The Closest Paid Channel to the Till.
Amazon is where purchase intent meets purchase. I run Amazon as its own P&L, Sponsored Products and Brands defending share on your hero ASINs, Sponsored Display and DSP driving incremental new to brand orders, and the whole lot coordinated with Google Shopping so you're not paying twice for the same customer.
Total ad cost of sale, not vanity ACOS
Branded share protected by design
DSP and Sponsored Display for incremental orders
How I Build Profit on Amazon.
ACOS in isolation is a trap. I optimise to TACoS (total ad cost ÷ total sales) so paid spend is judged against the organic halo it creates, not just its own attributed orders.
Sponsored Products is split by intent tier, exact match defensive on branded and hero ASIN keywords, then auto and broad campaigns harvesting new search terms that graduate into exact when they prove out.
Sponsored Brands and Sponsored Display handle category defence and competitor conquesting; DSP handles audience led prospecting and retargeting off Amazon when the account is mature enough to support it.
TACoS, Not ACOS
Targets set against total sales, so paid is rewarded for organic lift, not punished for it.
Harvest and Graduate
Auto and broad campaigns mine new search terms; winners graduate into exact match defensive campaigns.
Listing Health First
Titles, bullets, A+ content and image stack audited before any bid is touched, ads can't outrun a bad PDP.