Amazon PPC for brands and sellers, United States

Amazon Advertising Agency: Expert Amazon Ads Management

RMIQ runs your Amazon PPC in Amazon Ads Agent, starting with retail readiness: Featured Offer eligibility and stock come before bids.

Amazon Ads is Amazon's retail media network. Sellers, vendors and agencies buy Sponsored Products and Sponsored Brands at cost per click with no minimum spend. Since September 29, 2026, they buy them in Amazon Ads Agent, the one platform that brought together Amazon DSP and the ads console.

RMIQ, an Amazon advertising agency for lean brand teams, confirms each advertised product is eligible for the Featured Offer and in stock, then sets its Amazon PPC keywords, bids and budget.

Book a demo See the readiness checks

Retail readiness first

Before the first bid: the listing checks Amazon PPC depends on

Amazon stops showing a Sponsored Products ad when its product misses one of the first four conditions below, and a higher bid does not bring it back. The fifth, Brand Registry, decides which other ad types a seller can run. RMIQ checks each advertised product against them before spending on it.

  1. An eligible category

    Sponsored Products

    Adult, used and refurbished products, and products in closed categories, cannot be advertised.

  2. Featured Offer eligibility

    Sponsored Products

    Products "must be in one or more eligible categories and be eligible for the Featured Offer in order to advertise." The Featured Offer is the offer on a product detail page with an Add to Cart or Buy Now button, and several sellers can compete for it.

  3. Winning the Featured Offer

    Sponsored Products

    Amazon's guide for new advertisers says an ad will not display while its product is not presenting the Featured Offer, and sets a target rate of "ideally 90% or higher." Amazon picks the offer on criteria such as competitive pricing, delivery speed and performance. A change rolling out from July to the end of 2026 drops a separate eligibility check on sellers; how Amazon picks the offer stays the same.

  4. In stock

    Sponsored Products

    Sponsored Products "only appear when your advertised items are in stock," and an out-of-stock product cannot be the Featured Offer either.

  5. Brand Registry

    Sponsored Brands, display ads, Brand Stores

    A seller's account must be tied to a brand enrolled in Amazon Brand Registry to use Sponsored Brands, display ads or a Brand Store. Enrollment is free and needs a registered trademark or a pending application, enrolled by the trademark owner.

Amazon's guide for new advertisers also recommends advertising products with five or more reviews at 3.5 stars or higher, and listings with four or more images and at least three bullet points.

Self-serve friction

Where Amazon PPC gets hard for lean brand teams

Amazon makes Sponsored Products fast to start: a campaign takes "just a few minutes," and Amazon suggests $10 a day. The upkeep is where small teams stall, in four places Amazon documents itself.

  1. Budgets with no pacing

    Daily budgets "are not paced throughout the day," so a small budget can be spent in a few minutes when many shoppers are interested. That makes budget pacing a daily check.

  2. Bids that can double

    With dynamic bidding set to up and down, Amazon can raise a bid by up to 100% on every placement and tells advertisers to be prepared to pay up to double the bid they entered. Placement bid adjustments can add up to 900%, so the bid strategy needs watching.

  3. A 2-week rhythm

    Amazon suggests reviewing bids about once every 2 weeks and testing match types for at least 1 to 2 weeks before pausing any keyword. Campaign setup is covered in RMIQ's Amazon Ads guide.

  4. A platform mid-move

    The console is now Amazon Ads Agent, Sponsored Display is now display ads, and the legacy Sponsored Ads reports retire by December 31, 2026.

Sponsored ads, product by product

Amazon PPC services: what RMIQ runs as your Amazon ad agency

RMIQ's Amazon PPC services cover sponsored ads, the cost-per-click campaigns in Amazon Ads Agent. Amazon's auction primarily considers the keywords bid on, the bid amount and shoppers' expected interest in each offer. RMIQ says it continuously optimizes each product's keywords, bids and budgets.

Book a demo What RMIQ's audit checks

  • Sponsored Products management

    Sponsored Products show at the top of, alongside or within Amazon's shopping results and on product pages, and lead to the product's detail page. RMIQ moves budget away from products that lose the Featured Offer or go out of stock, since their ads stop serving.

  • Sponsored Brands management

    Sponsored Brands appear at the top of search and on product pages and send shoppers to a Brand Store or a detail page, at CPC or vCPM with no minimum spend. RMIQ runs them for brands enrolled in Brand Registry, next to their Sponsored Products.

  • Shopper searches, kept or cut

    Before launch, RMIQ's free Amazon keyword tool suggests keyword ideas. After launch, RMIQ reviews which shopper searches drew clicks, and negative keyword and search term cleanup keeps spend off the ones that do not sell.

  • Reports across the changeover

    RMIQ reports from Amazon's unified reporting, which standardized attribution across ad products, and adds new-to-brand sales, from first-time customers of the brand within a 12-month look-back.

Bought through Amazon Ads

RMIQ on Amazon's ad platform: a client result

Amazon sells Whole Foods Market's placements as Amazon Ads display ads, so RMIQ's campaigns for Zack's Mighty at Whole Foods Market ran in Amazon's ad platform.

  • Zack's Mighty

    Whole Foods Market, through Amazon Ads
    • Whole Foods ROAS: 1x to 5x
    • Whole Foods sales: 10x more

    RMIQ publishes these figures without dates; the Whole Foods page tells the turnaround in full.

    Read the Zack's Mighty story

Amazon Ads Agent since September 29, 2026

Amazon Ads Agent and DVA+: what changed and what stays

On September 29, 2026, Amazon named its unified ad platform Amazon Ads Agent and announced DVA+ (Display, Video, and Audio), which combines Sponsored Display, Sponsored TV and programmatic campaigns and rolls out from late October 2026. Amazon says existing campaigns, reporting and settings carried over.

  1. September 29, 2026

    One platform

    • Amazon DSP and the ads console, announced as one buying experience at unBoxed 2025

    Amazon Ads Agent, with three campaign types: sponsored ads; Display, Video, and Audio (DVA+); and Full-Funnel Campaigns, which puts sponsored ads, display, video and streaming TV in one campaign.

  2. Renamed by October 2026

    Display ads

    • Sponsored Display

    Display ads, reached through Display, Video, and Audio campaigns in Amazon Ads Agent. Existing Sponsored Display campaigns keep running.

  3. Renamed by October 2026

    Streaming TV ads

    • Sponsored TV, self-service streaming TV with no minimum spend

    Renamed streaming TV ads and listed as "Streaming TV" in Amazon Ads Agent. Existing Sponsored TV campaigns keep running.

  4. Open beta expected late October 2026

    Programmatic buying

    • Amazon DSP, the demand-side platform for display, video, audio and streaming TV on Amazon and third-party sites

    DVA+, one campaign across streaming TV, online video, display and audio on Amazon properties and the open internet, with the DSP's controls in "advanced settings." Campaigns, audiences, creatives, deals, history and pricing carry forward, and DSP certification stays valid. DVA+ is in extended closed beta in the US, with open beta expected in late October 2026 and international expansion planned through Q4 2026.

  5. By December 31, 2026

    Reports

    • Sponsored Ads reports and Amazon DSP reports

    Unified reporting, generally available since June 8, 2026, with up to 15 months of daily data. Amazon sunsets both legacy report sets by December 31, 2026.

  6. Carried over

    Sponsored Products and Sponsored Brands

    • Cost per click, no minimum spend

    The same names and the same pricing, now under sponsored ads in Amazon Ads Agent: "Sponsored ads remain cost-per-click with no minimum spend."

Before the rename, Ads Agent was the name of an AI agent Amazon launched in November 2025 inside Amazon Marketing Cloud and the DSP. Figures Amazon published for Ads Agent before September 29, 2026 describe that assistant.

Scale, in Amazon's own figures

Amazon's retail media network at a glance

  • $19.8B Advertising services, Q2 2026 Up 26% year over year, sold to sellers, vendors, publishers, authors and others. Amazon, July 30, 2026.
  • 300M+ Ad-supported consumers in the US Amazon's count across sports, streaming, podcasts, creators and commerce, Amazon Upfront, May 2026.
  • 35 Markets targeted for DVA+ General availability planned for Q1 2027. Amazon, September 29, 2026.

For small teams

Is an Amazon PPC agency worth it for a small team?

Amazon is automating part of the work: an intelligence dashboard for US sponsored ads advertisers from October 2026, and US auto-optimization from January 2027 that adds keywords and pauses underperforming ones. Amazon's own managed service, for advertisers with limited experience, carries budget minimums.

Outside help pays off when

  • Your catalog has more products than your team can review every 2 weeks, Amazon's suggested bid cadence.
  • Products drop out of stock or lose the Featured Offer, which stops their ads.

Self-serve can be enough when

  • You advertise a few products and someone can check bids and search terms every 2 weeks.
  • You are new to selling on Amazon: Professional sellers who listed their first buyable product in the last 90 days can earn up to $1,000 in ad credits by spending on Sponsored Products within 30 days of their first campaign (terms apply).

Before you hire

Amazon advertising agency FAQ

What does an Amazon PPC agency charge?

An agency's fee is separate from ad spend. Amazon charges for Sponsored Products per click, with no monthly or upfront fees. RMIQ's Amazon guide lists four agency fee structures: a percentage of ad spend, a flat monthly fee, a base fee plus a performance bonus, or a fee tied to results. RMIQ sets its terms on a call.

Is Amazon Ads Agent the same as an Amazon ads agency?

No. Amazon Ads Agent is Amazon's own ad platform, the name since September 29, 2026 for the system that brought together Amazon DSP and the ads console. An Amazon ads agency is a team that runs campaigns in it for a brand. RMIQ is an agency: it manages a brand's sponsored ads inside Amazon Ads Agent.

Are Amazon Ads and Amazon DSP the same?

Amazon DSP was one part of Amazon Ads: its programmatic platform for display, video, audio and streaming TV, open to advertisers who sell on Amazon and to those who do not. It is now part of Amazon Ads Agent, its capabilities sit in DVA+, and advertisers outside the Amazon store can still run Display, Video, and Audio campaigns.

What do Amazon PPC management services include?

RMIQ's Amazon PPC management covers Sponsored Products and Sponsored Brands. It starts with a readiness check on each advertised product (Featured Offer, stock, Brand Registry), then sets keyword targeting, product targets, bids and budgets product by product. Search term and negative keyword cleanup follows, and reports come from Amazon's unified reporting, with return on ad spend and new-to-brand sales.

Can an agency take over our existing Amazon PPC account?

Yes. Amazon Ads Agent gives agencies with clients the full range of campaign types, and Brand Registry lets the trademark owner add an agency as an additional user. RMIQ begins a takeover by checking each advertised product's Featured Offer eligibility, stock and Brand Registry status, then reviews the account's search terms, bids and budgets before it changes them.

Next stops

Amazon depth, tools and the networks around it

Other US networks

Sources and dates16 sources

Each source is listed with the date it was published; pages that show no date are marked with the date they were read.

  1. Amazon Ads, Amazon Ads introduces Full-Funnel Campaigns, DVA+, and enhanced chat experience in Amazon Ads Agent, September 29, 2026
  2. Amazon Ads, The 11 biggest takeaways from unBoxed 2026, September 30, 2026
  3. Amazon Ads, Reach new audiences using DVA+, September 29, 2026
  4. Amazon Ads, Amazon DSP: Now part of Amazon Ads Agent; Amazon Ads Agent; Sponsored Display, now display ads; Sponsored TV, now streaming TV ads; Display ads, no date shown, read October 14, 2026
  5. Amazon Ads, Sponsored Products; Sponsored Brands; Amazon Attribution; Amazon Marketing Cloud, no date shown, read October 14, 2026
  6. Amazon Ads, Whole Foods Market on Amazon Display Ads (ad specs), no date shown, read October 9, 2026
  7. Amazon Ads, Streamline campaign analysis with unified reporting, June 8, 2026
  8. Amazon Ads, New sponsored ads tools for small businesses, September 22, 2026
  9. Amazon Ads, Amazon Upfront 2026 recap, May 12, 2026
  10. Amazon Ads, Ads Agent launch at unBoxed 2025, November 11, 2025
  11. Amazon Ads, A new advertiser's guide to Sponsored Products success, May 23, 2021; Sponsored Products best practices, dynamic bidding and keyword targeting guides, read October 14, 2026
  12. Amazon Ads, Pricing transparency guide, February 23, 2024
  13. Amazon.com, Second Quarter 2026 Results, July 30, 2026
  14. Amazon Seller Forums, Updates to Featured Offer eligibility requirements, July 6, 2026
  15. Amazon, Sell on Amazon: Advertise on Amazon, Brand Registry and selling plan pricing, no date shown, read October 14, 2026
  16. RMIQ, Zack's Mighty case study, August 25, 2026; Amazon Ads guide, January 31, 2026; homepage, networks page and Amazon keyword tool, read October 14, 2026

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