The 2026 Amazon PPC Playbook: Structuring Campaigns That Scale

Most Amazon accounts stall because the campaign structure fights against the algorithm.

We split every account into three layers: Discovery (broad + auto to find new terms), Harvesting (exact-match keywords proven to convert), and Defense (branded + competitor conquesting). Search terms graduate from Discovery to Harvesting only after they clear a conversion threshold.

The result is a self-cleaning structure: wasted spend gets isolated, winners get funded, and TACoS trends down as the account matures. For STIM we used exactly this model to move ROAS from 3.8x to 11.4x in eight months while doubling order volume.