Maximizing ROI with Amazon Marketing Services Campaign Management: Best Practices

As an Amazon seller, you understand the importance of driving traffic to your product listings. One of the most effective ways to do this is through Amazon Marketing Services (AMS) campaigns. But, as with any form of advertising, it’s essential to make sure you’re maximizing your return on investment (ROI). In this article, we’ll discuss best practices for ams campaign management to get the most out of your advertising spend.

Understanding Amazon Marketing Services

Before we dive into best practices, let’s first understand what Amazon Marketing Services is and how it works. AMS is a self-service advertising platform that allows sellers to promote their products on Amazon. There are three types of AMS campaigns:

  1. Sponsored Products – These are keyword-targeted ads that appear in search results and on product pages.
  2. Sponsored Brands – These are ads that appear at the top of search results and feature a logo, headline, and multiple products.
  3. Sponsored Display – These are ads that appear on product detail pages, customer review pages, and other relevant pages across Amazon.

Each campaign type offers different targeting options, bidding strategies, and ad formats. To maximize your ROI, it’s essential to understand which campaign type works best for your products and target audience.

Best Practices for Maximizing ROI with AMS Campaign Management

  1. Set a realistic advertising budget

Before you start creating your AMS campaigns, it’s crucial to determine how much you’re willing to spend on advertising. Setting a realistic advertising budget ensures that you don’t overspend and helps you track your ROI accurately. As a rule of thumb, you should aim to spend around 5-10% of your total revenue on advertising.

  1. Choose the right campaign type for your products

As mentioned earlier, there are three types of AMS campaigns. To maximize your ROI, you need to choose the right campaign type for your products. For example, if you’re promoting a new product, you might want to use Sponsored Products to increase visibility in search results. If you’re promoting multiple products, Sponsored Brands might be a better option. If you’re retargeting customers who viewed your products but didn’t buy, Sponsored Display might be the best option.

  1. Use relevant keywords

Keywords are the foundation of your AMS campaigns. Using relevant keywords ensures that your ads appear in front of the right audience. It’s crucial to research your target audience and determine which keywords they’re likely to use when searching for products like yours. You can use Amazon’s keyword research tool or third-party tools like Google Keyword Planner to find relevant keywords.

  1. Optimize your product listings

Your product listings are the landing pages for your AMS campaigns. Optimizing your product listings ensures that customers who click on your ads are more likely to buy your products. Make sure your product titles, descriptions, and images are high-quality and provide relevant information about your products.

  1. Monitor and adjust your campaigns regularly

AMS campaigns require constant monitoring and adjustment to maximize ROI. Monitor your campaigns regularly to see which keywords and ads are performing well and which ones are not. Adjust your bids, ad targeting, and ad copy to improve performance. Remember, the key to success with AMS campaigns is to test and iterate continuously.

  1. Measure your ROI accurately

To maximize your ROI, you need to measure it accurately. Amazon provides detailed analytics for your AMS campaigns, including impressions, clicks, conversions, and sales. Use this data to determine which campaigns are generating the most sales and which ones are not. You can also use third-party tools like Google Analytics to track your AMS campaigns’ performance outside of Amazon.

  1. Test different ad formats

There are various ad formats available within each type of AMS campaign. For example, Sponsored Products offer both manual and automatic targeting, while Sponsored Brands offer both headline search ads and product collection ads. Test different ad formats to see which ones resonate with your target audience and generate the best results.

  1. Target your ads effectively

AMS offers various targeting options, including keywords, product targeting, and audience targeting. Ensure that you’re targeting your ads effectively to reach the right audience. For example, if you’re using product targeting, choose products that are complementary to yours but not direct competitors. If you’re using audience targeting, create different ads for different audience segments based on their demographics, interests, and behaviors.

  1. Set your bids strategically

Bidding strategies can significantly impact the performance of your AMS campaigns. Ensure that you’re setting your bids strategically based on your advertising goals. For example, if you’re focusing on maximizing sales, you might want to use the automatic bidding feature to let Amazon set your bids based on the likelihood of a sale. If you’re focusing on maximizing visibility, you might want to use the manual bidding feature to set your bids based on the maximum amount you’re willing to pay for a click.

  1. Use negative keywords

Negative keywords are keywords that you don’t want your ads to appear for. Using negative keywords ensures that your ads are only shown to relevant audiences, reducing wasted ad spend. For example, if you’re selling high-end jewelry, you might want to use negative keywords such as “cheap” or “affordable” to avoid appearing for search queries related to low-priced jewelry.

  1. Keep an eye on your competition

Keeping an eye on your competition can provide valuable insights into what’s working and what’s not in your industry. Use Amazon’s advertising reports to see which competitors are advertising for similar products and how they’re performing. Analyze their ad copy, targeting, and bidding strategies to see what you can learn from their campaigns.

  1. Use A/B testing

A/B testing involves creating two versions of an ad and testing them against each other to see which one performs better. Use A/B testing to test different ad copy, images, or targeting options to see which ones generate the best results. Remember to test only one element at a time to isolate the variable and get accurate results.


Maximizing ROI with AMS campaign management requires a combination of strategy, optimization, ams management platform and measurement. By setting a realistic advertising budget, choosing the right campaign type for your products, using relevant keywords, optimizing your product listings, monitoring and adjusting your campaigns regularly, and measuring your ROI accurately, you can ensure that your advertising spend is generating maximum returns.

Remember, AMS campaigns are not a one-time set-and-forget strategy. They require ongoing attention and optimization to achieve maximum ROI. By implementing these best practices, you can improve the performance of your AMS campaigns and drive more sales for your business on Amazon.

Effective Amazon Marketing Services campaign management is a critical aspect of maximizing your ROI on Amazon. By following the best practices outlined in this article, you can create targeted campaigns that drive traffic to your product listings and generate sales. Keep testing and optimizing your campaigns to ensure that you are getting the most out of your advertising spend, and you’ll be on your way to Amazon success.