Amazon PPC (Pay-Per-Click) campaigns are a powerful tool for sellers looking to boost their product visibility and drive targeted traffic on the Amazon platform. This help document provides an overview of what an Amazon PPC campaign is and how it can benefit your business.

What is an Amazon PPC Campaign?

An Amazon PPC campaign is a form of online advertising where advertisers pay a fee each time a user clicks on their ad. These campaigns operate within the Amazon Advertising platform and are designed to promote products to a specific audience. The key components of an Amazon PPC campaign include:

  1. Ad Types:

    • Sponsored Products: Promote individual product listings within search results and product detail pages.
    • Sponsored Brands: Showcase a brand logo, a custom headline, and multiple products in a single ad.
    • Sponsored Display: Target shoppers both on and off Amazon with display ads.
  2. Keywords and Targeting:

    • Advertisers select relevant keywords or audience targeting criteria to ensure their ads reach the intended audience.
    • The auction-based system allows advertisers to bid on keywords, and the highest bidder often gets more prominent ad placement.
  3. Budget and Bidding:

    • Advertisers set a daily or campaign budget, controlling the total amount they are willing to spend on the campaign.
    • Bidding involves specifying the maximum amount an advertiser is willing to pay for a click.

Benefits of Amazon PPC Campaigns:

  1. Increased Visibility: PPC campaigns help products appear prominently in search results, enhancing visibility among potential customers.
  2. Targeted Advertising: Advertisers can target specific keywords or audiences, ensuring their ads reach users interested in their products.
  3. Cost Control: Advertisers have control over their budget and bidding strategy, allowing for efficient cost management.
  4. Measurable Results: Detailed metrics and analytics provide insights into the campaign's performance, helping refine strategies for better outcomes.


Amazon PPC campaigns play a pivotal role in driving sales and improving product discoverability on the Amazon platform. Understanding the key elements of these campaigns empowers sellers to create effective advertising strategies tailored to their business goals.