “wireless headphones” campaign.
- Negative keyword tactics — One video walks through adding negative terms, such as “free,” to prevent ads from showing on low‑intent searches and saving budget.
- Brand Store creation step‑by‑step — Sellers learn to launch a Store, add a “Summer Collection” sub‑page, and showcase a flagship product, turning a single listing into a mini‑website.
- Sponsored Brands video ads — A tutorial details the creative specs for a 15‑second video ad that appears above search results, illustrated with a mockup of a “organic tea” brand.
- Dynamic budget management — The final video advises when to increase spend during Prime Day and when to pull back on under‑performing campaigns, using a real‑world spend chart as reference.
How the New Advertising Tutorial Series Works
- Access the video library — Sellers log into Seller Central, navigate to the “Seller University” tab, and click the “Advertising” playlist; for example, a new seller in the “Home & Kitchen” category can locate the series within two clicks.
- Watch a focused lesson — Each video runs 3–5 minutes and concentrates on a single topic, such as “Exact match keyword setup,” where the presenter demonstrates selecting the exact match option for the keyword “stainless steel water bottle.”
- Apply the guidance in real time — After viewing, sellers open their Advertising console and replicate the steps shown; a seller managing 120 SKUs can immediately add a negative keyword “cheap” to all relevant campaigns.
Analysis & Recommendations
Why This Matters
Sellers can cut irrelevant impressions by about one‑third and lower ACOS by applying exact/phrase match and negative keywords, while dynamic budgeting can raise spend 25% on high‑traffic days and reduce waste by 15% when performance drops. These tactics directly improve ROI on Sponsored Ads.
Key Takeaways
- Keyword match‑type video shows a 12% click‑through‑rate lift when moving from broad to phrase match.
- Negative‑keyword tutorial advises adding terms like "free" or "cheap" to cut irrelevant impressions by roughly 33%.
- Brand Store lesson walks through creating a "Summer Collection" sub‑page, turning a single listing into a mini‑website.
- Dynamic budget guide recommends raising daily spend 25% on Prime Day and lowering it 15% when ACOS >30%.
Recommended Actions
- →Log into Seller Central > Seller University > Advertising playlist and watch the 'Exact match keyword setup' video.
- →In the Advertising console, edit campaigns to switch 40% of broad keywords to phrase or exact match and add negative keywords such as "free".
- →Create or update your Brand Store via Advertising > Brand Store, adding a seasonal sub‑page and linking it to Sponsored Brands ads.
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