New advertiser success guide

Your step-by-step guide to getting started with
Sponsored Products and maximising
your efforts from the get-go.
First, before you start advertising:
To advertise, you must have an active professional seller account, be able to ship to all UK addresses, and have products in one or more of the eligible categories.

Your products must also be eligible for the Buy Box. For additional information on how to increase your chances of winning the Buy Box, go here.
Check which of your products are winning the Buy Box
Visit Business Reports, then under the section labelled “By ASIN”, click on “Detail Page Sales and Traffic by Child Item”. Here, you can sort by “Buy Box Percentage” to find your best-performing Products. If you have identified products that are winning the Buy Box at a rate of over 90%, we recommend you click here to start advertising them.
Don't have products ready to advertise yet?
No problem! We know that some product listings–especially brand new ones–can take time to win the Buy Box. That’s why we’ve outlined 3 steps to help you get your products advertising ready as quickly as possible.
    Step 1: Price Competitively
    Ensure your pricing is updated frequently to remain competitive. Visit your Low Price Comparison Preferences on your Inventory page, where you can view the price of the offer that is currently winning the Buy Box. Click “Match Buy Box” to match the price of the same product which is currently winning the Buy Box. Click here for more information on matching the Buy Box price.
    Step 2: Keep products in stock
    If your product is not in stock, it cannot win the Buy Box, which means you will not be able to advertise with Sponsored Products. To help your products stay in stock, ensure you have plenty of shipping options such as FBA (Fulfilment by Amazon), where Amazon will pick, pack and ship them for you as well as provide customer service; Merchant Fulfilled Network, where you send your products from your own storage centre; and Free shipping, where you offer free delivery to your customers. You can change shipping options in bulk by building shipping templates, and then assigning ASINs to a template. See more info here.
    Step 3: Keep your customers happy
    Check how your products are meeting Amazon’s performance requirements. This includes a product’s ODR (Order Defect Rate), Pre-Fulfilment Cancellation Rate and Late Dispatch Rate. If the product selected to advertise has poor ratings, the product may be “suppressed”, meaning you will not be able to win the Buy Box. Use your Performance Metrics report (in Seller Central) to determine the performance of your products, and the Suppressed Inventory Report to check whether any of your products are suppressed. If any of your products are suppressed, you can learn how to fix the listing here.
Are you a brand owner? Watch the video to see how you can drive brand awareness.
Now, it’s time to get started with Sponsored Products
01 Select at least 2 products to advertise
Each product you select to advertise using Sponsored Products will be automatically formatted as an ad, ready to go live in minutes. Each ad can be organised into “ad groups”, which is a collection of products you have selected to advertise, based on common characteristics such as product type or price. The product that wins an ad placement will be the one most relevant to the words a shopper types into the Amazon search bar.
To increase the opportunity for your ads to show, add at least 2 similar products to an ad group when prompted in Campaign Manager. This way, Amazon will have more products from your catalogue to choose from and therefore one of your ads is more likely to show. Advertising more products will also mean you can learn more about which products result in the best commercial return. On average, sellers who selected at least 2 ASINs to advertise have up to: 40% more clicks, compared to those who advertised 1 ASIN during the first 60 days of advertising with Sponsored Products*

*(Source - Amazon Internal Data, EU, July 2017).
02 Set your daily budget to at least £5
A campaign’s daily budget is the maximum amount you’re willing to spend on advertising per day. Sponsored Products uses a cost-per-click model, which means you’ll only pay when a shopper clicks on your ad campaigns – and you can change your budget at any time. If your ad campaign runs out of budget, it will stop showing – that’s why we suggest you set your daily budget to at least £5 to start with. If your products are popular, you may find that you need to further increase your budget to avoid missing out on awareness and sales. We found that on average, sellers who launched at least 1 ad campaign with a daily budget of at least £5 have up to 200% more ad attributed sales.*

Visit Campaign Manager to set my budget to £5

*compared to those who set their budgets lower than £5 during the first 60 days of advertising with Sponsored Products (Source - Amazon Internal Data, EU, July 2017).
03 Set your ad campaigns to run continuously
Ad campaigns can run continuously (with no end date) or for a set period of time. You never know what time of day or year a shopper might be looking for your products, so setting your campaigns to run continuously may allow you to discover new customers. We found that on average, sellers who launched a campaign with no end date have up to 110% more ad attributed sales.* To set your ad campaign to run continuously, simply leave the end date as “No End Date” (the default setting).

Set up my campaigns to run continuously in Campaign Manager

*compared to those who launched all their campaigns with end dates during the first 60 days of advertising with Sponsored Products (Source- Amazon internal Data, EU, July 2017).
04 Select at least 5 keywords
Manual campaigns only

Keywords are words or phrases that Amazon uses to match your products to shopper searches. Selecting the right amount of keywords that are relevant for your products is essential to reaching your most relevant potential customers. On average, sellers who launched a campaign with at least 5 keywords have up to 60% more ad attributed unit orders (number of units ordered due to an ad) and up to 90% more ad attributed sales*.

When selecting keywords, try to think about words or phrases that relate to the product type and category, and synonyms of the products. You will also need to select the level of traffic exposure your ads receive. To do this, you will need to select one of 4 keyword match types: broad, phrase, exact, negative phrase or negative exact. Broad match is the default match type, and means your ad may appear when a customer searches for your keywords in any order (including close variations of your keywords). Meanwhile, exact is the most specific match type—a customer’s search term must meet your keyword exactly. You can also experiment with using negative exact match type to remove irrelevant keywords that are providing return.

We recommend you start with broad match to reach the widest audience, and exact match to understand the performance of specific keywords. After your first campaign goes live, you’ll be able to identify and select new keywords by checking your ‘search term report’ to see which customer searches result in awareness and sales. We recommend you check this report frequently, as the keywords shoppers use to find your products change often.

Add keywords to my campaigns in Campaign Manager

*Compared to those who selected fewer than 5 keywords during the first 60 days of advertising with Sponsored Products (Source- Amazon internal Data, EU, July 2017).
05 Use at least 1 new keyword match type for each manual campaign
Manual campaigns only

Keyword match types are a feature of manual Sponsored Products and Headline Search Ad campaigns. They empower you to manage the traffic exposure your ads receive. For Sponsored Products, there are 4 keyword match types: broad, phrase, exact, negative phrase or negative exact. Broad match is the default match type, and means your ad may appear when a customer searches for your keywords in any order (including close variations of your keywords). Meanwhile, exact is the most specific match type—a customer’s search term must meet your keyword exactly. You can also experiment with using negative exact match type to remove irrelevant keywords that are providing return.

We recommend you start with broad match to reach the widest audience, and exact match to understand the performance of specific keywords. Then review your Keywords report to see which keywords are generating the most awareness and sales. You can adjust your keywords and match types for your campaigns at any time—just click on a campaign in Campaign Manager and choose the “keywords” tab. We found that on average, sellers who added at least 1 more match type during the first 60 days of advertising have up to 160% more ad attributed sales compared to those who did not add an additional keyword match type during the first 60 days of advertising with Sponsored Products*.

Add keywords to my campaigns in Campaign Manager

*(Source - Amazon internal Data, EU, July 2017)
06: Update the products you advertise at least twice
To help your ads deliver more return, you’ll need to track which products are driving the most sales and awareness on Amazon. To do this, visit the "Advertising Report" after your ad campaigns go live. This will tell you information such as the number of times your product appears on a page or is bought as a result of your ads. We found that on average, sellers who updated their campaign ASINs at least twice during the first 60 days of advertising with Sponsored Products have up to 50% more ad attributed sales compared to those who optimised just once or not at all.

Be conscious of budget–if you see that one of your products is appearing in search results and driving sales, we recommend you keep it live; if you see the product is resulting in a high number of clicks but a low number of sales, swap it for a different product, or separate it into a separate ad group with more specific keywords.

Download my Advertising Report

*(Source - Amazon internal Data, EU, July 2017)
07 Update your keywords at least 3 times
Manual campaigns only

The words and phrases shoppers use when looking for products may change depending on things like the time of year they search and new brands or similar products that become available. It’s therefore essential to stay on top of which keywords are driving the most sales and awareness for your products.

To find the keywords that work best for you, visit Campaign Manager to download your Keywords report. This will show insights such as the number of times your keywords resulted in your ad showing on a page, or how many times your ad was clicked or bought as a result of your results and driving sales ads. Be conscious of budget–if you see that one of your keywords is appearing in searches, we recommend you keep the keyword live and increase your bid. If on the other hand you see a keyword is resulting in a high number of clicks but a low number of sales, consider swapping the keyword or reducing your bid. On average we found that sellers who updated their keywords at least 3 times during the first 60 days of advertising have up to 100% more ad attributed sales.*

Update my keywords in Campaign Manager

*compared to those who updated their advertised keywords fewer than 3 times (Source - Amazon internal Data, EU, July 2017).
Need more help?
Register for one of our monthly webinars to learn from Sponsored Products specialists or view additional video resources in Seller University.
Key Terms