How I Structure Amazon Ad Accounts to Scale Profitably

Scaling on Amazon requires strategic structure. Effective campaign segmentation ensures growth is incremental, efficient, and profitable.

Here's a blueprint for organizing Amazon ad accounts, covering brand defense to demand generation, with tips for scaling from 6 to 8 figures.

🔥 Brand Campaigns

Use HSAs/SBVs for brand real estate and SP on hero ASINs. Protect and profit with upsell ASINs on entry products. Keep these campaigns tight and under constant review.

🔍 Non-Brand Search

• Ranking Campaigns: Use Exact on key KWs to dominate impression share, supported by SBV with strong video.

• General KW Campaigns: Use Phrase/Exact on mid-to-long-tail terms, structured by categories/margin targets.

• Harvesting Campaigns: Use Auto/Broad with tight neg control to find emerging trends.

🎯 Non-Brand PATs

Target competitor ASINs and test CAT targeting, excluding your own brand for clear structure.

♻️ Retargeting (Display)

Focus on "Viewed but not purchased" reactivation to drive bottom-funnel conversions.

📈 Demand Gen | Display & StV

Use Amazon Marketing Cloud + hashed LALs, scale into competitor purchasers, and use creative StV for top-funnel lift. Keep budget growth controlled to avoid drains.

💡 Bonus Plays

Use brand-tailored promos, creator connections, Sub & Save optimization, and constant A/B testing for small, fast wins.

Tracking

Monitor all marketing costs and track MER/TACOS. Adjust ACOS/ROAS benchmarks according to funnel position and targeting.

✍️ Naming Convention

Use a clear naming structure for easier campaign management and reporting:

Format: TR | Product Category | Targeting | NB/B | Format (SP, SB, SBV, SD, etc.)

Examples:

• TR | Acne System | Exact KWs | NB | SP

• TR | Face Wash | Auto Harvesting | NB | SP

• TR | Brand | PAT | B | SP

🗂 Recommended Portfolio Structure

Organize your account for clarity and scalability:

• Product Category - Brand

• Product Category - Non-Brand

• Product Category - ToF (for upper-funnel targeting: lifestyle KWs, AMC audiences, etc.)

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