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Effective Marketing Plan and First Campaigns on Amazon – Step-by-Step Guide

In today’s digital e-commerce world, the Amazon platform is one of the main places where brands can establish themselves and grow their sales. However, simply listing products is not enough to succeed. A well-thought-out marketing plan and efficient advertising campaigns are necessary. In this article, we will show you how to create a strategy step by step to achieve tangible results.

Before starting to create a plan, we encourage you to read our previous articles, which provide solid foundations for understanding the topic.

Chapter 1: Goal – Where Do We Want to Reach?

Let’s start with the basics – marketing goals. They set the direction for our actions and allow us to measure progress. However, they must be realistic. If you are just starting out on Amazon, instead of dreaming of increasing sales by 300% in the first month, consider a more achievable goal, such as getting the first 50 product reviews or increasing sales by 10%. These goals must be SMART – specific, measurable, achievable, relevant, and time-bound.

Chapter 2: SWOT Analysis – Know Your Arena

A SWOT analysis will help you understand not only your own products and opportunities but also the market and the competition. By assessing your strengths and weaknesses, look for answers to how your products stand out from other offerings on Amazon and what resources you have (e.g., budget, knowledge, experience). Opportunities and threats are beyond your control, but identifying them will better prepare you for market changes and competitive actions.

Chapter 3: Marketing Strategy – Planning is Key

The marketing strategy is the heart of your actions. You should determine which types of campaigns best fit your goals.

  • Amazon PPC Ads: Our choice will fall on three types of campaigns: Sponsored Products for individual products, Sponsored Brands for brand awareness building, and Sponsored Display for retargeting and increasing reach.
  • Campaign Structure: Group similar products and match them with appropriate keywords to create a consistent and logical campaign structure.
  • Keyword Research: We will use tools such as the Amazon Keyword Tool to find phrases that attract traffic and conversions.
  • Action Plan: We plan our activities, considering the seasonality of purchases and preparing special campaigns for periods such as Black Friday or Christmas.

It is important that each campaign is well-planned and meets the specific needs of your brand.

Chapter 4: Budgeting – Investing in the Future

Budgeting for advertising campaigns is one of the biggest challenges for sellers. You need to determine how much you can invest to achieve your goals while not risking too much. It’s a delicate balance, but with the help of accurate forecasts and analyses, you can set an optimal budget that maximizes return on investment while minimizing risk.

Chapter 5: Control – Measuring Progress

Starting a campaign and expecting results is not enough – you need to track progress and adjust strategies in real-time. KPIs such as cost of advertising sales (ACOS), total cost of advertising sales (TACOS), conversion rate, and CTR (Click-Through Rate) will allow you to understand which elements of the strategy are working and which require optimization.

Chapter 6: Campaign Building – The Art of Matching

Creating advertising campaigns on Amazon is an art. You need to find the right balance between breadth and precision. Grouping similar products and selecting the right keywords are just the beginning. Also, remember to use different types of keyword matching to reach as broad but relevant an audience as possible.

Chapter 7: Optimization – The Key to Success

Even the best-planned campaign will require continuous modifications. The e-commerce world never stands still, and customer behaviors as well as Amazon algorithms are constantly changing. Therefore, optimization should be a constant part of your strategy. Test different approaches, keywords, budgets, and observe which changes bring the best results.


Creating an effective marketing plan and campaigns on Amazon may seem like a complex task, but with a good strategy and continuous optimization, you can significantly increase your chances of success. When creating campaigns, let’s remember consistency and testing. A consistent structure and relevant keywords are crucial. Also, don’t forget about patience. Campaign optimization is a process that takes time and continuous testing.

Implementing the described plan is just the beginning of your journey with marketing on Amazon. E-commerce is a dynamic environment that requires constant attention and adaptation of strategy. Remember that every brand is different, and what works for one may not necessarily work for another. Therefore, continuous testing, learning, and adjusting the strategy to your own needs and goals are the keys to success. Remember to track results, analyze data, and constantly optimize our actions. Good luck!



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