Avoid these common AMS pitfalls

Here is a compilation of common mistakes or AMS pitfalls that we have observed that derails your campaign strategy and affects your sales growth. Start by fixing these basic but high impact mistakes and get the best out of your campaigns and drive better sales.

Not all products that you sell are trafficked in AMS and you don’t know it

We have seen this happen more often than you might think. In the process of trafficking campaigns, it is easy for a few ASINs (Amazon Standard Identification Number) to slip through the cracks. The fix for this is to periodically compare the full list of ASINs from your vendor central account that are driving sales, with ASINs in your sponsored campaigns.

Not measuring and setting non-brand ACoS targets

We often find that brand keywords are mixed in with non-brand keywords in any given sponsored campaign. For obvious reasons, brand keywords tend to have much better ACOS compared to non-brand keywords. However, we have observed that brand and non-brand ACOS are not measured separately. Campaigns with attractive ACOS but high on brand term spend and revenue will give you a false sense of comfort. Measuring and optimizing for non-brand ACOS is critical to driving incremental sales growth from AMS.

Not leveraging Auto campaigns

Auto campaigns are a great source of new keyword ideas and are low on maintenance. However, we often see that many of the brands do not leverage them. If you have never experimented with auto campaigns, we recommend beginning with a single catch-all auto campaign with all ASINs in it. This campaign can be further segmented over-time based on performance

Unnecessary keyword proliferation

Avoid increasing the number of keywords unnecessarily (Keyword proliferation). For example, adding black shoes and shoes black as broad match keywords in a campaign is redundant. In the way that match types work, adding black shoes would be enough. Along similar lines, adding both singulars and plurals of keywords is not necessary either So, familiarize yourself with match types and optimize for unique search intents. However, avoid exploding the account with excessive variations of keywords. That would only increase maintenance overhead with no incremental gains.

Ensure that high performing keywords in sponsored products are tested in headline search ads and vice-versa. This is all about taking up as much ad real-estate as possible on keywords that are performing well for you. It’s quite possible that keywords performing well in one ad type might not perform as well in the other, but this is where testing matters.


At Intentwise, we provide an AI based AMS optimization platform. With its automated reporting, diagnostics and recommendations, it is the fastest way to manage and grow your AMS channel. If you are interested in trying out the platform, schedule a Demo now!

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