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Amazon Brand Guide

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Amazon advertising and analytics

Sponsored Products, bids, budgets and the reports that tell you whether any of it paid off. The how-tos and the daily tips, in one place.

By XENA Intelligence · Updated Nov 8, 2026, 7:00 AM ET

Seller Guide

Step-by-step how-tos

Numbered steps, a tool to try and the Amazon pages behind every number.

  1. AdvertisingNov 7How to set up an Amazon Sponsored Products automatic campaign (and read it in two weeks)To set up a Sponsored Products automatic campaign, open the Amazon Ads console, select Create campaign, then Sponsored Products. Pick closely…Beginner·6 min read·9 stepsCalculator
  2. AnalyticsOct 27How to read Amazon Business Reports: sessions, page views and Unit Session PercentageUnit Session Percentage is units ordered divided by sessions for the period, shown as a percentage. A session is a visit to your product detail…Intermediate·3 min read·7 stepsCalculator

From the daily issues

Daily tips on this topic

Newest first. Each one opens in the issue it ran in, frozen as published.

  1. Advertising · No. 018 · · Lead tipYour Brand Store is still dressed for July. Put the gifts in the window.Amazon saw Brand Stores updated within the past 90 days pick up 11% more repeat visitors and 13% higher attributed sales per visitor. Versioning and scheduling lets you…
  2. Advertising · No. 018 · Creative Agent will draft the holiday ads. You keep the red pen.Creative Agent is Amazon Ads' agentic creative partner, now inside the unified advertising console as well as Creative Studio. It uses conversational prompts to…
  3. Market · No. 018 · The search terms your shoppers already typed are sitting in Brand AnalyticsBefore you spend the rest of the month bidding on words you hope people type, open Brand Analytics. It is included for Brand Registry brands on a Professional selling…
  4. Advertising · No. 018 · Point Sponsored Brands at the storefront, not just one ASINOnce the holiday Brand Store is approved, send the ads there. Advertisers who linked a Sponsored Brands campaign to a Store saw shoppers spend twice as long on the…
  5. Advertising · No. 017 · · Lead tipStop renting your own brand name. Reserve the top of search.Sponsored Brands reserve share of voice locks branded keywords at a fixed price. In Amazon's beta, top-of-search impression share on those terms jumped from 62.7% to…
  6. Advertising · No. 017 · Put the product in motion inside Sponsored ProductsSponsored Products video lets you upload one to five product-feature videos per ASIN, each with its own descriptive text. Shoppers see up to three video thumbnails…
  7. Advertising · No. 017 · Holiday ads that actually moved the needle used three formatsAmazon Ads' 2026 holiday guide says advertisers saw a 145% increase in sales using Sponsored Products, Sponsored Brands, and display ads during holiday gifting,…
  8. Advertising · No. 017 · No video crew? Video Generator is already in Creative StudioIf the Sponsored Brands creative for your reserve campaign still looks like a still photo, open Creative Studio and use Video Generator for Sponsored Brands video…
  9. Advertising · No. 015 · Review Requests is in open beta. The 1,000-rating ceiling is the point.Amazon Ads opened Review Requests in US open beta in late October. The ad reaches customers who recently bought your product and invites a star rating or written review…
  10. Advertising · No. 015 · Ask Ads Agent to size the audience before you spend the budgetAgentic media planning is in closed beta worldwide inside Amazon Ads Agent. From Insights and Planning, open Ads Planner and use the Build it with Ads Agent panel. In…
  11. Discovery · No. 015 · Shop Direct now has a front door for catalogs Amazon does not carryAmazon launched the Shop Direct Merchant Workspace, a free self-service portal that lets eligible merchants connect a store so products can show up in Alexa for…
  12. Advertising · No. 014 · Ads now follow the faucet into the garageOne unBoxed 2026 format got little attention: Sponsored Services, which connects shoppers with qualified local service providers on Amazon, with Yelp as the anchor…
  13. Advertising · No. 013 · Display ads that build themselves, inside your brand rulesAmazon Ads rebuilt Responsive eCommerce Creative. It now does in-banner video, carousels of three to six of your products, and, in the US, conversational prompts that…
  14. Advertising · No. 013 · Ask your ad account a question, get a business reviewOne unBoxed 2026 detail that slipped under the holiday noise: Amazon Ads Agent puts nearly 1,000 metrics behind a plain-language question, from top campaign drivers to…
  15. Advertising · No. 011 · Raise the budget before the crowd shows up, not afterAmazon Ads' holiday guide calls November through Cyber Monday the peak phase, and its advice is specific: increase daily budgets by 20 to 30 percent around Black Friday…
  16. Advertising · No. 011 · Business buyers shop in November too. Bid like it.The same guide points out that business purchasing doesn't pause for the holidays, and Black Friday and Cyber Monday run on Amazon Business as well. You can raise…
  17. Earnings · No. 009 · · Lead tipAmazon's quarter, read by a seller. Sixty-one of every hundred units were ours.Amazon reported its third quarter last night. Skip the cloud and the satellites. Four numbers in the release say something about your fourth quarter.
  18. Advertising · No. 009 · Amazon told investors to expect more ad money. You're the ad money.Advertising services brought in $19.6 billion in Q3 2026, against $17.7 billion a year earlier. Amazon puts Q3 ad growth at 12% excluding currency, held back by Prime…
  19. Planning · No. 009 · Your Q3 looks slower than last year. So did Amazon's.Prime Day ran entirely in the third quarter of 2025. This year it ran in the second quarter for most large countries. Amazon's own net sales grew 12% in Q3, and Amazon…
  20. Market · No. 007 · Amazon reports its third quarter tomorrowResults come out October 29. Amazon's own preview of the quarter mentions Seller Assistant, multichannel sales in Seller Central and fulfillment savings of up to 25%…
  21. Advertising · No. 006 · Full-Funnel Campaigns need two weeks to find their feetAmazon Ads is plain about it. Full-Funnel Campaigns optimize over an initial learning period of about two weeks, and you should let it calibrate before judging results.…
  22. Advertising · No. 005 · Ads first, deal badge secondAmazon's deal extension note ends with advice that's easy to skim past: support your deals with a full-funnel advertising approach, and start early. The reason it gives…
  23. Advertising · No. 004 · Let the shelf arrange itself, or don'tSponsored Brands collections put several related products in one ad. You can let Amazon's AI pick the grouping for each shopper from your catalog, based on your targets…
  24. Advertising · No. 004 · Display, video and audio, minus the agency invoiceDVA+ campaigns let you build display, video and audio campaigns in four steps inside Amazon Ads Agent. Amazon says its Brand+ and Performance+ campaigns have delivered…

Showing the newest 24 of 30. Browse every issue or search the archive.

Quick answers

Short answers, then the steps

Each answer is the one at the top of its guide.

How do I set up an Amazon Sponsored Products automatic campaign?

To set up a Sponsored Products automatic campaign, open the Amazon Ads console, select Create campaign, then Sponsored Products. Pick closely related products, name the campaign, leave the end date open and choose Automatic targeting. Set one default bid or separate bids for close match, loose match, substitutes and complements, pick a bidding strategy, and set a daily budget (Amazon suggests at least $10 in the US). Let it run about two weeks, then mine the search term report for manual campaigns.

Read the full guide

How do I read Amazon Business Reports?

Unit Session Percentage is units ordered divided by sessions for the period, shown as a percentage. A session is a visit to your product detail pages within a 24-hour period, so one shopper browsing all afternoon is one session. Page views count every page load and can be higher than sessions. Find all of them under Reports, then Business Reports, in Seller Central.

Read the full guide

Terms

Words you will meet

Plain-English definitions from the glossary.

ACoS
Ad spend divided by the sales those ads drove, as a percentage. $20 spent for $100 in ad sales is a 20% ACoS.
ROAS
Ad sales divided by ad spend. It is ACoS flipped over: a 25% ACoS is a ROAS of 4.
Break-even ACoS
The ACoS at which ads eat your whole profit before ad spend. Amazon Ads puts it plainly: to make a profit, ACoS has to stay below your margin.
TACoS
Ad spend divided by all sales, paid and organic. Sellers use it to see whether ads are lifting the whole business. It is seller shorthand, not a metric Amazon…
CPC
What you pay when a shopper clicks your ad. The final price is set by auction, based on your adjusted bid and other factors.
CVR
Conversions divided by the audience that could convert, as a percentage. For ads, that usually means orders divided by clicks.

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