We are an Amazon ads agency for US sellers and brands: Amazon advertising works best when the program behind it is designed and the campaigns are run with discipline. We plan how Sponsored Products, Sponsored Brands, display ads, streaming TV and Amazon DSP fit together, organize portfolios and budgets, define how results are measured, and then manage the campaigns week after week: bids, budgets, negative keywords and reports. The work is led by a specialist with 17 years of experience on Amazon who runs client accounts with complete advertising strategies. We do not promise results; we run the account with discipline and document every decision.
Amazon advertising has two layers. The program decides which products to advertise first, which ad type serves which goal, how portfolios are organized, how much budget each goal gets and which numbers show whether it works. The management is the ongoing work behind your pay-per-click campaigns: how they are structured, which keywords and products they target, how much you bid, how the budget is spent and which search terms are excluded. A program without management stays on paper, and campaigns launched without a program drift. We do both, together or separately, so the plan and the daily work stay connected.
According to Amazon Ads (pages read on November 6, 2026), Sponsored Products are cost-per-click ads for individual product listings: you set the maximum you are willing to pay for a click and a daily budget, with no monthly or upfront fees. Sponsored Brands use video, image or collection creatives and are open to vendors and professional sellers enrolled in Amazon Brand Registry. Amazon now calls Sponsored Display “display ads”, and names Streaming TV as a fourth ad type. It organizes its products around goals such as increasing sales and conversion, increasing traffic, reaching more customers, improving customer loyalty and building brand awareness. We turn that framing into a plan you can act on and choose the mix from your catalog and your goals.
Amazon also states that its ads console and Amazon DSP are being combined into one buying interface called Amazon Ads Agent. Your existing campaigns keep running; what changes is where they are managed. We work in whichever interface your account uses.
Goals mapped to ad types
A full-funnel plan in which every stage has a goal, an ad type and a metric.
Campaigns with one clear job
Products grouped by goal, margin and role, with targeting types kept apart so each campaign can be read and adjusted.
Budget you can see by business line
Campaigns grouped by brand, category, product group or season, each with its own budget and report.
Bids tied to evidence
Bidding strategy, placement adjustments and budgets reviewed against clicks, spend and attributed sales.
Wasted spend removed
Search term reports reviewed so converting terms are promoted and irrelevant terms become negative keywords.
Reports that lead to actions
Spend, clicks and attributed sales per campaign, with the changes we made and the reason for each.
Your program is directed by a specialist with 17 years of experience on Amazon, who today manages client accounts with complete advertising strategies. That matters because a plan written by someone who does not operate accounts tends to ignore what happens after launch: budgets that run out, search terms nobody reads, listings that cannot convert the traffic. The person who designs your structure is the person who reads the search term report, so decisions stay connected to the data.
We work with catalogs of a few products and with catalogs of thousands, and the method changes with the size. We keep the scope clear: we design the program, run the campaigns and report on them, and we coordinate with whoever owns the catalog, the listings and the inventory. You keep the decisions on pricing, stock, listings and total spend. When the listing or the catalog is what holds your ads back, we tell you.
A full-funnel program gives every stage of the customer journey a goal, an ad type and a metric. Nothing is advertised because it is available; it is advertised because it has a job.
| Stage | Goal | Ad types we consider | Metrics we watch |
|---|---|---|---|
| Awareness | Build brand awareness | Sponsored Brands video, display ads, streaming TV, Amazon DSP | Reach, impressions, frequency |
| Consideration | Increase traffic and detail page views | Sponsored Products, Sponsored Brands, display ads | Click-through rate, cost per click |
| Purchase | Increase sales and conversion | Sponsored Products, Sponsored Brands, retargeting | Sales, conversion rate, ROAS |
| Loyalty | Improve customer loyalty and repeat sales | Display ads and DSP audiences, Brand Store links | New-to-brand and repeat sales |
Goals and metric names follow Amazon Ads documentation. Which ad types we use at each stage is our recommendation and depends on your catalog.
Before campaigns scale, the program needs a written answer to each of these decisions. This is the structure of the plan we deliver, whether your team or we run the campaigns afterwards.
| Area | Decision | We need from you | You receive |
|---|---|---|---|
| Goals | Which goal each ad type serves | Business targets and margins | Goal-to-ad-type map |
| Products | Which listings to advertise first | Catalog export and priorities | Ranked product list |
| Structure | How portfolios, campaigns and ad groups are grouped | Account access or an export | Campaign architecture |
| Budget | How spend is split across goals and portfolios | Monthly budget range | Budget allocation plan |
| Keywords | Search term themes and targeting logic | Brand terms and competitor list | Keyword structure map |
| Media | Which ad types run when, and at what weight | Launch and promotion calendar | Media plan |
| Measurement | Which metrics decide success | Sales and margin data | Reporting framework |
| Coordination | Who fixes listing, stock and price issues | Owners for each area | Responsibility map |
This table is a planning structure, not a promise of results. We do not publish performance figures, because results depend on your catalog, prices, margins and competition.
From the first audit to the monthly review, this is the work we take on in your Amazon Ads account, from the program above the campaigns to the daily management.
Most wasted ad spend on Amazon comes from a few repeating causes: unclear structure, targets nobody revisits and search terms nobody excludes. We review these areas first and keep checking them while the campaigns run.
| Area | Common issue | What we check | What we deliver |
|---|---|---|---|
| Campaign structure | Mixed goals in one campaign | Campaigns split by product group, role and goal | Structure map |
| Portfolios | Campaigns scattered, no budget view | Portfolios by brand, category or season | Portfolio plan |
| Keyword targets | Keywords chosen once, never reviewed | Broad, phrase and exact targets by intent | Keyword target list |
| Product targeting | Ads on irrelevant product pages | ASIN and category targets checked for fit | Product target list |
| Bids and placements | One bid for every placement | Bidding strategy and placement adjustments | Bid change log |
| Budgets | Budget exhausted early or unused | Daily budget against campaign activity | Budget plan |
| Negative targets | Spend on irrelevant search terms | Search term report and negative keywords | Negative keyword list |
| Brand defense | Competitors on your brand searches | Brand, competitor and category campaigns | Defense map |
| Reporting | Reports nobody acts on | Clicks, spend and sales per campaign | Report with actions |
Targeting, bidding, portfolio and budget descriptions follow Amazon Ads documentation. The rest of the table describes how Avafa Consulting works.
Structure decides whether you can read your own data. We build the account from the top: portfolios first, then campaigns by job, then ad groups by product family. Amazon describes portfolios as a way to group campaigns by brand, category, product or season, with automatic budget capping. We use them to give each business line its own budget and its own view.
Inside each portfolio, every campaign has one job. The mix depends on the catalog; this is the set we draw from.
| Campaign job | Targets | Why it exists | How we read it |
|---|---|---|---|
| Automatic discovery | Keywords and products chosen by Amazon | Finds search terms you did not list | Search term report; winners promoted |
| Manual keyword | Your keywords by match type | Controlled spend on proven terms | Clicks, spend and sales per keyword |
| Product targeting | Specific ASINs and categories | Appears on relevant product pages | Target-level performance |
| Brand defense | Your brand terms and own ASINs | Protects searches for your name | Share of branded clicks and sales |
| Competitor | Competing brands and products | Reaches shoppers comparing options | Cost per sale against margin |
| Category | Broad category terms | Builds visibility with new shoppers | New-to-brand and sales trends |
Campaign jobs are our working method. Ad types and targeting options follow Amazon Ads documentation.
With a handful of products, every click matters and every campaign must earn its place. We concentrate budget on the products that can win, run a tight set of manual campaigns, protect the brand name and review search terms often, so a small budget is not spread across too many targets.
With hundreds or thousands of products, the risk is noise. We group products into families, give each family its own portfolio and budget rule, and automate the repeatable work so attention goes to the products that move the account. Amazon notes that ads run only while the advertised items are in stock, so stock status becomes part of the weekly check.
| Product role | How we spot it | Advertising approach |
|---|---|---|
| Hero products | Best sellers with healthy margin | Dedicated campaigns, defended brand terms, priority budget |
| Margin builders | High margin, moderate sales | Manual exact campaigns, controlled bids |
| Volume drivers | High demand, thin margin | Tight bids, strict negative keywords |
| New launches | Few reviews, little data | Automatic plus manual, dated review points |
| Slow movers | Weak sales or limited stock | Minimal spend or paused |
Product roles are an Avafa working method. Margins and stock come from your own data.
Sponsored Products promote individual product listings and are the base of most accounts. Amazon says the ads can appear at the top of, alongside or within shopping results and on product pages. Sponsored Brands add video, image or collection creatives for brands enrolled in Brand Registry, with placements at the top of search, on the home page and on product pages, and keyword and product targeting. Display ads, formerly Sponsored Display, reach shoppers on Amazon properties such as Twitch, Fire TV and Echo Show and on the open internet. We choose the ad types that match your goals instead of using all of them.
Streaming TV and programmatic reach serve upper-funnel goals and are planned only when they are justified; see our Amazon DSP agency page. Good ads also depend on good catalog data. See our Amazon agency overview, our Amazon listing optimization agency work, our Google Merchant Center work, catalog integrations and eCommerce SEO.
An ad brings a shopper to a product page; the page still has to convince them. Amazon says Sponsored Products run only while the advertised items are in stock and eligible for the Featured Offer, so advertising depends on parts of the business the ad team does not control. That is why the plan includes the handoffs.
| Area | Why ads depend on it | What we coordinate |
|---|---|---|
| Catalog data | Weak titles and missing attributes make traffic harder to convert | A fix list before campaigns scale |
| Listing content | Content shapes the decision once the shopper arrives | Priority listings to improve first |
| Inventory | Ads stop when items are out of stock | Stock checks in the weekly review and pause rules |
| Pricing | Price changes alter conversion and margin | Alerts when price moves affect ad targets |
| Launches | New products have no data or reviews | Launch checklist and dated review points |
The catalog and listing work itself belongs to our catalog and listing service; this service makes sure the advertising plan knows what is ready and what is not.
It usually fits when
It usually fits worse when
In those cases we tell you before you pay for anything, in the free audit.
Media planning answers three questions: where each dollar goes, when it goes there and how we will know it worked. We start from your goals and margins, not from a default split.
Success is not a bigger budget. It is a program that spends on what matters and a report that shows the reason behind every change. Measurement is agreed before spend, not after, and we use the numbers Amazon Ads reports for your own account.
Amazon defines ROAS as the revenue generated for each dollar spent on advertising. The right target depends on your margin and your goals, and we set it with you. Results depend on your products, prices, listings, reviews and competition, and we do not guarantee any return on ad spend.
Timing depends on catalog size and on how much account data exists. We do not promise results or timelines for your sales; we describe the work and the order in which we do it.
We review the account, goals, catalog and inventory, assign product roles, and draft the architecture, portfolios, budget split and measurement framework with you.
We launch or adjust campaigns in the order the plan sets, let them collect data instead of reacting to the first clicks, and review reports once they have run for at least two weeks, in line with Amazon guidance.
We build manual keyword and product campaigns from the search terms, adjust bids and budgets, add negative keywords and report on every change.
The earlier we see the account, the sooner we can tell you what to keep, change or stop. If campaigns already exist, we start from them instead of rebuilding without reason. You do not need a finished strategy or a large budget to ask for the audit.
People search for this service under several names, and the labels overlap. Whether you search for an Amazon ads agency, an Amazon advertising agency, an Amazon marketing agency, an Amazon PPC agency, an Amazon Sponsored Products agency or Amazon advertising services, you are asking for the same job: a partner that plans, builds, runs and reports on your paid campaigns on Amazon. We use advertising for the paid program, marketing for the wider plan around it, including catalog and listing readiness, and PPC for the pay-per-click campaigns themselves. The team is the same.
The advertising program and the campaigns: goals, architecture, portfolios, media plan, keyword and product targets, bids, budgets, negative keywords and reporting for your Amazon Ads campaigns.
Your products, pricing, stock, listings and the decision on how much to spend. We advise on all of them, but they remain yours.
Tell us what you sell and how you advertise today. We will review your account and tell you what we would keep, change or stop.
