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. Free, in order, right here.
Or jump to any module below — each lesson links to the next, so you never lose your place.
The nine modules
Foundations
How Amazon advertising works — the console, account types, the flywheel, metrics, and campaign structure. Start here if you’re new.
Listing Optimization & Readiness
Get your listing conversion-ready before you spend — keyword research, listing quality, budgets, and the pre-launch checklist.
Sponsored Products
The core format in depth — auto & manual campaigns, match types, targeting, negatives, bidding, the search term report, and dayparting.
Sponsored Brands
Branded search ads and video — the three formats, Sponsored Brands Video, new-to-brand metrics, and how to scale them.
Sponsored Display
Reaching shoppers on and off Amazon — audiences, retargeting, product targeting, and optimization.
Sponsored TV
Streaming TV advertising — how to run it, the ad specs, the metrics that matter, and whether it’s worth it for you.
Amazon DSP
Programmatic advertising — self-serve vs managed, audiences, inventory, creative, strategy, AMC audiences, and DSP vs Sponsored Ads.
Measurement & Reporting
Reading your results in 2026 — ACoS vs TACoS, the reports, the new attribution model, Marketing Stream, AMC, and dashboards.
Advertising Strategy
Tying it all together — full-funnel strategy, budget allocation, product launches, competitor conquesting, Prime Day, and scaling.
Frequently asked questions
Amazon advertising is Amazon’s suite of paid ad products — Sponsored Products, Sponsored Brands, Sponsored Display, Sponsored TV, and DSP — that put your products in front of shoppers on and off Amazon, from keyword search ads that capture demand to programmatic and streaming ads that create it.
Amazon PPC runs on an auction: you bid on keywords or product targets and pay only when a shopper clicks. 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).
There are five: Sponsored Products (search and product-page ads), Sponsored Brands (branded banner and video ads), 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 funnel.
It varies by category and format. Many sellers start around $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.
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 Modules 1–3 in order for a complete starting path.