Sections

General Information

How can I get started with sponsored ads?

Explore our range of useful resources to learn how you can get started with sponsored ads:

  1. Getting Started Guide: A two-page, quick start guide for each advertising solution including tips, links and FAQs.
  2. Watch our short video tutorials:
  3. Success Stories - Learn how other advertisers have seen positive results with sponsored ads.
  4. Review the Sponsored Ads Agreement

Where can I learn more about optimising my campaigns?

  1. Want to understand how you can take your campaign to the next level? Watch our Webinars for tips on campaign success.
  2. Optimisation Guide: Here
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Stores

What are Stores?

Stores are a free self-service product for brands. They allow you to create your own Store on Amazon, centred on your brand, its products and value proposition. You can create multiple pages with no design expertise needed. Stores can receive traffic from organic locations on Amazon, such as your brand-name link on your product detail pages. It can also be used as the landing page for any of your Amazon or non-Amazon activities, helping enhance your brand awareness and cross selling opportunities around your brand.

How do I know if I'm eligible for Stores?

All advertising console advertisers are automatically eligible for Stores. However, we maintain a content acceptance policy on what can be published in a Store.

Is there a charge to create a Store?

Stores are free of charge.

How do I build and maintain a Store?

You can create or edit your Store using Store Builder, Amazon’s self-service brand store builder. It is easy to create a single or multipage experience, and no design expertise are necessary. 
The Store Builder is available through ams.amazon.in. Sign in to your advertising console (formerly Amazon Marketing Services) account, and select Stores from the top navigation.

Where can I get help on how to use Stores?

The user guide for Stores can be accessed from inside the Store Builder after logging into your advertising console account.

How long does it take to create a Store?

The time it takes to create an Store depends on what you would like to create. We have provided you with templates and tiles to make it easy to create pages quickly without design expertise. You can also edit a live Store and publish changes at any point. 
When you publish your store, we review it using a moderation process to make sure that it is up to the high standards we set for the customer shopping experience across Amazon. Keep in mind that moderation will take up to 72 hours, and your store may be rejected if it does not meet our content acceptance policy. So plan ahead and publish your store with plenty of time before major sales, deals, or holiday events.

How will customers discover my Store?

Stores can be reached by Amazon shoppers through the brand by-line on Amazon (a blue brand name link displayed under or above product names on a product's detail page) and via your Store's short URL (www.amazon.in/BRANDNAME) which is generated when the store is created. You can drive traffic to your stores through Sponsored Brands campaigns as well as from your own web-sites, or social media. Shoppers can also share Stores with their friends via Facebook, Twitter, and Pinterest.

Can I view metrics on how my Store is doing?

Once your Store is live, you can track how well it’s doing via the Stores’ insights dashboards. Insights can be accessed through the Stores section in your advertising console account. Insights show how each of your Store's pages and its traffic sources perform, with metrics such as daily visitors, page views and attributed sales available. 
If you wish to track the performance of specific ad campaigns, marketing emails, or social activity, Stores allows you to add unique tags to the Store link to identify where traffic is coming from. Up to 30 unique tags will be reported on in the Stores insights dashboard.

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Product Display Ads

What are Product Display Ads?

Product Display Ads are cost-per-click product or interest targeted display ads that drive traffic to a product's detail page

Why should I use Product Display Ads?

Product Display Ads utilize product or interest targeting to deliver highly relevant ads to shoppers with certain interests or shoppers who are actively viewing specific products. Product Display Ads utilize product or interest targeting to deliver highly relevant ads to shoppers with certain interests or shoppers who are actively viewing specific products.You should use this for competitor targeting, upselling or cross-selling your brand products.

Can I edit my ad?

The creative for your campaign is automatically generated through the advertising console ad builder. You are required to add a custom headline and logo before you submit the ad for review.

Are there any limitations on what I can say on my headline?

Yes, as part of our commitment to provide the highest quality customer experience, we may not accept ads containing or relating to certain content. For more information, please see our ad policy guidelines.

Where are my ads shown?

Your ads can appear on the product detail page, on the right rail of search results, at the bottom of search results, on the customer reviews page, on the read all reviews page, at the top of the offer listing page and in Amazon-generated marketing emails such as follow ups and recommendations. Product Display Ads run across desktop, mobile web and mobile app.

Where are shoppers directed when they click on my ads?

When shoppers click on your ads, they are directed to the product detail page.

What targeting options are available within Product Display Ads?

Advertisers using Product Display Ads (PDA) can create campaigns using two broad targeting options - interest targeting and product targeting. Within product targeting, advertisers can choose to target either specific products or product categories. Targeting product categories is a new feature that is now available within PDA. Advertisers can use the Target Specific Products option to show ads to customers who are visiting products that advertisers select and similar products. Interest targeting is another targeting option where advertisers can target shoppers with specific interests.

What happens if my item goes out of stock?

When items go out of stock, Product Display Ads are paused. Once the item is back in stock, the campaign will go back to a running state, as long as this happens within the set campaign flight. Note that there could be a delay of up to 4 hours for this to happen.

How much do Product Display Ads cost?

Sponsored ads are priced on a cost-per-click, auction-based model. We recommend you set the maximum cost-per-click you are willing to pay. The more competitive your bid is, the more likely your ad will be displayed. The minimum cost-per-click for Product Display Ads is INR 5 and you will never be charged more per click than what you bid.

Is there a minimum budget?

For Product Display Ads, you are able to select a daily budget or a campaign budget. The minimum daily budget is INR 1000. The minimum campaign budget is INR 5000. You will only be charged the actual cost of clicks received and never more than your budget.

Is there a maximum length my campaign can run?

Campaigns can be scheduled up to four months in advance and can run continuously without a scheduled end date.

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Sponsored Brands (formerly Headline Search Ads)

What are Sponsored Brands?

Sponsored Brands (formerly Headline Search Ads) are keyword targeted cost-per-click ads that allow brands to promote 3 or more products and drive traffic to the Amazon Store for your brand, or any page that showcases your products on Amazon brand page or to a custom landing page on Amazon.

What is keyword targeted advertising?

Keyword targeted advertising matches the keywords contained in your campaign to the search terms that shoppers are searching for on Amazon. When a shopper searches using words or terms relevant to your campaign, your ad can appear above search results and other placements.

Where are shoppers directed when they click on my ads?

When shoppers click on your ads, you can specify whether they will go to the Amazon Store for your brand, a custom landing page on Amazon, or any page that showcases your products on Amazon.

Do I need to have an Amazon Page to run a Sponsored Brands Campaign?

No. When customers click on your ads, they go to a page on Amazon.in that you have specified. This could be the Amazon Store for your brand or any page that showcases your products on Amazon.

How do I create a Sponsored Brands campaign?

Log in to your advertising console (formerly Amazon Marketing Services) account and click 'Create an ad' from the main page, then select the "Sponsored Brands - Target by keyword, appear above search results" option.

Who is eligible to use Sponsored Brands?

Sponsored Brands is available for all approved advertising console accounts.

Can I edit my ad?

Once submitted only certain attributes (campaign budget, end date and bids) can be altered. Creatives, landing page, campaign name cannot be edited. You are required to add a custom headline and image before you submit the ad for review.

How are keywords matched to a shopper's search?

Your ad will be shown when a shopper's search on Amazon matches a keyword in your campaign. Match types include broad, phrase and exact match. With exact match, your ads can appear only when someone searches for your exact keyword, without any other terms in the search. With phrase match, your ad can show when someone searches for your exact keyword, or your exact keyword with additional words before or after it. With broad match, the keyword can match a shopper’s search terms in any order along with other close variants of your keyword (e.g. plural forms, stemming).

How much do Sponsored Brands cost?

Sponsored ads are priced on a cost-per-click, auction-based model. We recommend you set the maximum cost-per-click you are willing to pay. The more competitive your bid is, the more likely your ad will be displayed when an Amazon shopper searches for one of your keywords. The minimum cost-per-click is INR 5 and you will never be charged more per click than what you bid.

Is there a minimum campaign budget?

The minimum budget for a campaign is INR 5000 for all-campaign budgets and INR 1000 for daily budgets. You will only be charged for the actual cost of clicks received and never more than your budget.

Is there a maximum time length my campaign can run?

Campaigns can be scheduled to run up to four months in advance and can run continuously without a scheduled end date.

What types of term variations does Sponsored Brands allow today, if any?

Sponsored Brands allow plural variations of search terms. However, synonyms accents, misspellings, or stemmed words are not supported at this time and advertisers must explicitly add these variations in order to be considered.

Why does my ad show “Landing page not available”?

The message “Landing page not available” means that more than one product from your landing page is out of stock. As soon as the products are back in stock, your ads will automatically be unpaused.

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Sponsored Products

What are Sponsored Products?

Sponsored Products are keyword-targeted ads that allow you to advertise individual products you sell on Amazon.in.

What is keyword targeted advertising?

Keyword targeted advertising matches the keywords contained in your campaign to the search terms that shoppers are searching for on Amazon. When a shopper searches using words or terms relevant to your campaign, your ad can appear above search results and other placements.

Where are shoppers taken to when they click on my ads?

When shoppers click on your ads, they are directed to the product detail page.

How do I create a Sponsored Products advertising campaign?

Log in to your advertising console (formerly Amazon Marketing Services) account and click 'Create an ad' from the main page. Then select the “Sponsored Products - Target by keyword, appear below search results” option.

Can I edit my campaign?

You can edit the duration and budget for all scheduled and active advertising campaigns. You can also add or remove keywords from scheduled and active campaigns.

Where do Sponsored Products appear?

Sponsored Products displays ads in a variety of places across Amazon to make it easier for shoppers to find your products. Ads may appear in desktop, tablet and mobile browser and app placements. Additionally, Amazon continually tests new ad placements and designs to deliver the best shopping experience possible.

What is average daily budget?

Average daily budget is the amount you are willing to spend per day over a calendar month. For example, if you set your average daily budget to INR 1000, you may receive up to INR 31,000 worth of clicks in that calendar month (assuming a full 31-day month). Ad spend on any given day may exceed your average daily budget but, at the end of the month, the average daily spend will not exceed your average daily budget.

What is campaign duration?

Campaign duration is the period for which your campaign is scheduled to run. You can either set a fixed date range or set up a continuous campaign with no end date. Generally, we recommend creating campaigns with no end date so that you can indefinitely run a campaign. You may pause a campaign at any time. The minimum duration for a campaign is 1 day.

Is there a way to run ads at particular times of the day?

This feature is not available for Sponsored Products at this time.

Are my campaigns manually reviewed before they go live?

No, Sponsored Products campaigns are eligible to go live 1 to 2 hours after you submit them.

Why does my ad show up on page 4 but not page 1?

Placements are based on ad rank. To help improve your ad rank, consider increasing your current bid and adding more relevant keywords.

What can I do to get more campaign impressions?

Adding more keywords and advertised products to your campaign may increase visibility and drive more impressions for your campaign. Also, consider increasing your bids and budget

What is Sponsored Products Exact Match?

The shopper’s search term must match exactly the keyword in order for the ad to show, or close variations of the exact term. Exact match is the most restrictive match type, but can be more relevant to a shopper’s search.
Example: “baseball caps”
Eligible search terms are: “baseball cap”, “baseball caps”
Ineligible search terms are: “red baseball caps”, “caps for baseball”, “baseball caps for girls”

What is Sponsored Products Phrase Match?

In phrase match, the shopper’s search term must contain the exact phrase or sequence of words or their variations. It is more restrictive than broad match, targets more specific audiences, and will generally result in more relevant placements for an ad.
Example: “baseball caps”
Eligible search terms are: “lightweight baseball caps”, “baseball caps for girls”, “red baseball caps”
Ineligible search terms are: “cool caps for baseball”, “nice ball caps”

What is Sponsored Products Broad Match?

This match type offers your ad broad traffic exposure. A shopper’s search term will match if it contains all the keyword terms or close variants such as plural forms in any order.
Example: “baseball caps”
Eligible search terms are: “baseball cap”, “discount baseball caps”, “red caps for baseball”
Ineligible search terms are: “sports caps”, “Cubs baseball”, “Adidas caps”

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Campaign Management

How long will it take for my ad to go live?

We review Product Display ads and Sponsored Brands within 2 business days. Your ad is considered 'pending' while Amazon is reviewing it for compliance with our advertising guidelines. We will email you once your ad has been reviewed.

How can I see my campaign running live?

Due to the volume of ads and traffic at Amazon.in, there's no guaranteed way to see your ad running live. We offer analytics in the campaign dashboard to track your performance including the number of impressions, clicks, detail page views and sales resulting from your ads.

Why didn't my ad get approved?

Ads that don't meet our ad guidelines will not be approved. Your ad may have used inappropriate language or images, or it might fail to meet other criteria required for approval. Some of the reasons are:

  1. Unsubstantiated Claims - Claims on the ad headline such as 'India's No.1', 'Bestseller', 'No.1 Rated', 'Fastest Selling', 'Award Winning', 'Leading Brand', 'Leader in', 'Preferred Brand' etc., are difficult to verify by Amazon and hence your ad may get rejected. Claims in your ads will be acceptable only if the claim mentioned in your ad is verifiable on your promoted product detail page along with a 3rd party source substantiating the claim. Example, if your product details page states 'Global Leader in Vacuum Cleaners as per Euromonitor Consumer Goods Report 2016'.
  2. Discounts, Pricing & Coupons - Any numerical value suggesting discounts or any form of pricing is not permitted in the ad headline, even if the subsequent landing page does reflect similar discounts. In order to present any applicable offers or discounts in your headline, you may use one of the following phrases:
    [Product] savings
    Savings on …
    Save now…
    Great price/s on…
    Great bundles on…
    Great offer/s on…
    Exciting offers on…
    Exciting offer on…
    Exciting prices on…
    Buy X & get Y free
    These phrases will be acceptable only if they meet the following conditions:
    1. All campaigns with these acceptable callouts must have an end date.
    2. Any claim to saving or offer must be visible on the product detail page described via a "Deal", "Coupon" or "You save xxx or x%" on product detail page.
    3. Any claim to coupons or cashback must be visible on product detail page as a part of the product title or otherwise.
    Please note that use of words like Big, Huge, Best or any other superlative term in relation or prices or offers will lead to ad campaign rejection.
  3. Weight Loss Products - The terms 'fat loss', 'lose weight', 'burn fat', 'fat burner' are not permitted on the ad headline or the incumbent product title or product description. Such claims are unverifiable by Amazon and can be misleading to the customer. Similarly, adult products, religious products or alcohol and alcohol related products cannot be advertised using sponsored ads.
  4. Punctuation/Grammatical Errors or Special Characters - Misspellings, typos or inappropriate spacing would lead to your ad getting rejected. Try and do a spell check before submitting your ad. Use appropriate punctuation marks, wherever required. Special characters such as #, @, ! etc., are not permitted on the ad. Inappropriate spacing between words such 'Upto' instead of 'Up To' will lead to ad campaign rejection. If your ad has been rejected due to grammatical errors, please resubmit after revising the same.
  5. Inappropriate Capitalization - Inappropriate capitalization for ex., "Stylish blue denims For Less" is not permitted. Only headlines in sentence case and title case are permitted. Title case is when the first letter of every word in a sentence is capitalized. Ex. "Stylish Blue Denims for Less". Similarly, sentence case is when only the first letter of the first word is capitalized and all other words are in lower case. Ex. "Stylish blue denims for less".
  6. Amazon Branded Elements - Amazon star ratings, logos, buttons, products, customer reviews etc., are not permitted for use on the ad. Amazon is only responsible to provide the advertiser a platform to gain more visibility through ads. Using Amazon branded elements may lead to a perception that the product is backed by Amazon, which is not the intention. Also, Amazon branded elements are a property of Amazon.in and cannot be used by another party without permissions.
  7. Logo Issues - Ensure your brand logo is of a high resolution. The featured image on your Sponsored Brands ad can either be your brand logo or a clear Amazon catalog product image. No other images are permitted. For PDA, only brand logo is permitted. Product images or any other images are not permitted as the logo for PDA.
  8. Use of External URL, Website or Email Id - Mentioning external links such as a URL or a website address or an email address is not permitted. Example, 'For Exciting Offers Visit www.YOURWEBSITE.com' will be rejected for mentioning a website URL in the ad headline.
  9. Promotion by Comparison with Another Brand - Your will be rejected for mentioning another brand in the ad headline for comparisons or any other purposes. Example, 'Blink toothpaste is 10 Times Better Than Ayur' will be rejected for mentioning another brand for comparisons.
Note: Above mentioned reasons are not exhaustive but are the most common reasons why your ad campaigns get rejected.

Where do the ads that are not approved go?

All the ads that are not approved will be added to your drafts table. From there you can make all the changes to your ad to meet our guidelines and resubmit for further revision.

How can I pause a running campaign?

You can pause a running campaign in the status column of the account dashboard or on the individual campaign's settings page.

How can I archive an existing campaign?

You can archive an existing campaign by selecting the campaign through checkbox column and then archiving it from the bulk-edit menu. Archived campaigns can be found through the filter option by clicking on status filter and then selecting archive

How can I reactivate a paused campaign?

You can reactivate a paused campaign by clicking on the toggle switch in the active column of the account dashboard or on the individual campaign's settings page

My ad campaign is running, but I have no Impressions. Why?

The most common reasons for no impressions include:
- Low bids
- Low ad or keyword relevance
- Exact match / narrow targeting

Consider increasing your bids, adding relevant keywords or widening your targeting to help increase impressions volume.
Note: Impressions data may take up to 24 hours to appear in the performance reports

How can I improve the click through rate (CTR) on my ads?

For Sponsored Brands and Sponsored Products, we recommend adding more relevant keywords to your campaign. 
For Product Display ads, we recommend widening the targeting to include more relevant products or interests. 
Note: Clicks data may take up to 24 hours to appear in the performance reports.

How can I budget my campaigns?

For Sponsored Products, you can set an average daily budget. The minimum average daily budget is INR 1000. For Sponsored Brands and Product Display ads you can set an average daily budget (INR 1000 minimum) or a campaign budget. Campaign budget is the total amount you are willing to spend for a single campaign. The minimum amount you may set for a campaign budget is INR 5000.

How will I be charged for my spend?

If you have made a prepayment, we will continue to deduct amount from your balance on hourly basis. If you are registered on invoicing, you’ll receive a monthly invoice to account for all spend that occurred in the previous month.

Why has my campaign only spent a portion of its total budget?

The most common reasons for low campaign spend include:
- Low bids
- Low ad or keyword relevance
- Narrow targeting
Consider increasing your bids, adding relevant keywords or widening your targeting (using phrase and broad match) to help increase impressions.

What does “daily” reference in the term “daily budget”?

Daily corresponds to one normal day: the time between 00:00 AM and 11:59:59 PM in your local time zone. When an advertiser’s campaign is launched, the first day of the campaign corresponds to the time between launch and midnight.

What’s the minimum and maximum daily budget I can set?

Daily budgets range can start from as low as Rs 1 for Sponsored Products, and Rs 1000/d for Sponsored Brands and Product Display ads.

Can I change the daily budget amount?

Yes, you can lower or increase daily budget settings as many times as you want.

What happens if I set different daily budgets more than once per day (PDA and Sponsored Brands ads only)?

We will try to deliver campaigns until the active daily budget limit is reached. If you increase that limit, we will continue serving ads until the limit is reached. If you decrease the budget and the spend is above that budget, the ad will stop serving until next day.

What happens if I lower my daily budget but have spent more than the new daily budget?

In this case, since the spend is higher than the new daily budget, the campaign will stop for the day and you will be charged by the total amount spent at the next billing cycle.

My campaign spent more than its daily budget. Why is this happening? Will the advertiser be charged for the difference?

Daily budgets can be exceeded as a result of a rapid accumulation of clicks on a campaign as the campaign approaches the daily limit. During high traffic seasons, it is recommended that you adjust your daily budgets and CPCs to accommodate increased traffic and avoid overages. If overages to a daily budget occur, you will be charged only the maximum budget of the day. The difference will not be charged.

Do daily budget campaigns expire?

That depends on your Duration setting. If you select “Run my campaign continuously”, the campaign will run without an end date. If a date range is selected, that date range will determine the life of the campaign.

Can I switch from daily budget to lifetime budget or vice-versa once the campaign is running (PDA and Sponsored Brands ads only)?

No. For that you will need to create a new campaign.

What happens at the end of my billing cycle if ads are delivered beyond the daily budget?

At the end of the billing cycle you will always be charged for the full amount spent, that is, all the clicks their ads generated within the daily budget limits. Differences beyond the daily budget will not be charged.

Can I set pacing for my daily budget (PDA and Sponsored Brands ads only)?

No. If daily budget is selected, we will try to deliver the ad as soon as possible, without special pacing considerations.

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Keywords

What are keywords and how are they used?

Keywords are single words or a combination of words that you add to your ad campaigns, and these keywords determine when your ads will appear. Keyword-targeted advertising matches the keywords in your campaign to the search terms that shoppers use to search for products at Amazon.in. When a shopper searches for the keywords in your campaign, your ad can show up if it meets the required eligibility criteria.

What is keyword relevance and how does it work?

To ensure a good experience for shoppers, we try to show ads that are relevant to the shopper's search and browse activities. The keywords you choose must be relevant to the advertised products in your campaign. Only relevant ads will receive impressions when shoppers search for that keyword.

How do I make my keywords relevant to my product?

Make sure that your keywords reference metadata contained on your advertised product's detail pages. For example, an ad will not receive impressions for the keyword "Beach Towels" if the campaign only contains bath towel products.

Is there a way to see the most popular search terms by category in the advertising console?

This feature is not available.

How do you determine how much to charge for a click?

Sponsored ads are priced on a cost-per-click, auction-based model. You set the maximum amount that you are willing to pay when a shopper clicks your ad. The more competitive your bid is, the more likely it is that your ad will be displayed.

Why do some of my keywords have zero impressions?

To ensure a good advertiser and shopper experience, Sponsored Products and Sponsored Brands have specific criteria that must be met in order for ads to receive impressions. If your product is a new listing we suggest waiting to see if things get better over time, as it takes time to build up the relevancy-matching between new products and search terms. No impressions may also result from one of the following:

1. Low bid – One of the most common issues is that your keyword's cost-per-click bid may be too low. A competitive bid helps your ad display when a shopper on Amazon submits a search that uses one or more of your keywords. We recommend setting your bids to the maximum you are willing to pay for a click.

2. Irrelevant keyword - Your keyword must be relevant to the products you are advertising. We only show ads that are relevant to a shopper's search. We look at the keywords associated with your product and the products associated with the keyword you selected to determine relevancy. We recommend selecting keywords found on your product detail page to help relevancy.

3. Losing the buy box – Your ad may not show if you’re not winning the buy box. We recommend working on improving or keeping a high seller score, and adjusting your price to be more competitive.

How can I add more keywords to my campaign?

You can add more keywords to an active campaign at any time by selecting and editing the campaign from the campaign dashboard.

What types of keyword matching types are supported?

Sponsored Brands and Sponsored Products allow for broad, phrase, and exact keyword match types. Negative phrase and exact match types are only available for Sponsored Products at this time. Both Sponsored Brands and Sponsored Products match types allow plural variations of search terms but synonyms accents, misspellings, abbreviations, or stemmed words are not supported at this time.
Note: Product Display Ads do not support keyword matching.

For Sponsored Brands, what is the keyword match type and how does it work?

Keyword match types determine how relevant a shopper’s search has to be to trigger your ad. Sponsored Brands offer broad, phrase, and exact match types.

With exact match, your ads can appear only when a shopper searches for your exact keyword, without any other terms in the search. Unlike broad or phrase match, if a shopper searches for additional words before or after your exact keyword, your ad won't show. Using exact match means that your keywords are targeted more precisely than broad or phrase match.

With phrase match, your ad can show when a shopper searches for your exact keyword, or your exact keyword with additional words before or after it. We'll also show your ad when a shopper searches for close variations of that exact keyword, or with additional words before or after it.

With broad match, your ad will appear when a shopper searches for your keyword in any order, including close variants of your keyword. This match type will give your ad the most traffic exposure to a wider audience, but will not be as targeted as phrase or exact match types.

What is the traffic indicator next to each keyword when creating a new Sponsored Brands ad?

The traffic indicator shows the estimated volume of traffic that a particular keyword could receive. This feature provides insight into picking better performing keywords during campaign creation. Traffic is calculated from an estimate of eligible impressions that are relevant to your keyword and landing page.
Note: traffic and impressions are not guaranteed.

For Sponsored Products, what is the keyword match type and how does it work?

Keyword match types determine how relevant a shopper’s search has to be to trigger your ad. Sponsored Products offer: broad, phrase, and exact matches as well as negative phrase and exact matches Negative match types prevent ads from being triggered by a search term and will not show your ad to shoppers searching for that phrase.

With broad match, your ad may appear when a shopper's search contains keyword terms in any order, and possibly along with other terms. Your ads may also appear for close variations of your keywords.

With phrase match, your ad can show when someone searches for your exact keyword, or your exact keyword with additional words before or after it. We'll also show your ad when someone searches for close variations of that exact keyword, or with additional words before or after it. Using phrase match can help you reach more shoppers, while still giving you precise targeting.

With exact match, your ads can appear only when someone searches for your exact keyword, without any other terms in the search. Unlike broad or phrase match, if a shopper searches for additional words before or after your exact keyword, your ad won't show. Using exact match means that your keywords are targeted more precisely than broad or phrase match.

Negative phrase and negative exact are match types that prevent ads from being triggered by a certain search term (word or phrase). When a keyword is selected as negative, the ad will not be shown to shoppers searching for that phrase.

Which keywords should I add to my campaigns?

Choose a variety of keywords that are relevant to your product. We provide a list of recommended keywords for the advertised products in your campaign. 

You can choose to use some or all of the recommended keywords. You can also add your own keywords in addition to the recommended keywords. The more keywords you select the better chance you have of receiving ad impressions and clicks. You don't pay for impressions, only clicks.

How should I use the different keyword match types available?

Use exact match for keywords that are most relevant to your product and bid higher for these keywords. Use broad or phrase match to expand your keyword coverage and increase the reach of ads.

I already run exact and phrase match campaigns. Should I also include broad match?

We recommend a combination of two or more match types to run an effective campaign. Exact match will deliver ads to a very targeted set of users, whereas phrase and broad match will deliver to a larger audience.

How do I create a broad match campaign?

Broad match is enabled as a match type for Suggested keywords when creating or modifying a campaign. Choose this option to select keywords for broad match. To bulk upload your keywords, download the template and add “broad” as the match type against the required keywords.

How many keywords can I add to my campaigns?

You can add up to 1,000 keywords per campaign.

How much should I bid on a keyword?

We recommend setting CPC bids to the maximum you are willing to pay for a click. Keep in mind that the most popular keywords likely have above average CPC bids.

Will I incur additional costs when using broad match?

No, your bid prices and daily budget cap will remain unchanged. Broad match enables you to access more inventory that might be relevant to your marketing campaign.

How do I select a keyword match type when creating a campaign?

When adding keywords manually, you can choose the keyword match types in the match type drop down. If you are creating a Sponsored Products campaign, you will also have the additional option of making your keyword a negative match type. 

Note: Suggested keywords are automatically set to broad match and cannot be changed.

Can I change the match type of a specific keyword once my campaign is running?

Once the campaign is created, you are not able to change the match types. You can, however, add in additional keywords with different match types while a campaign is running.

What are negative match types?

Negative matches are matching types that prevent ads from being triggered by a certain search term (word or phrase). When a keyword is selected as negative, the ad will not be shown to shoppers searching for that phrase.

What are the benefits of using negative keywords?

Negative keywords help to make sure that ads are shown only to people looking for the ad. This extra level of control can help to reduce costs by excluding keywords where an advertiser might be spending money. This can help to improve ads performance metrics, such as CTR, ROI and CPC. For example, if you are selling silver jewellery you can display your ads for silver necklaces and not silver-plated necklaces by adding the negative keyword phrase "silver plated" to the campaign that runs your ads for silver necklaces.

Can I add positive and negative keywords for the same campaign?

Yes, you can have a combination of positive and negative keywords in your campaign. Note: if the same keyword is added as both positive and negative, the negative keyword will have higher priority and will not serve ads to shoppers who search for that keyword.

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Bulk Import

What is Bulk Import?

The Bulk Import feature allows you to add up to 1,000 keywords, bids and match types into your campaigns for Sponsored Brands and Sponsored Products.

How do I add keywords in bulk?

You can add up to 1,000 keywords, bids and match types in bulk in one of the following ways:

  1. Upload a spreadsheet with a list of your keywords in one column. You can use your keyword lists from Google AdWords. We currently do not support Bing Ads spreadsheets.
  2. Download our spreadsheet template from the ad builder to add keywords and options fields (match type and bid) and then upload this file.

How many keywords can I add in bulk?

You can add up to 1,000 keywords per campaign.

Can I import bids and match types?

You will need to have the following column headers in your spreadsheet: keywords, bids, and match type. For Sponsored Brands: enter broad, phrase, or exact in the match type column. For Sponsored Products enter: broad, phrase, exact or negative phrase or exact in the match type column.

Note: Use the spreadsheet template provided in the advertising console for easier bulk uploading with your campaigns.

What types of files can I use to bulk upload keywords?

We accept .csv, .tsv, .xls or .xlsx file types.

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Bulk Operations

What is Bulk Operations?

What is Bulk Operations?

How do I download a bulk spreadsheet?

1. Go to the Advertising tab and select Bulk Operations. 
2. Select the date range for performance data to be included in your bulk spreadsheet. You can choose to download data from yesterday, 7 days, 14 days, 30 days, and 60 days respectively. 
3. You can choose to exclude terminated campaigns or campaigns with zero impressions from your spreadsheet. 
4. When ready, select the Create spreadsheet to download button and your file will be ready in the table below to download.

How do I edit a bulk spreadsheet?

1. Open the downloaded bulk spreadsheet with the spreadsheet application of your choice that can open .xlsx or .xls file formats.
2. Review your campaigns and make changes as needed. Any campaigns that you do not change will run as is. 
3. Save the changes to your bulk spreadsheets to your local drive. 
4. To upload your spreadsheet, go to the Advertising tab and select Bulk Operations. 
5. Select the Choose file button to select the bulk spreadsheet from your local drive, then select the Upload and apply changes button. 
6. Your changes will be applied to your campaigns after the bulk file is received and processed. We will let you know when your changes have been processed. 

Note: A record of your uploaded file will be available in the table below.

What types of files can I upload?

Bulk Operations only accepts .xlsx and .xls file formats at this time.

Why can’t I access Bulk Operations?

Amazon will need to activate your account to use this feature. Go to the Advertising tab and select Bulk Operations to start the activation process. Once your account has been activated, we will notify you to let you know that you can start using Bulk Operations on your campaigns.

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Copy Campaign

What is copy campaign?

Copy campaign is a feature that allows you to copy certain parameters from one campaign to a new one. Some of the parameters that are copied include the campaign name, start and end dates, budget, keyword, and bids. Note that performance metrics (such as impressions, clicks, and sales) are not copied to the new campaign.

Can I copy my campaigns?

Yes, you can copy your campaigns that are currently running or have already ended. You can also copy ‘rejected’ campaigns and make the necessary changes for compliance with our ad guidelines before re-submitting.

How do I copy campaigns?

Go to your campaign dashboard. Choose the campaign you want to copy. Click on ‘copy’ under the ‘Action’ column on the far right of the dashboard. Once the link is clicked a new draft campaign will be created that is pre-populated with all the parameters from your original campaign. Go to this draft campaign on your dashboard, make your edits then submit the campaign.

Does copying a campaign keep the same start and end dates as my original campaign?

When you copy a campaign, the start date changes to the day the copied campaign was created. The end date changes to the date that keeps the same campaign duration as the original campaign. You can edit the start and end dates before you submit the copied campaign.

Once I copy a campaign, does it go live automatically?

No, copying campaigns does not start a new live campaign. The copied campaign is created in draft with all the original parameters prepopulated. You can customize the headline and logo as well as edit the start and end dates before you submit the copied campaign. Your Sponsored Products campaigns are eligible to go live as soon as you submit them. Your Product Display ads and Sponsored Brands ads will be considered 'pending' while Amazon is reviewing them for compliance with our advertising guidelines. We will email you once your ad has been reviewed within 2 business days.

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Advertised Products (Sponsored Products only)

Why don't I have the option to advertise with Sponsored Products?

Everyone who is registered on ams.amazon.in has the option to advertise through Sponsored Products. If you do not see this option in the advertising console, please Contact Us.

Why can't I find some of my products?

You should be able to advertise all the products of your brand. If you cannot see a particular product in the dropdown, it might be because it is not winning a buybox.

What is the Buy Box and why will my ads appear only when Amazon is winning the Buy Box?

The Buy Box is the box on a product detail page where shoppers can begin the purchasing process (for example by adding items to their shopping carts or through 1-Click purchasing). A key feature of the Amazon platform is that multiple sellers can offer the same product. Currently, only products that are winning the Buy Box will be eligible for display as Sponsored Products on Amazon.in

What is the Buy Box?

The Buy Box is the box on a product detail page where shoppers can begin the purchasing process (for example by adding items to their shopping carts or through 1-Click purchasing). A key feature of the Amazon platform is that multiple sellers can offer the same product. Currently, only products that are winning the Buy Box will be eligible for display as Sponsored Products on Amazon.in

Why are some of my SKUs listed as ineligible?

There are multiple reasons why one or more of your products might be ineligible:

  1. Only the child products from variations (parent-child relationships) are eligible for advertising.
  2. Suppressed listings are not eligible. The listing is either missing important information or contains incorrect information.
  3. Products that are removed from inventory or are out of stock are not eligible for advertising.
  4. Products in closed categories or those which are not available nationally (available in only certain zip codes) are not eligible for advertising.
  5. Products that do not comply with retail policies are not eligible for advertising.

Why do some of my advertised products have zero or few impressions?

Currently, only products that are winning the Buy Box will be eligible for display as Sponsored Products on Amazon.in.

Other common reasons for zero or few impressions include:

  1. Low CPC bids
  2. Low ad or keyword relevance
  3. Narrow targeting

Consider increasing your bids or adding relevant keywords to help increase impressions.

Note: Impressions data may take up to 24 hours to appear in the performance reports.

How can I add more advertised products to my campaign?

You can add more advertised products to an active campaign at any time.

  1. In the campaign dashboard, select the campaign you want to add more advertised products to.
  2. Select the Advertised Products tab.
  3. Click the Add Products button.
  4. Search for the product(s) you want to add to the campaign and click the Add button.

Can I remove a product from my campaign?

Although you can't remove a product from a live campaign, you can indefinitely pause it at any time. To pause an advertised product

  1. In the campaign dashboard, select the campaign that contains the product.
  2. Select the Advertised Products tab.
  3. Find the product in the product list table.
  4. Click the Status selector to the left of the product name and set the status to Pause.

How do I unpause a product in my campaign?

You can unpause an advertised product in an active campaign at any time. To unpause an advertised product:

  1. In the campaign dashboard, select the campaign that contains the product.
  2. Select the Advertised Products tab.
  3. Find the product in the product list table.
  4. Click the Status selector to the left of the product name and set the status to enable.

Can I change my CPC bid for advertised product?

You can’t set CPC bids for advertised product within a campaign. You can set CPC bids for the keywords. If you would like to set varying CPC bids for the same keyword by product, we suggest creating additional campaigns to separate the products.

How should I select which products to advertise?

Select the products that you want to promote on Amazon.in. These can be products with a special offer or products that you want to display when shoppers search for a particular keyword. You can also choose to advertise your best selling products or any new or seasonal products you want to promote.

Which products are not eligible for advertising?

At this time we do not support adult products, used products, refurbished products, and products in closed categories.

For Sponsored Products, how do you decide which product sales to attribute to my ad?

A sale is attributed whenever a shopper that clicked on your ad purchases any of your brand’s products. Sponsored Products will only count sales of these products when Amazon was the seller. We will not count sales of your brands’ products by third party merchants.

Can I promote products sold by a specific seller?

No, you cannot choose products sold by a specific seller.

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Automatic keyword targeting for Sponsored Products (auto-targeting)

What is auto-targeting?

Through auto-targeting, advertisers can take advantage of Amazon's search shopping intelligence by creating Sponsored Products auto-targeted ads. When you create automatic targeting Sponsored Products ads, an Amazon algorithm will collect and use highly relevant keywords for all selected SKUs in an automated way. This feature leverages the experience Amazon.com has in finding the right keywords for the best campaign performance and eliminates the work of selecting keywords manually.

Where do I add auto-targeting to my Sponsored Products campaigns?

Automatic targeting can be selected in the campaign builder under “Select a targeting type”.

Will auto-targeted ads receive preferential treatment in the Sponsored Products auction?

No. An ad that is auto-targeted will compete with keyword targeted ads on an even basis.

Can I select auto-targeting and add additional keywords to the same campaign?

No. Auto-targeted campaigns use an Amazon algorithm to target your ads so keywords cannot be added manually.

Can I stop/resume auto-targeting while my campaigns are running?

No. Auto-targeting is a type of Sponsored Products campaign and not a setting that can be turned off or on.

How can I check the performance of auto-targeted campaigns?

You can track performance for auto-targeted campaigns by looking at the Sponsored Products campaign performance metrics.

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Performance Metrics

What are Impressions?

An impression occurs whenever an ad is displayed. The impressions metric is a count of how many times your ad has been shown to shoppers. We provide you the total number of impressions for each campaign and keyword.

What are Clicks?

A click occurs whenever a shopper clicks on an ad. The clicks metric is a count of how many times shoppers have clicked on an ad. We provide you with the total number of clicks for each campaign and keyword.

What are Detail Page Views (DPV)?

A detail page view, or DPV, occurs when a shopper visits one of your brand's product detail pages after clicking on your ad.

What is Click-through Rate (CTR)?

Click-through rate, or CTR, is the ratio of how often shoppers click on your ad when it is shown. Each of your campaigns and keywords has their own CTR that you can see in campaign management. We provide you with the CTR for each campaign and keyword.

What is Spend?

Spend is the total value of the clicks received for a campaign or keyword. We provide spend for each campaign and keyword.

What is Cost-per-click (CPC)?

Average Cost-per-click is the average amount that you have spent for a click. ACPC is calculated by dividing total spend by the total number of clicks. We provide the ACPC for each campaign and keyword.

What are Units Sold?

A sale is attributed to a campaign whenever a shopper who clicked on an ad purchases your brand's products at Amazon. The Units Sold metric counts the total number of your brand's products sold to shoppers within 14 days of them clicking on your ad.

What are Total Sales?

A sale is attributed to a campaign whenever a shopper that clicked on an ad purchases your brand’s products at Amazon. The Total Sales metric is the total INR value of your brand’s products sold to shoppers within 14 days of them clicking on your ad.

How long does it take for sales and traffic data to show up once a campaign is running?

It may take up to 12 hours for sales and traffic data to show up on the campaign dashboard. If your campaign is not getting any impression, it is likely that you are not winning the auction. We recommend you increase your bid or widen your targeting.

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Advertising Reports

What kind of data can I see in advertising reports and when is it updated?

Advertising reports show account level data, excluding canceled orders, for Sponsored Products and Headline Search Ads. This data is updated every hour with data that is at a maximum 12 hours old. Sponsored Products advertising reports include: keyword report, product report, search term report, purchased product report, and placement report.

Note: At this time, only the Keyword report is available for Headline Search Ads.

What is a keyword report?

Keyword reports are available for both Sponsored Products and Headline Search Ads. This downloadable report provides insights into sales and performance metrics for keywords in all campaigns that received at least one impression. You can use this report to see how your keywords are performing over time, which can help inform you about when to adjust your bid and expand your keyword target list.

Keyword reports offer a custom date range of the last 90 days.

What is the Sponsored Product advertised product report?

Advertised product reports provide insights into sales and performance metrics for your advertised ASINs in all campaigns that received at least one impression. You can use this report to see how your ads are performing over time to help you determine if you need to change your advertising strategy.

Advertised product reports offer a custom date range of the last 90 days.

What is the Sponsored Product search term report?

Search term reports give visibility into the actual search terms entered by shoppers searching on Amazon that resulted in a click. You can use this report to identify high performing searches from shoppers and to create negative keywords for search terms that don’t meet your goals.

Search term reports offer a custom date range of the last 60 days.

Note: Search term reports are only available for Sponsored Products campaigns at this time.

How does sales attribution work for sales of a specific ASIN on Amazon Marketing Services?

For Sponsored Products, sales attribution occurs within the same marketplace and same brand as the advertised product, Sales is the total INR value of your brand’s products sold to shoppers within 14 days of them clicking on your ad. Sponsored Products sales exclude order cancellations and payment failures.

For Headline Search Ads and Product Display Ads, sales are attributed for the advertised product plus any products with the same brand as the advertised product. Sales is the total dollar value of your brand’s products sold to shoppers within 14 days of them clicking on your ad. HSA and PDA attributed sales exclude cancelled orders and payment failures.

For Media and Book Advertisers, the below bullet points detail how each ad type attributes ad sales in the reporting dashboard.

Sponsored Products: ASIN and Title
Headline Search Ads: ASIN and Brand
Product Display Ads: ASIN and Brand

Where can I access my Product Display reports?

Reports for Product Display Ads can be accessed within each campaign in the reports tab.

How can I filter the performance data for my campaigns by date?

The performance metrics table on Campaign Manager can be filtered by date range, which is located at the top of the table. You can apply the following filters on the campaign or account level: Today, Yesterday, Week to date, Last week, Month to date, Last month, Lifetime, and Customized. Customized date ranges are available in the last 90 days.

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Billing and Payment Settings

How can I view my billing history?

You can access the billing history for all of your brand’s campaign by clicking on the Navigation Bar > ‘Your Brand Name’ Drop-Down > Billing History. Here, you will find the monthly charge statements in the form of invoices. These charge statements are different from the tax invoices that we send to you, where we follow all the regulatory requirements in terms of data etc. But the overall information for every month in terms of spends matches between the two sources.

Can I set different payment methods for each ad campaign?

No, you will only be able to select a single payment method for all active campaigns. Any changes made to the default payment method will affect all currently active and future campaigns.

What payment methods do you support?

We accept prepayments on AMS website. You can choose to make your payment through the following:
1. Credit Card/Debit Card/Netbanking
2. Fund transfer in the Amazon account

Do you support invoicing or charging to AMS accounts?

If you wish to follow pay-by-invoice arrangement (providing an RO at the start and making payment after invoice is generated), please Contact Us. This option is available to select advertisers only.

When do I receive invoices for the ads that I run on AMS?

We send invoices for the prepayments made through CC/DC/Netbanking/Fund Transfer within 7-10 days of you making a payment. If you are on invoicing, we send the invoices on monthly basis to your registered email address. Registered email address is the address that you have provided on the Invoice settings of your account.

How can I check the status of the prepayments that I make on AMS?

Inside Billing History, there is a tab called ‘Deposit History’ where you can check the current status of the payment you made through CC/DC/Netbanking. Payment made through Fund Transfer will reflect as and when we receive the amount in our accounts.

My accounts team needs a pro-forma invoice in order to approve my funds for advertising. How can I raise a request for the same?

Please contact us to raise a request for Pro-forma invoice and we will get back to you with the document. Please note that the SLA for turnaround is 72 hours.

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Policy Information

How do I notify Amazon if my brand is being infringed?

Amazon respects the intellectual property rights of others. If you are a brand owner and believe your intellectual property is being infringed, please send a notice following the steps for Notice and Procedure for Making Claims of Copyright Infringement.

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Troubleshooting

What if I have a question or issue about my ad?

For all matters regarding your account or ad campaigns, please contact us and we will work with you to resolve your issue. Before you contact us, please have ready the version numbers for your browser and your operating system (for example: Firefox version 17 on Mac OSX).

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