What is Amazon PPC, and how does it work?
Have you ever marveled at how some sellers consistently dominate the top spots in Amazon search results, while others struggle to gain visibility? The secret lies in the powerful potential of Amazon PPC (Pay-Per-Click) advertising.
So, what exactly is Amazon PPC? It’s the game-changing advertising strategy that can catapult your products to the top of Amazon’s search results, giving you the visibility you need to succeed.
For any Amazon seller, understanding and mastering PPC is crucial. In this comprehensive guide, we’ll delve into what Amazon PPC is, how it works, the various ad types (including the innovative Sponsored TV Ads), common challenges sellers face, and, most importantly, how eCom Managers can turn your ads into a consistent source of profits.
What is Amazon PPC?
Amazon PPC, an acronym for pay-per-click, operates on a simple principle: sellers pay only when a shopper clicks their ad. This uncomplicated model is the backbone of Amazon’s advertising system.
These ads can appear in various locations, including Amazon search results, product detail pages, and even on external websites and smart TVs. This versatility lets you tailor your ads to reach the right customers, driving sales and increasing your products’ visibility.
Quite simply:
You bid on keywords, your ad appears, and you pay only when someone clicks it.
The 4 Types of Amazon PPC Ads
Amazon now has four major ad types, each serving a different purpose. Understanding these will help you plan more innovative campaigns.
- Sponsored Products
These are the most popular ads on Amazon.
They advertise individual products and appear in search results or on product pages, clearly labeled “Sponsored.”
Example:
If you’re selling “Bluetooth headphones,” for example, your ad can appear when someone searches for that term.
Best for: Increasing product visibility and driving direct sales.
- Sponsored Brands
These ads highlight your brand logo, tagline, and multiple products all together.
They usually appear at the top of search results and help build trust and awareness.
Example:
If you own a skincare brand, for instance, a Sponsored Brand ad can display your logo, plus your top three products.
Best for: Brand awareness and credibility building.
- Sponsored Display
These ads reach customers both on and off of Amazon, including websites, apps, and even competitor product pages.
They are excellent for retargeting users who viewed your products but didn’t buy.
Example:
A shopper viewed your backpack but didn’t buy it—later, they saw your ad again on a news site.
Best for: Retargeting and increasing repeat purchases.
- Sponsored TV Ads (New)
This is Amazon’s newest and most exciting ad type!
Amazon Sponsored TV Ads run across Amazon-owned and operated streaming platforms, including Prime Video, Freevee, and Fire TV.
Such ads allow brands to reach audiences while they’re watching shows or movies, thereby connecting their products with millions of potential buyers in a more engaging way.
Example:
If you sell fitness gear, your ad can run before a workout video on Fire TV.
Best for: Extending reach and building brand awareness at scale.
Common Problems Sellers Face with Amazon PPC
Running PPC ads sounds easy, but without a strategy, they can quickly drain your budget.
Here are the most common issues sellers face:
- High ad spend with little to no return.
- Irrelevant Traffic due to Improper Keyword Targeting
- Low conversion rates despite good clicks
- Unstructured campaigns & wasted spend.
- No transparent reporting or optimization.
Without proper analysis and daily oversight, performance and ultimately profits can easily get out of hand.
Innovative PPC Management: The Solution
That’s where professional e-commerce managers like eCom Managers make the difference.
We don’t just set up campaigns; we build strategic, data-backed PPC systems that deliver consistent results.
Here’s how we manage Amazon PPC effectively:
- In-depth Market & Keyword Research –
- Finding the right keywords that your target buyers actually use.
- Strategic Campaign Structure –
- Campaign and ad group organization are crucial for improved targeting and cost control.
- Bid Optimization & Budget Control –
- Regularly adjust your bids to avoid overspending while remaining competitive.
- Performance Tracking & A/B Testing –
- From ad copy to placement, we test everything to improve ROI continuously.
- Scaling What Works –
- When campaigns perform well, we scale them intelligently to drive more sales.
Amazon beats other platforms in several ways.
While Facebook, Google, and TikTok Ads can drive traffic, Amazon stands out for one important reason:
Purchase Intent.
When people search on Amazon, they’re not browsing—they’re ready to buy. That’s why the conversion rate on Amazon is much higher compared to other platforms. Moreover, Amazon provides: a vast customer base of ready-to-buy shoppers; Built-in analytics and performance tracking; Stronger ROAS; and Tools for product and brand growth. Simply put, Amazon PPC gives you the quickest route from visibility to sales.
Why Choose eCom Managers?
At eCom Managers, we specialize in helping brands win on Amazon. Our team knows how to combine smart strategy, data, and creativity to deliver real growth. Here’s why we’re the right choice:
- Proven results — we have doubled sellers’ revenue in just 100 days. Amazon-certified PPC experts managing your campaigns.
- Transparent reporting — you always know where your money goes.
- Custom strategy built around your product and goals.
- Continuously optimize to achieve better and better results. Whether you’re new to Amazon PPC or want to scale up, at Vincitto, we make every click count.
Final Thoughts:
Amazon PPC is the key to standing out in today’s crowded marketplace, and now, with Sponsored TV Ads, it’s more potent than ever. But success comes not from running ads, but from running them strategically.
Let eCom Managers handle your PPC campaigns while you focus on growing your business, and leave the driving of traffic, sales, and profit to us.