The Ultimate Amazon Ads Strategy: How to Unlock Growth with an Amazon Ads Agency

Introduction: Why Amazon Ads Are Non-Negotiable in 2025

If your brand isn’t running a strategic, full-funnel Amazon advertising campaign in 2025, you’re leaving serious money on the table. With more than 75% of product searches starting on Amazon, a well-structured ads strategy isn’t just a growth driver—it’s a survival tactic.

Amazon’s advertising ecosystem has evolved dramatically in recent years. It’s no longer enough to just bid on a few keywords. From Sponsored Products and Sponsored Brands to Amazon DSP and external traffic amplification, today’s winning brands use complex, performance-led campaigns.

That’s where an experienced Amazon ads agency comes in. In this post, we’ll show you exactly how the right agency can build a high-performance Amazon advertising strategy that unlocks exponential growth for your brand.

 

Why Amazon Advertising Is So Powerful

Before we dive into the how, let’s talk about the why.

1. High Purchase Intent: Shoppers on Amazon are ready to buy, making conversions much more efficient than on Meta or Google.
2. First-Party Data: Amazon has more shopping and behavioural data than any other platform, which powers more effective targeting.
3. Control Over Visibility: Advertising is the most direct way to influence your product’s ranking, brand visibility, and share of voice.
4. Full-Funnel Capabilities: With DSP and Sponsored Display, you can run awareness, consideration, and conversion campaigns under one roof.

The Core Ad Types Every Brand Should Master

1. Sponsored Products (SP)

Bread and butter for most sellers. These cost-per-click (CPC) ads appear on search results and product detail pages.

Best for: Individual ASIN promotion, keyword targeting, product defense.

2. Sponsored Brands (SB)

Top-of-funnel ad format featuring your brand logo, custom headline, and multiple products.

Best for: Brand awareness, cross-selling, launching new ranges.

3. Sponsored Display (SD)

Allows retargeting both on and off Amazon. Target shoppers who viewed your product or competitors' listings.

Best for: Re-engagement, competitor conquesting.

4. Amazon DSP (Demand Side Platform)

Programmatic advertising with audience targeting based on Amazon’s first-party data. Requires advanced setup and higher budgets.

Best for: Full-funnel strategies, new-to-brand acquisition, driving traffic from off-Amazon environments.

 

The Toucan Ads Framework: How We Build High-Converting Campaigns

As a dedicated Amazon advertising agency, we’ve developed a tested framework that consistently delivers performance:

1. Campaign Audit & SKU Prioritisation

We start by assessing your current ad account. What campaigns are running? What’s the ROAS? Are you bidding on the right terms? Are you spending behind the right ASINs?

We then identify "Hero ASINs" to focus investment, based on margin, conversion rate, and reviews.

2. Keyword & ASIN Targeting Strategy

We use a mix of:

• Broad match for discoverability
• Phrase and exact for efficiency
• Product targeting to defend and conquest

All campaigns are segmented for control: brand, generic, competitor, long-tail, auto.

3. Structuring for Scale

Instead of messy, overlapping campaigns, we build clear ad architectures that allow for clean testing and scaling. This includes:

• Single-ASIN ad groups
• Budget tiers by funnel stage
• Isolated keyword tests

4. Creative That Converts

We create and A/B test:

• Sponsored Brand headlines
• Custom image creatives
• Video assets for Sponsored Brands Video

The result? Higher CTR, lower CPC, and better CVR.

5. Always-On Optimisation

We optimise every week using:

• Search term reports
• Placement performance
• ASIN-level contribution to ROAS

Campaigns are pruned, refined, and scaled weekly.

Why Work with an Amazon Ads Agency Instead of In-House?

Running ads in-house might work initially, but scaling profitably requires:

• Platform expertise
• Constant testing
• Deep knowledge of Amazon’s algorithm
• Advanced reporting tools
• Ad creative production

Here’s what sets Toucan E-Commerce apart:

• Amazon-first media buyers
• In-house creative team
• Custom dashboards
• Proven frameworks for scale
• Expertise in DSP + international marketplaces

Most brands overspend or underperform without even knowing it. Partnering with a specialist Amazon ads agency means you scale faster, spend smarter, and grow stronger.

The Most Common Mistakes We See (and Fix)

1. All broad match, no control
2. Overbidding on low-margin products
3. Unstructured campaign setups
4. Running the same strategy all year
5. No DSP or display investment
6. Reactive, not proactive, adjustments

With Toucan, every campaign has a strategy, a goal, and an optimisation plan.

 

What Does a High-Performance Amazon Ad Strategy Look Like?

Let’s break it down:

Funnel Stage	Ad Type	Goal	KPI
Awareness	DSP, Sponsored Brands	Reach new shoppers	Impressions, CTR
Consideration	Sponsored Display, SB	Stay top-of-mind	CVR, engagement
Conversion	Sponsored Products	Close the sale	ACOS, ROAS
Loyalty	DSP retargeting	Drive repeat purchase	New-to-brand %, LTV

 

What Makes Toucan E-Commerce the Amazon Ads Agency of Choice?

• Cross-functional expertise: From ads to creative to logistics strategy, we understand how it all fits together.
• Full-funnel thinking: We craft journeys, not just campaigns.
• Transparent reporting: Your data, your dashboard, your success metrics.
• Proven performance: We have worked with massive brands with great results.

Conclusion: Ready to Scale Your Amazon Ads?

Amazon ads are too important (and too expensive) to leave to guesswork. With Toucan E-Commerce as your strategic Amazon ads agency partner, you gain a team of seasoned experts focused on performance, profitability, and long-term brand growth.

Book a free ad audit today to see where you can scale smarter and unlock your next growth chapter.