Coming Soon

Learn With Jay · Vol. 1 · Amazon Ads

The Amazon Ads
reference I wish
existed when I
started.

Not a course. Not certification prep.
A 39-page working reference — the kind you keep open on a second screen while the account is in front of you.

39
Pages
22
Chapters
4
Parts
$25
One-time

Be first to know when it drops.

One email when it's live. No spam, ever.

Amazon Ads
LEARN
WITH
JAY
Volume 1
Sponsored Products Sponsored Brands
Sponsored Display
ACOS
22.5%
ROAS
4.35×
Paid Ads Playbook Series
Jay Patel · 8+ Yrs · 100+ Brands
A note from the author

Good information on Amazon Ads was scattered, half-accurate, or locked behind a $500 course.

"This is a working reference — the kind of thing you keep open on a second screen while the account is in front of you. The diagrams are there because most advertising mistakes are structural, and structure is easier to see than to read about."

— Jay Patel, August 2026

This IS

  • A practitioner reference you keep open while managing the account
  • 22 chapters covering every Amazon self-serve format end-to-end
  • Original decision frameworks, diagrams and checklists
  • Written by someone who's made every mistake in here, with someone else's budget
  • Volume 1 of a series. Google Ads is next.

This is NOT

  • A video course or certification prep guide
  • A list of tactics that worked once and got packaged
  • Padded with Amazon's own getting-started docs
  • For beginners who haven't listed a product yet
  • A replacement for looking at your own account data
What's Inside

22 chapters. Every format covered.

Sponsored Products, Brands, and Display in full — plus Quick Reference Cards.

Part I
The Landscape
Orientation before depth
01The Amazon Ads Landscape
Part II
Sponsored Products in Depth
The format that carries most accounts
02Foundations
03Account Hierarchy
04Targeting
05Placements
06Bidding & Budget
07Negatives & Search-Term Analysis
08Campaign Architecture
09Optimisation Cadence
10Metrics & Attribution
11Troubleshooting
Part III
Sponsored Brands in Depth
Where new customers come from
12Foundations
13Creative Formats & Destinations
14Targeting
15Goals, Cost Types & Budget
16Negatives, Reporting & New-to-Brand
17Creative Specs & Moderation
Part IV
Sponsored Display in Depth
Recovering demand the others created
18Foundations
19Targeting
20Cost Types, Bid Optimisation & Budget
21Attribution & Metrics
22Creative
Included
Quick Reference Cards
Every hard number, one card per format
Coming Next
Vol. 2 — Google Ads
Waitlist buyers hear first
Inside the Playbook

Built to be used, not just read.

Original frameworks — not copied from Amazon's help centre.

8
Campaign Architecture
The harvest-and-negate blueprint

Discovery and performance campaigns must be physically separated. Discovery is allowed to be inefficient — that is what you are paying for.

TIER 1 · DISCOVERY
Auto campaign
Low bids · down-only
Broad / Phrase
Seed keywords
HARVEST converters NEGATE the term
TIER 2 · PERFORMANCE
Exact-match — one ad group per keyword theme
Higher bids · held to ACOS target

Ch. 08 — Campaign Architecture

7
Search-Term Analysis
The weekly decision rule
SEARCH-TERM DECISION MATRIX
Few clicks
LEAVE ALONE
Not enough data to judge.
WATCH & NUDGE
Converting but thin volume. Raise bid 10–20%.
Many clicks
NEGATE
Spending, no orders. Add negative exact.
HARVEST
Proven winner. Move to exact-match performance campaign.
no orders
has orders

Ch. 07 — Negatives & Search-Terms

9
Optimisation Cadence
What to check, and how often
DAILY · 5 minutes
Any campaign flagged out of budget?
Buy Box held on all advertised ASINs?
Stock levels on top-spending ASINs?
WEEKLY · 60–90 minutes
Pull the Search Term Report (last 14–30 days)
Run the decision matrix: harvest, negate, nudge
Review placement report; tune one modifier at a time
MONTHLY · half a day
Campaign-level ACOS and TACOS review
Budget reallocation between campaigns

Ch. 09 — Optimisation Cadence

Right Fit

Who this is for.

Good fit

D2C brand owners & Amazon sellers
Spending ₹20K+/month who want to understand why their ACOS moves — not just what number to chase.
Agency & freelance account managers
Adding Amazon Ads to your service mix and need a reliable structural foundation, not a YouTube playlist.
Junior PPC managers
Already running Sponsored Products but missing the mental model for why campaigns behave the way they do.

Not the right fit

Complete beginners
If you haven't listed a product on Amazon yet, start there first.
Amazon DSP buyers
This volume covers self-serve formats only. Managed/programmatic is a different discipline.
People who want shortcuts
There aren't any. The playbook gives you the framework — your account data is still your textbook.
Jay Patel

About the Author

Jay Patel

8+ years in paid advertising across Google, Meta, LinkedIn, and Amazon Ads. Worked across 100+ brands in 15+ sectors — real estate, jewellery, healthcare, FMCG, B2B. Google Premier Partner 2024. Drum Awards winner.

Google Premier Partner Meta Marketing Science Pro Drum Awards Winner
Get the Playbook

One price. Keep it forever.

No subscription. No drip content. Instant PDF download. Works on any device.

Learn With Jay Vol. 1 · Amazon Ads
$25 one-time
  • 39-page PDF playbook
  • 22 chapters across 4 parts
  • Original diagrams & decision frameworks
  • Quick Reference Cards for every format
  • Free updates to Vol. 1 forever
Available Soon

Join the waitlist below — be first.

Vol. 2 (Google Ads) is in the works. Waitlist buyers hear first.

Questions

FAQ

Is this a video course?

No. It is a PDF — 39 pages, designed to be read on any device or printed. No login, no platform, no drip schedule. You get the whole thing immediately after purchase.

Do I need Brand Registry to use this?

Sponsored Products (Part II — the majority of the playbook) does not require Brand Registry. Sponsored Brands and Sponsored Display do. The playbook is clearly structured so you can read what is relevant to your account right now.

What if Amazon changes something after I buy?

The playbook is built around principles, not UI screenshots. The logic behind auctions, targeting, and attribution changes much more slowly than the interface. All Vol. 1 buyers get free updates when material changes warrant a revision.

Can I share it with my team?

One purchase covers one team or organisation. Please do not distribute it publicly or resell it. For multi-seat licensing, get in touch via the main site.

When will it be available?

Soon. Join the waitlist and you will be the first to know — before it is announced anywhere else. No spam, just one email when the playbook goes live.