Amazon PPC, managed to profit.

We start with Sponsored Products because it sits closest to purchase intent. Exact match carries the terms that already convert, phrase and auto campaigns find new ones, and product targeting defends your own detail pages and picks off weaker competitor listings.

Sponsored Brands and Sponsored Brands video take the top of the results page for category terms, where a branded headline or a six-second product demo earns the click. Sponsored Display handles remarketing to people who viewed but did not buy.

• N-gram analysis to cut words that never convert
• Bids set by placement and by hour of day
• Budgets moved weekly toward the terms with the best margin

Once search is profitable we add audiences. In-market audiences reach shoppers actively browsing your category; lifestyle audiences reach people whose habits fit the product. Remarketing brings back detail-page viewers and cart abandoners, and lookalikes extend reach from your best buyers.

With AMC, we build custom audiences from your own data, such as people who watched a Sponsored Brands video but have not bought yet, and send them to Sponsored Display or Amazon DSP.

The order matters. Sponsored TV comes next for products that need to be seen moving, because it builds the branded searches your Sponsored Products campaigns then convert cheaply. Amazon DSP follows, retargeting detail-page viewers and conquesting shoppers on competing listings.

Underneath both sits AMC, Amazon’s clean room. It joins search, video and DSP exposures at the shopper level, so we can see which combinations actually lead to an order instead of letting each channel claim the same sale.

• Each layer added only after the one before it is profitable
• Branded search lift read after every Sponsored TV flight
• One budget plan across search and DSP, so they stop bidding against each other

ACoS on its own hides most of the story. We judge advertising on incrementality: would this sale have happened without the ad? Where volume allows, we run holdout tests, and we track new-to-brand orders and halo ASINs, the other products a shopper buys after clicking an ad.

Full-funnel reports show path to purchase, time to convert and how frequency affects conversion. All of it rolls up to two numbers you can run a business on: TACoS and contribution margin per ASIN.

• Retail media analytics across search, video and DSP
• Holdout tests where spend is large enough to read
• One weekly view: sales, ad spend, TACoS, margin