When it comes to e-commerce, visibility is everything – and Amazon Marketing Services (AMS) offers powerful tools to put your products in front of the right customers. But with great power comes great competition. To truly make AMS work for your brand, you need more than just ad spend—you need a strategy that squeezes the most return out of every dollar.
Here are 10 proven strategies to maximize your ROI with Amazon Marketing Services and take your ad performance to the next level.
- Start with a Strong Foundation: Optimize Your Product Listings
Before you even think about ads, your product listings need to be polished. This means:
- High-quality images
- Keyword-rich titles
- Compelling bullet points
- Clear product descriptions
- Competitive pricing
Amazon ads can bring shoppers to your page—but if your listing doesn’t convert, you’re just wasting money.
- Use Automatic Campaigns for Discovery
Start with automatic targeting campaigns to let Amazon do the heavy lifting. These campaigns help you:
- Discover high-performing keywords
- Identify new ASIN targets
- Gather data for manual campaigns
Tip: Once you gather insights from automatic campaigns, move winning keywords to manual campaigns with higher control.
Also Read: How to Use Amazon SEO Data to Drive Your Marketing Strategy?
- Switch to Manual Campaigns for Greater Control
Manual campaigns allow you to:
- Choose exact, phrase, or broad match keywords
- Set precise bids
- Focus on top-performing search terms
This control lets you fine-tune your campaigns for better performance and lower ACoS (Advertising Cost of Sales).
- Segment Campaigns by Product Category or Goal
Don’t lump all your products into one campaign. Instead:
- Group similar products together
- Separate branded vs. non-branded keyword campaigns
- Create campaigns for different goals (e.g., awareness vs. conversions)
This makes it easier to manage budgets, track performance, and scale efficiently.
- Use Negative Keywords to Cut Waste
Negative keywords prevent your ads from showing for irrelevant searches. By adding them, you:
- Reduce wasted spend
- Improve click-through and conversion rates
- Keep ACoS under control
Always monitor your search term reports to catch underperforming queries.
Also Read: The Ultimate Guide to Amazon Account Management Services
- Leverage Sponsored Brand Campaigns for Visibility
Sponsored Brands (formerly Headline Search Ads) are great for:
- Brand awareness
- Driving traffic to your Amazon Store
- Highlighting multiple products at once
These appear above search results and can dramatically increase your visibility—especially for branded terms.
- Retarget with Sponsored Display Ads
Sponsored Display allows you to:
- Retarget shoppers who viewed your product
- Reach audiences on and off Amazon
- Reinforce your brand with repeat visibility
This is especially powerful for high-consideration products or repeat-purchase items.
- Monitor Campaign Metrics Religiously
Key metrics to watch:
- ACoS
- CTR (Click-Through Rate)
- CVR (Conversion Rate)
- Impressions
- Spend
Use these to guide optimization. If a keyword is burning cash with no conversions, pause it. If another is converting well, increase the bid or budget.
- Test, Tweak, and Scale What Works
AMS is not “set it and forget it.” You should regularly:
- A/B test headlines and creative
- Experiment with bid strategies
- Test new keyword variations
Scale campaigns that perform well, and kill the ones that don’t.
Also Read: How to Maximize ROI with Amazon Marketing Services?
- Use Amazon Brand Analytics to Stay Ahead
If you’re brand-registered, Amazon Brand Analytics is a goldmine. Use it to:
- Identify top-performing search terms
- Spy on competitors’ market share
- Understand customer behavior
These insights can directly inform your AMS targeting and content strategy.
Conclusion
Amazon Marketing Services offers massive potential—but only if used wisely. By combining strategic planning, smart targeting, and relentless optimization, you can turn AMS from an expense into an engine for growth.