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Getting Started with Ads

To create an Amazon Marketing Services (AMS) account:
  1. Choose the KDP eBook you want to advertise from your KDP bookshelf.
  2. Click "Promote and Advertise" under Book Actions.
  3. Under "Run an Ad Campaign," click "Create an Ad Campaign." If you haven't set up an account, this will create your new Amazon Marketing Services account and will sign you in to AMS.
  4. Enter your billing information. A valid credit card is required to begin running ads (you will not be charged until a customer clicks on your ad campaign).
  5. Choose a Campaign Type, input the required fields, and submit your campaign for review.

Once you’ve completed these steps, Amazon Marketing Services will review your ad in one to three days to ensure it meets the Kindle Authors and Book Publishers Creative Acceptance Policies. When your ad is approved, you'll receive an email notification. Your ad will begin running as soon as it's approved.


What goes in the ad

Your ad will include basic information you've already provided about your book: Cover image, title, and author.

Note: Ratings and reviews and a "Shop Now" button may also be included.

The table below describes the two Campaign Types: Sponsored Products ads and Product Display ads.
Sponsored Products ads:
Targeted by keyword, these ads appear below search results and on detail pages
Product Display ads:
Targeted by product or interest, these ads appear on product detail pages and Kindle eReaders (interest targeting only)
Set Campaign name:
  • We recommend choosing a unique name and keeping the default time and date stamp to be able to easily identify your different campaigns
Target your ad:
  • By Interest, select book genres
  • By Product, input keyword, product name, UPC or ASIN of related, popular and complimentary products
Set your average daily budget:
  • The minimum daily budget is $1.00
  • No charges until a customer clicks
Set Campaign name:
  • We recommend choosing a unique name and keeping the default time and date stamp to be able to easily identify your different campaigns
Select your ad duration:
  • Run campaign continuously starting today
  • Select a specified date range
Set a cost-per-click (CPC) bid:
  • This is the maximum amount you're willing to pay each time a shopper clicks your ad
  • We will never charge you more than your maximum bid and your CPC may actually be lower than your maximum bid
Add keywords:
  • Select manual-targeting, use suggested keywords based on popular customer searches that have recently driven traffic to your books at Amazon.com or add your own keywords
  • Select auto-targeting, highly relevant keywords will be automatically assigned based on your book
Set your campaign budget:
  • The minimum campaign budget is $100.00
  • No charges until a customer clicks
Set a cost-per-click (CPC) bid:
  • This is the maximum amount you're willing to pay each time a shopper clicks your ad
  • We will never charge you more than your maximum bid and your CPC may actually be lower than your maximum bid
Select your ad duration and pacing:
  • Deliver ad impressions as quickly as possible to the first customers who might be interested (quickly)
  • Spread campaign delivery over the duration of the campaign (smoothly)
Add custom text:
  • Write the ad copy you want to appear in your ad. 50 character min, 150 character max for your body text.
Write your ad headline and add custom text:
  • Write the ad copy you want to appear in your ad. Your headline may have up to 50 characters and your text may have up to 150 characters.
Preview your ad
  • This allows you to view the different ad sizes and placements
Preview your ad
  • This allows you to view the different ad sizes and placements
Submit campaign for review
  • Ads are reviewed within 1 to 3 business days
Submit campaign for review
  • Ads are reviewed in 1 to 3 business days
  • Interest-based ads eligible for Kindle E-reader placement will be reviewed after the initial ad review



Where will my ad appear?

Sponsored Products ad
Sponsored Product sample:


Product Display ad
Product Display sample:



Kindle E-reader ads

If you've selected interest-based targeting for your Product Display campaign, your ad will be considered to appear on Kindle E-readers in addition to our standard Amazon.com placements.

As the Kindle E-reader ad is larger, higher resolution, and in grayscale, they must meet additional guidelines as noted in the Kindle Authors and Book Publishers Creative Acceptance Policies to have your ad approved.

Important: Ads viewed on the Kindle E-reader will not display a headline.

Sample Ereader ad

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