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Understanding Amazon Advertising API for scale and performance

Nowadays, many people want to find an efficient way to improve their scale of marketplace management. It is suboptimal to perform operations manually, and therefore tools have been developed to save time and effort while producing quality output. Keeping this in mind, Amazon’s Advertising API might just be the right resource for you!

Amazon gives vendors and professional sellers the option to have the chance of advertising their products on Amazon. Using Amazon Advertising API, sellers worldwide can increase the efficiency and scale of their marketplace management processes. 

Aside from this, management teams will also benefit since they will be relieved of most of the manual processes for advertising their products. Read on to get a better grasp on Amazon Advertising API together with its application programming interfaces.

What is Amazon Advertising API?

Amazon Advertising API enables users to handle advertising operations easily through program management. This resource contains advanced features for advertising. It can retrieve and use sellers’ information for Amazon marketplace management. Moreover, it equips the users with management and advertising data capabilities for Vendor and Seller Central advertising accounts.

In general, Amazon API data sets provide:

  • Advertising data for AMS and Seller Central
  • Inventory and orders management for seller central with its performance
  • Information on affiliate promotions
  • Management for vendor central’s purchase orders
  • Other data points that sellers might find useful in managing their Amazon channel

Amazon Advertising API is a platform that enables users to scale, automate, and maximize advertising. Users will find that performance and campaign data for sponsored displays, brands, and products are available for their convenience using the Amazon Advertising API. This feature allows users to access meaningful data that they can utilize to manage their reports and campaigns.

The Amazon Advertising API uses Seller Central and Vendor Central (Seller Central Advertising Console and Amazon Marketing Services or AMS) as its platforms. These platforms allow users to make solutions to meet their advertising aims. Users can expect the utmost functionality in Amazon Advertising API’s advertising console. 

Advertisers can easily handle ads and ad groups using pre-defined conditions while performing programmatic management. Your Amazon advertising data and related management functionality are included via the Amazon Advertising API. This information is beyond advertising Profiles, Portfolios, Sponsored Brands, Sponsored Products, and Sponsored Display ads. 

With access to the API, you can retrieve data for and modify elements of:

  • Campaigns
  • Ad Groups
  • Product Ads 
  • Reports
  • Targeting
  • Negative Targeting Dimensions

What Can You Do With Amazon Advertising API?

The Amazon Advertising API offers ways to scale and maximize advertising through convenient platforms. Aside from the performance and campaign and data for Sponsored Brands, Sponsored Products, and Sponsored Display available in Amazon Advertising API, there is also Amazon Attribution (beta) insights.

The former allows programmatic access to reporting campaign management, while the latter gives sellers insight into their non-Amazon marketing channels’ performance.

These insights include the display, social, email, video, and search impact on activity and sales performance on Amazon. The program aims to improve their respective businesses using Amazon by maximizing even the experiences beyond Amazon.

Amazon Attribution helps determine the overall impact of non-Amazon Advertising media from the previously mentioned insights. The insights account for everything from website clicks, views on the page, and final purchases, which can all be studied to generate a higher return of investment.

Amazon Advertising API Capabilities

Recent updates from Amazon included the PA-API tool and integrated Amazon Attribution. With the recent updates in place, the Amazon Attribution now has improved functionality. 

This update enables users to access data within Amazon’s website and evaluate various ad metrics from advertisements on different platforms. The new Amazon Attribution gives sellers information regarding the different types of ads. 

These ads can range from display ads, video ads, social media ads, search ads, and email. Users can also find on-demand access to conversion reporting. This service is great for sellers who want to make adjustments in their selling and marketing tactics.

Moreover, the new integration allows sellers to review past advertising efforts and performance. This feature is advantageous for sellers and vendors. From this update, sellers can identify opportunities and formulate strategies to maximize their return on investment.

Amazon Advertising consists of various ways in which users can interact with the program. Some people might already have an idea about the web-based UI. Users can easily find instructions and guidelines within the Amazon Advertising API regarding the tools to help them accomplish what they need.

Amazon Advertising API Inclusions

The Amazon Advertising API requires approval and dedicated development resources before integrating API. It is best for wide-scale operations globally, such as integrators and agencies that simultaneously handle many advertisers. 

The Amazon Advertising API provides the following inclusions:

  • Third-party applications integration
  • Seller and vendor profiles access
  • Advertising operations programmatic control

Amazon Advertising API Supports

The Amazon Advertising API supports campaign management and reporting data for Sponsored Products and Sponsored Brands. It also allows OAuth 2.0 flow to enable users to act on behalf of the advertiser using semi-customizable sign-in features. 

You can also find single-entity CRUD operations and synchronous batch to manage campaigns, keywords, ad groups, and ads. The campaigns support start dates, end dates, and daily budgets, while ad groups use default CPC bids. 

The keywords support standard and negatives match types for both campaign and ad groups with optional CPC bids. Automatic targeting and asynchronous single-day performance reports with attributed sales for each entity and snapshots to organize complete account state are also available.

On the one hand, reporting functionality allows users to download reports for Sponsored Brands and Sponsored Products campaigns using various granularities. On the other hand, ads management functionality permits the creation and modification of Sponsored Brands and Sponsored Products portfolios, ad groups, and campaigns.

The features are summarized with the following parameters:  

  • Start and end dates- campaign
  • Bidding- ad group (CPC), keyword (CPC)
  • Budgets-profile, campaign
  • Automatic targeting- set at a campaign level, applied at the ad level
  • Keyword-targeting ad group (broad, phrase, exact)
  • Reporting segmentation- query
  • Bid recommendations- ad group, keyword
  • Negative keywords- campaign (phrase, exact), ad group (phrase, exact)
  • Report granularity- campaign, ad group, keyword, ad, keyword-search query

Amazon Advertising API Best Practices

Amazon Advertising API targets functionality for Sponsored Brands campaign. The following are the best practices that contribute to the ease of using Amazon Advertising API.

  • Pagination tokens to avoid data sets retrieval from calls.
  • Segregating success and error responses for easier requests.
  • Mark previously filtered operations to create better filters without URL character limits.
  • The use of DELETE operations instead of PUT and POST archive operations to lessen the risk of accidental item deletion.

Who Can Benefit from Using Amazon Advertising API?

The Amazon Advertising API is a powerful tool that enables users to manage their resources through easy versioning updates and implementation. Many people can benefit from using Amazon Advertising API, here we listed some of the typical API users:

  1. Sellers and Vendors
  2. Advertising solution providers
  3. Agencies
  4. Advertisers

Sellers and Vendors

Sellers and Vendors who need data for management, ad reporting, and analytics that are readily available would greatly benefit from using the Amazon Advertising API. These data can help sellers and vendors who are searching for ways to scale Amazon’s advertising operations.

It is essential to have these data readily available to have crucial updates on scaling operations for both agencies and brands. This significance holds for people managing ad expenses that can reach up to $10,000 monthly.

Advertising Solution Providers

Advertising solution providers can use Amazon Advertising API in offering paid reporting tools and management to different advertisers and agencies without sufficient programming resources. Some advertisers and agencies might also not have enough materials to use API? to seek the help of advertising solution providers.


Amazon Advertising API data and functionality can also be of great help to agencies with internal engineering resources. Likewise, agencies that handle many Sponsored Brands, Campaigns, and advertising clients can find these data useful.


Amazon Advertising API is also beneficial to advertisers managing ad expenses. Some advertisers are also involved in managing great amounts of Sponsored Brands campaigns and products and internal engineering resources, and therefore might need the help of Amazon Advertising API to ease their work.

How Do You Sign-Up for Amazon Advertising API?

Using Amazon Advertising API is free. However, Standard Selling on Amazon will charge you fees. The use of Sponsored Products, Sponsored Brands, or Sponsored Displays will also have corresponding campaign costs. Amazon grants access to those who registered. Only people with Amazon grants can access the Amazon Advertising API.

At present, the Amazon Advertising API is available in the US, Canada, Europe, Australia, Japan, United Arab Emirates, and Saudi Arabia. Gates secure access to the Amazon Advertising API. Therefore, interested users should apply for access. You can submit your application request through the form found in this link which contains the Amazon Advertising API registration form.

Rocketium helps in creating targeted and personalized ads for customers who need creative advertisements. It also improves performance marketing at scale using creative automation. 

It is important to make relevant display ads using targeted segments and adapted banners within IAB guidelines. Advertisers should approach visitors with a contextual message by combining their user journey data for relevance to increase conversion. Moreover, advertisers can engage more users using social ads that refresh frequently.

Final Takeaways

Amazon Advertising API is a great tool that promotes efficiency in gathering data on the products listed on Amazon’s marketplace. Aside from being a driving force to increase Amazon sales, Amazon Advertising API can help sellers, vendors, and advertisers widen their audience reach and target customers.

Its expansive tool functionality helps serve multiple advertising goals by presenting helpful data insights on the products found in Amazon. It is smart to gain access to different tools that can better manage advertising, scaling, and performance. 

Moreover, it can help sellers, vendors, and advertisers optimize their advertising strategy using a convenient tool. Learn more about boost conversions with targeted and personalized ads at Rocketium.

Ayush Parti

Ayush Parti

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