The Correct Order to Launch Amazon Ads (And Why Skipping It Costs You Money)

Amazon Ads is not about running every campaign type available.

It’s about running the right one at the right moment.

One of the most common mistakes Amazon sellers make is launching Sponsored Products, Sponsored Brands, and Sponsored Display all at once—without a clear sequence or strategy. The result? Wasted budget, confusing data, and stalled growth.

Amazon advertising has an order.
And when you skip it, you pay for it.

1. Sponsored Products: The Foundation of Every Amazon Ad Strategy

Sponsored Products should always be the first campaign type you launch.

Why? Because this is where existing demand lives.

Sponsored Products allow you to:

• Capture high-intent searches

• Appear directly on search results and product pages

• Generate conversions that train Amazon’s algorithm

• Collect reliable data on keywords, conversion rates, and CPCs

If your Sponsored Products campaigns don’t convert, launching more complex ad formats will not fix the problem. Sponsored Products validate whether your product, pricing, and listing can actually compete.

Without this foundation, everything else is guesswork.

2. Sponsored Brands: Scaling Visibility Once the Product Is Proven

Sponsored Brands should come after Sponsored Products are stable and profitable.

At this stage, you already know:

• Which keywords convert

• Which products deserve more visibility

• That your listing can handle additional traffic

Sponsored Brands allow you to:

• Control top-of-search placements

• Defend branded keywords

• Increase average order value

• Build brand recognition, not just product sales

Launching Sponsored Brands too early usually leads to poor performance—not because the format is bad, but because the product isn’t ready yet.

Sponsored Brands amplify what already works. They don’t create demand from scratch.

3. Sponsored Display: Scaling, Retargeting, and Defending Market Share

Sponsored Display should be the final step.

This campaign type is designed for:

• Retargeting shoppers who viewed your listing

• Re-engaging past buyers

• Defending your product pages from competitors

• Expanding reach beyond keyword-based search

Sponsored Display works best when:

• Conversion rates are stable

• Listings are fully optimized

• You understand your true unit economics

If you launch Sponsored Display too early, you often pay for traffic your listing isn’t ready to convert—leading to inflated CPCs and poor returns.

The Real Problem: Skipping the Sequence

Most wasted Amazon ad spend doesn’t come from bad bids or bad keywords.

It comes from launching campaigns out of order.

Amazon rewards structured growth:

• First, prove demand

• Then, scale visibility

• Finally, expand and defend

Running everything at once feels proactive—but it’s usually inefficient.

Final Thought

Amazon advertising is not about activity.
It’s about strategy, timing, and sequence.

At Chrizon Agency, every ad type is launched with one question in mind:

Is the account ready for this next step?

Because growth on Amazon doesn’t come from doing more.
It comes from doing the right thing—consistently.