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Amazon PPC and SEO guides for private-label sellers
These guides explain how Amazon advertising and search work, in plain English, for private-label sellers on Amazon UK, US and Europe. Each gives the formulas, worked examples and checklists we use on managed accounts; two free calculators help you check ACoS and TACoS against your own numbers.
- Written by a senior strategist
- Formulas and worked examples
- Free ACoS and TACoS calculators
How does Amazon PPC work?
Start here if you run your own ads or check someone else’s.
What is Amazon PPC?
Ad types, campaign structure, key formulas and the mistakes that waste budget. Read the Amazon PPC guide
ACoS vs TACoS
What each metric measures, how to calculate both and how to read them together. Read ACoS vs TACoS
How to lower ACoS
Six levers, from negative keywords to target bids and conversion, with worked examples. Read how to lower ACoS
Amazon PPC glossary
45 terms from ACoS to Vine, with formulas where they apply. Open the glossary
How do Amazon search and listings rank?
How Amazon SEO works
What decides your rank, what A9 and A10 really mean and how to measure progress with Search Query Performance. Read how Amazon SEO works
Listing optimisation
How we turn search data into titles, bullet points, images and A+ content that convert. See listing optimisation
Amazon PPC management
How we run advertising around margin, TACoS and total sales. See PPC management
How do you choose Amazon help?
Amazon PPC agency cost UK
The pricing models agencies use, what drives the fee and how to compare quotes. Read the cost guide
Agency vs freelancer
An honest comparison of cost, skills, continuity and seniority. Read the comparison
How to choose an Amazon agency
Ten questions to ask, red flags to avoid and a fair selection process. Read the checklist
Which free Amazon calculators can you use?
ACoS calculator
Work out ACoS, ROAS and your break-even ACoS from spend, sales and margin. Open the ACoS calculator
TACoS calculator
See how much of your total sales goes on advertising and track it month to month. Open the TACoS calculator
Free Amazon audit
A written diagnosis of your own account within 48 hours, with your first three priorities. Request a free audit
Who writes these guides?
Every guide is written by Asad Razzaq, Co-Founder and Senior Amazon PPC Strategist at Advorza, who has managed Amazon accounts since 2020. Hypothetical numbers are always labelled as examples.
Common questions
Short, direct answers. Ask us anything else on a free audit call.
Are these Amazon guides free?
Yes. All guides and both calculators are free, with no sign-up.
Do the guides apply to Amazon US and Europe?
Yes. The principles and formulas are the same across marketplaces; where Amazon UK differs, such as VAT-inclusive sales figures, the guides say so.
Where should I start if I am new to Amazon ads?
Start with the Amazon PPC guide, then read ACoS vs TACoS and use the ACoS calculator to find your break-even ACoS.
Can Advorza review my account instead?
Yes. Request a free audit and you will receive a written diagnosis within 48 hours with the first three priorities for your account.
Keep reading
Amazon PPC guide
Amazon PPC is Amazon’s pay-per-click advertising: you bid on keywords or products, your ad appears in search results or on product pages, and you pay only when a shopper clicks.
ACoS calculator
ACoS (advertising cost of sales) is your Amazon ad spend divided by the sales those ads generated, shown as a percentage.
Free Amazon audit
Advorza’s free Amazon audit gives you a written diagnosis of your account within 48 hours, with the first three priorities ranked by likely profit.
Find the first profit leaks before you spend more.
A senior strategist reviews your campaigns, listings and account health, then sends a written diagnosis with your first three priorities.
- Written diagnosis within 48 hours
- No Amazon password needed
- No obligation