Amazon Ads

Strategic guide for managing Amazon Ads Sponsored Products campaigns. Research first, validate products, optimize for ACoS targets.

Requirements

• Hyper MCP installed and connected. https://app.hyperfx.ai/mcp
• Amazon Ads integration connected at https://app.hyperfx.ai/integrations.

If amazon_ads_list_profiles is not in the tool list, stop and tell the user to enable Hyper MCP and connect Amazon Ads.

Tool surface

Critical Rules

CRITICAL: Keyword, negative keyword, product ad, and product target operations require BOTH ad_group_id AND campaign_id. Omitting campaign_id causes validation errors.

CRITICAL: Keywords and product targets cannot coexist in the same ad group. Choose one targeting type per ad group.

CRITICAL: AUTO campaigns only allow negative keywords and negative product targets. Positive keywords and product targets are rejected.

CRITICAL: Campaign dates use YYYY-MM-DD format. Budget rule dates use YYYYMMDD format. Do not mix these up.

CRITICAL: Create campaigns with state "PAUSED". Never launch live without user review.

CRITICAL: Negative product targets only support ASIN_SAME_AS and ASIN_BRAND_SAME_AS expressions. Category exclusions are not supported.

CRITICAL: All enum values must be UPPERCASE: PAUSED, ENABLED, BROAD, PHRASE, EXACT, NEGATIVE_EXACT, NEGATIVE_PHRASE, MANUAL, AUTO.

IMPORTANT: Portfolio operations return 404 for vendor accounts. Use campaign-level management instead.

IMPORTANT: Budget rule listing may return empty even after successful creation. Track rule IDs from creation responses.

IMPORTANT: All budgets are in dollars (not cents, not micros). $25 daily budget = 25.

Phase 1: Profile Discovery

Call amazon_ads_list_profiles() to list advertising profiles.

• Each profile corresponds to a marketplace (US, BR, CA, MX, UK, DE, JP, etc.).
• Profiles are either seller or vendor type.
• If multiple: ask the user which marketplace to focus on.
• If single: inform the user and proceed.
• Note the profileId — it's required for every subsequent API call.

Health Check: Call amazon_ads_run_health_check() to verify OAuth tokens, profile access, and billing status.

Phase 2: Account Assessment

Existing Campaign Audit

amazon_ads_list_campaigns(profile_id=PROFILE_ID)

Review active campaigns, budgets, and targeting types (auto vs manual).

Product Research

• Get the ASINs the user wants to advertise (real ASINs only — never invent them).
• Ask about product category, price point, and margins.
• Calculate target ACoS: (ad spend / ad revenue) × 100.
• Understand the competitive landscape.

Keyword Research

• Review search term reports from existing campaigns.
• Identify high-performing keywords.
• Plan match types: EXACT for proven terms, PHRASE for discovery, BROAD for expansion.
• Identify negative keywords to exclude.

Bid Strategy

Ask about budget and goals:

• LEGACY_FOR_SALES (default): Amazon lowers bids when less likely to convert.
• AUTO_FOR_SALES: Dynamic bids, up and down.
• MANUAL: Full control over bid amounts.

Confirm Criticals

• Daily budget.
• Target ACoS.
• ASINs to advertise.
• Target marketplace(s).
• Auto vs manual targeting preference.

Phase 3: Campaign Structure

Recommended Structure

Campaign (targeting type: MANUAL or AUTO)
└── Ad Group (default bid)
    ├── Product Ads (ASINs)
    ├── Keywords (MANUAL campaigns only)
    └── Product Targets (MANUAL campaigns only, mutually exclusive with keywords)

Structure Decision Tree

AUTO Campaign:
  → Single campaign
  → Single ad group (broad matching)
  → Add product ads (ASINs)
  → Campaign-level negative keywords
  → Let Amazon optimize

MANUAL Campaign:
  → Separate ad groups by targeting theme
  → Each ad group: keywords OR product targets (not both)
  → Specific bids per keyword/target
  → Campaign and ad-group level negatives

Best Practices

• Separate auto and manual campaigns.
• Group related ASINs in the same ad group.
• Use EXACT match for high-intent keywords.
• Add negatives at campaign level for broad exclusions.
• Start with conservative bids and increase based on ACoS data.

Phase 4: Pre-Creation Summary (Must Be Approved)

Campaign Strategy for [Product/Brand]

Profile: [profileId] ([marketplace])
Account Type: [seller/vendor]
ASINs: [list]
Target ACoS: [X]%
Daily Budget: $[X]
Targeting: [AUTO/MANUAL/both]
Bidding Strategy: [strategy]
Keywords: [count] across [match types]
Negatives: [count] terms excluded

Approve to proceed?

Wait for explicit approval.

Phase 5: Campaign Creation

1. Create Campaign

amazon_ads_create_campaign(
    profile_id=PROFILE_ID,
    name="SP - Manual - [Product]",
    targeting_type="MANUAL",
    daily_budget=25,
    start_date="2026-03-01",
    state="PAUSED",
    bidding_strategy="legacy_for_sales"
)

Returns: campaignId.

2. Create Ad Group

amazon_ads_create_ad_group(
    profile_id=PROFILE_ID,
    campaign_id=CAMPAIGN_ID,
    name="[Product] - Exact Keywords",
    default_bid=0.75,
    state="PAUSED"
)

Returns: adGroupId.

3. Add Product Ads

amazon_ads_create_product_ad(
    profile_id=PROFILE_ID,
    ad_group_id=AD_GROUP_ID,
    campaign_id=CAMPAIGN_ID,
    asin="B0XXXXXXXXX",
    state="PAUSED"
)

4. Add Keywords (MANUAL campaigns only)

amazon_ads_create_keyword(
    profile_id=PROFILE_ID,
    ad_group_id=AD_GROUP_ID,
    campaign_id=CAMPAIGN_ID,
    keyword_text="wireless earbuds",
    match_type="EXACT",
    bid=0.85
)

5. Add Negative Keywords (Campaign Level)

amazon_ads_create_campaign_negative_keyword(
    profile_id=PROFILE_ID,
    campaign_id=CAMPAIGN_ID,
    keyword_text="cheap",
    match_type="NEGATIVE_PHRASE"
)

6. Add Negative Keywords (Ad Group Level)

amazon_ads_create_negative_keyword(
    profile_id=PROFILE_ID,
    ad_group_id=AD_GROUP_ID,
    campaign_id=CAMPAIGN_ID,
    keyword_text="refurbished",
    match_type="NEGATIVE_EXACT"
)

7. Product Targeting (alternative to keywords — separate ad group)

amazon_ads_create_product_target(
    profile_id=PROFILE_ID,
    ad_group_id=AD_GROUP_ID,
    campaign_id=CAMPAIGN_ID,
    expression=[{"type": "ASIN_SAME_AS", "value": "B0COMPETITOR"}],
    bid=0.60,
    state="PAUSED"
)

Available expression types:

• ASIN_SAME_AS: target a specific ASIN.
• ASIN_CATEGORY_SAME_AS: target an entire category.
• ASIN_BRAND_SAME_AS: target a brand (requires numeric brand ID).

8. Negative Product Targets (Ad Group Level)

amazon_ads_create_negative_product_target(
    profile_id=PROFILE_ID,
    ad_group_id=AD_GROUP_ID,
    campaign_id=CAMPAIGN_ID,
    expression=[{"type": "ASIN_SAME_AS", "value": "B0EXCLUDE"}],
    state="ENABLED"
)

Only ASIN_SAME_AS and ASIN_BRAND_SAME_AS are supported for negative targets.

Phase 6: Budget Rules & Automation

Schedule-Based Rules

Auto-increase budget on specific dates:

amazon_ads_create_budget_rule(
    profile_id=PROFILE_ID,
    campaign_id=CAMPAIGN_ID,
    rule_type="SCHEDULE",
    name="Holiday Boost",
    budget_increase_percent=50,
    start_date="20261201",
    end_date="20261225"
)

Performance-Based Rules

Auto-increase budget when metrics are met:

amazon_ads_create_budget_rule(
    profile_id=PROFILE_ID,
    campaign_id=CAMPAIGN_ID,
    rule_type="PERFORMANCE",
    name="High ROAS Rule",
    budget_increase_percent=25,
    performance_metric="ROAS",
    comparison_operator="GREATER_THAN_OR_EQUAL_TO",
    threshold=5.0,
    start_date="20260301"
)

Performance metrics: ACOS, CTR, CVR, ROAS.

CRITICAL: Budget rule dates use YYYYMMDD format (not YYYY-MM-DD).

Reporting & Analysis

Create Performance Report

amazon_ads_create_report(
    profile_id=PROFILE_ID,
    report_type="spCampaigns",
    columns=["impressions", "clicks", "cost", "spend"],
    start_date="2026-02-01",
    end_date="2026-02-28",
    group_by=["campaign"],
    time_unit="SUMMARY"
)

Check Report Status

amazon_ads_get_report_status(profile_id=PROFILE_ID, report_id=REPORT_ID)

Reports are async. Status transitions: PENDING → PROCESSING → COMPLETED.

Report Types

Report Configuration

• group_by is required: campaign, adGroup, or campaignPlacement.
• Valid columns include: impressions, clicks, cost, spend, sales7d, purchases7d, unitsSoldClicks7d, clickThroughRate, costPerClick.
• Columns like campaignId and campaignName are not allowed in the columns list.

Key Metrics

Bid Recommendations

Get theme-based bid recommendations for an existing ad group:

amazon_ads_get_bid_recommendations(
    profile_id=PROFILE_ID,
    campaign_id=CAMPAIGN_ID,
    ad_group_id=AD_GROUP_ID,
    targeting_expressions=[
        {"type": "KEYWORD_BROAD_MATCH", "value": "wireless earbuds"},
        {"type": "KEYWORD_EXACT_MATCH", "value": "bluetooth headphones"},
        {"type": "CLOSE_MATCH"},
        {"type": "LOOSE_MATCH"}
    ]
)

Available targeting expression types:

• CLOSE_MATCH, LOOSE_MATCH, SUBSTITUTES, COMPLEMENTS (auto targeting).
• KEYWORD_BROAD_MATCH, KEYWORD_EXACT_MATCH, KEYWORD_PHRASE_MATCH (keyword targeting).

Multi-Profile Management

Amazon Ads supports multiple profiles per integration:

• US (USD) — primary marketplace.
• Brazil (BRL) — regional expansion.
• Canada (CAD) — North America.
• Mexico (MXN) — regional expansion.

Cross-Profile Strategy:

• Create similar campaigns on high-performing profiles.
• Adjust bids by marketplace (currency and competition differ).
• Track unified ROI by aggregating per-profile reports in chat.

Campaign Statuses

• PAUSED: Created but not live (safe default).
• ENABLED: Running and spending budget.
• ARCHIVED: Deleted (cannot be restored).

Known Limitations

Campaign Workflow

Discovery → Research (products + keywords) → Strategy (auto vs manual) → Approve Summary → Create (PAUSED) → Add Keywords/Products → Add Negatives → Test (1–3 days) → Optimize → Activate.

Safety Rules

Never:

• Assume ASINs or keywords — always ask.
• Skip the research/audit phase.
• Create campaigns without explicit approval.
• Set campaigns to ENABLED without user consent.
• Ignore ACoS targets when recommending bids.
• Add products the user hasn't confirmed.
• Mix keywords and product targets in the same ad group.
• Omit campaign_id from keyword/product operations.