Amazon Advertising — Prism Theory

What We Deliver

Full-funnel Amazon Ads — from discovery to repeat purchase.

Sponsored Products, Sponsored Brands, Sponsored Display, and Amazon DSP — structured around your ACoS targets, category position, and growth goals.

🔍

Amazon is a pay-to-play search engine. Organic rank and paid rank are deeply intertwined — ad-driven sales velocity boosts organic placement, and strong organic rank improves ad efficiency. We manage both levers together, because treating them separately leaves money on the table.

✓

Sponsored Products campaign architecture

✓

Category research first, then campaign architecture.

We don't just set up campaigns — we build an ad strategy informed by your category dynamics, competitor positioning, and listing health.

Catalog & Category Audit

We audit your ASINs, listing quality, Buy Box eligibility, review velocity, and current ad account structure. We map out your category's top keywords, competitor ad activity, and CPCs — so we know what we're walking into before spending a dollar.

Campaign Architecture & Keyword Strategy

We build out Sponsored Products campaigns by match type (exact, phrase, broad, auto) with structured ad groups, keyword segmentation, and initial bids informed by category benchmarks. Sponsored Brands and Display are layered in based on your goals and catalog size.

Launch & ACoS Calibration

First 30 days focus on data collection and bid calibration. We harvest converting search terms from auto campaigns, promote them to exact/phrase, and aggressively negate irrelevant traffic. ACoS targets are set per-ASIN based on your margin structure.

Scale, Defend & Report

Once campaigns are profitable, we scale winners, defend your brand terms, and expand into adjacent category and competitor keywords. Weekly reports cover ACoS, TACoS, ROAS, new-to-brand metrics, and organic rank movement.

Why Prism Theory

Amazon Ads isn't just bidding — it's category strategy.

Most agencies optimize for reported ACoS. We optimize for TACoS — total advertising cost of sale — because that's what actually reflects the health of your Amazon business.

📊

TACoS-First Thinking

Reported ACoS only counts ad-attributed sales. TACoS — ad spend divided by total revenue — tells you whether paid is growing your organic baseline or just subsidizing it. We track both and build toward a TACoS that's sustainable as you scale.

🏆

Brand + Non-Brand Term Coverage

We run both offensively and defensively. Competitor and category keyword campaigns capture new-to-brand customers. Brand term campaigns defend your own search real estate. Both matter — neglecting either leaves share on the table.

🔄

Ad-to-Listing Flywheel

Great Amazon ads require great listings. We review your titles, bullets, images, and A+ content as part of onboarding and flag optimizations that will improve both conversion rate and Quality Score — because your listing is your ad's landing page.

📦

Multi-ASIN Catalog Management

If you have dozens or hundreds of ASINs, we build a catalog-aware campaign structure — grouping by product type, margin tier, and funnel stage. High-margin SKUs get aggressive bids. Lower-margin SKUs get efficiency-first strategies. Not one-size-fits-all.

FAQ

Common questions about Amazon Advertising.

Most of our clients are on Seller Central (3P sellers), but we also work with Vendor Central (1P) accounts. The campaign types available are nearly identical — Sponsored Products, Sponsored Brands, and Sponsored Display are available on both. Amazon DSP requires a minimum spend commitment and is typically more relevant for larger budgets or brand awareness plays. We'll assess which ad types make sense for your account type and goals during the audit.

ACoS (Advertising Cost of Sale) = ad spend ÷ ad-attributed revenue. TACoS (Total Advertising Cost of Sale) = ad spend ÷ total revenue (including organic). A falling TACoS over time means your ads are building organic momentum — that's the flywheel working. A rising TACoS with flat organic suggests you're subsidizing sales that should be organic. We track both and use TACoS trend as the primary health metric for scaling decisions.

Competitor targeting is a core part of our keyword strategy — but it requires different expectations than your own branded or category terms. Conversion rates on competitor terms are typically lower (shoppers are in-market for a specific product), so we set higher ACoS tolerance for these campaigns and focus on new-to-brand percentage as the key metric. We also use Sponsored Display to retarget shoppers who viewed competitor ASINs. The goal is category expansion, not just ACoS optimization.

Both — but for different purposes. Auto campaigns are excellent keyword discovery tools: Amazon's algorithm surfaces converting search terms you might not have thought to target. We run auto campaigns at controlled bids, harvest the winners weekly, and promote converting terms into structured exact/phrase manual campaigns. Manual campaigns give you control and scale. Using autos as a discovery layer and manuals as the growth engine is the correct structure — not one or the other.

Amazon doesn't enforce strict minimum budgets, but in practice you need enough daily spend to gather conversion data at a statistically meaningful rate. For most categories, we recommend starting at $1,000–2,000/mo in ad spend. Highly competitive categories (supplements, electronics, home goods) may need more to compete at auction. Our management fee starts at $300/mo and scales with your total ad spend. We can discuss a ramp-up plan based on your category and margin structure during the audit.

Free Audit

Get a free audit of your Amazon Ads account.

We'll review your campaign structure, keyword coverage, ACoS by ASIN, listing quality, and category competitive landscape — then give you an honest action plan.

Request Your Free Audit

Async — no calls needed. We'll have feedback to you within 2 business days.

Win the buy box.Own the category.