01Leak
Auto campaigns left to run
Automatic targeting keeps paying for loose matches and complements that never convert.
FixWeekly search term review, with negatives on the waste.
Sponsored Products management
Amazon Sponsored Products management, built to win the search
A senior strategist runs your Sponsored Products: a clean campaign structure, converting keywords harvested every week, and bids and placements tuned to the margin on each ASIN.
- For brands spending $10K+/mo
- Month-to-month
- 0% of your ad spend
Part of our Amazon PPC management
Sponsored ProductsSample search
SponsoredYour bowl★★★★★ 4.7Top of search · #1
Rival A★★★★ 4.3
Rival B★★★★ 4.1
Top-of-search share38%+14 pts
Cost per click$0.92−18%
Conversion rate14.2%+2.1 pts
46 search terms harvestedMoved to exact match
118 negatives addedWasted clicks blocked
Trusted by 100+ Amazon brands
- Verified Partner
- Live-Data Audits
- PPC Toolstack
- Market Research
The basics
What are Amazon Sponsored Products?
Sponsored Products are cost-per-click ads for single products on Amazon. They appear in search results and on product pages, look like normal listings with a small “Sponsored” label, and you only pay when a shopper clicks. For most brands they drive the biggest share of ad sales.
- Pay per clickYou set bids in Amazon’s auction
- Keyword or product targetingAutomatic or manual
- No Brand Registry neededOpen to all professional sellers
Where Sponsored Products show
3 placementsTop of search
The first row of results. Usually the highest conversion rate, and the highest cost per click.
Rest of search
Further down the first page and on later pages. Cheaper clicks, lower intent.
Product pages
Ad carousels on other product pages, including your rivals’. Good for conquesting and cross-selling.
Where the money goes
Where Sponsored Products campaigns lose money
Most Sponsored Products accounts we audit leak budget in the same four places. Each one is fixable in the first few weeks.
02Leak
Broad match with no guard rails
Broad and phrase keywords drift into searches that have nothing to do with your product.
FixA tight match-type mix and negative phrase lists.
03Leak
Winners starved of top of search
Your best-converting keywords sit low on the page because placement bids are too low.
FixTop-of-search adjustments on proven winners.
04Leak
One search term, many campaigns
The same search term runs in several campaigns, so you bid against yourself.
FixOne home per search term, with isolation negatives.
Campaign structure
How we structure your Sponsored Products campaigns
Four campaign types, each with one job. Search terms move from research to performance as they prove themselves, and negatives keep every campaign in its lane.
- 01
Research
Auto + broad matchFinds new searches that convert, at low bids.
- 02
Performance
Exact matchScales proven search terms with tight bids and top-of-search pushes.
- 03
Brand defence
Your brand terms and ASINsKeeps rivals off your name and your product pages.
- 04
Competitor
Product and category targetingWins shoppers on rival product pages where you beat them on price or rating.
Harvest, every weekSearch terms that convert in Research move into Performance as exact match, with their own bids.
Isolate, every timeNegatives stop the same search term running in two campaigns, so you never bid against yourself.
What we manage
Every Sponsored Products lever, managed weekly
Targeting, match types, bids, placements, negatives and budgets. Pick one to see how we run it.
01 · Targeting
Automatic, keyword and product targeting
Automatic campaigns find new searches. Keyword campaigns scale the ones that work. Product targeting puts you on rival and complementary product pages.
- Automatic: close match, loose match, substitutes and complements
- Keyword: exact, phrase and broad match
- Product: single ASINs and categories, refined by brand, price and rating
Targeting types
Managed weekly| Type | Job | Shows on |
|---|---|---|
| Automatic | Find new searches and ASINs | Search and product pages |
| Keyword | Scale proven searches | Search results |
| Product | Win rival and related shoppers | Product pages |
02 · Match types
The right match type for every keyword
Broad and phrase find new demand. Exact match gives the tightest control over search terms that already convert, so that is where most of your spend should end up.
- Broad for discovery, with negative phrase guard rails
- Phrase for reach on proven word order
- Exact for control and scale on winners
Match types
Managed weekly| Match type | Job | Control |
|---|---|---|
| Broad | Discovery | Low |
| Phrase | Reach with guard rails | Medium |
| Exact | Scale proven terms | High |
03 · Bidding
A bidding strategy for each campaign’s job
Amazon offers three bidding strategies. We pick one per campaign based on what it is for and the margin on the ASINs inside it.
- Dynamic bids, down only, for research and new campaigns
- Dynamic bids, up and down, for proven exact-match winners
- Fixed bids for brand defence and clean tests
Bidding strategies
Managed weekly| Strategy | What Amazon does | We use it for |
|---|---|---|
| Down only | Lowers your bid when a sale is less likely | Research and new campaigns |
| Up and down | Raises bids up to 100% on top of search, 50% elsewhere | Proven exact-match winners |
| Fixed | Keeps your exact bid | Brand defence and tests |
04 · Placements
Placement bids that follow conversion
Top of search usually converts best but costs more. We raise placement adjustments where your data proves it pays, and pull back where it does not.
- Top-of-search adjustments on proven winners
- Rest-of-search and product-page bids set by ACoS
- Placement report reviewed every week
Placement report · sample
Managed weekly| Placement | CVR | ACoS | Adjustment |
|---|---|---|---|
| Top of search | 16.8% | 21% | +60% |
| Rest of search | 8.1% | 34% | 0% |
| Product pages | 6.4% | 39% | 0% |
05 · Negatives
Negative keywords and negative ASINs
Every week we add negatives for search terms that spend without selling, and for rival ASINs that never convert.
- Negative exact and negative phrase keywords
- Negative product targets for ASINs that never convert
- Isolation negatives between research and performance
This week’s negatives · sample
Managed weekly| Search term | Spend | Sales | Action |
|---|---|---|---|
| “cat food bowl” | $84 | 0 | Negative exact |
| “ceramic dog bowl” | $61 | 0 | Negative phrase |
| Rival ASIN B0… | $47 | 0 | Negative ASIN |
06 · Budgets
Budgets that never run dry on winners
Budget moves to the campaigns with the best TACoS, and stays topped up through peak hours, Prime Day and Q4.
- Daily budget pacing checks
- Budget rules for Prime Day, Q4 and promotions
- Portfolio caps so spend stays inside your plan
Budget check · sample
Managed weekly| Campaign | TACoS | Budget used by 6pm | Action |
|---|---|---|---|
| Performance, exact | 8.4% | 100% | Raise |
| Research, auto | 14.9% | 62% | Hold |
| Brand defence | 3.1% | 100% | Raise |
How it works
Your first 90 days of Sponsored Products management
No long onboarding. Your new structure is live in week one and the first search terms are harvested in week two.
01
Day 1
Free audit
We review every Sponsored Products campaign, search term and placement in your account.
- Wasted spend by search term
- Match-type and structure review
- Top-of-search share on your key terms
You getWritten audit and a flat quote
02
Week 1
New structure live
Campaigns are rebuilt into research, performance, brand defence and competitor, with targets agreed in writing.
- Four-part campaign structure
- Isolation negatives in place
- ACoS and TACoS targets per ASIN
You getA clean structure, live
03
Week 2
First harvest
The first converting search terms move into exact match, and your first Share Report lands.
- Search terms harvested into exact
- First negatives added
- Share of top searches vs rivals
You getYour first Share Report
04
Months 1-3
Weekly optimisation
Bids, placements, negatives and budgets tuned every week, with replies within 24 hours.
- Weekly bid and placement changes
- Weekly harvesting and negatives
- Replies from your strategist in 24h
You get12 weekly reports by day 90
05
Every quarter
Senior review
A senior strategist resets targets per ASIN and plans the quarter ahead.
- Targets reset against your margins
- Prime Day and Q4 bid plans
- Launch campaigns for new ASINs
You getNext quarter’s plan
- Week 1New structure live
- Week 2First harvest
- 24hStrategist replies
ACoS22.4%−1.8 pts
TACoS9.1%−0.4 pts
Cost per click$0.92−$0.06
Conversion rate14.2%+0.9 pts
Top-of-search share38%+3 pts
Reporting
Sponsored Products reporting you can act on
Every week you see what each campaign, keyword and placement did, and what we changed because of it. In plain English, with the numbers behind it.
- ACoS, TACoS and ROAS by campaign and ASIN
- Cost per click and conversion rate by keyword
- Top-of-search share on your key search terms
- Search terms harvested and negatives added this week
Results
Results from brands we manage
Real accounts, measured on sales and TACoS, not clicks.
How one pet brand grew sales 140% in 90 days
ACoS was 38%. We rebuilt campaigns around buyer intent, cut 312 wasted search terms and moved spend to peak hours.
+140%Monthly sales
312Negative keywords
90Days
We've been working with Amplivus for over a year. Sales increased, ACoS improved noticeably, and their experience really shows.
100+Amazon brands managed
$50M+Ad spend managed
20%+Year-over-year sales growth
Ad types compared
Sponsored Products vs Sponsored Brands vs Sponsored Display
Three Amazon ad types, three different jobs. We run them as one system, with Sponsored Products doing most of the selling.
| Compare | You are hereSponsored Products | Sponsored Brands | Sponsored Display |
|---|---|---|---|
| Best for | Selling single products on high-intent searches | Brand awareness and owning the top of search | Retargeting shoppers and defending product pages |
| Where they show | Search results and product pages | Top of search, in results and on product pages, with your logo and headline | Product pages, the Amazon home page and off Amazon |
| Targeting | Keywords, products and categories; automatic or manual | Keywords, products and categories | Audiences (views, purchases, interests) and products |
| Brand Registry | Not needed | Needed for sellers | Needed for sellers |
| You pay | Per click | Per click, or per 1,000 viewable impressions | Per click, or per 1,000 viewable impressions |
| Learn more | This page |
Pricing
Sponsored Products management pricing
Sponsored Products management is part of our flat monthly fee, set by your ASINs, marketplaces and ad types. It is never a percentage of your ad spend, so the fee does not grow when your spend does.
Flat monthly feeMonth-to-month
$1,000-$5,000per month
Your exact fee is in writing before you sign.
- Senior strategist, 1 per 8 brands
- Sponsored Products, Brands and Display
- Weekly harvesting, negatives and bids
- Weekly Share Report and 24h replies
- No setup fee, 30 days’ notice
- 0% of your ad spend, ever
1:8strategist to brands
24hreplies from your strategist
0%of your ad spend, ever
4×senior reviews a year
Freewritten audit before you sign
Free · No obligation
Request your free Market Share Audit
Tell us about your account. A senior strategist reviews it and sends you a written audit with a flat monthly quote.
- 01We review your accountSpend, structure and your share against your top 3 rivals.
- 02You get it in writingWasted spend, the fixes and a flat monthly quote. Yours to keep.
- 03Walk through it togetherA short call to go over the findings. No obligation.
- Month-to-month
- 0% of ad spend
- Senior strategist
What are Amazon Sponsored Products?
Cost-per-click ads for individual products. They show in Amazon search results and on product pages, look like regular listings with a “Sponsored” label, and you only pay when a shopper clicks.
How much do Sponsored Products ads cost?
You set the bids and budgets and pay per click through Amazon’s auction, so cost per click depends on your category and competition. Our management is a flat $1,000-$5,000 a month on top of your ad spend, never a percentage of it. See pricing.
Do I need Brand Registry for Sponsored Products?
No. Sponsored Products are open to professional sellers and vendors without Brand Registry. Sponsored Brands, Sponsored Display for sellers, and the Brand Analytics data behind our Share Report do need it.
Should I use automatic or manual campaigns?
Both. Automatic campaigns find new searches cheaply, and manual keyword and product campaigns scale what works with tighter bids. We move converting search terms from automatic into manual campaigns every week.
Which match type is best?
Each one has a job. Broad and phrase find new demand, and exact match gives the most control over keywords that already convert. Once search terms prove themselves, most spend should sit on exact match.
What is a good ACoS for Sponsored Products?
It depends on your margin. Your break-even ACoS equals your profit margin before ad costs, so a product with a 30% margin breaks even at 30% ACoS. We set targets per ASIN from your margins and watch TACoS so ads grow total sales. See ACoS/TACoS management.
Which bidding strategy do you use?
It depends on the campaign. Dynamic bids down only for research campaigns, up and down for proven exact-match winners, and fixed bids for brand defence and tests.
How soon will I see results?
Your new structure is live in week one, and the first harvest and Share Report come in week two. Wasted spend usually falls in the first few weeks, while rank and share gains build over the first 90 days.
Who owns the ad account?
You do. We work inside your account with the access you grant, and every campaign, keyword and report stays yours if you leave.
Is there a long-term contract?
No. Management runs month-to-month with 30 days’ notice and no setup fee.
Free Market Share Audit
See where your Sponsored Products spend is really going
Wasted search terms, match-type leaks and your top-of-search share against your top 3 rivals, in writing, with a flat monthly quote.
- Written, yours to keep
- Flat monthly quote
- No obligation