What is Amazon’s Advertising Console?

Estimated reading time: 6 minutes

If you’re new to advertising on Amazon, you need to familiarise yourself with Amazon’s Advertising Console pretty sharpish. The good news is, we’re going to do the hard work for you. 

Although it can seem intimidating at first glance, the Amazon Advertising Console is an easy-to-use tool for creating and managing your Amazon ads that you soon won’t be able to live without. 

So, plump those cushions, pour yourself a brew and let’s get started!

What is Amazon’s Advertising Console?

If you want to advertise on Amazon then for most smaller brands, Amazon’s Advertising Console (AAC) is the way to go. It allows you to create, manage and optimise pay-per-click ads, which are adverts you only pay for when a prospective customer clicks on them. When you’re browsing on Amazon, you can’t help but notice the various sponsored ads that appear on search results and product pages. These are the ads created using the AAC.

The Advertising console is available to advertisers who use Sponsored Product listings and sellers with an Amazon seller account. It’s also important to note the difference between Amazon’s Advertising Console and Seller Central. Seller Central is the dashboard that third-party sellers use to advertise and sell their products, while AAC is the dashboard that first-party brands can use.  

Vendors enrolled in Amazon Brand Registry have access to analytics via Amazon Advertising Console

How does the Amazon Advertising Console work?

The main goal of the console is to make it easier for brands to advertise on Amazon, and although the dashboard can look mystifying at first, all that data is surprisingly easy to interpret and use. Once you know your way around, you can track the progress of your campaigns, add new keywords, increase bids and much more, all with a few clicks.

The console is split into four main tabs: 

  • Campaigns – Here you’ll find all your ad campaigns, each with their own ad groups split by product category or theme.
  • Keywords – These are the terms prospective customers use to find products on Amazon. Here you can choose the keywords that are most relevant to your products so your ads will show when your customers perform a search.  
  • Ads – This is where the magic happens. You can create new adverts and tweak existing ones using body and headline text, images, videos, keywords, product types and more. The features you can use depend on the type of ad you’re creating – there’ll be more on that later!
  • Ad Groups – Here you can organise your ads into groups based on criteria such as keywords and audience type. There’s also plenty of number crunching to do, with click-through rate (CTR), cost-per-click (CPC) and impressions stats to review.  

What are the benefits of Amazon’s Advertising Console?

Probably the biggest benefit of AAC is just how easy it is to use. If you want to advertise on Amazon and generate sales as quickly as possible, this is probably the best way to do it. 

The good thing about advertising in this way is that the customers who click your ads are ready to buy. You’re putting your products in front of them right at the point of purchase, which helps you generate more sales with very little wasted spend. But that’s not it, you can also:

  • Target customers based on a wide range of demographics, interests and behaviours
  • Create ads that are highly relevant to your audience
  • Change the content of your ads quickly and easily
  • Track all sorts of different performance metrics to help you fine-tune your campaigns

What different ad types can you create?

There are three different ad types vendors and first-party brands can create on the Amazon Advertising Console: Sponsored Products, Sponsored Brands and Product Display ads. Here’s a quick guide to each.

Sponsored Products 

These are ads you create for individual listings that appear on search results and product detail pages. They integrate nicely into Amazon’s organic search results, so much so that customers don’t always realise they’re looking at an ad. 

Sponsored Products_amazon ppc advertising service - pay-per-click

Sponsored Product ads work particularly well for newly launched products. By targeting relevant keywords in your ads, your products can appear at the top of the Amazon search engine without having to compete in the organic rankings. 

According to Amazon, Amazon Standard Identification Numbers (ASINs) see an average 50%+ weekly lift in units ordered within the first year after launching a Sponsored Products campaign.  

Sponsored Brands

Sponsored Brand Ads. Example - Sponsored Brands are only available to vendors enrolled in Amazon Brand Registry

While Sponsored Product ads take prospective buyers to individual listings, Sponsored Brand campaigns can be used to promote multiple products and are a great way to enhance brand awareness. They display your brand logo, a tagline and a range of products typically at the top of Amazon search results.

Sponsored Brand ads give you more control over the appearance of your ads as you can preview them before launch. There’s also a relatively new feature that allows you to create video ads, and according to Amazon, video ads lead to a 108% increase in click-through rate compared to the Sponsored Brands product collection ad format.   

Sponsored Display

Sponsored Display ads can appear across various Amazon pages, including listing pages, product detail pages, customer review pages and below the search results. They can also be visible to customers on third-party websites and apps. 

As well as where they’re shown, the other main difference between Sponsored Display ads and the other ad types is that they don’t target keywords. Instead, you can target customers based on their shopping behaviours, interests and whether they’ve viewed a product’s detail page before.

The ability to target customers on third-party websites makes Sponsored Display ads similar to Amazon’s demand-side platform (DSP). It allows you to use your Amazon data to buy display, audio and video ads across the internet. The difference is that Amazon DSP can funnel traffic to other sites, while Sponsored Display ads can only convert within the Amazon marketplace.

According to Amazon, sellers who use Sponsored Display ads see up to 82% of their sales come from new-to-brand customers. 

Let’s get selling!

Once you’ve decided that the Amazon Advertising Console is the right route for your brand to take, the next step is to create a campaign that’ll get your customers clicking. And that’s where we can help.

At marketplace amp, our team of certified Amazon advertising and PPC specialists can advise, set up and manage your entire Amazon advertising process to accelerate your sales and maximise your return on investment. Get in touch to discuss your goals with our team.   

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