Crescentek

Amazon Ads

Win the buy-box moment.

Sponsored Products, Sponsored Brands, Sponsored Display. Amazon's ad system works differently from Meta or Google — intent is already at purchase. Win the right keywords at the right ACoS and sales compound organically alongside.

Brand Registry required
Amazon.co.uk & .de focus
a
merino running socks
Sponsored Brands
Trailkit Sock
Trailkit Sock
Trailkit Sock
Sponsored
Trailkit Merino Runner Sock · Dublin Edition
4.6 · 218
€24
Competitor Merino Wool Socks (3-pack)
4.4 · 412
€29
Sponsored
Trailkit Lightweight Running Sock
4.7 · 156
€18
Bid optimiser
Auto-tuning
Search term
Clicks
ACoS
Action
running socks
142
38%
+18%
merino wool socks
98
18%
hold
trail running sock
76
52%
-40%
hiking socks men
204
24%
hold
cushioned crew sock
64
68%
-40%
Target ACoS 32% · Current 36%Converging →
Three ad types, three jobs

Amazon's ad menu — demystified.

Search-placed
Sponsored Products
Individual product ads appearing in search results and product detail pages. The workhorse — 70–80% of most accounts' spend. Keyword-targeted or auto-targeted.
All sellers · any Brand Registry status
Typical CPC: €0.40–€1.60
Top-of-page
Sponsored Brands
Banner-style ads at the top of search results with your logo, headline, and 3 products. Builds brand recall. Video variant also available and cheaper than you'd think.
Brand Registry required · portfolio sellers
Typical CPC: €0.70–€2.40
Off-Amazon too
Sponsored Display
Audience-targeted ads appearing on product pages and off-Amazon on display networks. Good for remarketing viewers and retargeting competitor products.
Brand Registry · audience-mature accounts
Typical CPC: €0.50–€1.80
The metric that matters most

ACoS — where to set it, and why the target is never universal.

ACoS (ad cost of sales) = ad spend ÷ ad-attributed revenue. A 30% ACoS means you're spending €30 in ads for every €100 in attributed sales. But "good" depends entirely on your margins and goals.

<20%
Profit-focused
Harvest mode. Only bid where proven. Won't grow but protects margin on high-intent terms.
20–35%
Balanced
Typical sweet spot for most CPG and mid-margin goods. Growth + profitability at the same time.
35–60%
Growth / launch
Aggressive for new products. Pay to rank, accept short-term loss, count on organic halo.
>60%
Breakeven test
Used sparingly for category entry or BSR chasing. Time-boxed, not a standing setting.
Your break-even ACoS = gross margin %. If you clear 40% margin on a product, ACoS of 40% breaks even on ad-driven sales — anything below is profit.
Our 4-phase launch playbook

From zero ads to a scaled account in ~10 weeks.

1
Week 1–2
Audit & listing prep
Seller Central access, listing quality review (titles, bullets, A+ content, image compliance), Brand Registry verification, competitor keyword scrape, initial keyword universe built.
2
Week 3–4
Discovery campaigns
Broad + auto campaigns launched. Intentionally loose targeting to surface buyer search terms we wouldn't have guessed. High ACoS expected — this is the harvest phase.
3
Week 5–7
Harvest & structure
Converting search terms graduated into dedicated exact-match campaigns. Non-converting negatived. Sponsored Brands layered in for Brand Registry sellers.
4
Week 8–10
Scale & defend
Bids optimised to target ACoS, Sponsored Display added for remarketing + competitor targeting, brand-defence campaigns on your own terms to lock out competitors.
When to steer clear

Four situations where ads will burn your budget.

Listing isn't optimised yet
Ads send clicks; listings convert them. If your main image is poor, bullets are thin, or reviews are under 15, fix those first. Ads before listing work = 60% ACoS guaranteed.
Category is dominated by Amazon Basics
Some categories (cables, basic kitchenware, batteries) are so commoditised that Amazon's own brand will always undercut on ACoS. Other channels usually better.
Margins under 25%
Between FBA fees, Amazon's 15% cut, and ad spend, products need ~25–30% margin before ads to net positive. Thin margin products rarely work.
No Brand Registry
You're limited to Sponsored Products only — no Brands, no Display, no brand-analytics data, no video ads. You're fighting with one hand.
Frequently asked

Amazon Ads questions.

Primarily yes — Amazon.co.uk and .de for Irish sellers. Amazon.fr, .it, .es, and .nl we've run on smaller scale. Amazon.ie doesn't exist as a standalone marketplace — Irish sellers sell on .co.uk/.de/.fr. We don't currently manage .com campaigns.
Listing optimisation is foundational — we include it in Phase 1 of the launch playbook. Titles, bullets, A+ content, image briefing. We don't photograph product ourselves but we brief what's needed and work with your photographer.
€1,500–€3,000 ad spend minimum for meaningful testing. Below that you can't run Sponsored Products + Sponsored Brands + Display concurrently and still have statistical signal. Per-product, at least €30–€50 daily per focused ASIN.
We use Amazon's native rule automation (dynamic bidding down/up, placement modifiers) and third-party tools (Helium 10, Sellerboard, Perpetua depending on account size) where manual management doesn't scale. Mix of rules + weekly human review.
Yes — redacted case studies on request. Typical trajectory: month 1 ACoS 45–65%, month 3 32–42%, month 6 under 30% for mature accounts. Your category will vary.
Related services

Works alongside

Marketplaces
Full marketplace ops
Marketplace Readiness
Pre-launch audit + prep
Product Catalogue
Feed and catalogue mgmt

Share your ASIN. Get a free analysis.

Send us one of your Amazon listings and we'll come back with a 10-minute video breakdown — listing quality score, top keyword opportunities, competitor gap, realistic ACoS target.