Amazon Advertising Agency.

A good amazon advertising agency does more than raise bids until sales show up. It decides which searches your products deserve to win, which ones are draining budget, which listings are ready for traffic, and how Amazon fits with the rest of your marketing. At Unified, Amazon work sits inside our advertising practice, next to the specialists who run Google Ads and paid social, so one plan covers every place your buyers shop.

We will be straight with you. We have run paid media and built brands since 2006 for more than 1,100 businesses, including campaign work for Nu Skin and the brand site for Marc Anthony True Professional. We have not published an Amazon case study, so we will not quote you Amazon results. What we bring is the discipline that Amazon rewards: clean campaign structure, ruthless search term review, honest measurement and listings built to convert.

What changed at Amazon Ads in 2026

Amazon moved fast this year. On September 29, 2026 it announced Amazon Ads Agent, the new name for its unified buying platform, now with AI built in. Campaigns now sit in three groups: sponsored ads, Full-Funnel Campaigns, and Display, Video and Audio (DVA+). DVA+ folds together what used to be Sponsored Display, Sponsored TV and programmatic campaigns, and Amazon says it begins rolling out in late October. Any agency still pitching last year's playbook has not been paying attention.

The AI tools are useful, and we use them. They also optimize toward the goals and data you feed them, the same way Performance Max does on Google. Our job is to set the right goals, keep your branded searches from soaking up credit, and read the results with a skeptical eye before money moves.

The work we cover

• Sponsored Products: automatic and manual campaigns, keyword and product targeting, negatives and bids.
• Sponsored Brands: image, collection and video ads that send shoppers to your Brand Store or a product page.
• Display, video and DVA+: remarketing and audience campaigns on and off Amazon once the basics are profitable.
• Amazon Marketing Cloud: custom audiences and customer journey analysis for brands with enough volume.
• Listings and brand content: titles, images, A+ Content and Brand Store pages the ads depend on.
• Off-Amazon traffic: Google, Meta and email sending shoppers to Amazon, measured with Amazon Attribution.

Most brands start with Sponsored Products and stop there, and so do many agencies. A capable amazon advertising agency knows every format. That works until the easy keywords are taken and growth stalls. Each format below does a different job, and the order you add them in matters more than the budget split. This is the decision table we use when we plan an account.

The details come from Amazon's own pages for Sponsored Products and Sponsored Brands. Sponsored Products charges per click with no monthly fee, and a listing must win the Featured Offer to show. Sponsored Brands can be bought per click, per thousand viewable impressions, or through reserved share of voice, which carries a minimum commitment.

Amazon DSP, DVA+ and Amazon Marketing Cloud

Amazon DSP was the programmatic side, and it was open even to brands that do not sell on Amazon. Its features now live in DVA+ advanced settings inside Amazon Ads Agent. Amazon Marketing Cloud is a clean room built on AWS that accepts only pseudonymized data and returns only aggregated results. You can build custom audiences from engagement and conversion events and study how shoppers move across ad types before they buy.

We bring in display and AMC when they can answer a real question, such as how many shoppers who saw a video ad later searched your brand name. For a young account with thin data, they are a distraction. For an established brand, they are often where the next gain hides.

Our rule of order: fix the listings, win the searches you deserve with Sponsored Products, defend and grow the brand with Sponsored Brands, then add display, video and AMC once the core is profitable.

The search term report is the most valuable file in your account, and most brands never open it. If your amazon advertising agency does not review it weekly, ask why. It shows the real words shoppers typed before they clicked your ad. Some of those words become your best keywords. Others are burning money every day. Weekly harvesting is the habit that separates a managed account from a neglected one, and it is the first thing we install.

How we harvest keywords

1. Run an automatic campaign alongside manual ones. Amazon's close match, loose match, substitutes and complements groups surface searches and products you would never think to target.
2. Pull the search term report every week and sort by spend, orders and conversion rate, not by clicks.
3. Move proven converters into exact match campaigns, where you control the bid, and add them as negatives in the discovery campaign so the two stop competing.
4. Negate the waste with phrase or exact negatives. Amazon's targeting guide suggests waiting until a term has at least 20 clicks before you judge it, then letting negatives run two weeks before changing course.
5. Harvest product targets too. Competitor and complementary ASINs that convert get their own product targeting campaigns.
6. Log every change so next month's review compares like with like.

This is the same search term discipline we use on Google, where a clean account also feeds Quality Score. The tools differ, the habit is identical: pay for intent, block the rest, and keep a record.

ACoS vs TACoS, explained plainly

Amazon defines ACoS as ad spend divided by ad revenue, times 100. ROAS is the inverse: ad revenue divided by ad spend. TACoS, or total ACoS, is an industry term rather than an Amazon report column. It divides ad spend by your total sales on Amazon, paid and organic together. ACoS tells you whether a campaign pays for itself. TACoS tells you whether advertising is growing the business or just renting sales you would have made anyway.

We will not quote you a target ACoS before we see your margins. The right number depends on your product cost, Amazon fees, repeat purchase rate and whether a product is launching or mature. Anyone who promises a figure on the first call is guessing.

Ads buy the visit. The listing makes the sale, which is why an amazon advertising agency that ignores listings is only doing half the job. When a product page has weak images, a vague title or few reviews, more ad spend only makes the problem more expensive. Before we scale a campaign, we audit every listing it points at, the same leak hunt we describe in our guide to improving website conversion rate, adapted to Amazon's page layout.

Brand Registry comes first

Amazon Brand Registry is free, and it needs a pending or registered trademark for your brand name or logo. It opens A+ Content, Brand Stores, Sponsored Brands for sellers, Brand Analytics and tools to report infringement. If you sell your own brand and have not enrolled, that is usually step one of our engagement, before any campaign work.

• A+ Content: enhanced images, comparison charts and video on the product page. Amazon's A+ Content page says it is free for eligible sellers and cites internal data of sales lifts up to 8 percent for Basic and up to 20 percent for Premium. Treat those as Amazon's figures, not ours.
• Brand Stores: a free multipage storefront on Amazon, per Amazon's Stores page, and the best landing page for Sponsored Brands campaigns.
• Images and video: product photography that shows scale, texture and use. Our work with Joe Sale Photography, a fine art photographer, shows how we build pages around images that sell.
• Titles and bullets: written for the shopper first, with the words they actually search, taken from your search term report.

How Amazon fits with your Shopify site and Google and Meta ads

Amazon should not live in its own silo, and your amazon advertising agency should not either. Many brands sell on their own Shopify store and on Amazon, and the two can feed or starve each other. We decide product by product where each channel should send traffic. New customers might go to Amazon for the trust of Prime, while bundles and subscriptions go to Shopify, where you own the customer relationship and the email address.

When Google or Meta ads send shoppers to Amazon, Amazon Attribution measures what they did next: detail page views, add-to-carts, purchases and new-to-brand customers. It is free for brand-registered sellers and vendors. US brand owners can also enroll in the Brand Referral Bonus, which Amazon says averages 10 percent of qualifying sales as a credit against referral fees. That changes the math on off-Amazon ads, and few brands use it.

Here is what the first three months look like when you hire us as your amazon advertising agency. Every brand is different, but the order rarely changes: access and audit, then structure, then growth. You see every change in a shared log and a weekly note in plain English, and our UnifiedIQ platform keeps your site, search and ad reporting in one place.

Questions to ask any Amazon advertising agency

1. Will my Seller Central or Vendor Central account and my ad account stay in my name, with your team added as users?
2. Do you report TACoS and contribution margin, or only ACoS?
3. How often do you review search term reports, and can I see the change log?
4. Do you split branded and non-branded campaigns so I can see what is truly new demand?
5. Who works on my account each week, and how senior are they?
6. What will you do to my listings before you spend more on ads?
7. How does Amazon fit with my Shopify store, Google and Meta ads?

Red flags we see

• The agency wants to own your ad account or hold your Seller Central login. Amazon supports manager accounts with admin, editor and viewer roles, so there is no reason to hand over your keys.
• Reports show only ACoS, with branded and non-branded traffic lumped together.
• A promised ACoS or sales figure before anyone has seen your margins.
• All automatic campaigns, no negatives and no search term review.
• Long contracts with no audit, no change log and no exit plan for your data.

If you want a second opinion on your current account, send us read access and we will show you what we find. Our ecommerce marketing team can look at Amazon, your store and your ads together. Ask for an audit and you will get an honest read from an amazon advertising agency on where your Amazon budget is going.