The Power of Placement Optimization on Amazon: A Complete Guide

Introduction

Most Amazon sellers spend their time optimizing keywords, bids, and budgets — and forget one of the most overlooked levers in their entire ad strategy: placement.

Where your ad appears on Amazon directly impacts:

  • Click-through rates (CTR)
  • Conversion rates (CVR)
  • Return on ad spend (ROAS)
  • Customer acquisition cost (CAC)

In this guide, you’ll learn how to use Placement Optimization to supercharge your Amazon ad results — without spending more.

What Is Placement in Amazon Advertising?

Placement refers to where your ad appears on Amazon. There are three major categories:

  1. Top of Search (First Page) – Premium placement at the top of Amazon search results.
  2. Product Pages – Shown on detail pages of related or competitor products.
  3. Rest of Search – Lower or mid-tier search results further down the page.

Each has a different cost, impact, and performance profile.

Why Placement Matters

Here’s what makes placement so powerful:

  • Top of Search has the highest conversion rates
  • Product Page is great for competitor conquesting
  • Rest of Search usually drives lower-cost discovery traffic

If you’re running ads but not adjusting bids by placement, you’re letting Amazon decide your fate.

How to Analyze Your Placement Performance

Step 1: Navigate to your campaign reports in Amazon Advertising Console.

Step 2: Use the Placement Report to see how each campaign performs by:

  • Impressions
  • Clicks
  • CTR
  • Conversions
  • ACOS
  • ROAS

Look for:
🔥 High-converting placements
🚫 Poor-performing placements
⚖️ Discrepancies between CTR and conversion

Real Example

Client: Supplements Brand

  • Top of Search ROAS: 6.2x
  • Product Pages ROAS: 2.1x
  • Rest of Search ROAS: 1.3x

We increased Top of Search placement bid by +50% and decreased Product Page bid by -20%.

Result:

  • 18% sales increase
  • ACOS dropped from 39% to 24%
  • Ad budget stayed the same

How to Adjust Bids by Placement

Amazon allows you to set a bid multiplier (% increase) for:

  • Top of Search
  • Product Pages

💡 Best Practice: Start with a small multiplier (10–25%) and monitor.

If Top of Search drives better ROAS — increase the multiplier. If Product Pages are underperforming — reduce or set it to 0%.

When to Prioritize Top of Search

Use Top of Search if:
✅ You have a strong CTR and conversion rate
✅ You’re bidding on branded terms
✅ Your product is highly competitive and visually appealing

Avoid Top of Search if:
❌ Your listing isn’t optimized
❌ You’re in discovery mode
❌ You can’t afford the higher CPCs

When Product Pages Make Sense

Use Product Page placements to:

  • Target competitor listings
  • Show up on complementary products
  • Build brand presence across categories

But keep a close eye on conversion rates — especially if you’re targeting outside your core niche.

Tips for Smart Placement Optimization

🧠 Segment Your Campaigns
Group similar ASINs or objectives to better analyze placement impact.

📈 Use Performance-Based Multipliers
Adjust bid increases based on what actually converts.

🛠️ Test Frequently
Try different placement strategies over 2–4 week periods.

🔍 Tie Placement Back to Keyword Intent
Brand keywords often do better on Top of Search. Broad terms might perform best further down the page.

Common Mistakes to Avoid

❌ Blindly increasing Top of Search without checking profitability
❌ Keeping default settings (0% adjustment) on all placements
❌ Ignoring Product Page opportunities for cross-selling or defense
❌ Not analyzing ROAS by placement regularly

Summary

Placement optimization gives you control over where your ads show up — and in turn, how they perform.

Even with the same keywords and budget, a change in placement strategy can dramatically shift results.

Fine-tune your campaigns by:

  • Using Placement Reports weekly
  • Increasing bids where ROAS is strong
  • Cutting back where conversion is weak
  • Segmenting campaigns for visibility and testing

Need Expert Help?

At Marketplace Valet, we specialize in:

  • Full-service Amazon ad management
  • Placement-level optimization
  • ACOS reduction & ROAS growth strategies
  • Competitive conquesting and brand protection

📩 Contact: justin@marketplacevalet.com
🌐 https://marketplacevalet.com

How to Fine-Tune Your Amazon Ads for Peak Performance

Introduction

Running Amazon ads isn’t enough — not anymore.

With rising competition and shrinking margins, your advertising needs to do more than just “run.” It needs to be refined, analyzed, and optimized constantly to deliver real results.

That’s what fine-tuning is all about.

In this article, you’ll learn exactly how to:

  • Audit your Amazon PPC campaigns
  • Identify performance bottlenecks
  • Make tactical adjustments to improve ACOS and ROAS
  • Scale winning strategies with confidence

Let’s turn good ads into great ones.

Why Fine-Tuning Matters More Than Ever

Amazon’s pay-per-click (PPC) system is getting more competitive every month. If you’re not constantly optimizing, you’re leaving:

🚫 Clicks unconverted
🚫 Sales uncaptured
🚫 Budgets wasted

Fine-tuning is the difference between a 60% ACOS and a 20% ACOS.

Step 1: Audit Your Campaign Structure

A clean structure is the foundation of ad performance.

Ask:

  • Are campaigns separated by product category or objective?
  • Do you use single keyword ad groups (SKAGs) for control?
  • Is your campaign naming consistent for easy reporting?

Action Tip: Organize by product line and keyword type (e.g., Branded, Competitor, Generic).

Step 2: Segment Match Types Properly

Each match type (broad, phrase, exact) behaves differently:

  • Broad = Discovery
  • Phrase = Relevant reach
  • Exact = Precision

Mistake to avoid: mixing all match types in one campaign. That muddles results and budget allocation.

Fix: Break match types into separate ad groups or campaigns.

Step 3: Check Your Budget Allocation

Most sellers overspend on poor performers and underfund winners.

Use your campaign reports to:

  • Identify campaigns with high ACOS or low ROAS
  • Pause or reduce bids on underperformers
  • Reallocate budget to high-performing, profitable campaigns

Pro Tip: Set daily budgets based on return — not assumptions.

Step 4: Analyze Search Terms Weekly

Search terms tell you what shoppers are actually typing in.

Look for:

  • 🔥 High-converting new terms to move to exact match
  • 🧊 Irrelevant or low-converting terms to negate
  • 🏷️ Competitor terms that may be costing you too much

Tool Tip: Use the Search Term Report and filter by orders and ACOS.

Step 5: Optimize Your Bids

Bid adjustments should be data-backed and made regularly.

Here’s a sample rule set:

  • ACOS < 20%: Increase bid by 10-15%
  • ACOS 20–40%: Maintain bid
  • ACOS > 50%: Reduce bid by 15-20% or pause

Use tools like Amazon’s “Suggested Bids” only as a reference — not gospel.

Step 6: Layer in Negative Keywords

Negative keywords keep your ads focused and your spend efficient.

Types of negatives:

  • Search Term Negatives – poor performers or irrelevant terms
  • ASIN Negatives – non-converting product pages (for auto or product targeting)

Regular negation = cleaner traffic, higher ROI.

Step 7: Review Ad Placement Performance

Not all placements are equal. Use Placement Reports to find:

  • Top of Search winners
  • Product Pages with high impressions but low conversions

Then:
✅ Increase bids for high-performance placements
❌ Reduce or turn off low-performing ones

Step 8: Scale What’s Working

Found a golden keyword with high ROAS? Here’s how to scale it:

  • Launch a new exact match campaign just for that term
  • Raise the bid and isolate the budget
  • Monitor daily for cost creep

Bonus Tip: Build custom creatives or Sponsored Brand Video around high-performing keywords.

Step 9: Test Creative Variations

Split test your:

  • Main images (can impact CTR)
  • Bullet points (for relevance and ad quality score)
  • A+ Content and Storefront (for post-click conversions)

Tools like Manage Your Experiments can help run proper A/B tests.

Step 10: Don’t Forget the Buy Box

No Buy Box = No Ads.

Make sure:

  • Prices are competitive
  • Inventory is in stock
  • Your seller rating is strong

Keep your listing health in check — or your ads won’t matter.

Real Case Study

Client: Kitchen Tools Brand
Initial ACOS: 52%
Steps taken:

  • Reorganized campaign structure
  • Pulled top keywords into exact match
  • Eliminated 150+ poor-performing search terms
  • Added 32 new negative keywords

Result after 3 weeks:

  • ACOS down to 29%
  • ROAS improved by 1.9x
  • Weekly sales increased 21% without increasing ad spend

Final Thoughts

Fine-tuning Amazon ads isn’t optional — it’s the key to sustainable growth.

If your campaigns aren’t reviewed and optimized weekly, they’re slowly leaking money. With the right structure, analysis, and adjustments, you’ll:

✅ Lower ACOS
✅ Drive more sales
✅ Get the most from every ad dollar

Need Expert Help?

At Marketplace Valet, we specialize in:

  • Amazon PPC audits
  • Weekly campaign fine-tuning
  • Growth-focused optimization

📩 Email us: justin@marketplacevalet.com
🌐 https://marketplacevalet.com

How to Optimize Your Auto Campaigns for Branded and Non-Branded Terms

Introduction

Many Amazon sellers treat auto campaigns as a hands-off tool. But the reality is — Amazon auto campaigns can be your secret weapon for finding valuable keywords, controlling brand visibility, and scaling ad performance… if you use them strategically.

In this post, we’ll break down how to:

  • Understand the logic behind Amazon’s auto targeting
  • Identify branded vs. non-branded terms
  • Structure your campaigns to separate traffic types
  • Apply negative targeting to cut waste and boost profitability

Let’s dive into how you can take auto from “basic” to brilliant.

How Amazon Auto Campaigns Work

When you launch an auto campaign, Amazon automatically matches your products to customer search terms based on:

  • Your product title
  • Backend keywords
  • Product detail page content
  • Historical performance data

Amazon uses 4 match types within auto:

  1. Close Match – Similar keywords
  2. Loose Match – Broader search terms
  3. Substitutes – Products that are alternative to yours
  4. Complements – Products often bought with yours

Why Branded vs. Non-Branded Matters

The performance difference between branded and non-branded search terms is massive.

  • Branded terms (e.g., “Nike running shoes”) typically have higher CTR and CVR.
  • Non-branded terms (e.g., “men’s running shoes”) help grow awareness and reach.

If you don’t segment them, you can’t control bids, spend, or strategy.

How to Identify Branded vs. Non-Branded Terms

Pull your Search Term Report from auto campaigns and classify:

  • Branded: Terms that include your brand name or product names
  • Non-Branded: Generic terms or competitor brand names

Use Excel or a tool like Helium 10, DataDive, or ZonTools to filter terms accordingly.

Step-by-Step Optimization Strategy

Step 1: Launch 2 Separate Auto Campaigns

  • Branded Auto Campaign: Let this capture only branded traffic
  • Non-Branded Auto Campaign: Designed to discover converting generic terms

Step 2: Use Negative Keyword Targeting

In the non-branded campaign, negate your own brand terms.
In the branded campaign, negate generic and competitor terms.

💡 Pro Tip: Update negations weekly as new terms emerge.

Step 3: Monitor Performance by Match Type

Break out match types into separate ad groups:

  • Ad Group 1: Close Match
  • Ad Group 2: Loose Match
  • Ad Group 3: Substitutes
  • Ad Group 4: Complements

This gives you insight into where performance is coming from — and where to adjust bids.

Step 4: Adjust Bids Based on CVR and ACOS

Use data from each ad group and campaign to:

  • Increase bids for top converting match types or terms
  • Lower or pause underperformers
  • Shift proven terms to manual campaigns for full control

Step 5: Use Auto as a Discovery Engine

Top sellers treat auto campaigns as keyword discovery tools.

Here’s how:

  1. Monitor new search terms weekly
  2. Tag winners with high CVR and ROAS
  3. Add them to exact match manual campaigns
  4. Harvest, then scale

Real Example: Brand vs. Non-Brand Split

Client: Home goods brand

  • Pre-optimization ACOS: 49%
  • Post-split into branded/non-branded:
    • Branded ACOS: 12%
    • Non-branded ACOS: 37%
    • Total ACOS: 26%
  • ROAS increased by 2.2x
  • Weekly ad spend remained the same

Tools That Help

  • Amazon Search Term Report
  • Helium 10 Keyword Tracker
  • DataDive for deeper keyword intent
  • ZonTools for negation automation
  • Marketplace Valet (that’s us!) for full-service ad management

Common Mistakes to Avoid

❌ Keeping all match types in one ad group
❌ Neglecting to negate branded terms in non-branded campaigns
❌ Never harvesting converting keywords
❌ Using auto campaigns long-term without analysis

Final Thoughts

Amazon auto campaigns aren’t “set it and forget it.”

They’re “set, analyze, segment, harvest, repeat.”

The key to powerful performance is separating branded and non-branded traffic — and bidding accordingly.

If you’re running auto campaigns without negations or segmentation, you’re handing Amazon the steering wheel and hoping it takes you somewhere profitable.

Want Help Doing This?

At Marketplace Valet, we specialize in:

✅ Ad structure audits
✅ Branded vs. non-branded segmentation
✅ Negation management
✅ Conversion-based bidding strategies

📩 Reach out: justin@marketplacevalet.com
🌐 https://marketplacevalet.com

How to Fine-Tune Effective ASIN Negation and Brand Defense on Amazon

Introduction

In Amazon PPC, every penny counts — and many sellers are unknowingly bleeding money by targeting the wrong ASINs or neglecting to defend their brand from competitors.

This is where ASIN negation and brand defense strategies come in.

If you’re running Sponsored Display or Sponsored Products campaigns targeting competitor listings (or even your own), this guide will help you:

✅ Eliminate wasted spend
✅ Protect your brand visibility
✅ Boost conversion rates and ROAS

Let’s break it all down.

What Is ASIN Targeting?

ASIN targeting allows you to show your ads on specific product detail pages — either on your own listings or on competitor products.

There are two major uses:

  • Offensive targeting: Show up on competitor listings
  • Defensive targeting: Show up on your own listings to prevent competitor takeover

What Is ASIN Negation?

ASIN negation means telling Amazon where NOT to show your ads.

Most sellers forget this step. And when they don’t negate poor-performing ASINs, their ads:

❌ Appear on irrelevant pages
❌ Generate unqualified clicks
❌ Drive up ACOS and tank ROI

Why ASIN Negation Is Critical

Here’s what happens when you don’t negate ASINs:

  • You bid for placements on low-traffic or low-converting pages
  • Your ads show on products that confuse buyers or mismatch intent
  • Competitor listings with better pricing/reviews steal your traffic

Negation helps tighten your funnel, improve relevance, and cut costs.

How to Identify ASINs to Negate

Start by analyzing placement reports and search term reports from Sponsored Display and Sponsored Product campaigns.

Look for ASINs that:

  • Have high impressions but low conversion
  • Drive lots of clicks but have high bounce rates
  • Are irrelevant to your product (cross-category, different pricing tiers, etc.)

Export these ASINs and add them to your negative product targeting list.

Building an ASIN Negation Process

Step 1: Pull Placement Data Weekly

Use Amazon’s ad reports to extract ASIN-level performance.

Step 2: Tag Underperformers

Flag ASINs with:

  • ACOS > 100%
  • CVR < 5%
  • High CTR but poor conversion

Step 3: Add to Negative Targeting

Update your campaigns weekly or bi-weekly with fresh ASINs to block.

What Is Brand Defense?

Brand defense is the practice of advertising on your own ASINs to:

🛡️ Protect against competitors poaching your traffic
📈 Control what shoppers see on your listings
🧠 Reinforce brand trust through cross-selling

If you’re not running defensive ads, your product pages are vulnerable to…

  • Cheaper knock-offs
  • Lookalike brands
  • Distracting offers

How to Set Up Effective Brand Defense

✅ Use Sponsored Product & Sponsored Display ads
✅ Target your top-selling ASINs
✅ Show alternative SKUs (same brand, similar product)
✅ Promote bundles or higher-margin upsells

Example:

  • Someone views your $20 serum → You show a $35 3-pack offer

It’s cost-effective, high-converting, and protects the buyer journey.

Advanced Tip: Use Both Offense + Defense

Here’s the play:

  • Offensive Campaign: Target 10+ competitor ASINs with aggressive bids
  • Defensive Campaign: Target your own best sellers
  • ASIN Negation Layer: Remove poor-performing targets from both

This lets you dominate real estate — while filtering out noise.

Real Results from Our Clients

🎯 Beauty Brand
After negating 38 non-converting ASINs, ACOS dropped from 72% → 41% in 2 weeks

🛡️ Supplements Seller
Implemented brand defense on all top SKUs
ROAS jumped 2.3x
Prevented 12 competitor conversions in first 30 days (tracked via brand analytics)

Tools to Help

  • Helium 10 ASIN Grabber — Pull competitor ASINs quickly
  • Brand Analytics — Monitor shifts in share of voice
  • Amazon Reports → Advertised ASIN Report / Placement Report

Common Mistakes to Avoid

❌ Neglecting negation entirely
❌ Only focusing on new ASINs, not underperformers
❌ Not segmenting branded vs non-branded traffic
❌ Running defense on ALL ASINs (stick to best sellers)

Final Thoughts

Neglecting ASIN negation and brand defense is like leaving your store doors open at night — someone will come in and steal sales.

Instead:

✅ Get intentional about where your ads appear
✅ Proactively guard your top listings
✅ Save money and convert better with precision targeting

If you’re spending on Amazon ads, you can’t afford to skip this.

Need Help?

At Marketplace Valet, we specialize in:

💡 ASIN-level campaign audits
🛡️ Brand protection strategies
📊 PPC performance optimization

📩 Email us: justin@marketplacevalet.com
🌐 https://marketplacevalet.com

The Power of Single Purpose Sponsored Brand Headline Ads on Amazon

Introduction

Most Amazon advertisers are missing a massive opportunity.

They’re using Sponsored Brand Headline Ads (SBAs) — but they’re doing it wrong.

Instead of running generic banners that show 3 random products, forward-thinking sellers are switching to Single Purpose Sponsored Brand Headline Ads for:

✅ Higher click-through rates
✅ Lower cost-per-click
✅ Improved brand perception
✅ And stronger campaign performance overall

Let’s break down exactly why single purpose SBAs work — and how to use them in your own ad strategy.

What Are Sponsored Brand Headline Ads?

Sponsored Brand Headline Ads are top-of-search banner placements that:

  • Feature your brand logo
  • Show up to 3 products
  • Include a custom headline and link to a store or product page

They are designed to introduce your brand and attract attention before a customer clicks on any product.

But that’s exactly why most sellers get it wrong.

What Is a Single Purpose SBA?

A Single Purpose Sponsored Brand Ad focuses on:

  • One keyword theme (e.g., “keto snacks” or “eco-friendly lunchboxes”)
  • One product (or a product family that solves a single need)
  • One clear message (with no distractions)

Instead of trying to “spray and pray” across broad keywords and product categories, these ads aim to:

🎯 Target one intent
📦 Offer one clear solution
📈 Drive one expected outcome

Why Single Purpose SBAs Work Better

  1. Higher Relevance = Higher CTR
    When the keyword, product, and headline align, your ad feels native — not salesy.
  2. Faster Decision-Making
    Fewer product options = faster clicks = fewer drop-offs.
  3. Brand Perception
    Clean, intentional design makes your brand feel premium and focused.
  4. Lower CPCs
    Tighter relevance and CTR improves ad quality score and lowers your bids.

How to Set Up a Single Purpose SBA

Step 1: Pick Your Campaign Theme

Choose a tightly grouped keyword intent:

  • “Non-toxic baby wipes”
  • “Men’s trail running shoes”
  • “Wireless gaming mouse”

This becomes the anchor for your creative.

Step 2: Choose Just 1 Product (or Product Line)

If you show 3 unrelated products, you dilute the intent.

Stick to:

  • 1 hero product
  • OR a variant set (same product, different colors or flavors)

Step 3: Write a Strong Headline

Use search intent language:

❌ “Check out our store”
✅ “Best Keto Snacks for On-the-Go Fuel”
✅ “Level Up Your Gameplay with Pro Mice”

Headlines should match the keyword searched — this increases CTR significantly.

Step 4: Link to Product Page or Custom Store Section

Don’t send to a homepage or general store.

Create a custom store landing page that matches the campaign’s message and products.

Pro tip: Use A/B testing via Amazon Stores to measure which layout converts best.

Use Cases for Single Purpose SBAs

🔥 Branded Defense
Own your own brand terms with laser-focused SBAs.

🔥 Competitor Takeover
Use “comparison” style SBAs with very specific alternatives.

🔥 Product Launch
Introduce a new item with focused messaging tied to top keywords.

🔥 Seasonal Pushes
Run back-to-school, holiday, or event-based themes that match timely intent.

Real Results: What We’ve Seen at Marketplace Valet

One of our supplement clients:

  • Used a single purpose SBA for “men’s joint support gummies”
  • Ran one product + exact match keywords + direct product page
  • CTR increased 92%
  • ACOS dropped 33%
  • Sales grew by $12k/mo from SBA alone

Another DTC beauty brand:

  • Switched from generic SBAs to product-focused campaigns
  • Highlighted one serum for “anti-aging retinol” keyword
  • Saw 4x more clicks at half the CPC

Common Mistakes to Avoid

❌ Running mixed product SBAs with no theme
❌ Using broad match keywords that don’t align with your message
❌ Linking to a disorganized Amazon Store
❌ Ignoring performance metrics (CTR, CPC, CVR)

Optimization Tips

📈 Monitor CTR — <0.4% = rethink product/headline
🖼️ Use lifestyle images with clear contrast
✍🏼 A/B test headlines weekly
📦 Consider ASIN targeting for product detail page visibility

Final Thoughts

Single Purpose Sponsored Brand Headline Ads are no longer a nice-to-have. They’re the smart seller’s secret weapon.

They give you control, precision, and conversion power — while improving brand equity and lowering ad costs.

If you’re serious about elevating your top-of-funnel strategy, this is the move.

Need Help Building the Right SBAs?

At Marketplace Valet, we help brands:

✅ Create ad copy and creative tailored to search intent
✅ Structure and launch SBA campaigns with data-driven targeting
✅ Optimize for better CTR, CVR, and ACOS

📩 Reach out at justin@marketplacevalet.com
🌐 Visit: https://marketplacevalet.com

Boost Your Amazon Sales with Sponsored Brand Video Ads

Introduction

As the Amazon advertising space gets more competitive, standing out has never been more important.

That’s where Sponsored Brand Video (SBV) Ads come in — a game-changing format that’s underused by most sellers and brands.

In this guide, we’ll show you how SBVs can help boost visibility, drive more clicks, and convert at a higher rate than static ads.

Table of Contents

  1. What Are Sponsored Brand Video Ads?
  2. Why SBVs Outperform Traditional Ads
  3. How to Create High-Impact Videos
  4. Targeting Strategies for SBV Success
  5. How to Structure and Launch SBV Campaigns
  6. Optimization Tips
  7. Real Examples from Top Brands
  8. Final Thoughts

1. What Are Sponsored Brand Video Ads?

SBV ads appear directly in Amazon search results, typically in the middle of the page on mobile and desktop. These autoplaying videos are linked to a product detail page and include:

  • Product title
  • Ratings
  • Price
  • Prime badge (if eligible)

They’re designed to stop the scroll and drive higher engagement.

2. Why SBVs Outperform Traditional Ads

✅ Autoplay + motion = Instant attention
✅ Showcases product in action
✅ Works especially well for lifestyle or problem-solution use cases
✅ Lower CPCs compared to Sponsored Products in many categories
✅ Stronger CTR and conversion rate, especially for mobile shoppers

According to Amazon, brands that use video ads see an average of 108% lift in sales vs. those that don’t.

3. How to Create High-Impact Videos

Keep it short and sharp:

  • Aim for 15–30 seconds
  • Hook the viewer in the first 3 seconds
  • End with a strong CTA

Focus on:

  • Product in use (demo solves problems)
  • Clear value props (what makes this different?)
  • Text overlays for silent autoplay
  • Mobile-friendly framing

🚫 Avoid: long intros, slow pacing, overuse of narration, generic stock footage

4. Targeting Strategies for SBV Success

Treat SBVs like your best sniper rifle.

Start with:

🔍 Exact match keyword targeting — especially mid-funnel, long-tail queries

📦 Branded terms — if you’re protecting brand equity

🆚 Competitor terms — especially if you have a visual advantage

📈 Top-converting terms from SQPR or search term reports

5. How to Structure & Launch Campaigns

Campaign structure matters:

✅ One video per campaign
✅ Single ASIN only (Amazon requirement)
✅ Manual targeting for best control
✅ Start with $20–$50 daily budgets
✅ Monitor CTR, CPC, and CVR separately from Sponsored Products

Pro Tip: Run side-by-side tests with Sponsored Products to measure impact.

6. Optimization Tips

🎥 Test thumbnails — Some videos don’t have great preview frames. Consider edits to influence the first frame.

📊 Watch CTR trends — Below 0.4%? You’re likely not grabbing attention.

🔄 Rotate creative monthly — Ad fatigue is real. Keep it fresh.

📍 Adjust placements — SBVs auto-optimize for desktop vs. mobile, but keep a close eye on your mix.

💬 Check reviews & ratings — Your ad leads to your listing, so make sure your product page seals the deal.

7. Real Examples from Sellers

Example 1 – Home Kitchen Brand

  • Added SBVs showing how their product solves a pain point
  • CTR doubled vs Sponsored Products
  • CVR up 23%
  • 28% decrease in ACOS over 30 days

Example 2 – Beauty Brand

  • Lifestyle-focused SBV targeting “dry skin treatment”
  • Became top seller in subcategory within 60 days

8. Final Thoughts

If you’re serious about scaling on Amazon, video can no longer be optional.

Sponsored Brand Video Ads offer:

✅ Better visibility
✅ Higher engagement
✅ Lower CPCs in many cases
✅ Stronger storytelling that drives conversions

Best of all — Amazon rewards brands that use the formats it’s pushing. That means higher placements and better traffic.

Need Help Creating Video Ads?

At Marketplace Valet, we help brands:

🎬 Script, produce, and optimize Amazon videos
🛠️ Launch and scale SBV campaigns
📈 Track and improve performance over time

📩 Email: justin@marketplacevalet.com
🌐 https://marketplacevalet.com

Mastering Search Query Performance & Single Keyword Campaigns for Amazon Success

Introduction

Every seller wants more profitable ads and less wasted spend. The key?

Precision targeting.

And the best way to get there is by combining Amazon’s Search Query Performance Report (SQPR) with Single Keyword Campaigns (SKCs) — a powerful one-two punch for sellers who are ready to scale smarter.

In this article, we’ll walk through why this strategy works, how to set it up, and how to monitor results.

What Is the SQPR?

The Search Query Performance Report is a brand-exclusive data set found in Amazon Brand Analytics.

It provides performance metrics by search term for your products, including:

  • Impressions
  • Clicks
  • Add to Carts
  • Purchases
  • Conversion rates

You’ll see which keywords actually drive revenue — not just traffic.

Why Most Sellers Miss the Opportunity

Sellers often rely on PPC or keyword tools alone, but they miss the organic intent data that SQPR reveals.

This data shows you:

✅ Which keywords you’re winning on
❌ Where you’re leaking conversions
📉 Where you’re getting views but no sales

That’s where Single Keyword Campaigns come in.

What Are Single Keyword Campaigns?

SKCs are ad campaigns with just one keyword per campaign.

Benefits include:

🎯 Laser-focused targeting
📊 Clean performance data per keyword
💰 Tighter budget control and easier bid optimization
🔍 Better alignment with real-world buyer intent

Why Pairing SQPR with SKCs Works

This strategy allows you to:

  • Use real buyer search terms from your SQPR
  • Build a dedicated campaign per high-intent keyword
  • Closely monitor CTR, CVR, ACOS, and sales per term
  • Optimize faster — without data noise from other keywords

It’s data-driven Amazon selling at its best.

Step-by-Step: How to Build the Strategy

Step 1: Pull Your SQPR

Log in to Brand Analytics > Search Query Performance.

Export data at the ASIN level, and filter by:

  • High impression
  • Moderate-to-low conversion
  • High click share but low purchase share

These are opportunities to improve.

Step 2: Identify “Hero” Keywords

Look for:

  • Keywords with proven purchase volume
  • High CTR but underperforming sales (indicates listing issue or ad opportunity)
  • Queries aligned with your unique selling proposition

Step 3: Launch a Single Keyword Campaign

Create a Sponsored Products campaign with:

  • 1 exact match keyword
  • 1 or 2 highly relevant SKUs
  • Controlled bids
  • Manual placement boosts if needed

💡 Tip: Name your campaign with the keyword for easy tracking.

Step 4: Track & Optimize

Monitor performance daily:

  • Low impressions? Raise bid or increase relevancy.
  • Low CTR? Check main image and title.
  • Low CVR? Audit listing or pricing.

This level of granularity gives you control most sellers never get.

Common Mistakes to Avoid

❌ Launching too many SKCs at once — start with 5–10
❌ Ignoring listing quality — SQPR helps, but listings must convert
❌ Using broad or phrase match — only use exact match to stay clean
❌ Setting and forgetting — SKCs need active bid tuning

Case Study: Beauty Brand Using SQPR + SKCs

  • Used SQPR to find 12 high-opportunity keywords
  • Launched SKCs with $10/day budgets
  • Optimized listings for top terms
  • Result:
    • 27% increase in CVR
    • 31% drop in ACOS
    • 19% lift in total revenue in 30 days

Pro Tips

📌 Use Sponsored Brands or Display campaigns to retarget users who clicked but didn’t buy.

📌 Use SQPR monthly to rotate in new terms and refresh ad focus.

📌 Layer SQPR data with PPC search term reports for a complete picture.

Final Thoughts

If you’re tired of bloated campaigns and guessing games, the SQPR + SKC strategy is your next move.

It gives you:

✅ Crystal-clear keyword insights
✅ Tactical PPC structure
✅ Better ad performance
✅ Improved listings aligned with real search terms

Want Help?

At Marketplace Valet, we specialize in helping brands extract actionable insights from data.

📊 We’ll interpret your SQPR
🎯 Build a keyword strategy
🚀 Launch and manage your SKCs
💡 Optimize listings for conversion

📩 Email: justin@marketplacevalet.com
🌐 https://marketplacevalet.com

The Truth About Amazon Search Query Performance (SQPR)

Introduction

Amazon gives sellers a powerful — yet underutilized — report: the Search Query Performance Report (SQPR).
It reveals exactly how customers are discovering your products… and where you’re losing them.

But most sellers don’t understand what this report means or how to use it.

In this guide, we’ll walk you through how to read SQPR and how to turn it into actionable insights that drive real growth.

Table of Contents

  1. What Is the Search Query Performance Report?
  2. Why SQPR Matters for Sellers
  3. Key Metrics Explained
  4. How to Spot Leaks in Your Sales Funnel
  5. How to Act on the Data
  6. Common Misinterpretations to Avoid
  7. Seller Case Study Examples
  8. Strategic Improvements Based on SQPR
  9. Final Thoughts

1. What Is the Search Query Performance Report?

Amazon’s SQPR is available through Brand Analytics for brand-registered sellers.
It provides query-level data on how shoppers are interacting with your brand across:

  • Impressions
  • Clicks
  • Add to Carts
  • Purchases

All tied back to specific search queries — across brand and ASIN levels.

2. Why SQPR Matters

It’s your blueprint for:

  • Understanding keyword performance beyond ads
  • Identifying conversion bottlenecks
  • Prioritizing which terms to optimize listings for
  • Finding gaps where you’re showing up… but not selling

3. Key Metrics Explained

MetricWhat It Means
ImpressionsHow often your product shows up in search
ClicksHow often users click after seeing your ASIN
Click RateClicks ÷ Impressions
Add to Cart RateAdds ÷ Clicks
Purchase RateOrders ÷ Clicks

Tracking these across search terms reveals where you’re winning and where you’re bleeding.

4. Spotting Funnel Leaks

Use this simple framework:

High Impressions + Low Clicks
→ Listing isn’t standing out (main image/title issue)

High Clicks + Low Carts
→ Content mismatch, poor reviews, unclear offer

High Carts + Low Purchases
→ Pricing, shipping issues, or competitors winning

📌 Pro Tip: Add a “leak column” to your exported CSVs to tag weak spots.

5. How to Act on the Data

Let’s say the SQPR shows a keyword where you have:

  • 100,000 Impressions
  • 1,000 Clicks (1% CTR)
  • 20 Purchases (2% CVR)

That’s a leaky funnel.

You should:

  1. Audit your main image & title — low CTR often means weak visibility
  2. Improve listing content & pricing — to boost conversions
  3. Build campaigns to recapture traffic with Sponsored Display or retargeting

6. Common Misinterpretations

❌ “We have a lot of impressions, so we’re fine.”
→ Impressions without conversions are wasted opportunities.

❌ “We rank for this keyword, so no need to optimize.”
→ Are you converting? If not, your rank will slip.

❌ “Clicks mean interest.”
→ Only if they convert — otherwise, something’s broken.

7. Seller Case Studies

Case #1: Home Goods Brand

  • High impressions, low purchase rate
  • Swapped main image → 30% CTR lift
  • Added badges + reviews → CVR improved by 40%

Case #2: Pet Brand

  • SQPR revealed hidden term converting well
  • Built SEO and ads around it
  • 3x sales in 60 days

8. Strategic Improvements Based on SQPR

🔍 Listing Optimization
Prioritize low-CVR, high-click terms for A/B testing titles, images, bullets.

📦 PPC Reallocation
Redirect spend away from non-converting keywords.

🎯 SEO Strategy
Use high-performing terms for backend search terms, copy updates, and storefront updates.

📈 Keyword Expansion
Find “conversion cousins” — related terms that convert similarly.

9. Final Thoughts

Amazon’s SQPR isn’t just another data dump — it’s your conversion roadmap.

Used properly, it helps you:
✅ Plug sales funnel leaks
✅ Prioritize real keyword winners
✅ Make your ads and SEO perform better
✅ Grow faster, with less waste

Need Help?

At Marketplace Valet, we help brands make sense of data — and turn it into profit.

📊 Need help interpreting SQPR reports?
🛍️ Want smarter SEO and listing strategy?
📈 Looking to reduce wasted ad spend?

📩 Reach out: justin@marketplacevalet.com
🌐 https://marketplacevalet.com

Deal Stacking for Amazon: High Conversion Rates!

Introduction

Running a single promotion on Amazon can drive sales — but it’s often not enough to make a lasting impact.

Top sellers know the real key is deal stacking: strategically combining multiple promotional tools to boost visibility, urgency, and conversion rates — all without destroying your margins.

In this guide, we’ll show you how to stack deals for maximum impact using Amazon’s native tools and smart advertising.

What Is Deal Stacking?

Deal stacking is the practice of using two or more promotional strategies at the same time, including:

  • ✅ Coupons
  • ✅ Lightning Deals or 7-Day Deals
  • ✅ Promotions (% off, BOGO, tiered discounts)
  • ✅ PPC campaigns (with promotional messaging)
  • ✅ Storefront or landing page CTAs

This approach creates layers of incentives that push customers over the edge to buy.

Why It Works

Amazon buyers are price-conscious, impulsive, and easily influenced by:

  • 🔥 Time-sensitive urgency
  • 💵 Visible discounts
  • 🛒 Perceived value (“get more for less”)

When you stack deals, you trigger multiple buying motivators in a single session.

Examples of Effective Deal Stacking

Example #1: New Product Launch

  • 7-Day Deal
  • $3.00 Coupon
  • Sponsored Brands ad with “Deal” badge
  • Results: 32% CVR, 8X lift in page views

Example #2: Clearance Push

  • Tiered % Off Promotion (“Buy 2, save 15%”)
  • Retargeting ad with custom creative
  • Results: 2X AOV increase, 20% inventory clearance in 5 days

The Tools You Can Stack

1. Coupons

Best for:
✅ Search page visibility
✅ Conversion boosts
✅ Ad performance enhancements

2. Lightning Deals / 7-Day Deals

Best for:
✅ Q4 and Prime Day
✅ New product launches
✅ Boosting BSR

📌 These stack best with:

  • Sponsored Display retargeting
  • Coupons for extra incentive

3. Promotions

Best for:
✅ BOGO or % Off
✅ Higher AOV
✅ Bundled selling

💡 Combine promotions with email traffic or social media promotions using Amazon Attribution for tracking.

4. PPC Ads

Best for:
✅ Driving eyes to your deals
✅ Retargeting warm traffic
✅ Highlighting deals in headlines and visuals

When to Stack Deals

Timing is everything. Deal stacking is most effective during:

  • 🏷️ Product launches
  • 🎁 Gift seasons
  • 🛍️ Shopping events (Prime Day, Black Friday)
  • 🧼 Inventory reduction campaigns
  • 🎯 When CVR or traffic is stagnating

Smart Stacking Tactics

✅ Use a Coupon + PPC ad to boost CTR and reduce ACoS
✅ Run a Lightning Deal + Sponsored Display Retargeting for off-Amazon follow-up
✅ Combine a Tiered Promotion + Email Blast to boost AOV
✅ Run a 7-Day Deal + BOGO Promo to clear slow-moving stock

Common Mistakes to Avoid

❌ Overlapping discounts too aggressively → margin loss
❌ No inventory planning → stockouts mid-promo
❌ Running without PPC support → wasted visibility
❌ Forgetting to monitor return rate impact
❌ Running deals too often → buyer fatigue

Key Metrics to Track

📊 Conversion Rate (CVR)
📊 Click-Through Rate (CTR)
📊 ACoS / TACoS
📊 Average Order Value (AOV)
📊 Sessions and Page Views
📊 Inventory Velocity

Track these across promotions to measure true ROI.

Final Thoughts

You don’t need more promotions — you need smarter, strategic stacking.

Deal stacking gives you:

  • Higher conversions
  • Better ad performance
  • Increased organic ranking
  • More profitable campaigns

Use Amazon’s built-in tools together — with intention — and watch your sales multiply.

Need Help?

At Marketplace Valet, we help brands run strategic, profitable deal stacks that drive real growth.

📦 Product setup
📈 Ad management
📊 Analytics + reporting
💰 Profit-first planning

📩 justin@marketplacevalet.com
🌐 https://marketplacevalet.com

How to Leverage Coupons and Promotions for Bigger Profits!

Introduction

Amazon gives sellers several built-in tools to boost conversions and drive traffic — including Coupons, Lightning Deals, 7-Day Deals, and Promotions.

But most sellers treat these like a shotgun blast instead of a sniper shot — wasting money without a strategic plan.

In this guide, we’ll show you how to use Amazon’s promotions strategically — to boost visibility, improve organic rank, and increase profit, not just sales.

Table of Contents

  1. Understanding Amazon’s Deal Types
  2. How Coupons Work (and When They Work Best)
  3. Lightning Deals & 7-Day Deals — Worth It?
  4. Promotions: % Off, BOGO, Tiered Discounts
  5. How to Stack Promotions with PPC
  6. Data-Driven Deal Planning
  7. Real Seller Examples
  8. Avoiding the Most Common Mistakes
  9. Pro Tips for Bigger Profits
  10. Final Thoughts

1. Understanding Amazon’s Deal Types

Here’s a quick overview of the tools at your disposal:

Deal TypeTrafficCostBuyer AppealRank Impact
CouponsMedium$0.60/redemption + discountHighModerate
Lightning DealsHigh$150+ fee + discountVery HighHigh
7-Day DealsMedium$300/week + discountModerateModerate
Promotions (% Off)Low-MedDiscount onlyModerateLow-High

Each tool can work — when paired with the right product, price, and timing.

2. How Coupons Work (and When to Use Them)

Amazon Coupons are visible:

  • On search pages
  • On product detail pages
  • On your storefront

They typically show as a bright green badge — which can boost conversion simply by existing.

✅ Best Used For:

  • Increasing CTR and conversions on new products
  • Improving ad performance (especially Sponsored Products)
  • Encouraging reviews through higher purchase volume

📌 Pro Tip:
Use odd coupon amounts like “$2.17 off” — they stand out more and look intentional.

3. Lightning Deals & 7-Day Deals

These are high-visibility placements on Amazon’s Deals page.

⚡ Lightning Deals are time-bound (4–12 hours)
📅 7-Day Deals run for — you guessed it — 7 days

✅ Best Used For:

  • Seasonal inventory boosts (Q4, Prime Day)
  • Slowing long-tail inventory
  • Building early sales velocity on new ASINs

📌 Caution:
You’ll need healthy inventory and tight margins. Don’t just run deals because you can.

4. Promotions

Amazon’s older “promotion” system lets you build:

  • % Off (single or multi-buy)
  • Buy One, Get One Free
  • Tiered Discounts (“Buy 2, save 10%”)

✅ Best Used For:

  • Building average order value (AOV)
  • Encouraging multi-unit purchases
  • Converting warm traffic from email/social

📌 Combine Promotions with brand tailored offers or Amazon Attribution links to track effectiveness off-platform.

5. How to Stack Promotions with PPC

Running a coupon or deal? Pair it with Sponsored Products and Sponsored Brands for better performance.

Why?
➡ Deals improve CTR
➡ Better CTR = lower CPC
➡ Lower CPC = better return
➡ Better return = higher organic rank

This is the momentum machine smart sellers build.

📌 Bonus: Launch with 7-Day Deal + Sponsored Display Retargeting for max visibility.

6. Data-Driven Deal Planning

Before running any deal, ask:

  • What’s my current conversion rate?
  • What is the true landed cost of the product?
  • Can I afford to discount AND advertise?
  • What is my break-even ROAS?

Use reports like:
📊 Detail Page Sales and Traffic
📊 Advertising Cost of Sales (ACoS)
📊 Inventory Performance Index (IPI)

7. Real Seller Examples

🏆 Pet Brand:
Used $3.00 off coupon for 30 days → 22% increase in CVR + 10% drop in ACoS

🏆 Kitchenware Brand:
Ran 7-Day Deal during Prime Day → moved 4 months of inventory in 6 days

🏆 Supplement Seller:
Stacked tiered promo with email → doubled AOV from $28 to $56

8. Mistakes to Avoid

❌ Using same coupon every month = buyers wait for discount
❌ Not adjusting ads to promote the deal
❌ Launching deals with low stock → listing suppression
❌ Forgetting to pause deals post-promotion
❌ Ignoring true net profit

9. Pro Tips for Bigger Profits

  • Limit coupon usage to strategic bursts
  • Use coupons to boost launch velocity
  • Run promos on slow movers, not your best sellers
  • Always calculate your break-even cost
  • Use odd dollar amounts for better visibility
  • A/B test deal types over time

10. Final Thoughts

Coupons and promotions aren’t just for discounts — they’re tools for growth.

When used correctly, they:
✅ Build brand trust
✅ Improve conversion rates
✅ Increase organic rank
✅ Create margin with volume, not just lower prices

Want Help?

At Marketplace Valet, we help brands:
🎯 Run smarter deals
📈 Stack promos with PPC
💰 Protect margins while driving growth

📩 justin@marketplacevalet.com
🌐 https://marketplacevalet.com