Amazon, explained.
By the people doing the work.
71 guides and articles on Amazon PPC, listings, creative and growth, each linked to the process we actually follow.
Choose a topic.
Each hub collects the guides, articles, glossary terms and processes for one part of Amazon.
Amazon PPC
Campaign structure, bids, budgets, placements, search terms and the numbers advertising moves.
Open the topicListings & Amazon SEO
Keyword research, titles and bullets, indexing, catalog health, reviews and the Buy Box.
Open the topicImages, A+ & Brand Store
Main images, infographics, A+ and Premium A+, Brand Store design and video that converts.
Open the topicAI search: Rufus & COSMO
How Amazon’s AI shopping assistant and semantic search rank products, and how to prepare listings for them.
Open the topicStrategy & growth
Launches, ranking, scaling, seasonality, profit and the strategy behind each goal.
Open the topicPricing & choosing an agency
What Amazon services cost, agency versus software, and how to pick and manage a partner.
Open the topicAccount health & operations
Suppressed listings, stock, hijackers, Brand Registry, reporting and the routines that keep an account healthy.
Open the topicMarketplaces
Selling on Amazon in the US, UK, Europe, the Middle East and Australia: what changes by market.
Open the topicThe complete guides.
Long-form guides that cover a subject end to end.
How to Optimize Amazon Listings for Rufus and COSMO
Rufus and COSMO read your listing for meaning, not just keywords. How to write titles, bullets, A+ Content and attributes that answer real questions and rank.
11 min read · Sep 25, 2026How to Choose an Amazon Agency: 12 Questions to Ask First
Twelve questions that separate Amazon agencies with a process from agencies with a sales deck: team, audit, reporting, pricing, contract terms and exit.
10 min read · Sep 25, 2026Amazon Product Launch Playbook: The First 90 Days
A stage-by-stage Amazon launch plan: what to have ready before day one, what to do in days 1–30, 31–60 and 61–90, and the exit criteria for each stage.
12 min read · Sep 25, 2026Amazon PPC Management Cost: Agency Fees, Models and What You Get
Amazon PPC management typically costs $750–$5,000 a month or 8–15% of ad spend. What drives the price, what each tier includes and how to compare quotes.
10 min read · Sep 25, 2026Amazon PPC Management: The Complete Guide for Sellers
How Amazon PPC management works end to end: objective, audit, campaign structure, bids, budgets, the weekly optimization cycle and the reports that prove it.
11 min read · Sep 25, 2026Amazon Listing Optimization: The Complete Guide
How to optimize an Amazon listing from research to verification: keywords, title, bullets, backend terms, images, A+ Content and the checks that keep it live.
10 min read · Sep 25, 2026Amazon Listing Images: The 7-Slot Gallery That Sells
What each of the seven Amazon image slots is for, the main image rules, size requirements, how to brief a designer and how to test images on live traffic.
10 min read · Sep 25, 2026Amazon Keyword Research: How to Find the Terms That Sell
A method for Amazon keyword research using Brand Analytics, Search Query Performance, ad data and competitor listings, then tiering terms and checking indexing.
11 min read · Sep 25, 2026Amazon Brand Store Design: A Store Worth Landing On
How to plan, design and measure an Amazon Brand Store: page structure, tiles, what goes on the home page, where ads should land and how to read Store Insights.
10 min read · Sep 25, 2026Amazon A+ Content: The Complete Guide to Modules and Specs
What A+ Content is, which modules to use and in what order, image specifications, how Premium A+ and Brand Story differ, and how to measure whether it converts.
10 min read · Sep 25, 2026ACoS, TACoS and Profit: The Amazon Metrics That Actually Matter
ACoS measures ad efficiency, TACoS measures how much your sales depend on ads, and profit per unit decides whether either matters. How to read and act on each.
11 min read · Sep 25, 2026Recently published.
When to Hire an Amazon Agency (and When Not To)
An agency pays off when you can name the number that is wrong, the margin can fund the work and the fix needs more than one lever. Here is how to tell.
5 min read · Sep 25, 2026When Is Amazon DSP Worth It? Budget, Audiences and Fit
DSP is worth it when Sponsored Ads are efficient, audiences are large enough to retarget and budget clears the minimum with room to test. How to judge fit.
6 min read · Sep 25, 2026Switching Amazon Agencies: A Handover Checklist
Changing Amazon agencies without losing rank, data or a week of spend takes a planned handover. The checklist, from exports and access to the overlap week.
5 min read · Sep 25, 2026Suppressed Amazon Listing: Why It Happens and How to Fix It
A suppressed listing is hidden from search, not blocked. Where to find the reason, the common causes and fixes, and how to stop ads wasting money meanwhile.
5 min read · Sep 25, 2026Sponsored Products vs Sponsored Brands vs Sponsored Display
Sponsored Products carries most accounts; Brands and Display earn their place after it. What each ad type does, where it shows and when to add it.
6 min read · Sep 25, 2026How to Shift Amazon Sales from Paid to Organic (TACoS Control)
Lowering TACoS means growing organic sales faster than ad spend. Rank on the terms that matter, taper paid support in steps and read the organic share weekly.
5 min read · Sep 25, 2026Scaling Amazon Ad Spend Without Losing Efficiency
Scaling Amazon ad spend works in steps, only where ACoS holds and stock allows. The order to add budget, the step size, the stock rule and the signs of a ceiling.
6 min read · Sep 25, 2026Q4 Amazon PPC Strategy: Black Friday to New Year
Q4 is a six-week sequence, not one event. How to plan stock, budgets and bids across Black Friday, the December shipping cutoff and the post-Christmas surge.
6 min read · Sep 25, 2026Prime Day PPC Strategy: Before, During and After
Prime Day is won in the four weeks before it. The stock, rank and budget checks to make in advance, how to bid during the event and how to step down afterward.
6 min read · Sep 25, 2026How to Optimize Amazon Listings for Rufus and COSMO
Rufus and COSMO read your listing for meaning, not just keywords. How to write titles, bullets, A+ Content and attributes that answer real questions and rank.
11 min read · Sep 25, 2026How to Win the Amazon Buy Box (and Keep It)
The Buy Box, now the Featured Offer, goes to the offer Amazon rates best on landed price, fulfillment and seller metrics. What decides it and why it vanishes.
5 min read · Sep 25, 2026How to Improve Amazon Click-Through Rate (CTR)
CTR is decided on the search results page: main image, title opening, price, rating and badges. Where to measure it, which lever to fix first, and how to test.
5 min read · Sep 25, 2026How to Improve Amazon Conversion Rate (CVR)
Conversion rate is unit session percentage in Business Reports. The eight levers that move it, in the order they usually matter, and how to read each.
5 min read · Sep 25, 2026How to Choose an Amazon Agency: 12 Questions to Ask First
Twelve questions that separate Amazon agencies with a process from agencies with a sales deck: team, audit, reporting, pricing, contract terms and exit.
10 min read · Sep 25, 2026How to Check If Your Amazon Listing Is Indexed for a Keyword
Indexed means eligible to appear, not ranked. Three ways to test indexing, from the search-bar check to Search Query Performance.
5 min read · Sep 25, 2026The First 90 Days with an Amazon Agency: What Should Happen
An honest timeline for a new Amazon agency engagement: what happens in weeks one to two, what you should see by day 30, and which results take the full 90 days.
5 min read · Sep 25, 2026Expanding to New Amazon Marketplaces: Order, Costs and Pitfalls
Which Amazon marketplace to enter next, what it costs before the first sale, and the mistakes that turn expansion into a loss. A practical order for US brands.
5 min read · Sep 25, 2026A Competitor Is Undercutting You on Amazon: What to Do
A cheaper competitor does not always need a price cut. How to decide whether to match, differentiate or defend, based on margin and where you are losing.
5 min read · Sep 25, 2026Wasted Ad Spend on Amazon: How to Find It and Stop It
Wasted spend hides in five places: non-converting terms, self-competition, over-funded discovery, placements and pages that cannot convert. How to find each.
6 min read · Sep 25, 2026Amazon Variations: When to Merge, Split or Leave Alone
Variation families pool reviews and traffic, but Amazon only allows them for one product in different sizes, colors or counts. When to merge or split.
6 min read · Sep 25, 2026Amazon Unit Economics: Finding the Margin That Can Fund Growth
Profit per unit, per ASIN, is the number every Amazon decision depends on. How to build it from fees, returns and promotions, and turn it into ACoS targets.
5 min read · Sep 25, 2026The Amazon Title Formula That Ranks and Converts
A title has two jobs, indexing and the click. Here is the word order we use, the limits Amazon enforces, and the first 80 characters that decide both.
5 min read · Sep 25, 2026Amazon Storefront Best Practices: Pages, Tiles and Traffic
A Brand Store earns its place as the landing page for Sponsored Brands and outside traffic. Page structure, tiles that convert, source tags and Store Insights.
5 min read · Sep 25, 2026Amazon Storage Fees and Overstock: Reading the IPI, Acting Early
Excess FBA stock costs you three times: monthly storage, aged-inventory surcharges and a lower IPI. How to read the reports and clear overstock before fees bite.
5 min read · Sep 25, 2026Amazon Stock-Out: The Damage It Does and How to Recover
Running out of stock on Amazon costs more than the missed orders. What a stock-out does to rank, ads and the Buy Box, and the two-week recovery plan we run.
5 min read · Sep 25, 2026Amazon Sponsored TV: Is It Worth It for Your Brand?
Sponsored TV puts your video on streaming screens with no minimum spend. Worth testing when your listing converts, your video suits TV and you can measure lift.
6 min read · Sep 25, 2026Amazon Seasonal Planning: The Calendar We Work From
The Amazon year has four planning windows, each starting six to ten weeks before the event. The calendar we run every account against, and what happens in each.
5 min read · Sep 25, 2026How to Read the Amazon Search Term Report (and Act on It)
The search term report shows what shoppers typed before they clicked. Which columns matter, the five sorts we run every week and the action each one leads to.
6 min read · Sep 25, 2026Amazon Sales Dropped Suddenly? A Diagnosis in Six Checks
When Amazon sales fall off a cliff, the cause is almost always one of six things. Here is the order to check them in, and what each looks like in the data.
5 min read · Sep 25, 2026Amazon Rufus Listing Checklist: 15 Things the AI Assistant Reads
Rufus answers shopper questions from your title, bullets, attributes, A+ text, reviews and Q&A. Fifteen checks that make a listing answerable and lift sales.
5 min read · Sep 25, 2026Amazon Review Strategy That Follows the Rules
Grow reviews without risking the account: the Request a Review button, Vine, neutral inserts and product fixes. What Amazon allows and what it bans.
5 min read · Sep 25, 2026Amazon Restock Planning: Days of Cover, Lead Times and Peaks
Restock planning comes down to three numbers: days of cover, true lead time and the demand ahead. How to calculate each and plan orders around peaks.
5 min read · Sep 25, 2026Amazon Keyword Rank Dropped: What to Check First
Lost organic rank on a keyword you used to own? Check sales velocity, conversion, stock and indexing before you touch bids. Here is the order and the fix.
5 min read · Sep 25, 2026Amazon Product Video: Where It Appears and What Works
One video can run in the gallery, the Videos section, Sponsored Brands, Premium A+ and the Brand Store. Placements, specs, content rules and structure.
5 min read · Sep 25, 2026Amazon Product Targeting: Competitor Conquesting That Pays
Conquesting works when your page beats the competitor's on price, rating or a feature. How to pick target ASINs, what to bid, read results and when to stop.
5 min read · Sep 25, 2026Amazon Product Launch Playbook: The First 90 Days
A stage-by-stage Amazon launch plan: what to have ready before day one, what to do in days 1–30, 31–60 and 61–90, and the exit criteria for each stage.
12 min read · Sep 25, 2026Amazon PPC Reporting: Weekly, Monthly and Quarterly Metrics
Different questions need different cadences. The metrics to check weekly, the ones that only make sense monthly, and the quarterly review that resets strategy.
6 min read · Sep 25, 2026Amazon PPC Management Cost: Agency Fees, Models and What You Get
Amazon PPC management typically costs $750–$5,000 a month or 8–15% of ad spend. What drives the price, what each tier includes and how to compare quotes.
10 min read · Sep 25, 2026Amazon PPC Management: The Complete Guide for Sellers
How Amazon PPC management works end to end: objective, audit, campaign structure, bids, budgets, the weekly optimization cycle and the reports that prove it.
11 min read · Sep 25, 2026Amazon PPC for Small Brands: What to Do With Under $1,000 a Month
A small Amazon ad budget works when it is concentrated. The structure, keyword count, bid approach and weekly routine for accounts spending under $1,000 a month.
5 min read · Sep 25, 2026Amazon PPC for Product Launches: Structure, Budget and Timing
Launch campaigns run a high ACoS on purpose, for a fixed period, on a short list of terms. How to structure them, budget them and when to switch to profit mode.
6 min read · Sep 25, 2026Amazon PPC Dayparting: Does It Work, and When?
Dayparting works when hourly data shows a clear conversion pattern and the account has the volume to prove it. How to test it and when to leave bids alone.
5 min read · Sep 25, 2026Amazon PPC Campaign Structure That Scales With Your Catalog
A structure where every campaign has one job, one match type and one bid logic. How we lay out portfolios, campaigns and ad groups so an account can grow.
6 min read · Sep 25, 2026Amazon PPC Budgets: Out-of-Budget Campaigns Without Overspending
An out-of-budget campaign is a signal, not always a problem. Which campaigns deserve more budget, which need lower bids and how to pace spend across the month.
5 min read · Sep 25, 2026Amazon PPC Audit Checklist: 20 Checks Before We Change a Bid
The 20-point audit we run on every Amazon advertising account before touching anything: setup, structure, targeting, bids, budgets and the listings ads land on.
6 min read · Sep 25, 2026Amazon PPC Agency vs Software vs In-House: Which Is Right?
Agency, software or your own hire? A side-by-side on cost, control, speed and what each one cannot do, with a simple rule for choosing by ad spend and team.
9 min read · Sep 25, 2026Amazon Placement Modifiers: When Top of Search Is Worth It
Top of search converts best and costs most. How to read the placement report, when a modifier pays back and how to set it without inflating base bids.
5 min read · Sep 25, 2026Negative Keywords on Amazon: How and When to Add Them
Negative keywords stop a campaign spending on searches that do not sell. Exact vs phrase, the thresholds we apply and the mistakes that cut sales.
6 min read · Sep 25, 2026Amazon Match Types: Broad, Phrase and Exact, Used Properly
Each match type has a job: broad finds, phrase tests, exact controls. How each matches, what to bid on each, how keywords move between them and what to avoid.
6 min read · Sep 25, 2026Amazon Marketing Cloud (AMC) Audiences Explained
AMC is a clean room that joins ad and shopping signals to build custom audiences and measure across channels. Who can use it, what to build first, its limits.
6 min read · Sep 25, 2026Amazon Listing Optimization: The Complete Guide
How to optimize an Amazon listing from research to verification: keywords, title, bullets, backend terms, images, A+ Content and the checks that keep it live.
10 min read · Sep 25, 2026Amazon Listing Images: The 7-Slot Gallery That Sells
What each of the seven Amazon image slots is for, the main image rules, size requirements, how to brief a designer and how to test images on live traffic.
10 min read · Sep 25, 2026Amazon Lifestyle Images: Making the Product Real
Lifestyle images show scale, context and who the product is for. Which scenes to shoot, how to keep composites honest, and where they belong in the gallery.
6 min read · Sep 25, 2026Amazon Keyword Research: How to Find the Terms That Sell
A method for Amazon keyword research using Brand Analytics, Search Query Performance, ad data and competitor listings, then tiering terms and checking indexing.
11 min read · Sep 25, 2026Amazon Infographic Images: What to Show and What to Skip
Infographic images do the work bullets cannot on mobile. The four kinds worth making, layout rules for thumbnail size, and the claims Amazon does not allow.
6 min read · Sep 25, 2026Amazon Hijackers: How to Remove Unauthorized Sellers
Amazon removes counterfeit and infringing offers through Brand Registry, not resellers of genuine goods. How to tell them apart and what evidence gets action.
5 min read · Sep 25, 2026Amazon COSMO Explained: How Semantic Search Changes Ranking
COSMO is Amazon's commonsense knowledge system linking products to the intent behind a search. What Amazon has published and what changes for listings.
5 min read · Sep 25, 2026Amazon Bullet Points That Convert: Structure and Examples
Bullets close the sale after the image wins the click. The order to write them in, what Amazon now prohibits, and a before-and-after example.
5 min read · Sep 25, 2026Amazon Brand Store Design: A Store Worth Landing On
How to plan, design and measure an Amazon Brand Store: page structure, tiles, what goes on the home page, where ads should land and how to read Store Insights.
10 min read · Sep 25, 2026Amazon Brand Registry: What It Unlocks and How to Enroll
Brand Registry needs a registered or pending trademark and takes days to set up. It opens A+ Content, Brand Store, Sponsored Brands, Brand Analytics and Vine.
5 min read · Sep 25, 2026Amazon Brand Defense Campaigns: Protecting Your Own Listings
Brand defense campaigns keep competitors off your brand searches and your detail pages. How to build them, what to bid and how to tell if they are working.
6 min read · Sep 25, 2026Building a Brand on Amazon: Beyond the Next Sale
A brand on Amazon is measured by branded search, new-to-brand orders and repeat rate, not this week's ACoS. The full-funnel structure and what to measure.
5 min read · Sep 25, 2026Amazon Bid Optimization: How Often and How Much to Change Bids
Change bids weekly, at keyword level, in 10 to 20% steps, on two weeks of data. Why daily changes hurt, how to set a target bid and when to break the rule.
6 min read · Sep 25, 2026Amazon Backend Search Terms: Best Practice for the 250-Byte Field
The backend field indexes what your visible copy could not. How the 250-byte limit really counts, what Amazon strips out, and how to fill it without waste.
5 min read · Sep 25, 2026Amazon Agency Reporting: What Good Reports Look Like
A good Amazon agency report shows what changed, why, and what it did, down to profit per ASIN. What to expect weekly, monthly and quarterly, and the red flags.
5 min read · Sep 25, 2026Amazon ACoS Too High? What to Fix First (and What to Leave Alone)
A high ACoS is a symptom with four common causes. Here is the order we check them in, what each one looks like in the data, and the fix that matches.
3 min read · Sep 25, 2026Amazon Account Audit: The 30 Things We Check
Every engagement starts with the same audit: 30 checks across ads, listings, creative, catalog, inventory and unit economics, turned into a scorecard and plan.
5 min read · Sep 25, 2026Amazon A+ Content: The Complete Guide to Modules and Specs
What A+ Content is, which modules to use and in what order, image specifications, how Premium A+ and Brand Story differ, and how to measure whether it converts.
10 min read · Sep 25, 2026Manage Your Experiments: What to A/B Test First on Amazon
Manage Your Experiments split-tests titles, main images, bullets, descriptions and A+ Content on live traffic. What to test first and how to read the result.
6 min read · Sep 25, 2026ACoS, TACoS and Profit: The Amazon Metrics That Actually Matter
ACoS measures ad efficiency, TACoS measures how much your sales depend on ads, and profit per unit decides whether either matters. How to read and act on each.
11 min read · Sep 25, 2026A+ Content vs Premium A+: What Is the Difference and Which to Use
Standard A+ gives image and text modules at 970 px wide. Premium A+ adds video, hotspots, carousels and 1464 px modules for brands that qualify. Which to use.
5 min read · Sep 25, 2026No article matches that search yet. Try the playbook instead.
Every Amazon term, defined.
54 terms with a plain definition, where each one matters and the process that moves it.
Open the glossaryTurn what you read into a plan.
An account audit, a 90-day roadmap, and a written scope before you pay.