How to structure your Amazon Advertising account for success

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Even the most seasoned search marketer will likely find advertising on Amazon to be a challenge. The Amazon Advertising UI is a platform in its infancy. While the platform has evolved quite a bit in the last two years, it still has a long way to go before it would generally be described as “user-friendly”.

I’ve been at the SEM game for quite a while now, developing strategies and structuring campaigns for advertisers big and small since 2009. In 2017, I started to manage Amazon Advertising campaigns for a few of our clients. I was surprised to find that the platform seemed to be a good 10-15 years behind the likes of Google or Bing.

The main challenges I faced on the platform were with reporting and executing optimizations efficiently.

The UI lacks flexibility in reporting, making it difficult to gain meaningful insights in an efficient way. The platform is difficult to navigate, making it impossible to implement smart optimizations at scale. An overly complex campaign structure will make daily/weekly optimization efforts incredibly difficult.

In the beginning, I struggled, but eventually, I developed a method of structuring Amazon Advertising campaigns that have enabled me to manage, analyze, optimize, and report