Questions, Answered

Amazon PPC advertising is the pay-per-click system sellers use to bid for visibility in search results and product pages, paying only when a shopper clicks their ad rather than for the ad simply being shown.

An Amazon PPC campaign is a structured group of ads targeting specific keywords or products, with its own budget, bids and settings. Sellers typically run several campaigns split by match type or goal, such as brand defence, competitor targeting or new keyword discovery.

Amazon ads work through an auction. Sellers choose keywords or products to target and set a bid. When a shopper searches or browses, Amazon runs an auction in real time and shows the winning ads, then charges the seller only if the shopper clicks.

Sponsored ads are Amazon’s three main paid ad formats: Sponsored Products (individual listings shown in search and on product pages), Sponsored Brands (banner-style ads showcasing a brand and multiple products), and Sponsored Display (ads shown on and off Amazon based on shopping behaviour).

Cost depends entirely on your bids, competition and category, since Amazon Ads work on a pay-per-click auction rather than a flat fee. Most sellers set a budget based on what they can afford per sale and adjust from there.

You need to be enrolled in Amazon Brand Registry to create a storefront. Once registered, you build it through the Stores builder in Seller Central, choosing a template, adding pages, images and products, then submitting it for Amazon’s review before it goes live.

This usually refers to the Amazon Associates or Amazon Influencer programme, where you share links to Amazon products and earn a commission on resulting sales. You apply through Amazon, get approved, then share your unique links or storefront.

You choose a niche, join an affiliate programme such as Amazon Associates, get your unique tracking links, then promote products through content like a blog, YouTube channel or social media, earning a commission on sales made through your links.

Amazon runs adverts because advertising is a major revenue stream for the company, and it also helps sellers get visibility in an increasingly crowded marketplace where organic ranking alone is not always enough to be seen.

This usually refers to the Amazon Marketplace, the platform where third-party sellers list and sell products alongside Amazon’s own retail inventory, all under one storefront experience for the shopper.

Amazon SEO is the practice of optimising your listing, title, bullet points, backend keywords and content, so your product ranks higher in Amazon’s search results for the terms buyers actually use.

Cost varies depending on whether you do it yourself or hire an agency. Agency pricing for a full listing optimisation typically ranges from a few hundred to a few thousand pounds per listing, depending on the depth of keyword research and content work involved.

Yes, it is possible to do your own keyword research and rewrite your listing content, though it takes time to learn Amazon’s specific ranking factors properly and to track results accurately.

Research the keywords your buyers actually search for, then place the most important ones in your title, bullet points, description and backend search terms, while writing the content to also persuade buyers to purchase, not just to rank.

Your Amazon catalogue is the full collection of product listings in your seller account, including all titles, images, variations and content across every ASIN you sell.

A catalogue specialist typically needs strong attention to detail, knowledge of Amazon’s listing and compliance rules, data and spreadsheet skills, and an understanding of variation structures, inventory management and Seller Support processes.

It refers to the tools and processes used to track stock levels, forecast demand and manage replenishment across your Amazon listings, whether through Amazon’s own Seller Central tools or third-party software.

The commonly referenced types are just-in-time inventory, materials requirement planning, economic order quantity, and days sales of inventory, each offering a different approach to balancing stock levels against demand and cost.

Amazon uses historical sales data, seasonality and trends to predict future demand, both for its own retail inventory and to guide sellers on recommended reorder quantities and timing within Seller Central.

The most reliable approach combines historical sales data with seasonal trends and lead times, building in a buffer for demand spikes, rather than relying on a single flat average.

Replenishing inventory means sending new stock to Amazon’s fulfilment centres before you run out, based on your sales velocity and the lead time needed to manufacture and ship new stock.

Monitor your sell-through rate and lead times, then create a new shipment plan in Seller Central with the required quantity, print your shipping labels, and send the stock to the fulfilment centres Amazon assigns.

A shipping plan is the process in Seller Central where you tell Amazon what stock you are sending, in what quantities, and to which fulfilment centres, generating the labels and instructions needed to get it there correctly.

Amazon does not pay sellers for delivery. Instead, sellers pay Amazon FBA fulfilment fees to have Amazon pick, pack and ship orders, with fees varying by product size and weight.

In Seller Central, go to Manage Inventory, select the products you are sending, choose “Send to Amazon,” confirm quantities and packing details, then follow the steps to generate labels and book the shipment.

Shipping templates are usually set up for products you fulfil yourself, in Seller Central under Shipping Settings, where you define regions, delivery speeds and rates that apply automatically to relevant listings.

It is the ongoing process of tracking, forecasting and replenishing stock across your Amazon listings, to avoid running out of stock or over-ordering into expensive long-term storage.

Inventory tools automate forecasting and alerts, reducing the risk of stockouts or overstocking, and save the significant manual time it takes to track sales velocity and reorder points across a large catalogue by hand.

It is not strictly required for a small catalogue, but as your product range grows, dedicated software makes forecasting, reordering and avoiding stranded or excess inventory far more reliable than manual spreadsheets.

Pricing varies depending on whether you design it yourself, use Amazon’s built-in templates for free, or hire an agency, with agency pricing typically ranging from a few hundred to over a thousand pounds per listing depending on complexity.

A+ Content is the enhanced product description module available to brand registered sellers, allowing image-based modules, comparison charts and richer formatting below the standard bullet points.

This typically refers to models or performers used in Amazon’s own marketing adverts, or in lifestyle imagery within a seller’s listing content, usually sourced through stock photography or hired separately for a shoot.

The core images are the main image (the primary listing photo) and secondary or listing images, alongside A+ Content images used within the enhanced description module.

EBS stands for Enhanced Brand Content, the earlier name for what is now called A+ Content, the enhanced description module available to brand registered sellers.

EBC stands for Enhanced Brand Content, the previous name for Amazon’s A+ Content, used to describe the richer, image-led product description module.

Brand Story is a section within A+ Content that lets you tell your brand’s wider narrative, who you are and what you stand for, alongside a carousel linking to other products in your range.

The Brand Story module typically uses a logo image around 400 x 400 pixels and a background lifestyle image around 1464 x 625 pixels, though Amazon’s exact specifications can vary slightly by module type.

Apply to the Amazon Influencer Programme through your social media following, get approved, then use the Storefront builder to create your own branded page featuring products you recommend, earning commission on resulting sales.

An Amazon marketing agency manages the parts of your account that drive visibility and sales, typically covering keyword research, listing optimisation, sponsored ads and ongoing reporting, so your products rank well and convert once buyers find them.

Pricing varies by scope, but most agencies charge either a flat monthly retainer, typically from a few hundred to several thousand pounds, or a percentage of ad spend or revenue managed. The right structure depends on your account size and how many services you need.

For sellers spending a meaningful budget on ads or struggling to rank, it is usually worth it, since a specialist can spot wasted spend and missed keyword opportunities that are easy to miss without dedicated time and experience.

An Amazon marketing agency only works within Amazon’s ecosystem, understanding the A9 search algorithm and Amazon’s specific ad auction. A general digital marketing agency usually spreads its focus across many platforms and rarely has the same depth of Amazon-specific expertise.

Look for a proven track record with real numbers, not just testimonials, clear reporting, and a team that reviews your account regularly rather than checking in monthly. Ask how they measure success and whether they will be honest if your account is not a good fit.

Be cautious of any agency guaranteeing specific results, since Amazon’s algorithm and market conditions are outside any agency’s full control. A credible agency will give realistic timelines and be upfront about what is achievable for your category.

It typically covers keyword research, listing copywriting, PPC campaign management, backend optimisation, competitor tracking and monthly reporting, though the exact scope varies between agencies and packages.

Paid ad improvements can show within a few weeks, while organic ranking changes usually take two to four months, since Amazon needs consistent sales history before rank moves meaningfully.

Most agencies work across a wide range of categories, though results depend more on your product having proven demand and healthy reviews than on the category itself.

This varies significantly by category, competition and starting point, so there is no single reliable average. A properly managed account should aim to lower ACOS over time while growing overall sales, not just chase a headline ROI figure.

Not necessarily, but many sellers running PPC alone miss opportunities in keyword research, listing optimisation or backend indexing that would improve results without needing a bigger ad budget.

Packages typically bundle SEO, PPC management, listing optimisation and reporting, though scope varies. It is worth checking exactly which services and how many hours or campaigns are included before signing up.

Most charge either a flat monthly retainer or a percentage of ad spend or revenue, sometimes with a minimum monthly fee. Percentage-based pricing on ad spend can create a conflict of interest, so it is worth understanding how your agency is incentivised.

Yes, launch support typically includes keyword research ahead of time, a coordinated PPC strategy for the first weeks, and listing optimisation from day one, since early sales velocity has a big impact on how quickly a new product ranks.

An Amazon account audit is a full review of your account, covering listings, keywords, PPC campaigns, account health and catalogue issues, to identify what is costing you sales and what needs fixing.

An audit surfaces problems you may not know exist, such as suppressed listings, wasted ad spend or declining account health, before they cost significant revenue or put your account at risk.

Many agencies offer a free initial audit as part of their sales process, while a more detailed paid audit can range from a few hundred to over a thousand pounds depending on account size and depth.

It typically reviews title and bullet point keyword coverage, backend search terms, image quality and compliance, pricing, and how the listing compares to top competitors in the category.

Most audits take between a few days and two weeks, depending on the size of your catalogue and how many areas, such as PPC, SEO and account health, are being reviewed.

A PPC audit typically reviews campaign structure, match types, wasted ad spend on non-converting search terms, bid strategy, and how ACOS compares to category norms.

Yes, an audit can identify the root cause of a suspension or policy violation and inform the plan of action submitted to Amazon, though resolving a suspension is a separate, more urgent process than a routine audit.

A full audit once a quarter is a reasonable baseline for most sellers, with account health and PPC performance ideally monitored on an ongoing basis in between.

It is another term for an account audit, generally focusing specifically on your Account Health Rating, policy warnings, and any suppressed or at-risk listings.

An audit itself does not directly increase sales, but it identifies the specific issues holding sales back, so acting on its findings usually does lead to measurable improvement.

An audit is a one-off review that identifies problems and opportunities. At the same time, full account management is the ongoing work of fixing and maintaining your account week to week based on those findings.

You typically receive a report ranking every issue found by impact and urgency, along with recommendations for what to fix first, whether you choose to act on it yourself or bring in an agency to manage the fixes.

It is the process of improving your product listings, keywords, images and content on TikTok Shop, so products are more likely to be discovered by the algorithm and convert once a buyer sees them.

Focus on a clear, keyword-rich title, high-quality images or video, an accurate and persuasive description, and competitive pricing, since these all influence both discoverability and conversion on the platform.

Common causes include weak or missing product content, no creator or affiliate activity driving traffic, uncompetitive pricing, or simply not enough video content pointing buyers to the listing.

Strong visual content, a clear and specific title, honest and detailed descriptions, and pricing that matches what similar products are selling for within the platform.

Yes, in a different form to Amazon. TikTok Shop’s discovery still relies partly on keywords in your listing, alongside video content and creator activity, so listing optimisation still matters even though discovery is largely content-led.

Consistent sales, strong conversion rate, active creator content, and a well-optimised listing all contribute to how the platform surfaces your products, similar in principle to how sales velocity affects ranking on Amazon.

It is a service, often provided by an e-commerce agency, that rewrites and restructures your product listings specifically for how TikTok Shop’s algorithm and shoppers respond, rather than reusing generic e-commerce copy.

Very important. Since TikTok Shop is a highly visual, video-first platform, weak product imagery is one of the fastest ways to lose a sale even when a video has driven a shopper to your listing.

Yes, it is possible to do your own listing optimisation and creator outreach, though it takes time to learn what performs well on the platform, which is why some sellers bring in an agency once volume grows.

Pricing varies by provider and scope, from a few hundred pounds for a one-off listing rewrite to an ongoing monthly management fee if creator recruitment and ads are included as well.

Yes, though it works differently. TikTok Shop’s discovery is driven more by content engagement, video performance and creator activity, while Amazon’s is driven more by search relevance and sales history.

Listing changes can improve conversion almost immediately once traffic arrives, but meaningful sales growth usually depends on creator content and video reach building over several weeks.