Rank on A9, Not Google
Amazon ranks what sells, Google ranks what links. We work the listing, the ads and the reviews together, because on Amazon they feed each other.
- What a sale is costing you now
- Which terms your budget wastes
- Where the listing loses the buy
Start with your Free Amazon Marketing Review.
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★★★★★ 4.9 out of 5 across 240+ client reviews on Google and Yelp
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What Are Amazon Ads?
Amazon advertising puts your products in front of shoppers already searching to buy, using Sponsored Products, Sponsored Brands and Sponsored Display. It runs on its own keyword data rather than Google, and the listing underneath decides whether the clicks you pay for turn into sales.
Amazon ads are bought and judged differently from Google Ads, because the buyer is already inside the store. We build the campaign and the listing together, around what your products actually sell for and against, which is what the marketplace rewards.
What Amazon Ads Are
Amazon ads are the sponsored placements inside Amazon’s own search results and product pages. The shopper who sees one is further along than anyone on Google, because they arrived at a store rather than a search engine, and they are usually choosing between two or three products rather than deciding whether to buy at all.
The Four Formats and What Each Is For
- Sponsored Products. Single items placed on the search a buyer actually typed. The workhorse, and where almost every account should start.
- Sponsored Brands. A banner carrying your logo, a headline and up to three products, sitting above the results.
- Sponsored Display. Retargets people who viewed your product or a competitor’s, both on Amazon and on other sites.
- Amazon DSP. Programmatic display reaching audiences off Amazon entirely. Worth considering once the first three are profitable, rarely before.
How We Run an Account
Every campaign starts from your margin, not from a target ACoS pulled out of an article. Thirty percent is excellent on one product and ruinous on another, so the number has to come from what the item actually earns.
From there the work is ordinary and repetitive. Research the terms buyers really use, split campaigns so the winners are not quietly subsidizing the losers, add negative keywords before wasted spend accumulates, and move bids as prices and competitors move.
Campaigns run from your own seller account are covered in detail on our Seller Central ads page.
What Actually Decides Whether Amazon Ads Work
The listing decides more than the campaign does. Ads buy the click, but the title, images, bullets, price and review count decide whether that click becomes a sale. A weak listing does not fail quietly, it just spends faster.
So we fix the listing before scaling spend. That is also why sponsored placements and organic rank are not separate projects on Amazon: sales velocity from ads feeds the organic position, and a better organic position lowers what you need to spend.
A Result From One Account
A mid-sized ecommerce client saw a 45% increase in sales within three months, after we rebuilt their keyword targeting and campaign structure.
| Key metric | Before | After |
|---|---|---|
| Sales growth | 10% | 45% |
| Ad spend efficiency | 2.5 ROAS | 6.0 ROAS |
| Conversion rate | 3.2% | 8.1% |
When Amazon Ads Are the Wrong Spend
If your listing has under twenty reviews, or you are priced well above the competing items on the same search, ads will buy clicks that do not convert. Fix the listing and the price first. SEO Optimizers works from Venice Beach in Los Angeles with clients around the world, and we will tell you when the spend is premature rather than take it.
What Amazon Marketing Services Cover
Amazon marketing covers the work that makes a product findable and profitable on Amazon: listing optimization for the A9 search algorithm, Sponsored Products and Brands advertising, review generation, and the pricing and inventory signals that feed both. It is a separate discipline from website SEO, because Amazon ranks on sales velocity and conversion rather than links.
It’s estimated that 90% of e-commerce websites are not actively advertising on Amazon. This leaves open a huge window of opportunity as Amazon is one of the largest and most trusted e-commerce sites on the web. Listing your products on Amazon simply is not good enough anymore, you must differentiate yourself from the competition An easy and cost effective way of doing so is with Amazon ads. These are extremely cost effective in comparison to Google Ads. Even if a company is doing AMS, the large majority of the time the sites fail to get optimal results, in large part, because they’re not properly optimized to achieve maximum return on ad spend. Our AMS services gives your website the edge needed to compete and achieve those coveted top spots in the Amazon, thus increasing ROI.
With hundreds of millions of products on sale on Amazon, and tens of thousands of new ones getting added to it daily, new and even old sellers that aren’t very well-established or popular hardly stand a chance.
However, if you think your products are not getting the kind of attention they deserve, Amazon Marketing Services is exactly for you.
“Our numbers grew tremendously in weeks and took away the insane headache of trying to understand it all.”
★★★★★ Daniel Walz, verified Google review
Amazon Strategy
You can’t just put up your products on Amazon and expect the sales to start rolling in. The competition is beyond fierce on the world’s largest online selling platform, and without a great strategy, you would likely struggle to get even a few sales.
That being said, a good strategy where you define a clear approach for you to take to beat the competition and get the ball rolling in terms of sales and reviews can quickly take you from being another failed seller on Amazon to a highly successful, well-established one.
Listings live or die on how they are written, which is why product copywriting sits alongside this work.
“He made the process simple and easy to understand, and his strategies really helped us optimize.”
★★★★★ Justin Weiner, verified Google review
Amazon Marketing
It’s a well-known fact that Amazon favors sellers that are already raking in huge amounts of revenues in sales and getting lots of positive reviews. As a new seller, you have neither of these.
While well-written product descriptions and following the basic guidelines might help, they may not put you in a much better position to sell better. And that’s precisely where Amazon Marketing Services comes in.
It’s perhaps one of the only, but highly effective ways for new sellers as well as those not getting many sales to instantly improve visibility for their products, start getting sales, and score a few great reviews.
Once you get the initial traction, things will drastically improve organically as well, and you will have buyers finding your products rather than you having to promote them every time.
Amazon Advertising
The only way to advertise your products on Amazon is through their Amazon Marketing Services. However, not many businesses and sellers manage to utilize it to the fullest, and fail to achieve the kind of success they could due to their lack of expertise and knowledge about how to get the most out of it.
This is where we come in. We have a lot of experience creating just the right kind of ads that are not only well-optimized, but also easily stand out from the others, driving much better conversions and ensuring a great ROI.
“SEO Optimizers was extremely helpful in getting our website updated with all the SEO needed.”
★★★★★ Cupid’s Hot Dogs, verified Google review
Amazon Search and Google Search Compared
| What matters | On Amazon | On Google |
|---|---|---|
| Primary ranking signal | Sales velocity and conversion rate | Relevance and external links |
| Keywords | Title, bullets, backend search terms | Content, headings, and intent match |
| Reviews | Direct ranking and conversion effect | Indirect, mainly for local |
| Price | Strong effect on rank | No direct effect |
| Stock levels | Out of stock kills ranking | No effect |
| Paid ads | Feed organic rank through sales | No effect on organic |
Amazon Seller Central vs Vendor Central
These are two completely different terms. Amazon Seller Central is basically a platform where you sell directly to the customers, as a third-party seller.
On the other hand, Amazon Vendor Central is the platform through which you can sell to Amazon, who then resells it to the customers.
Anyone can register on Amazon Seller Central, but registration on Amazon Vendor Central is invite-only.
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“In the last two months, my e-commerce store went from 31 keywords to 130, with 3.5K estimated monthly clicks and an estimated monthly click value of $2.3K.”
★★★★★ Chris Arvan, verified Google review
Frequently Asked Questions
What is Amazon marketing services?
Amazon marketing services covers advertising and optimization inside Amazon itself: Sponsored Products, Sponsored Brands, and Sponsored Display campaigns, plus the listing work that decides whether those ads convert. Amazon is the first place most product searches now begin, which means competing there is separate from competing in Google and needs its own keyword research and campaign structure.
What is the difference between Amazon SEO and Amazon ads?
The difference between Amazon SEO and Amazon ads is that SEO improves your organic position in Amazon’s own search results through listing optimization, keywords, and sales velocity, while ads buy placement immediately. The two reinforce each other: ad-driven sales feed the velocity signal that lifts organic rank, which then reduces how much you need to spend on ads for the same visibility.
How do I improve my Amazon product ranking?
Improving Amazon product ranking depends most on conversion rate and sales velocity, then on keyword relevance in your title, bullets, and backend search terms. Listings with strong images, competitive pricing, and genuine reviews convert better and therefore rank better. Backend search terms are the most commonly wasted field on Amazon, since most sellers either leave them empty or repeat words already in the title.
How much does Amazon marketing cost?
Amazon marketing is priced either as a flat monthly management fee or as a percentage of ad spend, usually 10 to 20 percent. Flat fees across the market commonly run from about $1,000 to $5,000 a month depending on catalog size. Amazon also takes referral fees on every sale, so calculate margin after fees, ads, and fulfillment before setting an acceptable cost of sale. That number, not the management fee, decides whether a campaign is working.
How is Amazon SEO different from Google SEO?
Amazon SEO differs from Google SEO because the two algorithms optimize for different outcomes. Amazon wants the product most likely to sell, so it weighs sales velocity, conversion rate, price, reviews, and stock availability. Google wants the page most likely to answer a query, so it weighs relevance and external links. A listing can be keyword perfect and still rank poorly on Amazon if it does not convert.
Do Amazon ads help organic rankings?
Amazon ads help organic rankings indirectly but reliably. Sponsored Products drive sales, and sales velocity is one of the strongest inputs into organic rank, so a well-run ad campaign lifts the listing’s unpaid position too. This is why new products often need paid support to escape the cold start problem, and why cutting ads entirely can pull organic rank down with them.
What are backend search terms and do they matter?
Backend search terms are hidden keyword fields in Seller Central that shoppers never see but Amazon indexes. They matter for catching spellings, synonyms, and phrasing you cannot fit naturally into the title and bullets. The common mistakes are repeating words already in the visible listing, which wastes the character limit, and stuffing competitor brand names, which breaks Amazon policy.
Should I sell on Amazon and my own website?
Selling on Amazon and your own website together usually makes sense, since they reach different buyers. Amazon reaches shoppers already searching for a product type and ready to buy. Your own site reaches people researching earlier, and it keeps the customer relationship and margin. The risk is neglecting the site because Amazon is easier, which leaves you exposed to a single platform’s rule changes.
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Related Services
Marketplace work sits alongside the channels that build the brand outside Amazon. Product searches that start on Google are captured by ecommerce SEO, paid demand runs through pay per click advertising, and the advertising side of Amazon itself is covered on Amazon Seller Central ads. Ranking those listings organically is Amazon SEO. Listing conversion improves with conversion rate optimization thinking, and reviews are handled through reputation management.
The quickest way to see where you stand is a free website audit. Sponsored Display is marketplace retargeting, so it works the same way as the off-Amazon version under retargeting ads. Shoppers who start on Google rather than the marketplace are captured through Google Ads.