From present to visible through Amazon Ads
Grow profitably
with Amazon Advertising.
Every day, customers buy products they see. Not necessarily the best products. So being present is not good enough.
We use advertising as part of your Amazon growth strategy. Steered on revenue, visibility, market share and margin.
Brightways is a certified partner of Amazon, Bol and Kaufland. From European Agency Partner and Advertising Partner to Service Provider.
Prominent visibility
Being present is not enough
Amazon is a search engine with millions of products. Most purchases happen with products that are immediately visible, without shoppers having to scroll. If you are not there, your visibility drops sharply. And with it your chance of a sale.
On page two or beyond? Then you are not really in the game. That is why being present is not enough. You need to be prominently visible where customers search, compare and choose.
What Amazon Advertising makes possible
Visibility at buying intent
You appear on keywords, categories and product pages where customers actively search.
Growth in revenue and market share
Advertising helps you accelerate sales and defend key positions.
Stronger organic position
Paid visibility can contribute to clicks, sales and signals that support organic ranking.
Reach for your brand
Sponsored Brands, Display and DSP help you show your brand more often to new and returning customers.
What we steer on every day
Advertising steered on profit, not on spend
More ad budget means little if it does not produce profit. That is why we steer on KPIs that show what advertising truly adds to your business.
Data from average advertising performance across the accounts Brightways manages.
- TACOS
- Total Sales Uplift
- ACOS
Advertising only works when the rest keeps up
Amazon Advertising as part of the growth system
Advertising strengthens what is already there. It does not fix weak listings, wrong prices or operational problems.
That is why we do not just look at campaigns. We also steer the elements that decide whether a click becomes profitable.
Keywords and targeting
We decide where you need to be visible: keywords, categories, competitors and product detail pages. Not every keyword deserves budget.
Content and listings
Titles, images, A+ content and bullets decide whether a click turns into a sale. Advertising only works when the listing convinces.
Campaign structure
We build campaigns per product group, goal and phase. With match types, product targets and negative keywords we keep control of budget.
Price and Buy Box
Without a sharp price and the Buy Box, advertising burns budget. The buy button must be yours before you buy traffic.
Reviews and trust
Reviews decide whether shoppers dare to buy after the click. Weak reviews hold back every advertising result.
Stock and operations
Out of stock means wasted clicks and lost position. Reliable delivery is the foundation under every campaign.
Full funnel advertising
Amazon Advertising works across the entire customer journey
Customers rarely buy on the first click. They discover your brand, compare options and only then decide.
That is why we do not use Amazon Advertising for direct sales alone. Sponsored Products, Sponsored Brands, Sponsored Display and Amazon DSP each play a different role in the customer journey. The right mix depends on your category, margin, phase and growth goal.
Swipe to view the full funnel
How we approach advertising
A scalable Amazon Advertising system that keeps performing
Success on Amazon does not come from one or a few smart ads. It comes from all the parts working together. That is why we build and optimise a system where content, proposition, campaigns, automation and data keep reinforcing each other.
Strategic analysis
We map category, competition, margins, search behaviour and advertising opportunities. So from day one we invest in the right products, keywords and targets.
Listings that convert
Advertising drives visibility. Listings have to bring in the clicks and sales. That is why we optimise content, images, A+ Content and SEO before we scale.
Scalable campaign structure
We build campaigns tailored to your brand, assortment, goal and phase. With Sponsored Products, Brands and Display we create a structure that scales easily.
AI-based automation
Using powerful bid engines, AI and our own workflows, we optimise bids, budgets and keywords non-stop. So campaigns react faster than is possible by hand.
Steering on profit
Steering on ACOS is not enough. We steer on margin, TACOS, organic growth and market share, so advertising genuinely adds to your total result.
Continuous improvement
Amazon changes every day. We continuously work new keywords, competitors and opportunities into your campaigns so your performance keeps growing.
Technology that works for you
Brightways combines the power of Perpetua, our own AI Suite GoSparked, Amazon Marketing Cloud (AMC) and Amazon Marketing Stream data to gain insight faster and optimise campaigns more intelligently.
Campaign types
The advertising types explained
High buying intent
Sponsored Products
The fastest way to become visible on keywords and product pages where customers actively want to buy. Sponsored Products form the basis of almost every successful Amazon Advertising strategy.
Ideal for
- Product launches
- Improving organic rankings
- Accelerating sales
- Targeting products and keywords
Building brand preference
Sponsored Brands
Show your brand, logo and multiple products at once at the top of the search results. Sponsored Brands increase your visibility and help shoppers choose your brand sooner.
Ideal for
- Increasing brand awareness
- Cross selling
- Promoting your Brand Store
- Sponsored Brands Video
Staying top of mind
Sponsored Display
Not every visitor buys straight away. Sponsored Display helps you stay visible to shoppers who viewed or bought your products or similar ones.
Ideal for
- Retargeting on and off Amazon
- Reaching specific audiences
- Driving repeat purchases
- Taking on competitors
Case in practice
For brands that want to grow on Amazon, we do not only look at campaigns. We also analyse listing quality, price position, Buy Box, margin and organic visibility. That is how advertising becomes part of the total growth strategy.
For whom
When Amazon Advertising pays off
Advertising accelerates growth when the foundation is in place. Here is how to know if it fits your situation.
Amazon Advertising works for you if:
- Your listings and content are in order.
- Your margin leaves room for advertising costs.
- Your stock is reliable.
- Your products have reviews and a competitive price.
- You want to go from present to prominently visible.
Advertising makes little sense yet if:
- Your listings are thin or do not convert yet.
- Your margin leaves no room for advertising costs.
- You are often out of stock.
- You have no reviews or Buy Box yet.
- You compete mainly on price.
Discover what we can achieve together
We show you where you are leaving visibility, conversion, advertising or margin on the table on Amazon.
Frequently asked questions
What you need to know about advertising on Amazon
Whether you call it Amazon Advertising, Amazon Ads or Amazon PPC: the goal is not to buy more clicks, but to build profitable visibility.
The basics
What is advertising on Amazon?
Amazon Advertising gives you paid visibility in search results, on product pages and in some cases off Amazon. You use it to reach customers where they search, compare and buy.
What is the difference between Amazon Advertising and Amazon PPC?
Amazon PPC is the pay per click part of Amazon Advertising. Think of Sponsored Products, Sponsored Brands and Sponsored Display. Amazon Advertising is broader and can also include formats such as Display, DSP and full funnel campaigns. In practice, many brands use the terms interchangeably. We mainly look at the role advertising plays in your total Amazon growth.
Which ad types are there?
Sponsored Products, Sponsored Brands and Sponsored Display cover the search and product pages. Amazon DSP adds reach and repeat purchases, also off Amazon.
Do I need Brand Registry?
For Sponsored Products usually not. For Sponsored Brands, Stores and many brand-focused options, yes. Brand Registry gives you more control over your brand, content and advertising options.
Can I also sell on Amazon without advertising?
Yes, but your visibility is limited. On competitive search terms paid positions sit at the top, so you miss a large share of buyers.
For whom and when
Is Amazon Advertising also worthwhile for smaller brands?
Yes, as long as your margin and content are in order. Smaller brands often win precisely in niches, with focused campaigns and a sharp budget.
When does Amazon Advertising make little sense?
When your listings are thin, your margin leaves no room or you are often out of stock. Then you mainly buy traffic that does not convert. Foundation first, then advertising.
How does advertising fit into my Amazon strategy?
Advertising accelerates visibility and defends your position. It works together with content, SEO, pricing and reviews. We steer it as one whole.
Approach and collaboration
Why do you steer on profit and TACOS instead of ACOS alone?
ACOS says something about one campaign. TACOS and margin show what advertising does for your entire Amazon revenue and your profit. That is what we steer on.
Do you also do Amazon DSP?
Yes. We use DSP for reach, retargeting and repeat purchases, when your foundation and volume justify it.
Do you take over an existing ad account?
Yes. We map the structure and results, clean up what does not perform, and build from there.
How quickly do we see results?
First signals appear within a few weeks. Stable, profitable growth takes more time. We build to sustain it, not to force it.
What does an Amazon Advertising agency cost?
That depends on your size and the way of working together. After an introduction and scan we give a clear proposal, tailored to your goals.
What do you do differently from a standard PPC agency?
We steer on profit and market share, not on clicks or spend. And we steer advertising together with content, pricing and operations, not separately.
Ready to grow profitably on Amazon?
Then we look at where advertising can accelerate growth, and where content, pricing or operations need to improve first.