Amazon ads run to profit, not to a comfortable ACoS.
Amazon is a retail media platform pretending to be a search engine, and most accounts are steered by the one number that flatters them: ACoS. We run Sponsored Products, Brands and Display against total advertising cost of sales and real unit economics, so spend defends your best-selling listings and buys genuinely new demand. Media is paid straight to Amazon, with no markup on top.
An Amazon PPC agency plans, builds and manages your advertising inside Amazon: Sponsored Products, Sponsored Brands and Sponsored Display, plus the negative-keyword, targeting and bidding work that keeps them efficient. The real skill is not the bid, it is reading the account against total advertising cost of sales rather than campaign-level ACoS, and against the profit each ASIN actually makes after fees, cost of goods and returns. Rogue Logic runs Amazon ads to that number, coordinated with your organic rank and listing health, with media paid directly to Amazon and a fee that does not rise as your spend does.
Amazon Ads, in full.
Amazon advertising looks like search advertising and behaves like something else entirely. The auction sits inside a shop, next to the buy box, at the exact moment someone has decided to purchase, and the platform owns the demand you are bidding on. That closeness to the sale is why Amazon ads can be so efficient, and why they are so easy to run badly. The temptation is to launch a handful of automatic campaigns, watch the ACoS column, and cut anything that looks expensive. That is how brands throttle their own growth while congratulating themselves on efficiency.
The number that causes most of the damage is ACoS read on its own. Advertising cost of sales measures spend against ad-attributed revenue only, so the cleanest way to improve it is to stop advertising, which also stops the sales velocity that holds your organic rank. Total advertising cost of sales fixes the blind spot: it measures ad spend against your total revenue, so you can see when advertising is genuinely growing the brand and when it is just re-buying sales you would have made anyway. We manage to TACoS and to profit per ASIN after Amazon's fees, cost of goods and returns.
Structure is the other half of the work. Sellers and brands need automatic and manual campaigns feeding each other, a clean flow of converting search terms into exact-match targeting, and negative keywords that stop broad and auto campaigns from bleeding into terms that never convert. Sponsored Brands and Sponsored Display then do the jobs Sponsored Products cannot: defending your listings, retargeting shoppers who bounced, and building category awareness that pure keyword bidding never will.
None of it works if the listings underneath are weak. Ads buy the click, but the title, images, A-plus content, price and reviews decide whether it converts, and a poor conversion rate quietly inflates the cost of everything. We look at listing health before we scale spend, and we will tell you when the next gain is in the detail page rather than the bid. Four senior practitioners run these accounts, with no junior layer between the strategy and the spend.
Amazon Ads, broken down.
Account audit and profit model
We start with what each ASIN actually makes after Amazon fees, cost of goods and returns, then map current spend and TACoS against it. Wasted spend, cannibalised organic sales and neglected hero products all surface here, before any bids move.
Explore →Campaign architecture
Automatic and manual Sponsored Products campaigns structured so converting search terms graduate into controlled exact-match targeting, with a disciplined negative-keyword flow so broad and auto campaigns stop funding searches that never buy.
Sponsored Brands and category building
Sponsored Brands and Brand Store traffic used to own your category headline, tell the brand story above the fold, and defend branded search, rather than treating every placement as another Sponsored Products keyword.
Sponsored Display and retargeting
Sponsored Display used to retarget shoppers who viewed and did not buy, defend your own product pages, and contest competitor listings, so demand you have already paid to create is recaptured instead of lost.
Explore →Bidding, placements and dayparting
Bids and placement modifiers set against real conversion and margin by ASIN, not a single blended target, with top-of-search premiums applied only where the maths supports them and pulled back where they do not.
Listing health and conversion
Titles, images, A-plus content, pricing and review signals reviewed as the conversion layer beneath the ads, because a weak detail page inflates the cost of every click no bidding strategy can rescue.
The way we run Amazon Ads.
Audit the account and the economics
We read the campaigns, search-term reports and the profit each ASIN makes after fees, cost of goods and returns. Where is spend cannibalising organic sales, where is ACoS hiding a loss, and which listings are being starved. The maths comes before any bid changes.
Rebuild the structure
Automatic, manual and exact-match campaigns organised so converting terms graduate cleanly, negatives applied to stop waste, and Sponsored Brands and Display added where Sponsored Products cannot reach. The account becomes something you can steer rather than average.
Set targets to profit
ACoS and bid targets set per ASIN against contribution, with TACoS as the account-level guide, so budget concentrates on the products and searches that make money and eases off the ones that merely turn over revenue.
Prove, then scale
We start where the data and margin are clearest, confirm advertising is growing total sales rather than shifting them from organic, then widen spend with evidence rather than optimism, especially into peak events.
Manage against the numbers
Weekly work on search terms, negatives, bids, placements and budget, with spend moved toward what earns profit and stopped on what does not. No set-and-forget, and no defending a losing ASIN in a monthly deck.
Coordinate paid and organic
We track how paid velocity is moving organic rank and adjust spend accordingly, pulling back where organic holds the position and pressing where advertising still does the lifting, so you are not paying twice for the same shelf.
How we approach Amazon Ads.
TACoS over a tidy ACoS
Campaign ACoS is easy to make look good by starving the account of volume. Total advertising cost of sales tells you what advertising costs your whole business against total revenue, ad-driven and organic together. We optimise to TACoS and real profit per ASIN, so a low ACoS never hides a listing that is quietly losing money or a brand that has stopped growing.
Sponsored Products, Brands and Display, used deliberately
Each ad type does a different job. Sponsored Products defends and wins the searches that convert, Sponsored Brands builds the category and the brand story, and Sponsored Display retargets shoppers and holds your own product pages. We use each where it earns its place, rather than spreading budget evenly and calling it coverage.
Advertising and organic rank as one system
On Amazon, paid sales feed the velocity that lifts organic rank, and organic rank decides how hard your ads have to work. Run them separately and you overpay to rank for terms you already own. We coordinate the two, so paid spend concentrates where it moves rank and pulls back where organic already holds the position.
No markup on your media
Your Amazon ad budget is paid straight to Amazon. Our fee is for the senior work of running the account well, and it does not scale up because you pushed spend for Prime Day or Q4. You always know what is media and what is management.
What Amazon Ads puts on your desk.
Who runs your Amazon account, and how
Rogue Logic is the trading name of Bryley Ltd, a senior-led team of four practitioners with roughly forty years of combined experience. Your Amazon advertising is run by an experienced operator from profit audit through to weekly optimisation, not handed to a junior once the account is won. We manage to total advertising cost of sales and real profit per ASIN rather than a comfortable campaign ACoS, coordinate paid spend with organic rank, and will tell you plainly when the next gain is in the listing rather than the bid.
Senior people do the work
The person who audits the account and models the margins is the person who builds the campaigns and cuts the bids each week. No account is parked with a junior between the strategy and the spend.
Optimised to real profit
We read Amazon against contribution after fees, cost of goods and returns, guided by TACoS at the account level, not a campaign ACoS the platform is happy to flatter. The numbers we report are the ones your finance team recognises.
Honest about the channel
Amazon ads suit sellers and brands with healthy listings, margin and genuine demand. If your detail pages cannot convert or your economics cannot carry the auction, we say so rather than spend to prove a point.
Amazon Ads: common questions.
What does an Amazon PPC agency do?
An Amazon PPC agency sets up and runs your advertising inside Amazon: Sponsored Products, Sponsored Brands and Sponsored Display. The work covers campaign structure, keyword and product targeting, negative keywords, bidding, placements and reporting, all read against the profit each ASIN makes. We run it to total advertising cost of sales rather than headline ACoS, coordinate it with your organic rank, and pay your media directly to Amazon with no markup on spend.
What is the difference between ACoS and TACoS?
ACoS, advertising cost of sales, measures ad spend against ad-attributed revenue only, so it looks better the less you advertise. TACoS, total advertising cost of sales, measures ad spend against your total revenue, ad-driven and organic together. TACoS shows whether advertising is genuinely growing the brand or just re-buying sales you would have made anyway, which is why we manage to it alongside profit per ASIN.
Do you charge a percentage of ad spend?
No. Your Amazon budget is paid straight to Amazon, and our fee does not increase because you scaled up for Prime Day or Q4. You pay for the senior work of running the account well, not a cut of your media.
Do you work with sellers and brand-registered accounts?
Both. Sponsored Products is available to most sellers, while Sponsored Brands, Sponsored Display and Brand Store traffic need Brand Registry. If you are brand-registered we use the full toolkit; if you are not, we make Sponsored Products work hard and can advise on what registry would unlock. Either way the account is run to profit, not to activity.
How do Amazon ads affect organic rank?
Paid sales add to the velocity Amazon reads when it ranks products organically, so advertising can lift your organic position and organic position can lower how hard your ads must work. Run them apart and you overpay to rank for terms you already own. We coordinate the two, concentrating paid spend where it moves rank and easing off where organic already holds the shelf.
How is this different from your wider Paid programme?
It is the Amazon-specific version of it. If you also want Google, Shopping, Meta or paid placements on AI surfaces, the Paid & AI ads programme runs them together to one profit model rather than a set of disconnected dashboards.