Amazon ads management in India, judged on margin
Sponsored Products, Sponsored Brands, Sponsored Display and DSP, bid by ASIN margin.
Who it is for: Brands selling on Amazon.in that want ad spend to show up in profit.
Amazon ads: the formats we run
Each one used where it earns.
Sponsored Products
These are keyword and product-targeted ads in search results and on product pages. Pay per click.
Sponsored Brands
They put your logo, a headline and several products, or a video, at the top of search. They work best with five or more products.
Sponsored Display
These are retargeting and contextual ads on product pages and across Amazon's network.
Amazon DSP and Sponsored TV
Programmatic display, video and streaming TV for reach. DSP needs a much larger budget than sponsored ads, so it suits brands already scaling on Amazon.
How we set up Amazon ads
Step by step, in the order we do it.
- 1The listing comes first
We check titles, bullet points, A+ content, images and reviews. Ads send shoppers to the product page, and a weak page wastes every click.
- 2Auto campaigns to find terms
Sponsored Products auto campaigns find the search terms that convert. Manual exact and phrase campaigns then scale the winners.
- 3Competitor product targeting
We target competitor ASINs where your price, rating and reviews win the comparison, and avoid the ones where they do not.
- 4Brand ads after Brand Registry
Sponsored Brands and Sponsored Display defend your brand searches and reach past viewers. Both need Brand Registry.
- 5TACoS next to ACoS
We track TACoS, which is ad spend divided by total sales, next to ACoS. It shows whether ads are lifting organic sales or only buying them.
- 6Sale events planned early
Budgets, bids and coupons are planned ahead of Prime Day and the Great Indian Festival, with stock checked before we push.
What you get each month
- Search terms harvested into manual campaigns, with negatives added
- A TACoS and margin report by product
- A list of listing fixes ranked by impact
- An event plan for the next sale
What we need from you
- Access to Seller Central or Vendor Central and the advertising console
- Brand Registry details, if you have them
- Landed cost and Amazon fees by product
- Stock levels and inbound shipments
Facts we plan Amazon ads around
Checked in October 2026, with the source for each.
Brand Registry decides your formats
Sponsored Products is open to all sellers. Sponsored Brands and Sponsored Display need Amazon Brand Registry, which needs a registered trademark.
Source: Amazon Ads
Jewellery up 96%
Amazon India reported precious jewellery sales up 96% year on year ahead of the 2025 festive season.
Source: YourStory, October 2025
What we do every week
Run by a senior marketer with five accounts at most.
- Bids set by each ASIN's margin after Amazon fees
- Search terms harvested and negatives added weekly
- Out-of-stock and low-rating ASINs paused
- Brand Store and A+ content reviewed
- ACoS, TACoS and margin in one report
Where brands lose money with Amazon ads
ACoS without fees
A 20% ACoS can still lose money once referral fees, shipping and returns are counted.
Spending on weak listings
Ads cannot fix poor images, few reviews or a weak title. They make the problem more expensive.
Ignoring TACoS
If total ad cost as a share of all sales keeps rising, ads are buying sales you would have had anyway.
What you will see in every weekly report
You see ROAS and contribution margin side by side, every week.
In every weekly report
- ACoS
- TACoS
- Contribution margin per ASIN after fees
- Organic rank on key terms
- Share of search
- What changed, what is next, and what didn't work
Custom reports, built for how you make money
- Margin by product and size
- ROAS by city and dark store
- Repeat orders by cohort
- RTO by pin code and payment method
- Marketplace vs website profit
Weekly
Report and call
ROAS and margin by channel, what changed, what is next.
Monthly
Report and call
It compares results against your targets and sets next month's roadmap.
Quarterly
Projections and plan
Realistic numbers from your own data, checked against what actually happened.
The first 90 days
How Amazon ads usually starts, from the free audit to the first quarterly plan.
Week 1
SKU margins mapped, wasted spend found
Weeks 2 to 4
Bids reset by margin, stock-aware pausing
Month 2
Scale winning SKUs and cities
Month 3
One profit report with the website, next-quarter plan
How we run your account
The same operating rhythm on every account, from the first week.
A senior marketer
Owns your account and your targets, with five ad accounts at most.
Weekly report and call
ROAS next to contribution margin, what changed and what happens next.
Live dashboard
Every channel in one view, so you never wait for the weekly call.
Monthly review
Results against the targets agreed in writing, and next month's plan.
Quarterly plan
Projections built from your own numbers, checked against what happened.
Slack or WhatsApp
Day-to-day questions answered by the person who runs your account.
Agency vs in-house vs Mobile First, for Amazon ads
| Typical agency | In-house team | Your growth teamMobile First | |
|---|---|---|---|
| Bids based on | The ROAS shown in the Amazon console | Gut feel | Each product's margin after commission, fees and returns |
| Bid changes | Weekly, or at review | When there is time | Daily on Amazon |
| Out-of-stock products | Ads keep spending | Noticed when sales drop | Paused as stock runs out |
| Reporting | One Amazon report | A spreadsheet stitched together monthly | One profit report with Amazon, your website and other channels |
Industries where we run Amazon ads
Each industry page covers the season, channels and checks for that category.
IndustryFashion and apparelApparel RTO averages 25 to 40%; ethnic wear runs 30 to 45%.IndustryFood and beverageAbout 16 to 17% of India's e-retail spend went through quick commerce in 2025 (Bain).IndustryJewelleryJewellery has one of the lowest RTO rates, 4 to 12%, so trust and photography decide conversion.IndustryBeauty and personal careCOD returns run 18 to 22%, mostly 'not as described' and skin sensitivity.IndustryFootwearSize problems drive over 60% of footwear returns.IndustryEyewearPrescription glasses are about 73% of eyewear sales by value, so the lens and power step decides online sales.
Also under marketplace and quick commerce ads
Flipkart adsProduct Listing Ads, Product Contextual Ads and display, run on margin after commission.Myntra adsWe run Product Listing Ads, contextual ads, banners and event packages for EORS and the Big Fashion Festival.Blinkit adsProduct Booster, banners and category takeovers, planned by city and judged after commission.Zepto adsSponsored listings, search ads, banners and video, judged after commission.Marketplace and quick commerce ads overviewAmazon, Flipkart, Myntra, Blinkit and Zepto ads, bid by each product's margin.
Amazon ads: questions brands ask
What is the difference between ACoS and TACoS?
ACoS is ad spend divided by sales from ads. TACoS is ad spend divided by all your Amazon sales, including organic. ACoS tells you if an ad pays back; TACoS tells you if ads are growing the whole business or just buying sales you would have made anyway. We track both, plus margin after fees.
Which Amazon ad type should we start with?
Start with Sponsored Products, because it reaches shoppers already searching for your category. Sponsored Brands comes next once you have five or more products, and Sponsored Display is useful for retargeting. DSP and Sponsored TV make sense later, for brands investing in reach.
How do you decide bids on Amazon?
From each ASIN's margin after Amazon's referral fee, fulfilment cost and expected returns. A product with ₹300 margin can afford a much higher cost per order than one with ₹80. We set a maximum cost per order per ASIN and bid within it.
Do you manage listings too?
We fix what holds ads back: titles, images, A+ content and keywords. Full catalogue management can be added. Ads on a weak listing waste money, so listing fixes usually come first.
Which Amazon ad types do you run?
We run Sponsored Products, Sponsored Brands, Sponsored Display and, where it pays, Amazon DSP.
Is there a minimum spend for Amazon ads?
Sponsored ads have no minimum spend. Amazon DSP needs a much larger budget, so it suits brands already scaling on sponsored ads.
How do you plan for Prime Day and Great Indian Festival?
We plan stock, bids and budgets weeks ahead and raise spend only on products with stock and margin.
Can you improve our organic rank?
Ads that sell well can lift organic rank over time. We track TACoS to see whether ads are growing total sales or only buying them.
How do you report Amazon ads?
On margin after referral fees, shipping and returns, in the same weekly report as your website and other channels.
Do you work with our Amazon account manager?
Yes. We share our plan with them and use their insights, while the decisions stay with you.
60 seconds
Are we a great fit?
Five questions, no email needed. You get an honest answer on screen.
Great fit
Your answers match the brands we help most.
Book 30 minutes and we will read your accounts before the call.
Book a callGood fit
A 30-minute call will show where your profit is leaking.
You keep the findings either way.
Book a callNot yet
A full team may be more than you need right now.
Our free tools will show you where your money goes today. When you cross ₹5 lakh a month, come back and we will read your accounts. If you would like advice before then, we are happy to talk.
Talk to us about Amazon ads
Tell us about your brand. We read your accounts before the call, so it is about your numbers.
- Free growth audit, yours to keep
- ROAS and profit read for every channel
- WhatsApp reply within one working day