Amazon Ads, planned with the rest of the program.
Sponsored Products, Sponsored Brands, Sponsored Display, and Amazon DSP — run as part of the broader paid program, not as a marketplace silo.
Most Amazon programs operate in marketplace isolation. The brand pays for it elsewhere.
Amazon Ads is run by a specialist team, against marketplace KPIs (ACoS, TACoS), with little visibility into the brand's broader paid program. The brand keyword spend on Amazon often double-attributes with the brand keyword spend on Google. Sponsored Brands ads bid against retargeting elsewhere. The marketplace performance looks great while the program cannibalizes itself across channels.
We plan Amazon as part of the integrated paid program. Brand-keyword spend coordinated across platforms. Sponsored category mix tied to broader funnel role. Amazon DSP integrated with the rest of the upper-funnel plan, not run as a standalone.
Three structures that integrate Amazon with the rest of the program.
Coordinate brand-keyword spend across Amazon, Google, and Microsoft.
Brand searchers find your brand on whichever platform they prefer. Unmanaged, brand keyword spend on Amazon cannibalizes brand spend on Google and vice versa. We plan brand-keyword presence across all three to optimize total contribution.
Match sponsored format to funnel role.
Sponsored Products, Sponsored Brands, and Sponsored Display each play different roles. The mix is designed against the role each plays — defensive brand-keyword, competitive category capture, prospecting through display — not just optimized for marketplace ACoS.
Treat Amazon DSP as part of the broader plan.
Amazon DSP reaches Amazon's audience on and off the marketplace. Used well, it's a true upper-funnel channel with closed-loop measurement back to Amazon purchases. Used poorly, it's just more retargeting.
Our approach
- 01Cross-platform brand-keyword strategy coordinating Amazon, Google, and Microsoft
- 02Sponsored mix designed against funnel role, not optimized for channel-attributed ACoS alone
- 03Amazon DSP integrated with upper-funnel plan, not run as standalone retargeting
- 04TACoS and incremental sales measurement, not ACoS in isolation
- 05Brand store, product page, and creative content treated as part of the conversion path
Outcomes
- Amazon spend coordinated with the rest of the paid program, no cross-channel cannibalization
- Sponsored mix sized to the role each format plays, not just ACoS optimization
- Amazon DSP working as a real upper-funnel channel, not just retargeting volume
Common questions about Amazon advertising.
- What's the difference between ACoS and TACoS, and which matters?
- ACoS (Advertising Cost of Sales) is ad spend divided by ad-attributed sales. TACoS (Total ACoS) is ad spend divided by total Amazon sales (including organic). TACoS is closer to the answer because it captures organic lift, but neither tells you whether the spend grew the business overall. We track both — and incremental contribution above them.
- How do you handle brand-keyword cannibalization across Amazon, Google, and Microsoft?
- Coordinate brand-keyword presence across platforms with an explicit theory of the brand searcher's path. If someone Googles your brand and clicks an Amazon ad, that's not new attribution — that's spend layered on existing intent. We plan to minimize that layering.
- When should we use Amazon DSP?
- When you need upper-funnel reach to Amazon's audience — prospecting that brings new buyers into the marketplace — and when the broader paid program needs Amazon as a measured contributor, not a standalone channel. Used well, it's a real channel. Used as "more retargeting," it's not worth the budget.
- How do you decide the right Sponsored mix?
- Sponsored Products for stated intent on the marketplace. Sponsored Brands for brand-keyword defense and category capture. Sponsored Display for retargeting and category prospecting. The mix is sized to the role each plays in the broader plan, not optimized for the easiest ACoS.
- How is QRY different from a typical Amazon Ads agency?
- Most Amazon agencies optimize the marketplace in isolation. We plan Amazon as part of the broader paid program — coordinating brand-keyword across platforms, treating DSP as an upper-funnel channel, and measuring contribution to the business, not just to marketplace ACoS.
Talk through your Amazon Ads program.
Start with a short strategy conversation. We'll assess fit and outline how Amazon could be planned with the rest of your paid program.