AA

AA (Amazon Advertising) is the official term for Amazon’s paid advertising ecosystem, used by sellers, vendors, and agencies to increase visibility and drive traffic to product listings.

It includes a wide range of ad types and placements, such as:

• Sponsored Products – keyword-targeted ads that show up in search results or product pages
• Sponsored Brands – banner-style ads with logo, headline, and multiple products
• Sponsored Display – audience-based ads that appear on product detail pages and other websites
• Amazon DSP (Demand Side Platform) – programmatic ads on and off Amazon (video, display, audio)

AA lets advertisers target by:

• Keywords
• Product ASINs
• Categories
• Customer interests and shopping behavior
• Retargeting audiences

Ad campaigns are managed through:

• Amazon Seller Central (for 3P sellers)
• Amazon Vendor Central (for 1P vendors)
• Amazon Ads Console or API for advanced management

Amazon Advertising is essential for:

• Launching new products
• Winning the Buy Box
• Ranking higher organically (ads drive sales → better organic rank)
• Competing against similar or branded keywords
• Protecting your product page from competitor ads

With rising competition, AA has become one of the biggest levers for success on the Amazon marketplace.