Everything for Amazon Sellers—in One Base.

The search term report for Amazon PPC is a clicked-traffic report, not a complete list of every query where your ads appeared. For Sponsored Products, Amazon includes search terms that generated at least one ad click; the customer search term can also represent an ASIN or a term inferred in a non-search context. Read the row’s targeting, reporting period and attribution fields before treating it as a shopper’s typed query or a finished sales result. ...

The Amazon PPC suggested bid is an auction-competitiveness signal, not a calculation of what your business can afford per click. Amazon derives the suggestion and range from bids for similar ads that won impressions over the past seven days and updates them daily. Compare that market signal with a profit-based CPC ceiling before deciding whether to follow it. This guide focuses on reading the suggestion, interpreting changes, and choosing an economically defensible bid. Platform details come from Amazon Ads’ Understand bidding on Sponsored ads, updated November 2, 2026; data checked 2026-11-06. The examples below are hypothetical calculations, not advertising-account results. ...

For Amazon PPC no impressions, check whether the advertised product can serve, whether the campaign can deliver, and whether its targets fit the product before raising bids. A higher bid does not repair an unavailable product or a campaign outside its scheduled dates. First establish that impressions really are zero—not merely that clicks, spend, or search-term rows are missing. This guide covers Sponsored Products, not every Amazon advertising format. It is a documentation-based troubleshooting framework, not an account experiment. Amazon Ads product documentation checked November 6, 2026; report limitations below use Amazon’s search term report help captured for the same date. For initial setup rather than fault diagnosis, use the Amazon PPC beginner guide. ...

Amazon PPC conversion rate measures ad-attributed purchases divided by ad clicks, expressed as a percentage, when you are evaluating click-to-purchase performance. The numerator, attribution window, and report scope must match the clicks you use. A Business Reports unit-per-session percentage is a different fraction, even when both numbers are casually called conversion rate. This guide explains how to define the metric, compare periods, and connect the result to advertising cost. It uses Amazon’s public documentation, data checked 2026-11-06, not results from an advertising account we operated. All numerical examples are hypothetical. ...

An Amazon PPC automatic campaign uses Amazon’s matching to discover relevant shopper queries and product contexts through four groups: close match, loose match, substitutes, and complements. Choose a default bid for a simple starting point, or targeting-group bids when the groups need different treatment. Review each group’s underlying traffic before deciding what to keep exploring, reduce, exclude, or transfer to manual targeting. Platform documentation checked 2026-11-06: Amazon Ads’ Sponsored Products targeting guide. This is a documentation-based operating guide, not an account performance test. The control tables below are working templates; the numerical example is hypothetical. ...

For Amazon PPC product targeting, choose individual ASINs when you know which products you want to compete beside, categories when you need to discover suitable products, and expanded targeting when you want Amazon to explore products related to your selected targets. Expanded targeting is not the same as a fixed ASIN list: Amazon’s current help says its underlying products update daily and the Expanded box is selected by default during setup. Check that setting before treating an individual-product campaign as a controlled test. ...

Amazon PPC portfolios group campaigns for management, reporting, and an optional shared spending cap. A portfolio cap can stop every campaign in the group even when individual campaigns still have budget; a separate, optional unspent-budget feature can let campaigns use other campaigns’ unused capacity. Neither setting replaces your targeting or bid strategy. This guide focuses on the boundary between portfolio and campaign controls. Platform details are based on Amazon Ads’ public help pages, data checked November 4, 2026. It is a documentation-based workflow, not a logged-in account test. Start with the Amazon PPC strategy playbook for profitability and campaign roles. ...

Amazon PPC placement adjustments should follow placement-level economics, not a preference for appearing at the top of search. Compare each placement’s spend, clicks, attributed orders, and sales; then decide whether the problem is the placement premium, the underlying bid, or the campaign’s traffic mix. A higher multiplier increases bidding pressure, not guaranteed visibility or profitability. This guide covers Sponsored Products placement diagnosis and the decision to change an adjustment. For the auction-time mechanisms themselves, use Amazon PPC bidding strategies; for a full account inspection, use the PPC audit. ...

Amazon PPC keyword match types control how a positive keyword can match a shopper query: broad explores related intent, phrase preserves a phrase or its close variations within a query, and exact provides the tightest matching—but still includes close variations. Running the same keyword in multiple match types does not automatically make you bid against yourself. The waste to prevent is duplicated work, unreadable reporting, and funding overlapping targets without a distinct purpose. ...

An effective Amazon PPC campaign structure separates discovery, harvesting, and brand defense wherever those jobs need independent spending or settings. Use campaigns for independent control, ad groups for coherent product-and-target groupings, and a naming register to keep ownership visible. Restructure an existing account through a documented handoff—not by copying every target and immediately switching the old campaigns off. This guide is an account architecture and migration template for Sponsored Products. It does not prescribe your first month’s launch plan or recalculate your advertising margins. Use the beginner setup for the former and the profit-first PPC playbook for the latter. ...

Amazon shipping templates group the shipping regions, service levels, transit times, and rates used by seller-fulfilled offers. Create the template in Shipping settings, then assign the relevant SKUs; saving a template alone does not establish that those offers use it. These are FBM delivery settings, not instructions for sending inventory to an Amazon fulfillment center (Amazon template and assignment help, checked 2026-11-03). The practical setup has three parts: configure the delivery lane, map the right SKUs to it, and check handling time separately. This guide follows Amazon’s US help documentation, not a logged-in account test. If your task is warehouse replenishment, use the FBA inbound shipping guide instead; the FBA versus FBM comparison explains the fulfillment split. ...

Amazon restocking fees are conditional deductions on returned items, not a standard charge for every return. Amazon’s US guidelines prohibit a restocking fee when an item comes back in original condition within the applicable return policy; other cases depend on timing, condition, product type, and responsibility. The documented seller workflow is Manage Seller Fulfilled returns, not a control for FBA sellers to apply their own deductions (Amazon guidelines, checked 2026-11-03). ...