ads-amazon

# Amazon Ads Deep Analysis Amazon owns ~80% of US retail media (~$56B in 2025). This sub-skill audits the three Sponsored ad types plus basic DSP visibility for sellers and vendors. Detailed Amazon DSP audit (programmatic / Twitch / Fire TV / Freevee / Prime Video) is queued for Wave 3 in `ads-retail-media`. > **Note:** This is a leaf sub-skill. The thresholds and rules below live > inline. In Wave 3, once `ads-walmart` ships and the `ads-retail-media` > orchestrator extracts the shared retail-media logic, a dedicated > `retail-media-specs.md` reference file will replace these inline rules > (planned, not yet created — do not link to it from other files). ## Process 1. Collect Amazon Advertising export: Search Term Report (last 60 days), Campaign Performance Report, Targeting Report, Placement Report, Bulk Operations file 2. Collect Brand Analytics if available (Brand-Registered sellers / vendors): Search Terms, Repeat Purchase Behavior, Item Comparison 3. Verify Seller / Vendor Central context (vendor strategy differs from seller strategy on portfolio, coupons, and Sponsored Brands video) 4. Read `ads/references/benchmarks.md` for Amazon-specific benchmarks 5. Read `ads/references/scoring-system.md` for weighted scoring 6. Evaluate checks per category 7. Calculate Amazon Ads Health Score (0-100) 8. Generate findings report with action plan ## What to Analyze ### Campaign Structure & Portfolios (15% weight) - **Portfolio organization** — campaigns grouped by funnel stage (Awareness / Consideration / Conversion) or by product line, not ad-hoc - **Campaign naming convention** consistent (e.g., `SP_Brand_Exact_USD_Conv` / `SB_NonBrand_HSA_Video_USD_Cons`) - **Auto vs Manual mix**: Sponsored Products has ≥1 Auto campaign per ASIN cluster for search-term harvesting (auto-mining workflow) - **ASIN-level coverage**: every priority ASIN appears in ≥1 SP campaign (Exact, Phrase, or Broad) AND ≥1 Auto campaign - **Targeting type mix in SP**: Manual Keyword + Manual Product (ASIN targeting) + Auto (for harvesting). Pure Auto is a learning-only state - **Sponsored Brands**: at least one HSA (Headline Search Ad) campaign per brand storefront; SB Video tested for high-AOV products - **Sponsored Display**: separate Audience (retargeting + lookalike) and Contextual (product / category targeting) campaigns — don't mix in one ### Search-Term Harvesting & Negatives (25% weight) - **Auto → Manual harvest cadence** weekly or bi-weekly: pull converting search terms from Auto, promote winners to Manual Exact in their target campaign, add as negatives to the Auto so spend redirects - **Negative keyword coverage**: every Auto campaign has Manual campaign ASINs as negatives (prevents Auto cannibalizing Manual placements) - **Negative product targeting**: irrelevant ASINs added at campaign level (prevents Sponsored Display contextual targeting from showing your ad next to incompatible products) - **Search Term Report harvested l