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Amazon advertising has changed more in the past 18 months than in the previous five years combined. New AI-powered ad formats are now billable. Attribution models shifted on January 1, 2026. A unified Campaign Manager has replaced the fragmented Sponsored Ads and DSP consoles. And brands that treat PPC as a "set and forget" system are watching their margins erode in real time.
This guide covers everything you need to understand about Amazon PPC management in 2026 - from the mechanics of how the auction works to advanced campaign architecture, keyword strategy, bid optimization, and the platform changes shaping how money moves across the ad ecosystem right now.
What Is Amazon PPC Management?
Amazon PPC (pay-per-click) is Amazon's auction-based advertising platform. Sellers bid on keywords and product targets, and Amazon places their ads in sponsored placements across search results and product detail pages. You only pay when a shopper clicks.
Managing that system - researching keywords, building campaign architecture, setting and adjusting bids, eliminating wasted spend, analyzing search term reports, and connecting ad performance to organic ranking and overall profitability - is what Amazon PPC management actually involves.
The difference between "running ads" and "managing ads" is the difference between burning budget and building a compounding growth engine. Properly managed PPC campaigns do two things simultaneously: drive immediate sales and strengthen organic rankings by sending conversion signals that Amazon's search algorithm uses to determine where products appear without paid support.
How the Amazon Advertising Auction Works
Every time a shopper searches on Amazon, an auction runs in milliseconds. Amazon evaluates all active bids for that keyword, weighs them against relevance scores derived from listing quality and historical conversion data, and selects which ads to show and where.
The highest bid does not automatically win the most valuable placement. A listing with strong conversion history and tight keyword relevance can outperform a higher bid from a less relevant competitor. This means listing quality and advertising strategy are inseparable a point most sellers underestimate when they first start managing campaigns.
The auction assigns placements across three main areas: top of search (the most visible and most expensive), rest of search (mid-page positions), and product detail pages (appearing on competitor or complementary listings). Each placement type has different conversion rates, different cost dynamics, and different strategic applications. Bid multipliers let you adjust how aggressively you target each placement type within a single campaign.
The Five Amazon Ad Types in 2026
Amazon advertising has changed more in the past 18 months than in the previous five years combined. New AI-powered ad formats are now billable. Attribution models shifted on January 1, 2026. A unified Campaign Manager has replaced the fragmented Sponsored Ads and DSP consoles. And brands that treat PPC as a "set and forget" system are watching their margins erode in real time.
This guide covers everything you need to understand about Amazon PPC management in 2026 - from the mechanics of how the auction works to advanced campaign architecture, keyword strategy, bid optimization, and the platform changes shaping how money moves across the ad ecosystem right now.
Sponsored Products
Sponsored Products are the foundation of virtually every Amazon PPC strategy. They appear directly in search results and on product detail pages, looking nearly identical to organic listings. Because they appear exactly where purchase intent is highest, they drive the majority of direct conversion volume for most brands.
Sponsored Products support both automatic and manual targeting. Automatic campaigns let Amazon determine which searches trigger your ads - useful for discovery and keyword research early in a product's lifecycle. Manual campaigns give you control over exact match, phrase match, and broad match targeting, enabling precise bid management as you identify which keywords actually convert.
As of late 2025 and into 2026, Sponsored Products now support multi-clip video, allowing brands to upload multiple short video assets per ASIN - each focused on a different feature or use case. Amazon cited internal data at unBoxed 2025 showing a 9% CTR increase for campaigns using Sponsored Products video compared to image-only campaigns. That gap will widen as more sellers adopt video and the bar for standing out in search results rises.
Sponsored Brands
Sponsored Brands appear at the top of search results, typically above the organic listings. They include your brand logo, a custom headline, and a selection of products. Because they occupy the most prominent real estate on the page, they function primarily as brand awareness and consideration tools - reaching shoppers who may not yet know your brand exists.
Sponsored Brands require Brand Registry enrollment. They can direct traffic to your Brand Store, a curated product listing page, or a specific ASIN. For a complete breakdown of Sponsored Brands alongside Sponsored Display - including format options, targeting strategy, and when to deploy each - the Sponsored Brands and Sponsored Display guide covers both ad types in detail.
In January 2026, Amazon updated Sponsored Brands product collections to require a minimum of three ASINs, replacing the previous format. This reinforces their role as a brand-level format rather than a single-product driver.
Sponsored Brands video is a separate sub-format that autoplays in search results, showing product demonstrations in a scrolling feed. It has consistently delivered strong CTR performance across categories and has become a non-optional format for brands serious about owning top-of-search real estate.
Streaming TV (formerly Sponsored TV)
Amazon rebranded Sponsored TV to Streaming TV in 2025. The campaign type is now accessed in the Ads Console under "Video, Audio and Display ads" as "Streaming TV," and the two product names should be treated as interchangeable when reading older documentation. The underlying format is the same.
Streaming TV via sponsored ads is available to Brand Registry-enrolled sellers, vendors, agencies, and U.S.-based brands that don't sell on Amazon with no minimum spend required. Ads appear on Prime Video and Fire TV. While Streaming TV operates more like a brand awareness channel than a direct-response format, Amazon's measurement stack - including Brand Lift studies and Amazon Marketing Cloud attribution - lets advertisers connect streaming exposure to downstream purchase behavior.
For brands running full-funnel strategies, Streaming TV allows you to reach high-intent audiences who are actively using an Amazon-owned product, delivering a premium brand moment before they return to Amazon.com to shop.
Amazon DSP
Amazon Demand-Side Platform (DSP) is a programmatic advertising tool for brands with larger budgets that need to reach audiences across Amazon-owned properties and third-party inventory. DSP reaches shoppers in ways Sponsored Ads cannot. That includes lifestyle audiences, lookalike audiences based on purchase behavior, and retargeting pools built from Amazon first-party data.
DSP is managed separately from Sponsored Ads and typically requires either a minimum spend threshold through a managed service arrangement or self-serve access. In November 2025, Amazon launched the Unified Campaign Manager, merging the DSP and Sponsored Ads consoles into a single dashboard. This eliminates the fragmented workflow that previously required separate accounts and manual metric reconciliation between platforms. This is a meaningful operational change for brands running campaigns across both ecosystems.
The Biggest Platform Change of 2026: AI-Powered Prompts Are Now Billable
On March 25, 2026, Amazon moved Sponsored Products prompts and Sponsored Brands prompts from open beta to general availability in the United States — and began charging for them.
Prompts are AI-generated, contextual engagements that appear when shoppers interact with your ads, particularly inside Rufus, Amazon's AI shopping assistant. When a shopper asks Rufus a question while viewing your product, prompts pull from your detail page content, Brand Store, and campaign data to surface a relevant, personalized answer on your behalf. Amazon describes them as a "24/7 virtual product expert."
These prompts had been running in open beta at no cost since November 2025. As of March 25, clicks on prompts are billed under your existing CPC bidding parameters - the same auction logic that governs your underlying Sponsored Products or Sponsored Brands campaign. There is no separate bid.
The practical implications are significant:
First, campaigns that were running cleanly within budget and ACoS targets may now see incremental spend from prompt clicks that weren't there before. Sellers should audit their campaigns and monitor spend closely during the first 30 to 60 days post-launch.
Second, prompts are automatically enrolled for all eligible campaigns. They are on by default. If you want to pause them, you can do so in the Ads Console under Campaign > Ad Group > Ads > Prompts tab.
Third, prompt performance depends directly on the quality of your listing content. Amazon pulls product information from your detail page, Brand Store, and A+ Content to generate responses. Thin or weak content will produce weak prompts. This reinforces something that sophisticated PPC managers have understood for years: listing quality and ad performance are not separate problems. For a detailed breakdown of how listing content affects conversion - and by extension, prompt quality -the Amazon CRO strategy guide covers the conversion levers worth prioritizing first.
Keyword Strategy: The Foundation of Campaign Performance
Match Type Architecture
The three keyword match types - exact, phrase, and broad each serve different roles in a well-structured campaign.
Exact match targets only the precise keyword you enter, giving you full control over which searches trigger your ad and making it the easiest match type to bid on with confidence. It should house your highest-value, highest-converting terms.
Phrase match triggers on searches that contain your keyword as a sequence, allowing for some variation around it. It balances reach and control.
Broad match casts the widest net, triggering on searches Amazon considers semantically related to your keyword. It is the primary discovery tool for finding new converting terms, but it also generates the most irrelevant traffic.
A proven campaign architecture separates match types into distinct campaigns - one campaign per match type, one ad group per keyword for your core terms. This structure gives you granular bid control, clean performance data, and the ability to see exactly which search terms are producing results at which cost.
As performance data accumulates, winning search terms from broad and phrase campaigns migrate into exact match campaigns to lock in efficiency. This is called keyword harvesting, and it is one of the highest-value ongoing optimization habits in any PPC program.
Negative Keywords: The Profit Lever Most Sellers Underuse
Negative keywords prevent your ads from showing on searches that are unlikely to convert. They protect your ad spend from irrelevant clicks, improve your campaign's relevance signals, and reduce ACoS by eliminating low-quality traffic. For a comprehensive breakdown of negative keyword strategy — including how to structure negatives at the campaign and ad group level — the Amazon negative keyword guide covers the full approach.
Negative keyword management should run on a weekly cadence. Pull your Search Term Report from the Ads Console, identify search terms that have generated clicks without conversions, and add the worst offenders as negatives at both the ad group and campaign level.
There are two specific structural uses of negative keywords beyond the obvious. First, exact match winners should be negated from broad and phrase campaigns to prevent internal cannibalization, when the same keyword triggers in multiple campaigns, you end up bidding against yourself. Second, branded terms should be negated from generic campaigns and housed in dedicated brand-defense campaigns where you can bid and budget for them separately.
Search Query Performance Analysis
The Search Query Performance report, available in the Ads Console, has become the most important diagnostic tool in Amazon PPC management. It shows, at the search term level, how many impressions your products received, how many clicks, and how many purchases across both paid and organic placements.
This data lets you diagnose where performance problems actually live. High impressions with low click-through rate points to a creative or main image problem. High CTR with low conversion points to a listing or offer problem. Low impression share on your highest-converting queries points to a bidding or budget constraint. Each diagnosis leads to a different fix, and none of them show up clearly in ACoS alone.
Bid Optimization: Setting and Adjusting Bids for Profitability
Starting From Your Target ACoS
Every bid decision should trace back to a target ACoS built from your unit economics. Start with your product margin, what percentage of revenue you can spend on advertising and still remain profitable. That percentage is your break-even ACoS. Your target ACoS sits below that, leaving room for profit after ad spend.
From your target ACoS, you can back into a maximum bid: multiply your target ACoS by your expected conversion rate and your average selling price. For example, at a 25% target ACoS, a $40 product, and a 10% conversion rate, the math produces a $1.00 maximum cost per click. Bids above that level erode profitability. Bids below it may leave sales and ranking velocity on the table.
For a deeper look at how to set target ACoS by category, the Amazon ACoS benchmarks guide covers the full framework.
Dynamic Bids vs. Fixed Bids
Amazon offers three bidding strategies: dynamic bids down only, dynamic bids up and down, and fixed bids.
Dynamic bids down only allows Amazon to reduce your bid when it determines a click is less likely to convert. It is the most conservative option and a reasonable starting point for new campaigns.
Dynamic bids up and down allows Amazon to raise or lower your bid by up to 100% at top of search based on its conversion probability assessment. It gives the algorithm more room to win high-value placements but can overspend if not monitored carefully. It works best in mature campaigns with strong conversion history, where Amazon has enough data to make reliable adjustments.
Fixed bids ignore Amazon's real-time adjustments entirely. Use them when you want full control over placement costs, particularly in brand defense campaigns where you are not willing to overpay for a top-of-search placement the algorithm might bid aggressively on.
Placement Bid Multipliers
Separate from your base bid, Amazon lets you apply multipliers to adjust how aggressively you bid for specific placements. Top-of-search multipliers can range from 0% to 900%. Product page multipliers follow the same range.
The practical application: once you have performance data showing that top-of-search placements convert at a premium over rest-of-search for a particular campaign, layer in a multiplier to capture more of those placements. Pull the Placement Report from your Ads Console to see conversion rates and ACoS broken down by placement type before making this adjustment, the data often surprises.
Campaign Architecture: Structure Determines Performance
Poorly structured campaigns limit optimization. When too many keywords share an ad group, or when match types are mixed, you lose the ability to bid with precision and the data becomes too noisy to act on.
The structural principles that consistently produce better results:
Single keyword ad groups (SKAGs) for core terms. Your top 10 to 20 revenue-driving keywords should each live in their own ad group. This gives you clean conversion data per keyword, precise bid control, and the ability to write ad copy or adjust creative at the keyword level.
Campaign-level match type separation. Run separate campaigns for exact, phrase, and broad match rather than mixing them. This prevents search terms from triggering across multiple campaigns at different bid levels and keeps your reporting clean enough to act on.
Product-level campaign segmentation. Group ASINs by margin profile rather than category similarity. A high-margin hero SKU and a low-margin commodity SKU should not share a campaign — their profitable ACoS targets are different, and a blended ACoS target serves neither well.
Discovery campaigns with defined budgets. Automatic targeting and broad match campaigns serve an explicit discovery function. Give them defined budgets, run them continuously, and harvest winning terms weekly. Treat them as a research pipeline that feeds your manual exact match campaigns.
Branded defense campaigns. Protect your brand terms in dedicated campaigns. Competitors bid on branded keywords across Amazon, and if you are not appearing on your own brand search terms, you are handing traffic to them. Branded campaigns typically deliver the lowest ACoS in any account.
The Relationship Between PPC and Organic Ranking
One of the most important, and most overlooked dynamics in Amazon advertising is how paid performance influences organic ranking.
Amazon's search algorithm treats conversion rate as a primary ranking signal. When a sponsored placement generates a purchase, that conversion contributes to the velocity signal that drives organic ranking improvement. This means well-managed PPC campaigns do not just produce immediate sales; they also reduce the ad spend required over time as organic visibility improves.
This is what the Amazon flywheel actually means in practice: advertising fuels conversions, conversions strengthen rankings, stronger rankings drive organic sales, organic sales reduce reliance on paid spend, and the combination of both compounds over time.
Weak listings - poor titles, thin content, low-quality images - suppress both paid and organic performance regardless of bid level. If your listing cannot convert the traffic your ads deliver, you are paying for clicks that teach Amazon your product is not worth ranking.
The implication for campaign management: listing quality is part of PPC management. Before scaling ad spend on any ASIN, confirm that the listing is optimized to convert. For a detailed breakdown of how listing content affects both paid and organic performance, the Amazon CRO strategy guide covers the conversion levers worth prioritizing first.
ACoS (Advertising Cost of Sales)
ACoS measures ad spend as a percentage of ad-attributed revenue. It is the primary efficiency metric for individual campaigns and ad groups. A 25% ACoS means $0.25 was spent on advertising for every $1 in ad revenue generated.
ACoS is useful for diagnosing campaign-level performance, but it does not tell you whether advertising is profitable — that depends on your margin structure. A 30% ACoS on a 40% margin product is profitable. The same ACoS on a 20% margin product is not. For a full explanation of how ACoS is calculated and what it signals, the ACoS meaning guide breaks down the metric in detail.
TACoS (Total Advertising Cost of Sales)
TACoS measures ad spend as a percentage of total revenue - including both ad-attributed and organic sales. It is the most honest measure of how dependent your business is on paid advertising.
A TACoS that trends downward over time while revenue grows is a strong signal that organic ranking is improving and the flywheel is working. A TACoS that stays flat or rises while you scale ad spend signals that advertising is buying revenue without building sustainable organic momentum.
For a complete breakdown of how to calculate and interpret TACoS, the TACoS metric guide walks through the math and what different TACoS trajectories mean for business health.
ROAS (Return on Ad Spend)
ROAS is the inverse of ACoS - revenue generated per dollar of ad spend. A 4x ROAS means every dollar of ad spend returned four dollars in revenue. Some advertisers prefer ROAS because it frames advertising efficiency in growth terms rather than cost terms. For a side-by-side comparison of ROAS and ACoS and how to use both, the ROAS calculation guide covers how the two metrics relate.
CTR (Click-Through Rate)
CTR measures how often shoppers click your ad after seeing it. Low CTR on high-impression campaigns typically signals a main image problem or a relevance mismatch between the keyword and the product. In a high-CPC environment, low CTR is expensive, you are paying full auction costs to serve impressions that produce little traffic.
CVR (Conversion Rate)
CVR measures the percentage of clicks that result in a purchase. Low CVR with strong CTR points to a listing problem — price, images, reviews, or content are failing to close shoppers who were interested enough to click. No amount of bid optimization can fix a conversion rate problem; the listing has to be addressed first.
Impression Share
Impression share measures what percentage of eligible impressions your ads actually captured. Low impression share on your highest-converting keywords signals that your bids or budgets are constraining visibility where it matters most. Raising bids or increasing budgets on these terms is often the highest-leverage scaling action available.
Key Metrics: What to Track and What They Tell You
The Weekly Optimization Cadence
Amazon PPC management is not a one-time setup. The accounts that perform best run consistent optimization loops on defined schedules.
Daily: Check for budget pacing anomalies, flag CPC spikes, confirm inventory availability for heavily advertised ASINs. Pausing ads on out-of-stock products is a routine but critical task — continuing to spend on products you cannot sell harms both ad efficiency and organic ranking momentum.
Weekly: Pull and review the Search Term Report. Add new negatives, harvest converting terms for migration to exact match campaigns, adjust bids on terms that have moved outside target ACoS thresholds, and review placement performance to assess whether multiplier adjustments are warranted.
Monthly: Review campaign architecture. Look for ad groups that have grown too large to optimize cleanly, campaigns that have drifted from their original strategic purpose, and ASIN-level performance to identify underperforming products consuming budget that could be reallocated.
Quarterly: Strategic reset. Reassess target ACoS by ASIN based on updated margin data, evaluate the budget split between discovery and efficiency campaigns, review keyword coverage against competitor positioning, and assess whether new ad formats warrant testing. The competitor intelligence guide covers how to use competitive data to inform these quarterly reviews.
Platform Updates Now Live in 2026
The changes announced at Amazon's unBoxed 2025 conference have largely moved from rollout to reality. As of April 2026, here is where each stands and what it means for how you manage campaigns.
Unified Campaign Manager.
The Ads Console and Amazon DSP now share a single interface - fully live. Cross-product reporting, consolidated KPI views, and multi-account management are all available from one workspace. For brands running both Sponsored Ads and DSP, this eliminates the manual reconciliation that previously consumed significant analyst time. Historical data extends to 15 months of daily data and six years of monthly data within a single reporting interface.
Full-Funnel Campaigns.
Launched in Q1 2026, this AI-powered campaign type lets advertisers set up complete awareness-to-conversion strategies in a single workflow using natural language inputs. The system generates coordinated campaigns across Sponsored Products, Sponsored Brands, Sponsored Display, and Streaming TV — with AI handling creative recommendations, audience strategies, and continuous optimization. Amazon has been clear that human review of the AI's output remains essential. The full-funnel advertising strategy guide covers how to build a deliberate multi-format strategy before deploying automation on top of it.
Sponsored Products video.
Brands can now upload up to five video assets per ASIN within a single Sponsored Products ad unit. Shoppers can toggle between clips covering different features or use cases directly in search results. The format delivered a 9% CTR lift in Amazon's internal data — meaningful in competitive categories where a fraction of a percentage point of CTR improvement translates to significant revenue at scale.
Conversion Path Reporting.
Now fully available, this report tracks customer interactions across a 30-day window prior to purchase, incorporating data from Sponsored Products, Sponsored Brands, Sponsored Display, Streaming TV, and Amazon DSP. It is the closest thing Amazon has produced to true multi-touch attribution at the campaign level.
Multi-Touch Attribution (MTA).
Now in beta for US advertisers and visible in the Ads Console. MTA distributes conversion credit across every Amazon Ads touchpoint in proportion to its likely contribution to the purchase decision - rather than crediting only the last ad clicked or viewed. Orders (multi-touch), Sales (multi-touch), and ROAS (multi-touch) metrics now appear alongside standard reporting columns.
The Practical Implication:
If you have invested in upper-funnel formats like Sponsored Display or Streaming TV, your standard last-touch reporting is likely understating their contribution. Comparing your MTA ROAS against standard ROAS reveals the full value of awareness campaigns that don't close the sale directly but do influence the path to purchase.
Campaign Launch Strategy:
Getting New Products to Profitability
Launching a new ASIN requires a different approach than optimizing an existing one. There is no conversion history, no organic ranking momentum, and no data to guide initial bid levels.
The goal during launch is controlled velocity - generating enough sales at an acceptable ACoS to establish conversion signals and begin building organic rank, without spending so aggressively that you scale before the listing is ready to convert efficiently.
Phase 1: Discovery and data collection (weeks 1–4). Launch automatic campaigns with moderate daily budgets to determine which search terms convert. Run broad match manual campaigns targeting your core keywords. Accept a higher ACoS during this phase — you are buying data as much as you are buying sales.
Phase 2: Optimization (weeks 4–8). Review Search Term Reports, harvest converting terms into exact match campaigns, add negatives for irrelevant terms, and begin adjusting bids toward your target ACoS on confirmed winners. Reduce or pause automatic campaign spend as manual campaign confidence grows.
Phase 3: Scaling (weeks 8+). Once conversion rate and ACoS are stable on your core exact match terms, begin expanding keyword coverage via phrase and broad match campaigns, test Sponsored Brands if Brand Registry is enrolled, and assess whether Sponsored Display retargeting is warranted by your traffic volume.
Throughout all three phases, watch inventory. Running out of stock during a launch resets organic ranking momentum and can undermine the conversion history you have spent ad budget to build. The Amazon inventory management guide covers the planning side of keeping campaigns live and rankings intact.
When to Hire an Amazon PPC Agency
Managing Amazon PPC at a basic level is learnable. Managing it well, with structured campaign architecture, systematic keyword harvesting, placement-level bid strategies, proper segmentation by margin, and the ongoing cadence required to keep pace with platform changes, is a full-time discipline.
For brands generating over $500K in Amazon revenue, the opportunity cost of managing PPC without specialized expertise typically exceeds the cost of professional management. The question is not whether an expert would do it better; it is whether the performance gap justifies the investment.
What separates a strong Amazon PPC agency from a generic one:
Transparency on strategy, not just reporting. You should understand why decisions are being made, not just see results in a dashboard.
A structured optimization cadence. Ask specifically what happens daily, weekly, monthly, and quarterly. Vague answers here reflect vague management.
Cross-functional integration. PPC performance is intertwined with listing quality, inventory, and account health. An agency managing only your ads without visibility into the broader account is managing with one hand tied behind its back.
Experience managing accounts at your revenue scale and ad spend level. Managing $5K per month in ad spend and managing $500K per month are fundamentally different problems. Look for experience at your tier.
The guide to hiring an Amazon agency covers what to look for, what questions to ask, and the evaluation framework seven-figure brands use to vet partners.
Frequently Asked Questions
What is a good ACoS for Amazon PPC?
It depends on your product margin and growth stage. A brand with 40% margins can profitably run a 35% ACoS. A brand with 20% margins cannot. Target ACoS is a function of your unit economics, not a universal benchmark. For category-level context, the ACoS benchmarks guide provides a starting framework.
How much should I spend on Amazon PPC?
There is no universal answer. Spend should be determined by your ACoS target and the revenue you are willing to invest to generate. A practical starting point: calculate the maximum you can spend per sale while remaining profitable, identify your expected conversion rate, and use that to set a maximum CPC. Then budget based on the traffic volume you want to test. Start conservative, gather data, and scale spend only on campaigns demonstrating conversion efficiency.
How long does it take to see results from Amazon PPC?
Initial performance signals - which keywords are generating clicks, which are converting - typically emerge within 7 to 14 days on campaigns with sufficient traffic volume. Stable optimization decisions that reflect real performance rather than noise usually require 4 to 6 weeks. Organic ranking improvement driven by ad-generated conversion velocity takes longer, often 8 to 12 weeks of consistent performance.
Do I need Brand Registry to run Amazon ads?
Sponsored Products are available to any seller with an active listing. Sponsored Brands and access to Brand Store advertising require Amazon Brand Registry enrollment. For a full walkthrough of what Brand Registry unlocks across advertising and listing formats, the Sponsored Brands and Sponsored Display guide covers both ad types and their eligibility requirements.
What is the difference between ACoS and TACoS?
ACoS measures ad spend as a percentage of ad-attributed revenue only. TACoS measures ad spend as a percentage of total revenue, including both paid and organic sales. TACoS is the more accurate measure of advertising's overall burden on the business. A healthy, growing account should show TACoS declining over time as organic ranking improves. The TACoS metric guide walks through what different TACoS trajectories signal about your account's health.
What changed with Amazon Sponsored Products prompts in March 2026?
Amazon moved its AI-powered Sponsored Products prompts and Sponsored Brands prompts from free open beta to paid general availability on March 25, 2026. Prompts are AI-generated engagements that appear when shoppers interact with your ads, particularly inside Rufus. Clicks on prompts are now billed under your existing CPC bidding parameters. Campaigns are automatically enrolled, you must opt out in the Ads Console if you want to pause them.
Should I use automatic or manual campaigns?
Amazon moved its AI-powered Sponsored Products prompts and Sponsored Brands prompts from free open beta to paid general availability on March 25, 2026. Prompts are AI-generated engagements that appear when shoppers interact with your ads, particularly inside Rufus. Clicks on prompts are now billed under your existing CPC bidding parameters. Campaigns are automatically enrolled, you must opt out in the Ads Console if you want to pause them.
How Amazon Growth Lab Manages PPC for Seven-Figure Brands
Amazon Growth Lab manages over $100M in annual ad spend across 100+ brand clients. The approach is not built around running ads - it is built around managing advertising as an integrated system within the full Amazon account.
That means campaign architecture is designed from the unit economics up. ACoS targets are set by ASIN based on margin profiles, not applied as a single account-wide number. Keyword harvesting, negative keyword discipline, and placement-level bid management run on a structured weekly cadence. And because PPC, listing optimization, inventory planning, and account health are managed by the same team, the decisions are connected — rather than optimized in isolation.
The results reflect that integration. Ernst Grain reduced TACoS from 5% to 2.5% while growing revenue by over 30% in 60 days - without increasing ad spend. Ray-Ban's CTR moved from 0.02% to 20%, conversion rate tripled, and sales grew 1,477% in eight months. You can review both results in detail on the AGL case studies page.
If your ACoS is climbing, your TACoS is not trending down, or your ad spend is growing faster than your revenue, those are not campaign-level problems. They are system-level problems — and they respond to system-level management. Learn more about AGL's full-service approach on the services page, or explore what a structured account review looks like for brands at your stage in the scaling past $1.5M guide.
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