Amazon Advertising: The Complete Course
Everything you need to turn Amazon ads from a guessing game into a growth engine — nine modules and 54 lessons covering every format, metric, and strategy, from your first Sponsored Products campaign to full-funnel scale.
Amazon advertising is Amazon’s suite of ad products — Sponsored Products, Sponsored Brands, Sponsored Display, Sponsored TV, and DSP — that put your products in front of high-intent shoppers on and off Amazon. This course teaches all of them, plus the measurement and strategy to run them as one system. Start with the foundations, master Sponsored Products, then layer up the funnel toward full-funnel scale.
01What Amazon advertising is
Amazon advertising is the collection of paid ad products Amazon offers to help brands and sellers reach shoppers — from keyword-based search ads that capture people already looking, to programmatic display and streaming-TV ads that create demand across the web. It’s grown into one of the largest advertising businesses in the world, reaching roughly $68.6 billion in 2025 and growing over 20% a year, and it’s now the most important growth lever most Amazon sellers have. The catch: it’s also become genuinely complex, with a stack of formats, a measurement layer that changed significantly in 2026, and strategy that ties it all together. This course exists to make that complexity practical.
02The five ad formats
Everything starts with understanding the five ad formats and the job each one does:
| Format | What it does | Best for |
|---|---|---|
| Sponsored Products | Keyword & product ads in search and on detail pages | The core — demand capture (start here) |
| Sponsored Brands | Branded banner & video ads in search | Brand awareness, top-of-search |
| Sponsored Display | Retargeting on and off Amazon | Re-engaging shoppers, PDP defense |
| Sponsored TV | Streaming TV ads on Prime Video & Fire TV | Awareness at scale |
| Amazon DSP | Programmatic audience buying, on & off Amazon | Full-funnel, off-Amazon reach |
03How this course works
The course is built as nine modules that move from foundations to mastery. The early modules establish the fundamentals and get Sponsored Products working; the middle modules add each additional format in the order you should actually adopt them; and the final modules cover measurement and the strategy that unifies everything. You can read it straight through as a complete curriculum, or jump to any module as a reference — every lesson stands on its own, and links connect related topics so you can follow the thread wherever it leads.
04The nine modules
05The core principles
A few ideas run through every module and are worth holding onto from the start. Demand creation and capture are different jobs — Sponsored Products captures shoppers already searching, while Sponsored Brands, Display, TV, and DSP create the demand that feeds it. Think full-funnel — the strongest accounts run awareness, consideration, and conversion as one connected system, not a pile of campaigns. Measure the business, not just the campaign — a falling TACoS is the truest sign advertising is working. And structure enables scale — clean, isolated campaigns are what let you grow winners without funding losers. Everything else is detail on top of these.
06Where to start
If you’re new to Amazon ads, start at the very beginning with what Amazon PPC is and work through Modules 1–3 in order — get Sponsored Products genuinely working before adding anything else. If you’re already running campaigns and want to level up, jump to the format module you’re weakest on, or go straight to Module 9’s strategy to see how the pieces fit into a full-funnel system. Either way, the goal is the same: advertising that grows your business profitably, one deliberate step at a time.
- Amazon advertising spans five formats: Sponsored Products, Brands, Display, TV, and DSP.
- Sponsored Products captures existing demand; the other formats create it — you need both.
- This course runs nine modules from foundations through measurement to full-funnel strategy.
- Beginners start at Module 1 and master Sponsored Products before layering up the funnel.
- Judge success on a falling TACoS and rising new-to-brand, not campaign ACoS alone.
Frequently asked questions
What is Amazon advertising?
It’s Amazon’s suite of paid ad products — Sponsored Products, Sponsored Brands, Sponsored Display, Sponsored TV, and DSP — that let brands and sellers reach shoppers on and off Amazon. They range from keyword-based search ads that capture existing demand to programmatic display and streaming-TV ads that create it.
How does Amazon PPC work?
Amazon PPC (pay-per-click) runs on an auction: you bid on keywords or product targets, and you pay only when a shopper clicks your ad. Ads appear in search results and on product pages, and success is measured by metrics like ACoS (ad spend as a share of ad sales) and TACoS (against total sales).
What are the types of Amazon ads?
There are five: Sponsored Products (search and product-page ads), Sponsored Brands (branded banner and video ads in search), Sponsored Display (retargeting on and off Amazon), Sponsored TV (streaming-TV ads), and Amazon DSP (programmatic audience buying). Each serves a different stage of the customer funnel.
How much does Amazon advertising cost?
It varies widely by category and format. Most sellers start with $1,000–3,000 per month, with new products often allocating 10–15% of revenue to ads and established ones 5–10%. Sponsored Products is pay-per-click with no minimum; DSP has higher practical entry budgets. What matters most is spending profitably, judged by TACoS.
How do I start with Amazon advertising?
Begin with the fundamentals and get your listing conversion-ready, then launch Sponsored Products with a mix of automatic and manual campaigns to capture demand. Master that before adding Sponsored Brands, Display, and beyond. Work through this course’s Modules 1–3 in order for a complete starting path.