In this resource, we’re going to break down exactly how we help 7+ figure health & wellness brands leverage Amazon Ads to scale their business. We’ll keep things simple, skip the jargon, and walk you through our tested and proven strategies.

Why should you listen to us?

Increase by$130M+

Annual Sales Generated

Average50,000+

Products Listed

Average15+

Years of Experience
After scaling hundreds of brands on Amazon, we’ve developed a highly converting in-house system. This 3-step framework is designed to help your brand stand out when compared to the other 1.1 million Amazon sellers in the US.
HERE'S HOW IT'S DONE:
📊 Build Data-Driven Campaigns📈 Optimize for Performance🔮 Leverage Advanced Tools

📊 Data-Driven Campaigns

Sponsored Product Ads: Your Starting Point

When you're just getting started with Amazon Ads, Sponsored Product Ads are the go-to option for driving direct traffic to your product listings. As seen in this example with "facelift cream", Sponsored Product Ads put products front and center, helping customers find exactly what they need.
There are two main ways to run these ads:

Manual Targeting

This option gives you full control over the keywords you target. For instance, you can use broad match keywords like “anti-aging cream” to capture a wide audience, while exact match keywords like “best facelift cream” target shoppers with specific needs. Manual campaigns let you focus on the most relevant searches for your products.

Automatic Targeting

With this option, Amazon does the heavy lifting by showing your ads to users searching for products like yours. For example, if someone is searching for “collagen facelift cream,” Amazon may place your ad for “anti-aging face cream” in front of them, helping you capture potential sales you might not have considered targeting manually.

Manual Targeting

This option gives you full control over the keywords you target. For instance, you can use broad match keywords like “anti-aging cream” to capture a wide audience, while exact match keywords like “best facelift cream” target shoppers with specific needs. Manual campaigns let you focus on the most relevant searches for your products.

Automatic Targeting

With this option, Amazon does the heavy lifting by showing your ads to users searching for products like yours. For example, if someone is searching for “collagen facelift cream,” Amazon may place your ad for “anti-aging face cream” in front of them, helping you capture potential sales you might not have considered targeting manually.
📌 Pro Tip: Start with both manual and automatic campaigns. The auto campaigns will help you find new keywords, which you can then transfer over to your manual campaigns for more control.

Sponsored Brand Ads: Boost Your Brand Visibility

Once you have some experience with Sponsored Product Ads, it’s time to scale with Sponsored Brand Ads. These ads allow you to display your brand logo, a custom headline, and a selection of products. Sponsored Brand Ads are perfect for boosting visibility and growing brand awareness.

Sponsored Display Ads: Retarget Potential Buyers

Sponsored Display Ads allow you to retarget customers who have viewed your product but didn’t make a purchase. These ads can follow customers around Amazon (and sometimes even outside Amazon), reminding them of your product.
A study of 43,000 Amazon sellers revealed that brands using Sponsored Display product targeting for the first time experienced significant gains in just one month. On average, they saw a 33.9% increase in impressions, a 3.6% boost in detail page views, and 2.6% more new-to-brand customers compared to those that didn’t adopt this strategy.
📌 Pro Tip: Combining ad formats can significantly boost your sales. Brands that used both Sponsored Products and Sponsored Brands saw a 10% increase in year-over-year ad-attributed sales, but those who added Sponsored Display to the mix experienced a 25% increase.
Incremental YoY ad-attributed sales from baseline (Sponsored Products only)

Increase by+10%

Sponsored Products +
Sponsored Brands

Increase by+25%

Sponsored Products +
Sponsored Brands +
Sponsored Display
The example shows how Sponsored Display Ads can target shoppers effectively. The Auraglow ad highlights its premium positioning, while Amazon Basics and Crest 3D Whitestrips ads leverage affordability and brand trust, offering a direct alternative to capture shoppers’ attention.

Amazon DSP (Demand-Side Platform): Expand Your Reach

Once your health brand has reached a certain level of consistent sales, you can scale further by using Amazon’s Demand-Side Platform (DSP). This allows you to serve ads both on and off Amazon, expanding your reach to a much broader audience. DSP ads can be especially useful for building awareness and keeping it top of mind for customers.
This example illustrates an Amazon DSP (Demand-Side Platform) ad, where Puma is advertising on The New York Times website. With Amazon DSP, brands can display their ads on third-party sites outside of Amazon, reaching a broader audience.
Let’s move on to the second step of our proven ad framework.

📈 Optimize Ad Performance

Getting your ads live is only half the equation. To really scale your outdoor business on Amazon, you need to constantly optimize. Here’s what we do at Algofy to maximize performance for our health and wellness clients:

Keyword Optimization: Double Down on What Works

Regularly review the performance of your keywords. Keep a close eye on which keywords are driving sales and adjust your bids accordingly. Increase bids on high-performing keywords and reduce bids (or pause) on those that aren’t converting.

Negative Keywords: Prevent Wasted Ad Spend

Use negative keywords to avoid wasting budget on irrelevant searches. For example, if you're selling premium collagen supplements, block terms like "cheap" or "affordable" to ensure your ads target shoppers genuinely looking for high-quality products.

Bid Adjustments: Use Dynamic Strategies

Amazon provides multiple bidding strategies to automatically adjust your bids based on the likelihood of conversion. Here’s how they work:

Dynamic Bidding - Down Only

Amazon lowers your bid when a sale is less likely, helping you save on ad spend by reducing bids in low-conversion scenarios.

Dynamic Bidding - Up & Down

Amazon can either increase your bid when a sale is more likely or decrease it when a sale seems less probable, giving you flexibility to maximize conversions.

Fixed Bidding

Your bids remain constant regardless of the likelihood of a sale, giving you complete control without automatic adjustments.

Dynamic Bidding - Down Only

Amazon lowers your bid when a sale is less likely, helping you save on ad spend by reducing bids in low-conversion scenarios.

Dynamic Bidding - Up & Down

Amazon can either increase your bid when a sale is more likely or decrease it when a sale seems less probable, giving you flexibility to maximize conversions.

Fixed Bidding

Your bids remain constant regardless of the likelihood of a sale, giving you complete control without automatic adjustments.
Sources: https://www.teikametrics.com/blog/amazon-keyword-bidding/
📌 Pro Tip: Start with "Down Only" to avoid overspending, then experiment with "Up and Down" once you’ve dialed in your keywords and target audience.

A/B Testing: Refine for Better Results

Never stop testing. Continuously run A/B tests on your ad creatives, keywords, and bid strategies. The data you gather from these tests will help you refine your campaigns and achieve better results over time.

🔮 Utilize Amazon’s Advanced Tools

Once you’ve mastered the basics, it’s time to tap into Amazon’s more advanced tools.

Amazon Brand Analytics: Get Key Insights

If you have a registered brand on Amazon, take advantage of Amazon Brand Analytics. This tool provides valuable insights like top search terms, market share, and customer demographics. Use this data to make more informed decisions and fine-tune your ad strategy.
If you discover that most of your customers are searching for specific terms like "collagen supplements" or "hydrating serums," focus your ad campaigns around these high-performing keywords to ensure your products are front and center for your target audience.

Amazon Marketing Cloud (AMC): Analyze Your Ad Effectiveness

At Algofy, we use Amazon Marketing Cloud (AMC) to provide our clients with deeper insights into their ad campaigns. AMC allows us to analyze how customers interact with ads at every touchpoint, from the first impression to the final purchase.
This helps us understand the entire customer journey, which means we can identify which ads are driving conversions and which are falling short.

We use AMC's advanced measurement tools to break down multi-touch attribution, giving us a clearer view of how various ads contribute to the customer’s buying decision. This lets us fine-tune ad campaigns for better results, ensuring our clients' budgets are spent where they’ll have the most impact.

Next Level Scaling

We’ve taken scaling to the next level with our Algofy AI platform. If you’re managing large ad spends, Algofy AI leverages machine learning and automation to optimize bids, targeting, and performance, allowing you to scale with precision. Think of it like having a data-driven assistant that fine-tunes your campaigns 24/7.

Increase by+40%

Hours Saved per Account

Averago

Increase byZero

Fixed Fees/ Minimums

Up to+20%

Increase in ROAS

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