Proven Strategies for Diversified Budget Allocation on Amazon

Introduction

One of the biggest mistakes sellers make on Amazon?

💸 Spending 80–100% of their budget on 1–2 campaigns.

It’s easy to overfund your exact match keywords or ranking campaigns, but without a diversified budget strategy, your results will plateau — or worse, your ACoS will skyrocket.

In this guide, we’ll show you how to:

  • Split your budget across different campaign types
  • Allocate based on your product lifecycle
  • Maximize visibility while controlling costs
  • Set your brand up for long-term growth

Let’s dive into the smart way to structure your Amazon PPC budget.

Why Diversified Budget Allocation Matters

Think of your Amazon PPC budget like an investment portfolio.

You wouldn’t put 100% of your money into one stock — so why would you do it with ads?

Diversifying your spend helps:
✅ Mitigate risk
✅ Increase discoverability
✅ Support each stage of the buyer journey
✅ Lower blended ACoS

The 70/20/10 Rule for Budget Allocation

We recommend this baseline budget framework:

🔹 70% – Core Converting Campaigns

Your proven, profitable campaigns. Usually:

  • Exact match
  • Branded
  • Top performing ASINs

🔸 20% – Growth & Testing

Campaigns you’re testing or scaling. Often:

  • Broad / Phrase match
  • Competitor targeting
  • ASIN targeting

🔸 10% – Exploratory & Discovery

Auto campaigns, product launches, and keyword harvesting.

Budgeting by Campaign Type

Campaign TypeBudget AllocationNotes
Exact Match (Manual)30–40%High ROI, controlled spend
Phrase & Broad Match20–30%Balance between discovery & scale
Auto Campaigns10–15%Use for keyword harvesting
Product Targeting10–15%Boosts visibility on competitor ASINs
Brand Defense10–15%Protect branded terms
Sponsored Brands/Video5–10%Upper-funnel awareness

Budget by Product Lifecycle

Your product’s stage matters. Allocate accordingly:

🚀 Launch Stage

  • 60% for discovery (Broad, Auto, Product Targeting)
  • 30% ranking terms (Exact, high bids)
  • 10% on branded (if applicable)

📈 Growth Stage

  • 40% to Exact & Phrase
  • 30% Broad + Product targeting
  • 20% Sponsored Brands/Video
  • 10% for Auto & brand protection

🏆 Mature Stage

  • 50% to top Exact match terms
  • 20% competitor conquesting
  • 20% Sponsored Brands & DTC
  • 10% brand defense

Diversifying Across Match Types

Match types matter for budgeting too.

  • Exact Match: High intent, high bid — keep it tight
  • Phrase Match: Scalable with control
  • Broad Match: Capped budget, monitor closely
  • Auto: Great for keyword harvesting — but watch ACoS

Use search term reports weekly to shift budget toward terms that perform.

Campaign Prioritization Tips

✅ Don’t overfund new campaigns — let them prove performance
✅ Use performance-based funding — reallocate based on ACoS & ROAS
✅ Cap discovery campaign budgets to avoid wild swings
✅ Never spend more on defense than conquest — unless your brand is at risk

Weekly Budget Optimization Flow

  1. 📊 Review campaign performance
  2. 🧹 Pause or reduce high ACoS, low CTR campaigns
  3. 🔁 Shift budget into best ROAS performers
  4. 🔍 Allocate discovery budget to winners
  5. 🧠 Double down on profitable match types
  6. 💡 Add negatives to stop wasted spend

Common Mistakes in Budget Allocation

🚫 Running all match types in one campaign
🚫 Bidding the same on every keyword
🚫 Never refreshing creative on Sponsored Brand/Video
🚫 Ignoring product targeting as a scaling lever
🚫 Overspending on “branded” search with no competitors

Tools That Help

  • Amazon Budget Report – Track campaign pacing
  • Helium 10 Adtomic – Smart budget reallocation
  • Bulk Sheets – Scale changes across accounts
  • Search Term Reports – Real-time feedback loop
  • Marketplace Valet Dashboard – (if applicable, plug here)

Final Thoughts

A diversified budget strategy isn’t optional — it’s the foundation of scalable PPC.

By splitting spend across:

  • Campaign types
  • Product stages
  • Keyword strategies

…you protect your budget, drive better ROI, and fuel long-term growth.

Need Help Structuring Your Amazon Ad Budget?

At Marketplace Valet, we manage 7- and 8-figure seller accounts with:
✅ Smart budget allocation
✅ Match-type balancing
✅ Full-funnel campaign management

Let’s talk: justin@marketplacevalet.com
Or learn more: marketplacevalet.com

How Match Types Affect Amazon ACoS — And What to Do About It

Introduction

Amazon PPC campaigns live and die by one critical decision:
Your match type.

Choosing between Broad, Phrase, or Exact might sound tactical, but it can mean the difference between a profitable campaign and a money-losing one.

In this guide, we’ll break down:

  • What each match type does
  • How it affects your ACoS
  • When to use each
  • How to structure campaigns to maximize ROI

Let’s dive in.

What Are Amazon PPC Match Types?

There are three match types in Amazon advertising:

1. Broad Match

  • Triggers for any related terms, synonyms, or out-of-order phrases
  • Great for discovery
  • High traffic, but low control

Example:
Broad match for “stainless steel bottle” might trigger for:

  • steel water bottle
  • bottle made of stainless
  • best gym bottles

2. Phrase Match

  • Triggers for search terms that contain your keyword in order
  • More targeted than broad
  • Good middle ground of reach + relevance

Example:
Phrase match for “stainless steel bottle” might trigger for:

  • best stainless steel bottle
  • stainless steel bottle 24oz
  • stainless steel bottle for kids

3. Exact Match

  • Triggers only for that exact phrase or close variations
  • High control
  • Low volume but high intent

Example:
Exact match for “stainless steel bottle” might trigger only for:

  • stainless steel bottle
  • stainless steel bottles

How Each Match Type Affects ACoS

🔍 Broad Match = High Traffic, High Risk

Pros:
✅ Great for discovering new search terms
✅ Can generate long-tail, low-competition sales

Cons:
❌ Low CTR
❌ Wasted spend on irrelevant terms
❌ High ACoS if unmanaged

Tip: Use with tight bids and heavy negative keyword use.

🎯 Phrase Match = Best Balance of Volume & Relevance

Pros:
✅ Reliable conversions
✅ Good mix of discovery and control
✅ Often lower ACoS than broad

Cons:
❌ Still triggers for irrelevant modifiers
❌ Needs monitoring

Tip: Use for scaling campaigns once proven terms are identified.

🧠 Exact Match = High Intent, High Efficiency

Pros:
✅ Best ACoS (when terms are converting)
✅ Easy to control and optimize
✅ Strong signals for ranking

Cons:
❌ High CPCs in competitive niches
❌ Misses variations and discovery
❌ Can stall campaign growth

Tip: Use for your top 5–10 converting keywords only.

Match Type ACoS Cheat Sheet

Match TypeTypical ACoSBest Use Case
Broad40–80%Discovery / New ASINs
Phrase25–45%Mid-stage scaling
Exact15–35%Profitable volume / Ranking

The Right Campaign Structure

Here’s a proven match type campaign strategy:

1. Auto Campaign

  • Let Amazon explore
  • Great for harvesting search terms
  • Set a low bid and a tight budget

2. Broad Campaign

  • Test broad variations
  • Add negatives frequently
  • Budget: medium

3. Phrase Campaign

  • Focus on known converting phrases
  • Budget: medium/high

4. Exact Campaign

  • Only your best terms
  • High bid for ranking
  • Budget: high (but tightly focused)

Match Type Mistakes That Drive Up ACoS

🚫 Using only Broad without negatives
🚫 Bidding equally across all match types
🚫 Never mining search term reports
🚫 Keeping Exact match terms that no longer convert
🚫 Targeting the same keyword in all match types at once

How to Analyze Match Type Performance

Check your Search Term Report for each campaign:

  • Look at CTR, Conversion Rate, Spend, and ACoS
  • Sort by Match Type
  • Identify which types are driving sales vs. draining spend

If Broad has high spend but no conversions → trim it.
If Exact has low volume → try Phrase instead.

Tools to Help You Manage Match Types

🛠 Helium 10 Adtomic – Match-type filtering and optimization
🛠 Amazon Bulk Sheets – Manage bids and campaign types efficiently
🛠 Data Dive – Great for grouping keywords by intent
🛠 Search Term Reports – The single best source of truth

When to Scale Each Match Type

✅ Start with Auto & Broad → discover terms
✅ Add to Phrase when you see consistent conversions
✅ Graduate to Exact when it’s time to rank and maximize ROI

Final Thoughts

Each match type serves a purpose.

If you want to:

  • Discover new opportunities → start with Broad
  • Balance volume and control → lean into Phrase
  • Drive precision and profit → double down on Exact

But don’t stick to one.
The winning formula is match type diversification — tailored to your product stage and goals.

Want Better ACoS Without the Guesswork?

At Marketplace Valet, we help brands:

  • Lower ACoS
  • Build optimized match-type campaigns
  • Manage ads at scale

Let’s work together → justin@marketplacevalet.com

How to Achieve Low ACoS with Minimal Exact Match Spend

Introduction

If you’ve run Amazon ads for any length of time, you’ve probably been told:

“Exact match is the most profitable.”

But for many sellers, relying heavily on exact match can:

  • Skyrocket your cost-per-click (CPC)
  • Shrink your reach
  • Trap your campaigns in a narrow performance range

And here’s the truth: you can achieve a lower ACoS with less exact match spend, if you know how to use the rest of Amazon’s ad targeting tools wisely.

In this guide, we’ll show you how to leverage phrase match, broad match, and campaign structure to maximize performance without maxing out your budget.

Why Exact Match Isn’t Always Ideal

1. High CPCs

Exact match often becomes a bidding war on the most competitive terms — driving your costs up.

2. Low Flexibility

If your listings or search trends shift, your exact terms may stop converting — leaving you blind.

3. Keyword Exhaustion

You’re stuck targeting the same narrow set of phrases. You miss long-tail, high-converting variations.

How Broad and Phrase Match Can Save You Money

🔁 Broader Reach, Lower CPC

Amazon rewards relevancy and engagement, not just strict keyword control.

Broad and phrase match:

  • Trigger for more related terms
  • Help uncover long-tail gold
  • Often come at lower CPCs than exact match

💡 Keyword Harvesting Power

Let’s say you run a phrase match for “dog grooming kit”
It may trigger for:

  • best dog grooming kit
  • grooming kit for poodles
  • at home pet grooming kit

You can analyze the search term report to pull converting terms and move them to Manual Exact campaigns (if needed).

Real Example: 70% Lower ACoS Without Exact Match

One of our clients in the home storage category was stuck at:

  • 43% ACoS
  • ~$1.90 CPC on exact match keywords

We:
✅ Shifted budget to Phrase + Broad
✅ Ran tighter product targeting
✅ Used negatives to block poor matches
✅ Rebuilt Manual campaigns around performance-based keyword expansion

Result after 30 days:
🔥 ACoS dropped to 18%
🔥 CPC fell to $0.82
🔥 ROAS increased by 70%

The Ideal Campaign Structure for This Strategy

Step 1: Discovery Campaign (Broad + Phrase)

  • Set low-to-medium bids
  • Monitor search term performance
  • Add negative keywords weekly

Step 2: Performance Harvesting

  • Use Search Term Reports
  • Find keywords with:
    • 2+ conversions
    • ACoS < 40%
    • CTR > 0.2%

Step 3: Add Top Performers to Phrase or Exact Campaigns

  • Use Phrase for variations
  • Use Exact only for the best ROI-driving terms

Step 4: Pause underperforming Exact Terms

  • If ACoS > 60% with poor volume, cut it
  • Replace with phrase match or long-tail variation

Smart Use of Negatives

To make this system work, you must control bad traffic.

Best practices:

  • Add irrelevant search terms as negative exact
  • Add broader poor phrases as negative phrase
  • Block same keywords from triggering in multiple campaigns (to avoid overlap)

Tools to Help

  • Amazon Search Term Report – Use weekly for keyword mining
  • Helium 10 Adtomic – Automate harvesting & negatives
  • Data Dive – Cluster keywords by topic and intent
  • Bulk Files – Manage campaign changes at scale

Benefits of Minimizing Exact Match Spend

✅ Lower CPCs across the board
✅ More flexibility to capture intent variations
✅ Less micromanagement per keyword
✅ Higher ROAS through refined campaign structures

When to Use Exact Match

We’re not saying to never use exact match.

Use it for:

  • Your top 5–10 revenue-generating keywords
  • Branded terms
  • High-volume terms where control matters

But outside of those — phrase and broad often provide more bang for your buck.

Final Thoughts

You don’t need to be chained to expensive exact match ads.

With the right structure, tools, and analysis, you can:

  • Achieve lower ACoS
  • Unlock more keyword opportunities
  • Scale campaigns efficiently

In a market where every ad dollar matters, strategic targeting beats brute force bidding.

Need Help Building a Leaner PPC System?

At Marketplace Valet, we help 7- and 8-figure brands optimize Amazon ads with:
✅ Smart keyword targeting
✅ ACoS control systems
✅ Full-funnel ad management

📧 Reach out at justin@marketplacevalet.com

Why Fewer Keywords Might Be the Key to Amazon PPC Success

Introduction

In the fast-paced world of Amazon advertising, there’s a persistent myth: more keywords = better results.

At first glance, it makes sense. More keywords should mean more visibility, more impressions, and ultimately more sales, right?

Wrong.

When it comes to Amazon PPC success, less is often more.

In this article, we’ll explore how targeting fewer, higher-performing keywords can lower your ACoS, increase conversions, and make your ad spend far more efficient.

The Problem with Keyword Bloat

1. Diluted Budget

When you target 200+ keywords in a single campaign, you spread your daily budget across too many opportunities.

This results in:

  • Insufficient data on most keywords
  • Inability to bid high enough to win impressions
  • Limited reach on the keywords that actually convert

2. Poor Data Quality

Bloated campaigns often create noise in your data.

It becomes hard to:

  • Isolate winners
  • Identify poor performers
  • Optimize efficiently

Without clear signals, most sellers end up making poor decisions — or none at all.

Why Fewer Keywords Work Better

🔍 1. You Focus on What Actually Works

When you trim your keyword list down to 10–30 proven terms, you’re betting on:

  • Higher intent
  • Better CTR
  • Stronger conversion rates

That means your budget flows toward what’s most likely to generate profitable sales.

💸 2. Better ACoS Control

With fewer keywords, you can:

  • Set more precise bids
  • React faster to performance swings
  • Pause or scale based on actual data

We’ve seen clients drop ACoS from 48% to 22% just by removing underperformers and doubling down on their best 20 keywords.

📈 3. Easier Campaign Management

Managing 20 keywords per campaign is far easier than managing 200.

That means:

  • Faster optimizations
  • Simpler reporting
  • Easier automation and scaling

It’s not about being lazy — it’s about being strategic.

The Fewer Keywords Framework

Here’s the step-by-step framework we use for clients at Marketplace Valet.

Step 1: Run Auto Campaigns for Discovery

  • Let Amazon collect search term data for 7–14 days
  • Make sure budgets and bids are conservative

Step 2: Pull Search Term Reports

  • Filter for:
    • ACoS under 50%
    • At least 2+ conversions
    • CTR > 0.3%

Step 3: Build Manual Campaigns

  • Exact match for top terms
  • Phrase match for longer tail
  • Broad match only if you still want light discovery

Step 4: Add Negatives in Auto

  • Prevent overlap by adding these top terms as negative exact in the Auto campaign

Step 5: Monitor and Trim Weekly

  • Pause keywords with:
    • Zero sales after 15+ clicks
    • ACoS > 80% after $20–$30 spend
    • CTR < 0.1%

Keep your keyword list lean — no keyword bloat.

Real Seller Example

Niche: Kitchen Products
Old Campaign:

  • 184 keywords
  • $150/day budget
  • ACoS = 41%
  • ROAS = 2.3

Optimized Campaign:

  • 27 keywords
  • $150/day budget
  • ACoS = 24%
  • ROAS = 4.1

By trimming keyword count by 85%, we nearly doubled the campaign’s efficiency.

SEO Angle: Keyword Consolidation Improves Listing Rank

Amazon’s algorithm prioritizes performance-based relevance.

That means:

  • The more your keywords convert, the more visibility you get organically
  • If you focus your budget on top terms, you feed Amazon better signals

Fewer keywords = better conversions = stronger organic rank.

Bonus: When Should You Add More Keywords?

Only after:

  • You’ve maxed out impressions on your current ones
  • Your ACoS is stable and profitable
  • You’re intentionally testing new terms in separate discovery campaigns

Tools to Help You Focus

  • Helium 10 Adtomic – Harvest top terms and manage ACoS easily
  • Data Dive – Cluster keywords by performance and search intent
  • Amazon Bulk Files – Efficient way to pause poor performers
  • Search Term Reports – Your ultimate source of truth

Common Mistakes to Avoid

❌ Targeting too many keywords from the start
❌ Running phrase and broad match on every keyword
❌ Ignoring CTR and conversion rates in decision-making
❌ Not trimming the fat regularly

Final Thoughts

Amazon PPC isn’t about casting the widest net — it’s about hitting the bullseye.

Fewer keywords mean:

  • More precise spend
  • Cleaner data
  • Easier campaign control
  • Better ACoS

If your campaigns feel bloated or underperforming, the fix might be simple:

✅ Trim the keyword fat
✅ Focus your firepower
✅ Watch your profits grow

Want Help Simplifying Your PPC?

At Marketplace Valet, we help brands:

  • Cut waste
  • Build lean PPC engines
  • Drive higher ROI through smart structure

Let’s talk → justin@marketplacevalet.com

The Secrets of Low ACoS: Auto vs. Manual Targeting on Amazon

Amazon PPC campaigns typically start with a choice:

🤖 Automatic targeting
🧠 Manual targeting

Some sellers swear by one, others avoid one entirely.

But if you really want to lower your ACoS, scale your ads, and dominate your niche — you need to understand the strengths and weaknesses of both.

Let’s dive in.

🎯 Auto Campaigns: Pros & Cons

✅ Pros:

  • Easy to set up — no keywords needed
  • Great for keyword discovery
  • Catch all variations, misspellings, synonyms
  • Great for product targeting you didn’t know existed

❌ Cons:

  • Lack of control over bidding
  • Can trigger for irrelevant terms
  • Easily overspend without tight budgets
  • Not suitable for aggressive scaling

🧠 Manual Campaigns: Pros & Cons

✅ Pros:

  • Total control over which keywords trigger ads
  • Adjustable bids at the keyword level
  • Supports refined targeting (match types, ASINs)
  • Ideal for scaling known winners

❌ Cons:

  • Slower to set up
  • Requires strong keyword research or auto data
  • May miss long-tail discovery if done in isolation

🔁 The Real Power: Combine Auto + Manual

The best strategy isn’t choosing one — it’s using Auto to feed Manual.

Here’s how it works:

1. Start Auto Campaign:

  • Set low daily budget ($10–$30)
  • Broad net to catch keyword and ASIN data

2. Monitor Search Term Report Weekly:

  • Look for terms with:
    • High CTR
    • Conversions
    • Low ACoS

3. Transfer Winners to Manual Campaign:

  • Add converting keywords to manual exact or phrase
  • Set specific bids
  • Add that keyword as a negative exact in Auto to avoid overlap

This creates a feedback loop that fuels efficient growth.

📊 Real Example

Brand: Kitchen Accessories

  • Auto ACoS: 52%
  • Manual ACoS: 28%
  • Combined strategy: Used Auto to find 12 new high-performing keywords

Result after 45 days:
✅ Manual campaign drove 75% of sales
✅ ACoS dropped below 25%
✅ Auto budget reallocated to new ASIN targeting

🧱 Best Practices for Auto Campaigns

  1. Run one ASIN per campaign
  2. Use tightly controlled budgets
  3. Adjust targeting settings:
    • Close match
    • Loose match
    • Substitutes
    • Complements
  4. Add negatives weekly to block wasted spend

📐 Best Practices for Manual Campaigns

  1. Create 3 ad groups per campaign:
    • Exact
    • Phrase
    • Broad (optional for continued discovery)
  2. Use different bids per match type
  3. Add high-performing terms from Auto
  4. Monitor keyword-level ACoS weekly

🧠 When to Use Auto

ScenarioAuto Recommended?
New product with no PPC history✅ Yes
Exploring new ASIN/product targeting✅ Yes
Scaling with known keyword winners❌ No
Product with clear niche keywords❌ Prefer Manual

🔧 Tools to Help

  • Helium 10 Adtomic
  • Pacvue
  • Amazon Bulk Files
  • Data Dive (for keyword expansion)

These tools can help you automate keyword transfers, ACoS alerts, and campaign structure.

🛡 Bonus Tip: Campaign Harvesting SOP

  1. Run Auto for 2 weeks
  2. Pull Search Term Report
  3. Filter for:
    • Sales > 1
    • ACoS < 40%
  4. Add to Manual campaign
  5. Add same term as negative exact to Auto
  6. Repeat weekly

This keeps your Manual campaigns lean and powerful, and your Auto campaigns constantly feeding new traffic.

🚀 Final Thoughts

The myth that Auto campaigns are bad needs to die.

They’re a data engine — not a growth engine.

Manual campaigns are your scaling engine — but they need data to run on.

Together, they form a flywheel of:

  • Discovery
  • Optimization
  • Scale

And THAT’S the real secret to lower ACoS on Amazon.

💬 Want Us to Do It for You?

At Marketplace Valet, we run full-funnel Amazon ad systems using this exact approach.

✅ Campaign buildout
✅ Weekly harvesting + negatives
✅ ACoS control + scaling strategies
✅ Full transparency in performance

📩 Let’s talk → justin@marketplacevalet.com

How to Use Negative Keywords to Lower Your ACoS on Amazon

Negative keywords are often the unsung heroes of Amazon PPC.
They don’t get the spotlight like campaign types or bidding strategies — but they can make or break your ACoS.

In this guide, we’ll break down how negative keywords work, when to use them, and how they can dramatically improve ad efficiency.

💸 What Are Negative Keywords?

Negative keywords prevent your ads from showing for specific search terms.

Think of them like a filter:

  • If a customer types a search term that matches your negative keyword, your ad will not appear.

This helps eliminate:

  • Irrelevant traffic
  • Poor-converting terms
  • High-spend, low-return clicks

🚦 Match Types: Understanding the Rules

There are 3 types of negative keywords:

1. Negative Exact

  • Blocks only that exact search term
  • Example: “blue running shoes” blocks only that full term

2. Negative Phrase

  • Blocks any term containing that phrase
  • Example: “blue” would block “blue running shoes,” “blue shoes for men,” etc.

3. Negative Broad (Not available on Amazon currently)

  • Available in other ad platforms, but not in Amazon Advertising yet

📉 How Negative Keywords Lower ACoS

Wasted ad spend usually comes from:

  • Broad match discovery campaigns
  • Poor keyword selection
  • Lack of search term analysis

Negative keywords stop the bleeding by cutting off non-converting or irrelevant traffic.

✅ This makes your existing spend more efficient
✅ Improves conversion rate
✅ Reduces ACoS without lowering bids

🔍 How to Find Negative Keywords

Your Search Term Report is your best friend.

Download it from Campaign Manager and look for:

  • Search terms with high spend, no sales
  • CTR < 0.2%
  • ACoS > 100%
  • Completely irrelevant queries (e.g. “free,” “cheap,” “manual” when selling premium)

📊 Real-World Example

Client: Health Supplement Brand

  • Daily budget: $300
  • ACoS: 52%
  • Issue: Discovery campaigns pulling in broad irrelevant terms

Strategy:

  • Pulled 30-day Search Term Report
  • Added 42 negative exact and phrase terms
  • Adjusted daily monitoring routine

Result in 2 weeks:

  • ACoS dropped to 33%
  • Conversion rate increased 18%
  • $2,800/month saved in wasted clicks

⚙️ Negative Keyword Workflow

Here’s a simple rinse-and-repeat strategy to implement:

Weekly PPC Health Check:

  1. Pull search term report
  2. Filter for:
    • No conversions
    • High spend
    • CTR < 0.2%
  3. Tag potential negatives
  4. Apply as negative exact or phrase
  5. Repeat every 5–7 days

💡 Bonus Tip: Use tools like Helium 10’s Adtomic, Prestozon, or Pacvue for easier management and auto-rules.

🧠 What Not to Do

🚫 Don’t over-block too early

  • Broad match campaigns need room to discover. Only negate terms after they’ve proven ineffective.

🚫 Don’t negative match root keywords

  • If you sell “shoes,” don’t block “cheap shoes” with just “shoes” — it’ll block everything.

🚫 Don’t apply global negatives across campaigns

  • Match negatives to campaign intent (e.g., keep discovery terms open longer, but refine branded campaigns tightly)

🛠️ Tools That Help

  • Helium 10 – Adtomic
  • JungleScout – Cobalt
  • Amazon Bulk File Templates
  • Data Dive by Brandon Young

These make identifying and applying negatives faster — with less risk of blocking good traffic.

🎯 When to Use Negative Keywords

SituationAdd Negatives?
New product launch discovery phase✅ After 7–10 days
Scaling proven campaigns✅ Yes
Retargeting or branded campaigns✅ Carefully
Single keyword testing campaigns❌ Be cautious

✅ Bonus Strategy: Negative Keyword Sculpting

This is an advanced tactic where you:

  • Run broad and exact match campaigns simultaneously
  • Use negative exact in broad match campaigns to isolate traffic

Goal: Let exact match handle high-performing keywords while broad handles new discovery — without overlap.

📈 Final Thoughts

Negative keywords are like pruning a tree.
You trim the waste so the healthy branches (profitable keywords) can grow stronger.

They don’t just save you money — they improve your entire PPC structure.

💬 Need Help?

At Marketplace Valet, we manage 7–8 figure PPC accounts and handle negative keyword optimization weekly.

✅ Full account audits
✅ Campaign structure & cleanup
✅ Ongoing negative keyword strategy

Why Broad Matches Beat Exact Matches on Amazon (Yes, Really)

Most sellers believe exact match keywords are the gold standard for PPC performance on Amazon.

After all, if someone types “wireless charger” and clicks on your ad for “wireless charger,” that should be the most relevant match… right?

Not always.

In fact, over-relying on exact match keywords can limit your reach, kill your discoverability, and prevent long-term optimization.

Let’s dive into why broad match might be your secret weapon — and how to use it strategically.

🎯 Understanding Match Types in Amazon PPC

1. Exact Match

  • Triggers only when the exact keyword or a close variation is typed
  • High control, low discovery
  • Best for high-converting proven keywords

2. Phrase Match

  • Triggers when the keyword phrase appears in exact order with other words before/after
  • Moderate control and moderate discovery

3. Broad Match

  • Triggers when any variation or related phrase includes the words
  • Highest reach and highest discovery potential

🧠 Why Broad Match Wins (When Used Correctly)

1. It Fuels Discovery

Amazon’s search behavior is dynamic. Shoppers rarely use the same phrasing, spelling, or order.

Broad match allows you to:
✅ Discover long-tail keywords
✅ Find customer language you hadn’t considered
✅ Uncover new product use cases

Example:
Targeting “resistance bands” with exact match gets you only that term.
Broad match might uncover:

  • “home gym resistance band set”
  • “workout bands for physical therapy”
  • “resistance loops for legs”

These are high-converting terms you’d never find otherwise.

2. It Reduces Ad Fatigue

When you only run exact match, you hit the same audience again and again.

This creates:

  • Lower CTR over time
  • Higher CPC as competition intensifies
  • Limited impression share

Broad match keeps your audience fresh and diverse, tapping into related terms at scale.

3. It’s a Goldmine for Search Term Mining

Smart sellers use broad match as a data tool.

Here’s how:

  1. Launch broad match campaign
  2. Run for 7–14 days
  3. Pull Search Term Report
  4. Identify converting keywords
  5. Move those into exact or phrase match campaigns

This creates a self-optimizing flywheel that keeps feeding your growth.

🧱 Campaign Structure for Broad Match Success

Don’t just “turn on” broad match and hope for the best. Use structure and guardrails:

Recommended Structure:

  • One broad match keyword per ad group
  • Low daily budgets ($10–$25)
  • 20–30% higher bids than exact match (to gain traction)
  • Negative match irrelevant terms weekly

💡 Tip: Use Search Term Isolation — any term that converts gets moved to its own exact match campaign for better control.

💸 Budgeting Broad Match Properly

A common fear: “Broad match wastes money.”

It can — if you don’t set rules.

Controls to put in place:

  • Add a max ACoS target and pause high-spend, no-sale keywords
  • Use auto rules to add negatives after $10–15 in spend without a sale
  • Set duration-based reviews (every 5–7 days)

When managed, broad match becomes a cost-effective testing engine.

📊 Real Seller Results

Brand: Pet Accessories
Old strategy: Exact match only
New test: Added 10 broad match campaigns with isolated keywords

30-Day Results:

  • 27% increase in total sales
  • 18 new profitable keywords discovered
  • Average ACoS on broad match: 21.7%
  • Top 5 new keywords moved into exact and scaled

🚫 When Broad Match Can Hurt

  • 🚫 If your listing isn’t fully optimized (it’ll attract the wrong traffic)
  • 🚫 If you don’t monitor search terms weekly
  • 🚫 If you don’t move winners to exact match
  • 🚫 If your budget is too high and unmanaged

✅ When to Use Broad Match

ScenarioUse Broad Match?
Launching a new product✅ Yes
Testing new niches or angles✅ Yes
Already found top 20 keywords✅ Still useful
Low budget without oversight❌ Not ideal
Niche with high CPCs✅ With limits

🧠 The Bottom Line

Broad match is not the enemy — ignorance is.

Used well, broad match is the best-kept secret for:
✅ Scaling new products
✅ Mining valuable search terms
✅ Keeping campaign performance fresh
✅ Reducing long-term CPCs

It’s not about broad vs. exact — it’s about using each where they shine.

🛠 Want Help With It?

At Marketplace Valet, we build custom PPC systems that:
✅ Combine match types effectively
✅ Automate discovery + promotion
✅ Monitor spend, ACoS, and keyword lifecycle
✅ Maximize your PPC ROI without wasting budget

The Ultimate Guide to Amazon Branding and Pricing Strategies

Branding and pricing aren’t just details — they’re core strategies that determine whether your product gets noticed, clicked, and bought.

Amazon is a marketplace full of products that all claim to be the best. But the ones that succeed?
They know how to communicate value and justify their price — instantly.

Let’s break down how smart branding and pricing work hand-in-hand to grow sales.

🔥 Why Branding on Amazon Matters More Than Ever

Your brand is more than your logo or packaging.
It’s how customers feel when they see your product.

Great branding:

  • Builds trust instantly
  • Communicates quality
  • Helps justify higher prices
  • Creates long-term loyalty

In a marketplace where you rarely get to speak to your customer, your images, content, and reviews ARE your brand voice.

✅ Core Elements of Strong Amazon Branding

  1. Main Image Consistency
  • Bright, clean, high-quality
  • Packaging visible if it’s premium
  • Distinct style that’s repeated across products
  1. Brand Name & Title Structure
  • Front-load brand in the title if you’ve earned recognition
  • Consistent naming conventions create cohesion across ASINs
  1. A+ Content That Educates & Converts
  • Use lifestyle imagery + comparison charts
  • Highlight brand mission, values, and quality differentiators
  1. Amazon Storefront
  • Showcase collections and categories
  • Tell your story (visually and with copy)
  • Use banners and rich media to create trust
  1. Review Response Strategy
  • Engage with reviews publicly
  • Reinforce your voice and values

🧠 The Psychology of Pricing on Amazon

Price is not just a number — it’s a signal.

It tells shoppers:

  • Is this a premium product?
  • Is this the budget option?
  • Should I trust it?
  • Am I getting a deal?

The “Danger Zone” of Pricing:

Middle-range prices often perform worst. Why?

  • Low prices attract bargain hunters
  • High prices suggest quality
  • Middle prices do neither well

💸 3 Pricing Strategies That Work on Amazon

1. Price Anchoring

Set a high “list price” (MSRP), then offer a sale or coupon.

Example:

  • List: $49.99
  • Sale: $34.99
  • Perception: “I’m saving $15!”

This triggers deal-seeking behavior while maintaining premium positioning.

2. Smart Couponing

Amazon’s green coupon badge stands out in search results.

Use coupons to:

  • Test price sensitivity
  • Drive visibility in crowded categories
  • Increase CTRs (especially on mobile)

💡Pro Tip: Don’t overuse. Let the full price regain ground between promos.

3. Bundling to Justify Higher Price

Combine SKUs or accessories to increase perceived value.

Examples:

  • Beard trimmer + brush + oil
  • Water bottle + sleeve + straw lid

Charge more, reduce competition, and increase AOV.

🚫 Common Pricing Mistakes

❌ Pricing “in the middle” with no value story
❌ Changing prices too frequently without testing
❌ Not monitoring FBA fees and profit margins
❌ Ignoring competitor positioning

📈 Real Example: How Branding + Pricing Work Together

Product: Premium Resistance Bands

  • Branding: High-end logo, sharp lifestyle images, “elite athlete approved” copy
  • Pricing: Anchored at $59.99 with coupon for $39.99
  • Conversion Rate: 24% (vs. category avg of 11%)

Shoppers perceived the product as better because everything aligned to signal value.

💼 How Marketplace Valet Helps Brands Win

We help sellers create premium experiences that support premium prices.

✅ Brand-first imagery
✅ Keyword-optimized, value-driven content
✅ Smart pricing models that maintain margin
✅ Ongoing testing for A/B wins and promotion cycles
✅ FBA profitability monitoring

We don’t just launch products. We position them for success.

🎯 Final Tips for Branding + Pricing Together

  • Make sure every visual and word supports your price
  • Use coupons and bundles to add value, not just reduce price
  • Invest in A+ content and Storefronts to build brand equity
  • Know your margin sweet spot before testing discounts
  • Look like a brand customers want to be loyal to

Final Thoughts

Winning on Amazon in 2025 requires more than keyword stuffing and ad spend.

To thrive, you need to be:
✅ Visually distinct
✅ Emotionally resonant
✅ Strategically priced

Branding and pricing are the two most powerful tools in your toolbox. Use them intentionally — and watch your results multiply.

How to Differentiate Your Brand in Amazon Search Results

If your product blends in, it gets ignored.

On Amazon, you don’t just compete on price or quality — you compete on first impressions. And that impression is made within milliseconds in a crowded search result feed.

So how do successful brands stand out in a sea of sameness?

Let’s break it down.

🧠 Why Differentiation in Search Results Matters

Buyers don’t read. They scan.

And if your listing looks like everyone else’s — similar photo, similar title, similar price — you disappear.

Standing out = clicks
Clicks = conversions
Conversions = ranking
Ranking = growth

Everything starts with being seen.

🔍 Where Differentiation Happens in Search Results

  1. Main Image
  2. Title
  3. Price/Coupons
  4. Ratings & Review Count
  5. Badges (Best Seller, Amazon’s Choice, Deal)

Each of these is a visual hook. Let’s explore how to make yours count.

📸 Main Image – Your First Impression

This is your #1 lever.

How to Stand Out:

  • Use lifestyle or angled images where allowed
  • Include packaging if visually unique
  • Use bright or unusual product colors (if true to product)
  • Fill the frame confidently
  • Test alternate visuals with PickFu or Amazon Experiments

✅ Bonus: Add branded packaging or overlays on the product itself for visual branding.

📝 Title – Keyword + Differentiator

Everyone crams in keywords. But smart brands blend SEO with copywriting.

Formula:

Keyword + Main Benefit + Unique Twist

Example:
Generic: “Bluetooth Headphones, Noise Cancelling, Wireless Over Ear”
Differentiated: “Bluetooth Headphones – 40-Hour Battery Life, Sweatproof, Built for Gym”

Stand for something.

💸 Price Anchoring + Coupons

Differentiation Trick:

  • Offer a higher list price but include a strike-through + coupon
  • This shows perceived value AND savings

Shoppers notice green coupon tags. Use them strategically.

⭐ Ratings & Social Proof

If you’re not the highest rated — highlight where you are strong.

Examples:

  • “4.7 Stars from 1,200+ Reviews” (vs. competitor with 4.3 & 600)
  • Use Vine early to gain momentum (only if your product is polished)

🏅 Use Badges to Your Advantage

Amazon’s own signals help you stand out.

Earn and leverage:

  • “Amazon’s Choice” (optimize for a single high-volume keyword)
  • “Best Seller” (increase velocity in smaller subcategory)
  • “Limited-Time Deal” (run Lightning Deals)

Shoppers trust badges. Use them.

🎨 Color & Design Psychology

Color = emotion.

If your niche is saturated with neutral tones, consider:

  • Offering bold colors (red, blue, green)
  • Brighter packaging
  • Better contrast in your images

Color contrast = pattern interruption = more attention.

🧠 Advanced Differentiation Strategies

1. Bundle Uniquely

Create a bundle that shows more value (but doesn’t increase cost much)

Example:
Water Bottle + Straw Lid + Sleeve = perceived bonus

2. Display Certifications

If your product is USDA Organic, Vegan, BPA-Free — SHOW IT visually in image or title

3. Sell the Transformation

Your listing shouldn’t just say what the product is — say what the buyer gets from it

🧪 Real Example

Category: Resistance Bands

Competitor 1: “Set of 5 Resistance Bands – Workout Bands for Men & Women”
Listing Image: Colorful flat lay

You: “Resistance Bands Set – 5 Levels w/ Travel Pouch, Instruction Guide”
Listing Image: Bands in use, with pouch and booklet shown
✅ Added coupon
✅ Used bright green color for main product
📈 CTR up 41% in 3 weeks

💼 How Marketplace Valet Helps

We help brands win in search results by:
✅ Auditing listings and competitors
✅ Designing scroll-stopping images
✅ Writing brand-forward titles and copy
✅ Running A/B tests to maximize CTR
✅ Creating bundles, deals, and optimized coupon strategies

Final Thoughts

Standing out on Amazon isn’t optional.
It’s essential.

If you want:
✅ More traffic
✅ Better click-through rates
✅ Higher organic rank
✅ Faster velocity

You need to differentiate with intention.

Every piece of your listing in search results is a billboard — make it count.

Optimize Your Main Image for Maximum Impact on Amazon

In the world of Amazon selling, the competition is fierce. You’re up against thousands — sometimes millions — of similar listings.

So how do you win the click?

👉 With a high-performing main image.

It’s not just a photo. It’s your first impression. And in 2025, that impression needs to stop thumbs in their tracks.

🧠 Why the Main Image Matters More Than Ever

Your main image:

  • Appears in every search result
  • Heavily influences your CTR (click-through rate)
  • Impacts organic rank (CTR affects A9 algorithm)
  • Shapes your product’s perceived value

A better image = more clicks = more sales = better rankings.
It’s the most cost-effective upgrade you can make.

✅ Amazon’s Main Image Requirements (2025)

To stay compliant, your image must:

  • Be on a pure white background (RGB 255, 255, 255)
  • Show only the product that’s for sale
  • Fill 85%+ of the image frame
  • Be at least 1600px on the longest side for zoom

🚫 Avoid:

  • Text or logos (unless on the product itself)
  • Accessories not included
  • Borders or props (unless allowed in your category)
  • Multiple angles or packaging in main image (depends on category)

🎯 What Makes a Great Main Image?

1. High Contrast & Clarity

  • Sharp, well-lit, clean images
  • Zoom-enabled = trust and engagement
  • Shadows and depth help the product feel real

2. Strategic Positioning

  • Product slightly angled (not flat) = more dynamic
  • Show packaging only if it’s a selling point
  • Use space wisely — fill the frame without being cramped

3. Category Conventions

Study competitors — what works in beauty may not work in tools.

Look at:

  • Bestseller lists
  • Amazon’s Choice products
  • Sponsored ads that rank well

Reverse-engineer what works, then do it better.

🧪 Real Example

Product: Stainless Steel Kitchen Scissors
Before: Flat image, dull gray-on-white, poor zoom
After: 3D angled shot, strong lighting, hero packaging included
📈 Result: CTR up 47%, CVR up 19% in 30 days

🔧 Tools to Test & Improve Your Image

  • PickFu – Run A/B tests with real shoppers
  • Manage Your Experiments – Amazon’s built-in A/B testing for brand-registered sellers
  • Canva / Photoshop – Fast image polishing tools
  • Helium 10 Listing Analyzer – See how your image stacks up

🎯 Bonus: Main Image Hacks (That Are Still Compliant)

✔ Add an angled shot to show product depth
✔ Show key accessories if they’re included
✔ Use packaging if it conveys quality
✔ Place product at an angle to create dimension
✔ Show product in “ready-to-use” position (e.g., lid open, cap off)

🔁 A/B Testing: Your Secret Weapon

Your eyes aren’t enough. The market decides.

Start testing:

  • Different angles
  • Color backgrounds (use white, but optimize product contrast)
  • Including vs. excluding packaging
  • Size scale vs. close-up

Amazon’s own data shows 15-40% CTR improvements from simple image changes.

🧼 Mistakes to Avoid

❌ Over-editing (unnatural lighting or colors)
❌ Breaking Amazon’s TOS (adds risk of suppression)
❌ Leaving too much white space
❌ Using generic product renders with no detail
❌ Not updating your image as your brand evolves

💼 How Marketplace Valet Helps

We help Amazon brands by:
✅ Auditing listings for image performance
✅ Producing compliant, high-impact photography
✅ Testing images with real feedback loops
✅ Integrating imagery into A+ content and Storefronts
✅ Driving higher CTR with image-first strategies

Final Thoughts

Your main image is more than a product shot — it’s your best marketing asset.

In a sea of sameness, your image can be what grabs attention, drives curiosity, and wins the click.

So don’t treat it like an afterthought.
Optimize it like your business depends on it — because it does.