Advertising & Marketing on Amazon

January 17, 2024

Amazon Ads: How can they help you improve your ranking on Amazon?

For many Amazon Sellers, the primary objective is to get their product displayed naturally at the top of Amazon's search page. However, this goal is only achievable for some, and many sellers must depend on Sponsored Ads to drive traffic to their listings. The question arises whether your listings can ever rank organically on the top of the search results. Is it worth investing money in advertising campaigns, hoping for a boost in organic ranking from the advertising flywheel? This page will help you understand how Amazon ad spending impacts organic ranking on Amazon and how to use it to your advantage. Let's dive right in!

What is Amazon Advertising?

Amazon advertising offers various promotional strategies and tools for sellers on the platform to display their products to a larger audience, target specific customer segments, and generate more traffic to their product listings.

Some key components of Amazon advertising include:

  • Sponsored Products: These are ads that promote individual product listings. They appear in search results and product detail pages, and sellers pay for clicks on these ads.
  • Sponsored Brands: Formerly known as headline search ads, sponsored brands allow sellers to promote their brand and a collection of products. These ads typically appear at the top of search results.
  • Sponsored Display: This type of ad targets shoppers on and off Amazon. It allows sellers to reach audiences who have viewed their product or similar products but haven't made a purchase.
  • Video Ads: Amazon allows sellers to create video ads to showcase their products. These ads can appear in search results, on product detail pages, and within other placements on the Amazon site.
  • Display Ads: These ads can appear on various Amazon sites, such as the home page, customer reviews, shopping results pages, and more. They are designed to increase brand visibility and product discovery.

How do Amazon Ads work?

Amazon Ads work on a pay-per-click (PPC) model, where advertisers pay for each click on their ads. Bid amounts and competition for the chosen keywords determine the cost per click (CPC).

The effectiveness of an advertising campaign depends on various factors, including the relevance of keywords, ad quality, and the competitiveness of the chosen market. Advertisers can refine their strategies over time based on performance data to achieve better results.

Why do you need Amazon Ads?

In an increasingly competitive landscape, utilizing Amazon ads can be the key to standing out from the competition. In addition, if your sales volume increases, your products will have a better chance of ranking higher organically. As a result, your products will receive more impressions, clicks, and conversions, which, in turn, will further boost their visibility in search results. This creates a positive feedback loop that we wall a flywheel effect where your paid sales improve your organic ranking, leading to increased product sales.

Reasons for using Sponsored Products:

Sponsored products can be utilized for the following purposes:

  • Boosting sales when introducing new products to the market
  • Attaining a higher ranking in search results for targeted keywords
  • Acquiring the customers of your rivals

Reasons for using Sponsored Brands:

  • Using Amazon brand ads comes with a distinct advantage - you get to exercise a great deal of control over how your ad looks.
  • Incorporating video ads can help you drive more sales.
  • You can establish trust and authority with both existing and potential customers. Offer your customers a shopping experience like no other.
  • By using Amazon Sponsored Brands, you can target your competitors' loyal customer base who search for their brand name in the search results.

One thing to note is that to use Amazon Sponsored Brands, you must have an active professional seller account under the Amazon brand registry or a vendor central account.

Deciphering Buyer Intent: The Key to Effective Keyword Research:

Identifying and utilizing relevant keywords is essential for capturing the attention of potential customers actively searching for products like yours.

  • Understanding Buyer Intent: Understanding the intent behind customer searches on Amazon ads is crucial for identifying keywords that align with their needs and motivations. For instance, if you sell yoga mats, searching for keywords like "yoga mat for beginners" or "best yoga mat for home use" would be more effective than simply using "yoga mat.”
  • Prioritize High-Volume, Relevant Keywords: Focus on finding high-volume keywords with a moderate search volume and a high conversion rate to attract qualified leads. This ensures that your ads appear in front of a large audience of potential customers who are most likely to be interested in your products.
  • Leverage Negative Keywords: Exclude irrelevant keywords from your campaigns to prevent wasted ad spend and improve targeting effectiveness. This helps ensure that your ads on Amazon only appear for searches that are relevant to your products, increasing the likelihood of clicks and conversions.
  • Utilize Keyword Matching Options: Choose the appropriate keyword matching options (broad match, phrase match, exact match) to control the scope of keyword targeting. Broad match will show your ads for a wider range of searches, while phrase match will only show them for searches that include your exact phrase, and exact match will only show them for searches that match your exact keyword.

To effectively optimize your marketing investments and ensure the most advantageous bidding levels, you can rely on the unbeatable solution provided by Omny AI. Our cutting-edge technology conducts a precise quantitative analysis of your market and competitors to deliver the best possible bids for your business. Moreover, our AI-based system will invest your budget in the most optimal way in real time, ensuring that your marketing investments are utilized to their fullest potential.

Track and Analyze Campaign Performance:

Regularly monitor key metrics such as clicks, conversions, ACOS (Average Cost of Sales) and TACOS (Total Average Cost of Sales) to identify areas for improvement and optimize your campaigns.

  • Leverage Amazon Reporting Tools: Utilize Amazon's comprehensive reporting tools to track campaign performance, analyze trends, and make data-driven decisions. These tools provide valuable insights into your ad performance, allowing you to identify which keywords and ad campaigns are most effective.
  • Embrace AI-Powered Solutions: Utilize Omny AI platforms to enhance the performance of your PPC campaigns, keep track of your results through smart dashboarding, and make informed decisions.


In the competitive landscape of Amazon, leveraging the potential of Amazon Ads is essential for enhancing your product's visibility and sales. Consider Sponsored Products and Brands that offer unique advantages. Track and analyze your campaign performance to stay ahead in the ever-evolving world of Amazon advertising. Elevate your presence, increase sales, and achieve organic ranking success on Amazon.

To optimize your marketing investments, consider Omny AI’s cutting-edge solution. Our AI ensures precise quantitative analysis, real-time budget allocation, and optimal utilization of your marketing investments.