Amazon PPC Campaign Structure: My 7-Figure Framework
The exact Amazon PPC campaign structure I use on brands spending $100k+/month. SP, SB, SD layering explained, with real examples.
Article summary
The exact Amazon PPC campaign structure I use on brands spending $100k+/month. SP, SB, SD layering explained, with real examples.
Key Takeaways
A supplements brand came to me last quarter spending $84k a month on Amazon ads. Their previous agency had built them an account with 47 active campaigns. Forty-seven. Across 22 SKUs.
About the Author
I cut it to 12 campaigns. ACOS dropped 18 points in six weeks. Total ad sales went up 11%.
On This Page
Nothing about that result was magic. It was structure. The previous agency had confused activity with strategy — every new keyword theme got its own campaign, every product variation got its own campaign, every match type got its own campaign. By the time I looked at it, the account had so many small budgets fighting each other for the same impressions that nothing was getting enough data to optimize properly.
The problem with most Amazon PPC campaign structures
This post is the campaign structure framework I use on every account I take over, from $10k/month spend up through $400k/month. It's not the only way to structure an Amazon PPC account. But it's the structure I'd defend in a room full of operators who actually run accounts for a living.
The framework at a glance
If you're a brand evaluating an agency, the questions in this post are also the questions you should be asking them about how they'd structure your account. If they don't have a clear answer, you have a problem.
Tier 1 — Discovery campaigns
Key Takeaways Most Amazon PPC accounts have too many campaigns, not too few — over-segmentation is theater, not strategy A clean three-tier framework (Discovery → Performance → Defense) covers 90% of accounts under $200k/month spend Sponsored Brands and Sponsored Display layer on top of Sponsored Products — they don't replace the structure Campaign naming conventions matter more than most agencies admit; without one, your bulk file edits break Restructure timing depends on data thresholds, not the calendar — most accounts get restructured too often or never
Tier 2 — Performance campaigns
About the Author Miia Prystupa Amazon PPC Consultant & Marketplace Advertising Director 7+ years hands-on experience managing Amazon PPC across EU and US marketplaces Direct experience with Sponsored Products (SP), Sponsored Brands (SB), Sponsored Display (SD), Amazon Marketing Cloud (AMC), and DSP Lite Managed and audited multi-million-dollar annual Amazon ad spend portfolios Former in-house Amazon Ads manager, now advising brands and agencies on scalable PPC systems Last updated: April 29, 2026
Tier 3 — Defense campaigns
On This Page The Problem with Most Structures Framework at a Glance Tier 1 — Discovery Tier 2 — Performance Tier 3 — Defense Sponsored Brands Layer Sponsored Display Layer Campaign Naming Convention How This Framework Scales What I'd Audit First FAQ The Bottom Line
The Sponsored Brands layer
Before the framework, the diagnosis. Because if you don't understand what's broken, the fix doesn't stick.
The Sponsored Display layer (an honest take)
Three campaign tiers, each with a specific job. Sponsored Brands and Sponsored Display layer on top of all three.