The How to Guide on Using Sponsored Products on Amazon

sponsored product ads on amazon

Are you looking to increase your sales and visibility on Amazon? Sponsored Product campaigns are an effective way to do just that. In this article, we’ll guide you through the steps of how to create a Sponsored Product campaign on Amazon Seller Central.

Step 1: Log onto your Seller Central Account using your Username and Password.

Go to and log in to your account. If you don’t have an account, you’ll need to create one first.

Register for Sponsored Products.

Accept the terms and conditions, and click “Join Now.”

Step 2: Navigate to the “Campaign Manager” tab

Once you’re logged in, navigate to the “Campaign Manager” tab. This is where you can create and manage your ad campaigns.

How to navigate to campaign manager within Amazon

Step 3: Create a new campaign

Click on the “Create Campaign” button to create a new ad campaign.

Step 4: Choose the campaign type

Next, choose “Sponsored Products” as the type of campaign you want to create.

The landing page after clicking create a campaign displays 3 campaign types.

Step 5: Create your Ad Group

This will be a collection of all your products/ASINs that you want to advertise under one group.

Name of the Ad Group: Ad groups are a way to organize and manage ads within a campaign.

Image showing the Ad groups, products, and targeting settings on Amazon

Select the products you plan to advertise from your listings under this ad group. The next step is to save the relevant changes.

The product section when creating an Amazon campaign

Step 6: Choose your targeting

Targeting Type: You can select your target type by either manual or automatic targeting. You can benefit by selecting automatic targeting, as Amazon makes your ads available to all relevant customer searches based on your product information, and you are not required to enter specific keywords. In the case of manual targeting, you will have to add keywords yourself manually.  Here’s how to get started with that!

The targeting section when creating an ad campaign
Targeting vs manual targeting image in campaign creation on Amazon

Step 7: Bidding

Next, you must choose your campaign bidding strategy and the default bid. The bid, which is your CPC bid. The maximum bid amount is what you are ready to pay when a customer clicks on your ad. Refer to the suggested bid for help!

The campaign section when creating an ad campaign
Automatic targeting and selecting the default bid

If you choose to set bid by targeting group, you must select which groups you will keep active and how much your bid will be. More info on targeting groups here!

Automatic targeting section with bids by targeting group displayed

Step 8: Fill out campaign details

Name of the Ad Campaign: Enter a campaign name, this is only visible to you.

Portfolio: Chances are you won’t use this on your first campaign. Portfolios are a group of campaigns that you can organize to meet your advertising needs

Enter Start and End Date: Provide the “Start Date” and leave the “End Date” blank to allow the campaign always to stay “live.” Doing this means you do not have to create a new campaign and can update the budget when required. Otherwise, just select an End Date for your campaign.

Daily Budget: The amount that you’re willing to spend on this campaign each day.

The settings and launch campaign button for creating the ad campaign

All that’s left is to hit launch campaign, Amazon will review the campaign and will set it to run if approved. Campaign review can take a few business days. You will receive an email that informs you about your campaign status. Upon  approval of your campaign, the ad will start running. Amazon will collect data for you to apply to future campaigns if you run an automatic campaign. It may take several week to gather enough data to see which campaigns are doing well.


It’s important to note that the information provided on setting up a campaign only covers the fundamental basics. To truly optimize your campaigns, it’s highly recommended that you conduct further research and gain additional knowledge. Our free course is a great resource to delve deeper into the topic and learn about various strategies and techniques that can be used to optimize your campaigns effectively.

Did anything in this article spark your curiosity or bring up a question? Comment below or email us at We love talking about PPC!

Written by
Carly M.

Carly is an eCommerce expert and founder of PPC Farm, an agency that specializes in elevating Amazon sellers through strategic PPC management. With over 11 years in the industry, her and her team have successfully managed thousands of ASINs, boosting visibility, sales, and performance for their clients.

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