Best Amazon PPC Strategy to Achieve Amazon Business Success

Best Amazon PPC Strategy to Achieve Amazon Business Success

Amazon is the largest online store worldwide, with a significant share of online trade in many countries. It offers a marketplace where external sellers can tap into its immense potential.  

To unlock the potential of your Amazon business, we'll first guide you through 5 tactics to succeed in the competitive e-commerce landscape.

5 steps to prepare your Amazon business:

1. Identify good and bad practices in PPC Management

In order to achieve success on Amazon, you need to understand and implement effective strategies for managing PPC campaigns. This involves identifying common mistakes and know the bad practices in Amazon business. By continuously optimizing your PPC campaigns, you can improve visibility, drive relevant traffic, and increase conversions.

2. Machine learning vs. Rule-Based Management

Machine learning can streamline PPC campaign management, and it's important to weigh its pros and cons against manual or rule-based approaches. While manual management allows for greater control and customization, AI offers efficiency and scalability. Finding the right balance between automation and manual intervention can help you optimize your PPC campaigns effectively.

3. Best Amazon PPC Strategy Structure

Properly structuring your PPC campaigns is essential to identify and target the right keywords, manage competition and optimize performance. This includes organizing campaigns by product categories, utilizing ad groups effectively, and conducting thorough keyword research. By following best practices for campaign structuring, you can enhance ad relevance, improve targeting, and drive better results.

4. Make use of Techniques tools

To stay competitive, it is crucial to leverage Amazon's data and advanced Amazon PPC tools. This involves analyzing PPC analytics, utilizing brand analytics reports, and implementing product targeting strategies. Also by leveraging Amazon PPC software, you can optimize your PPC performance, target specific customer segments, and outperform your competitors.

5. Understand the Relationship between PPC management and Organic Ranking

PPC campaigns can have a significant impact on your organic ranking. It is important to recognize the symbiotic relationship between PPC and organic search results on Amazon. Investing in PPC can improve your visibility, generate more sales, and positively influence your organic ranking. By strategically aligning your PPC and organic ranking efforts, you can maximize your overall performance and achieve long-term success on Amazon.

Growth of online shopping

Amazon sellers can still find various opportunities in the evolving landscape that is this post-pandemic period.

One significant opportunity arises from the continued growth of online shopping, as consumer behaviors have permanently shifted towards e-commerce. This trend expands the market and provides a favorable environment for Amazon sellers. Additionally, the pandemic has led to changes in advertising strategies. In this case, we suggest Amazon sellers can invest more PPC tactics to seize market share from competitors. Capitalizing on this situation can lead to increased visibility and sales for sellers.

Challenges in Amazon Business Environment

However, it is essential to address the ongoing challenges that have emerged in recent years. We observe several common problems that many sellers are facing in the current landscape.

1. Master Amazon Inventory Management

One common problem faced by Amazon sellers is managing their inventory effectively. Sometimes, unexpected circumstances arise, causing sudden shortages in inventory and preventing sellers from fulfilling customer orders. To tackle this issue, it is important for sellers to take an appropriate approach. They can achieve this by implementing practical inventory management practices like forecasting future demand, planning for replenishment, and monitoring stock levels. Sellers can ensure a seamless supply of products, to meet the expectations of their customers to improve the sellers authority for better Amazon PPC strategies.

2. From FBA to FBM

Sellers who relied on FBA found themselves at a disadvantage when they want to combine FBA and FBM which allows them to leverage the strengths of each model .Transitioning from FBA to FBM  is challenging for Amazon sellers due to several factors. It involves setting up fulfillment centers, managing logistics, and acquiring expertise in inventory management and shipping. The costs associated with storage, packaging, and labor add to the complexity. Maintaining high customer expectations for fast and reliable shipping becomes a part of seller's responsibility.

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3. Fierce competition from big brands

One challenge is the fierce competition from big brands. These companies, after facing difficulties in traditional physical retail, have shifted their attention and invested a big amount of money in advertising on online platforms. Consequently, smaller sellers may face intensified competition and higher CPCs as these brands aim to regain market share.

4. PPC campaigns

Moreover, sellers may find themselves increasingly dependent on advertising to maintain organic rankings. As competition remains fierce, investing in PPC campaigns becomes crucial for sustaining visibility and driving sales. This reliance on advertising expenditure to support organic rankings can contribute to increased costs and a more competitive environment for sellers.

5. Presence of Amazon’s own brands

Another concern that persists in 2023 is the presence of Amazon's own brands. While Amazon continues to refine its approach to these brands, their existence may create an environment of unfair competition for third-party sellers. Furthermore, Amazon's fees and policies may continue to evolve, impacting sellers' profitability and adding to the challenges they face.

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Common Mistakes to Avoid in Amazon business

Two common mistakes that sellers should avoid in PPC campaigns are running out of budget too early and having overlapping keyword matching types.

1. Run out of budget

The first mistake occurs when you run out of budget early in the day. It allows competitors to take advantage of the situation and capture strong keywords you want to bid on Amazon. To prevent this, sellers need to carefully allocate and monitor your Amazon ad spend . They should analyze their campaign performance and adjust their budget distribution to ensure a consistent presence throughout the day. By strategically managing their budget, sellers can maintain visibility and competitiveness in the Amazon PPC strategies.

2. Overlap matching keywords

The second mistake involves using multiple keyword matching types that overlap. This occurs when sellers unintentionally target the same keywords using different matching options, such as broad match, phrase match, and exact match. This leads to unnecessary competition within their own campaigns and can result in higher costs. To avoid this, sellers should organize their campaigns effectively and ensure that keyword matching types do not overlap. They can achieve this by segmenting their campaigns based on keyword relevance and carefully selecting the appropriate matching types for each segment. By controlling overlap and optimizing keyword targeting, sellers can streamline their PPC efforts, reduce wasteful spending, and improve their return on investment.


Achieve success Amazon business and boost sales on the platform requires effective PPC management, leveraging machine learning tools, optimizing campaign structure and understanding the relationship between PPC and organic ranking. However, sellers must also address challenges and avoid mistakes can position themselves for growth and success in the competitive e-commerce

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Xuan Xie
April 9, 2024
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