Lab / Ads Platform Manual

Amazon Ads Deployment Brief

Amazon Ads thrives when retail operations and media work in lockstep. This brief ensures the product detail page, inventory, and DSP activations stay synchronized.

Retail readiness

Confirm Buy Box ownership above 95% for promoted ASINs.
Product detail pages must include 6+ images, enhanced A+ content, and at least 25 reviews (4+ star average).
Inventory minimum: 30 days cover for each ASIN; coordinate with supply chain to avoid stock-outs.

Sponsored Ads structure

Separate campaigns for Sponsored Products (automatic vs manual), Sponsored Brands, and Sponsored Display.
Manual campaigns: use keyword match type pods (Exact, Phrase, Broad) with shared negative keyword lists.
Sponsored Brands: build landing pages in Stores and utilize video placements where available.

DSP architecture

Construct separate orders for Prospecting, Remarketing, and Loyalty with unique frequency caps.
Leverage Amazon Marketing Cloud (AMC) audiences for high-value segments.
Deploy third-party measurement pixels via Sizmek container when using external verification.

Measurement and reporting

Use Amazon Attribution tags for off-Amazon media driving to Amazon store pages.
Pull search term reports and DSP delivery reports weekly; surface insights to merchandising teams.
Feed AMC queries into BI dashboards for path-to-purchase and halo analysis.

Optimization cadence

Daily: Monitor retail health (inventory, Buy Box, pricing) and pause ads if stock dips below threshold.
Weekly: Adjust bids by placement type (Top of Search, Product Pages) and update negative keywords.
Monthly: Evaluate DSP reach/frequency, update AMC segments, and refresh creative assets.

Pre-launch checklist

Sponsored Ads tracking templates tested; budgets allocated per ASIN priority.
DSP creatives approved and trafficking complete via Amazon Ad Console.
Inventory, pricing, and promotions aligned with campaign calendar.
Attribution and AMC reporting dashboards configured for stakeholders.