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name: amazon-ppc-campaign description: "Amazon PPC campaign builder and optimizer for sellers. Two modes: (A) Build — design a complete campaign structure from scratch with keyword groupings, bid calculations, and negative keyword lists, (B) Optimize — audit existing campaigns using search term reports, identify keyword funnel opportunities, calculate bid adjustments, and generate a week-by-week action plan. Integrates with amazon-keyword-research for keyword input. No API key required. Use when: (1) setting up Amazon PPC campaigns for a new product, (2) auditing existing campaign performance and ACoS, (3) optimizing keyword bids and negative keywords, (4) building Auto/Manual/Exact campaign structures, (5) analyzing search term reports for opportunities, (6) calculating break-even ACoS and target ACoS, (7) scaling profitable campaigns to Sponsored Brands or Display." metadata: {"nexscope":{"emoji":"📢","category":"amazon"}}

Amazon PPC Campaign Optimization 📢

Build profitable PPC campaign structures from scratch, or audit and optimize existing campaigns with data-driven bid adjustments. No API key — works out of the box.

Installation

npx skills add nexscope-ai/Amazon-Skills --skill amazon-ppc -g

Two Modes

| Mode | When to Use | Input | Output | |------|-------------|-------|--------| | A — Build | Launching PPC for a new product | Product info + keywords + margins | Complete campaign blueprint + keyword groupings + initial bids | | B — Optimize | Improving existing campaigns | Campaign data + search term reports + current ACoS | Optimization plan + bid adjustments + negative keyword list |

Capabilities

• ACoS financial framework: Calculate break-even ACoS, target ACoS, and Max CPC from product margins — the foundation for every bid decision
• Campaign architecture design: Build a structured Auto → Broad → Exact funnel with proper negative keyword isolation between campaigns
• Keyword grouping: Organize keywords into campaign buckets with match types and initial bids based on confidence level
• Bid optimization: Apply ACoS-based bid adjustment rules using industry-standard formulas (cut/increase by percentage based on ACoS range)
• Keyword funnel analysis: Identify migration opportunities (Auto→Broad→Exact) and wasted spend (high-click zero-sale terms)
• Negative keyword management: Generate seed lists (cross-campaign, irrelevant terms, generic waste modifiers) and ongoing additions from search term data
• Search term report analysis: Parse user-provided campaign data to find profitable terms, wasteful terms, and optimization gaps
• Competitor ASIN targeting: Build product targeting campaigns aimed at competitor product pages
• Integration chain: Works with amazon-keyword-research for keyword input and amazon-listing-optimization for pre-launch listing quality checks

Usage Examples

Mode A — Build New Campaigns

I'm launching a portable blender on Amazon US. Price: $39.99. Product cost: $8, shipping: $3, Amazon fees: $7.50. Here are my keywords: portable blender, personal blender, smoothie maker. Build me a PPC campaign structure.

Use amazon-keyword-research to find keywords for "bamboo cutting board", then build a PPC campaign structure. Product costs $6, sells for $29.99. Brand new product launch.

I want to advertise my dog t-shirt (ASIN B0D72TSM62, price $5.99, cost $2). Look at competitors B0CMD17929 and B0B76519ZG, extract their keywords, and build my PPC campaigns.

Mode B — Optimize Existing Campaigns

My PPC ACoS is 58% and my target is 30%. I have 3 campaigns: Auto ($800/month, ACoS 67%), Manual Broad ($1,100, ACoS 48%), Manual Exact ($500, ACoS 33%). Product margin is 54%. Help me optimize.

Here's my search term report [paste CSV data]. Break-even ACoS is 40%. Find wasted spend, tell me what to negate and what to migrate.

Weekly PPC check: here are this week's search terms with clicks and sales [data]. Add negatives for 10+ clicks with no sales, move 2+ orders to Exact.

Short Prompts Work Too

Help me set up PPC for my product B0D72TSM62

My ACoS is too high, help me fix it

I want to start advertising on Amazon

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How This Skill Collects Information

Users rarely provide everything upfront — and they don't need to. This skill follows a progressive information gathering approach:

Step 1: Extract from the prompt. Parse whatever the user already provided — ASIN, price, ACoS numbers, campaign names, keywords, etc.

Step 2: Auto-discover. If an ASIN is given, run the bundled scripts/fetch-competitor.sh <ASIN> to get price, category, BSR, and competitor context. This script handles Amazon's anti-bot protections. If the user mentions a product type without an ASIN, use web_search to understand the market.

Step 3: Identify gaps. Compare what you have against what's needed (see the Required Information tables in Mode A Step A1 and Mode B Step B1 below). Focus on what's critical to proceed:

• Mode A critical: product costs (to calculate ACoS) + monthly ad budget (to size campaigns) + keywords or competitor ASINs (to build campaigns)
• Mode B critical: current ACoS + profit margin (to know the gap and set targets)

Step 4: One consolidated follow-up. Ask only for missing critical items — in one conversational message, not a questionnaire:

Mode A example:
"I found your product — Paiaite Dog T-Shirt, $5.99 on Amazon. To build your
campaigns, I need three things:
  1. Your product cost per unit (so I can calculate your break-even ACoS)
  2. Your monthly ad budget (so I can size the campaigns right)
  3. Any target keywords or competitor ASINs? (Or I can research for you)"

Mode B example:
"Got it — ACoS is too high. To give you specific actions, can you share:
  1. Your profit margin (or product cost, I'll calculate it)
  2. Which campaigns are running and their rough ACoS?
Search term report data is a bonus but not required to start."

Step 5: Use estimates when stuck. If the user can't provide something (e.g., doesn't know exact fees), use reasonable category-based estimates and clearly note the assumption. Never block progress waiting for perfect data.

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Key Concepts

Three formulas drive every recommendation in this skill. They're introduced here and applied in Step A2 (for Mode A) and Step B2 (for Mode B).

Break-even ACoS = Profit margin before ad spend. If your product sells for $40 with $15 in costs after Amazon fees, your margin is $25/$40 = 62.5%. At 62.5% ACoS you spend all profit on ads — break even.

Target ACoS = Break-even ACoS − Desired profit margin. Want 25% profit after ads? Target ACoS = 62.5% − 25% = 37.5%.

Keyword Funnel = The core PPC optimization loop, applied in Steps A4/A6 (building) and B3 (optimizing):

Auto Campaign (discover new terms)
    ↓ terms with 2+ orders
Manual Broad (test at broader match)
    ↓ terms with 2+ sales
Manual Exact (scale winners with precision)

At each step: add the migrated term as NEGATIVE in the source campaign to prevent duplicate spend.

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Mode A Workflow — Build Campaign Structure

Step A1: Collect Product Info

The following details are needed. Many can be extracted automatically (see "How This Skill Collects Information" above) — only ask for what's truly missing.

| Detail | How to Get It | Critical? | |--------|--------------|:---------:| | ASIN | From user's prompt | Helpful | | Product name and category | Fetch from ASIN or ask | Helpful | | Selling price | Fetch from ASIN or ask | ✅ Yes | | Product cost (landed) | Must ask user | ✅ Yes | | Monthly ad budget | Must ask user | ✅ Yes | | Amazon fees (referral + FBA) | Estimate ~15% referral + FBA by size | Can estimate | | Launch vs mature product | Ask or infer from context | Helpful |

Step A2: Calculate ACoS Targets

Using the formulas from Key Concepts, compute the financial framework that governs all bid decisions:

📊 PPC FINANCIAL FRAMEWORK

Selling Price:           $39.99
Total Costs:             $18.50 (product $8 + shipping $3 + Amazon fees $7.50)
Profit Before Ads:       $21.49
Profit Margin:           53.7%

Break-even ACoS:         53.7% (spending ALL profit on ads)
Target ACoS (Mature):    30.0% (keeps ~24% profit margin)
Target ACoS (Launch):    50.0% (aggressive — acceptable for first 4-8 weeks)

Max CPC at Target ACoS:  $1.20 (at 10% conversion rate)
Formula: Max CPC = Selling Price × Target ACoS × Conversion Rate

If user doesn't know their conversion rate, use category benchmarks: 10-15% is average.

Step A3: Collect Keywords

Keywords can come from three sources (use one or combine):

1. From amazon-keyword-research skill (recommended): Run keyword research first, then feed the ranked keyword list into this skill.
2. From competitor ASINs: User provides 1-3 competitor ASINs → run scripts/fetch-competitor.sh <ASIN> for each → extract keywords from their titles and bullet points. The script returns title, brand, bullets, price, category, BSR, and review count.
3. From user's list: User provides their own keywords (e.g., from Helium 10, search term reports, or manual research).

Additionally, expand keywords using Amazon autocomplete: curl -s "https://completion.amazon.com/api/2017/suggestions?mid=ATVPDKIKX0DER&alias=aps&prefix=<URL-ENCODED-KEYWORD>" | python3 -c "import sys,json; [print(s['value']) for s in json.load(sys.stdin).get('suggestions',[])]"

Step A4: Build Campaign Structure and Group Keywords

Default: 4 campaigns. This is the standard structure for a new product launch:

| Priority | Campaign | What It Does | Always Include? | |:--------:|----------|--------------|:---------------:| | 1 | Auto Discovery | Amazon auto-matches your ad to search terms — collects data on what shoppers actually search | ✅ Yes | | 2 | Manual Exact | Your top 10-15 proven keywords with exact match — highest control, lowest ACoS | ✅ Yes | | 3 | Manual Broad | All research keywords with broad match — discovers variations and long-tail terms | ✅ Yes | | 4 | Product Targeting | Shows your ad on competitor product pages — steals their traffic | ✅ If competitor ASINs available |

If budget is tight: Launch Priority 1+2 first (Auto + Exact). Add Priority 3 after one week of data. Add Priority 4 when you have competitor ASINs identified.

Organize keywords into these campaign buckets:

See the Mode A Output template below for the exact format of keyword groupings per campaign.

Step A5: Set Initial Bids

Max CPC (from Step A2) is your profitability ceiling — not your actual bid. Actual competitive bids depend on the category and keyword competition.

How to recommend bids:

1. Calculate Max CPC as the financial guardrail (what you can afford)
2. For actual starting bids, tell the user to check Amazon's suggested bid range when creating the campaign in Seller Central — this reflects real auction data
3. If Amazon's suggested bid > Max CPC, flag the gap and explain: either accept a loss (ranking launch), raise product price, or skip that keyword

When you don't have suggested bid data, use these category-relative starting points: | Campaign Type | Starting Bid | Adjust After | |--------------|-------------|-------------| | Manual Exact | Amazon suggested bid or Max CPC (whichever is lower) | 7 days with 20+ clicks | | Manual Broad | 70-80% of Exact bid | 7 days | | Auto | 50-70% of Exact bid | 7 days | | Product Targeting | 50-70% of Exact bid | 7 days |

Important: These are starting points. The real optimization happens after 1-2 weeks of data — adjust bas