
Amazon PPC is one of the most popular platforms in 2025 for businesses to grow sales and revenue. Almost 79% of brands believe PPC is the primary driving factor for their businesses. Amazon is one of the largest e-commerce platforms, where millions of shoppers are available. Most brands want to advertise on Amazon to improve their visibility and connect with shoppers across the globe.
If you are a newbie and don’t know what Amazon PPC is, we will help you understand its meaning. Also, we will provide top Amazon PPC strategies that you can leverage to maximize your campaign effectiveness and yield the best possible results.
First, let's get familiar with the meaning of Amazon PPC.
What is Amazon PPC?
Amazon PPC is an advertising model in which advertisers pay the publisher every time their advertisement gets clicks. It is a Cost-Per-Click (CPC) model where advertisers only pay if they get clicks on their advertisement. Typically, Amazon PPC is considered a cost-effective advertising platform to get your brand in front of more customers and drive sales. Through Amazon PPC management services, a brand can promote its product strategically and reach out to potential customers. This standard approach not only improves organic traffic but also helps brands establish a solid presence in the market.
Let’s understand the top Amazon PPC campaign strategies that can help you grow your brand.
Top Amazon PPC Strategies
Amazon's PPC strategy consists of a range of tactics that help brands improve their online visibility and sales. Here are some of the effective Amazon PPC campaign strategies.
1. Use Impactful Keywords
Strong keyword research is a crucial part of an Amazon PPC Strategy. This advertising approach proves to be an effective way to leverage impactful keywords to acquire better results. With the use of high-quality keywords, brands can improve their product listing page, enhancing their product visibility and searchability for shoppers. Moreover, by using high-quality keywords, brands can bring more sales and leads, which in turn improves the overall ranking of their products on Amazon. Moreover, it's important to match your keyword goal to the right keyword format to bolster your Amazon PPC strategy and achieve maximum success.
2. Choose the Right Ad Format
Amazon offers different types of ad formats, which brands can choose as per requirements and goals. Here are some ad formats that adhere to different goals.
Sponsored Products
Sponsored ads are a type of ads that get visible on the search engine results page when you search for any product listing. This is the best option if you want quick conversions. Sponsored products mainly target users with high-purchase intent.
Sponsored Brands
Sponsored brands mainly focus on building brand awareness. These ads appear at the top of the results page, featuring a brand logo, product, headline, and multiple products.
Sponsored Display
This advertising model is perfect for businesses to retarget customers who have shown interest in their products or similar products. Sponsored display ads can appear in different locations on and off Amazon. On Amazon, they appear on product pages, shopping results pages, and devices, including desktops, mobile, and the Amazon app. Outside Amazon, they appear on third-party websites and apps like Pinterest, Hearst Newspapers, IMDb, etc.
3. Win the Bid Game
Bidding is a crucial part of an Amazon PPC strategy. This is simply an amount you are willing to pay when someone clicks on your ad. To get the most cost-effective bid price, it's important to understand the use and importance of different bid types. Amazon offers dynamic bidding options that can be leveraged to get more quality bids. Through dynamic bidding, Amazon itself sets bidding on your behalf. Amazon offers four types of bidding options:
Up and Down Bidding
In this type of bid, Amazon can adjust the price of bids higher or lower as per the performance of your ad. If the conversion is higher, it will increase bids to keep up the momentum. On the other hand, if the conversion rates drop, it reduces the bid price.
Down Only Bidding
If you opt for a down-only bidding strategy, Amazon reduces the bid price for the underperforming keywords or keywords that are not bringing significant results. This way, it allocates your budget to better-performing clicks.
Fixed Bidding
In a fixed Bidding Strategy, Amazon keeps the consistent prices of bids for all campaigns without any adjustments. This strategy is especially useful for businesses looking for high impressions and brand awareness.
Rule-Based Bidding Strategy
Rule-based bidding strategy uses predefined rules to optimize your bids. This strategy helps brands gain more control over their ad budget. Also, they can optimize the campaign to gain desired outcomes rather than relying on automated algorithms.
4. Use Amazon Attribution Program
Amazon attribution program is a free tool that is useful to gain insights into how non-Amazon marketing channels impact sales on Amazon. The tool is particularly beneficial for businesses selling on Amazon, helping them to analyze their marketing performance outside of Amazon on other platforms. The tool can measure the analytics across various platforms like social media, PPC campaigns, email marketing, display ads, etc. It uses a tracking URL to track user activities when they click the link or visit your store. By gaining insights into external marketing factors, businesses can optimize their strategy to drive more value for consumers.
5. Don’t Miss out on Amazon DSP
Amazon DSP (Demand-Side Platform) is an amazing part of Amazon's advertising program, offering an automated way to buy or sell ads. With the help of Amazon DSP, businesses can target different audiences based on their unique behavior, interests, and location.
Mistakes to Avoid When Creating & Managing Amazon PPC Strategy
Below are the mistakes to avoid when creating and managing an Amazon PPC strategy:
1. Target the Right Keyword Match Type
Choose the right keyword match to improve the effectiveness of your Amazon PPC campaign. Typically, Amazon PPC offers 3 main keyword match types: Broad, phrase, and exact match. Each of these keyword matches serves a unique purpose.
- Broad Match: Targets Larger Audience.
- Phrase Match: Target a more relevant audience based on the keywords.
- Exact Match: Targets more specific audience.
To avoid targeting the wrong match, understand the usage and importance of each match clearly.
2. Not Using the Amazon's Campaign Reporting Tools
By not using the campaign reporting tools, brands can significantly miss out on the opportunity to optimize their campaigns. Campaign reporting tools provide critical insights like clicks, conversions, and customer behavior which can be beneficial to refine your strategy and improve your campaign performance.
3. Not Bidding on Branded Terms
Customers often search for brand names, which can be an excellent opportunity for brands to connect with them directly. Branded keywords are words and phrases that include your brand name or product name. If brands miss the opportunity to bid on branded keywords, their competitor may target their brand name keywords in their ads, which can direct potential customers to their websites.
Conclusion
In 2025, Amazon PPC can be helpful for businesses to grow their sales and revenue. Though it seems challenging, it is much easier if you follow the right approach. The strategies we have mentioned above will help you establish a strong foundation for your Amazon PPC campaign and maximize your returns over time. Remember, like other digital marketing strategies, Amazon PPC requires continuous monitoring and optimization. If you are a business looking to optimize ROI through the Amazon PPC Strategy, you can contact Digitech India. We are a digital marketing agency dedicated to helping businesses across different industries. Get in touch with us today to build a roadmap that directs your business toward its goals.