Complete User Guide

Connecting Your Amazon Account

To use ads command center, you'll need to connect your Amazon Advertising account. This is done securely through Amazon's official OAuth system.

Interface Overview

The ads command center interface is divided into several key areas designed for efficient campaign management:

Downloading Campaign Data

Before you can edit campaigns, you need to download your data from Amazon.

Importing from Bulk Sheet / CSV

Already have an Amazon bulk sheet export? Import it directly instead of downloading from the API.

Opening the Import Tool

1. Click TOOLS in the header
2. Select Import CSV / Bulk Sheet
3. The import dialog opens with file selection

Supported File Formats

• Amazon Bulk Sheets (.xlsx): Direct exports from Amazon Advertising Console
• CSV Files (.csv): Comma or tab-separated data files
• Excel Files (.xls, .xlsx): Standard spreadsheet files

What Gets Imported

The import tool automatically detects and categorizes all entity types from your bulk sheet:

• Campaigns: SP, SB, and SD campaigns with all settings
• Ad Groups: Ad groups with bids and states
• Keywords: Keywords with bids and match types
• Product Ads: ASINs/SKUs for SP campaigns
• Product Targets: ASIN and category targeting
• Negative Keywords: Both ad group and campaign level
• SB Ads: Product Collection, Video, and Store Spotlight ads

Import Process

1. Click Browse for File and select your bulk sheet
2. The tool analyzes the file and shows detected entities
3. Use checkboxes to select which entity types to import
4. Click Import Selected to load the data

Deduplication

The import tool automatically skips entities that already exist in the app (matched by ID). This prevents duplicate campaigns when importing updated bulk sheets.

Managing Portfolios

Portfolios are containers for organizing campaigns by theme, product line, or any grouping that makes sense for your business.

Viewing Portfolios

1. Click the PORTFOLIOS section header in the Entity Tree to expand it
2. You'll see all portfolios with their names and a count of contained campaigns
3. Click on any portfolio to view its campaigns in the main grid

Creating a New Portfolio

1. Expand the PORTFOLIOS section
2. Click + Create Portfolio
3. Enter a name for your portfolio
4. The portfolio is created and synced on next upload

Assigning Campaigns to Portfolios

You can assign campaigns to portfolios using drag-and-drop:

1. Expand both PORTFOLIOS and CAMPAIGNS sections
2. Click and drag a campaign from the Campaigns list
3. Drop it onto the target portfolio
4. A notification confirms the assignment

Editing Portfolio Budget

1. Click on a portfolio to select it
2. Click the Edit Portfolio button in the header or Details Panel
3. The Portfolio Settings modal opens with all budget options

Portfolio Budget Options

Configure comprehensive budget controls for your portfolio:

• Budget Cap: Set a maximum budget limit for all campaigns in the portfolio combined
• Budget Policy: Choose between Monthly Recurring or Date Range budgets
• Start/End Dates: Define the budget period (required for Date Range policy)
• Share Unspent Budget: Enable this option to automatically redistribute unused daily budget from paused or under-spending campaigns to active ones within the portfolio

Browsing Campaigns

The CAMPAIGNS section shows all your advertising campaigns organized by type.

Filtering Campaigns

Use the filter controls at the top of the Entity Tree:

• Search Filter: Type in the search box to instantly filter campaigns by name. Matching campaigns are highlighted as you type.
• TYPE filters: SP (Sponsored Products), SB (Sponsored Brands), SD (Sponsored Display), STV (Streaming TV)
• SITE filters: Amazon (standard) or B2B (Amazon Business)
• Hide Archived: Toggle this option to hide archived campaigns from the sidebar, reducing clutter when managing active campaigns.

Campaign Health Indicators

Campaigns show status indicators:

• ● Green dot: Campaign is enabled and running
• ● Yellow dot: Campaign is paused
• ● Gray dot: Campaign is archived
• ⚠️ Warning icon: Campaign is incomplete (missing ad groups, keywords, or ads)

View All Campaigns

Click View All Campaigns at the top of the Campaigns section to see all campaigns in the main grid, regardless of portfolio.

Working with Ad Groups

Ad groups are shown nested under their parent campaigns in the Entity Tree.

Expanding Campaigns

1. Click the arrow (▸) next to a campaign name to expand it
2. Ad groups are shown with a diamond icon (◆)
3. Click an ad group to view its contents (keywords, targets, ads)

Ad Group Tabs

When viewing an ad group, the main grid shows tabs for different entity types:

• KEYWORDS: All keywords in the ad group with bids, match types, and status
• TARGETS: Product and category targets
• ADS: Product ads or creative ads depending on campaign type
• NEGATIVES: Negative keywords and negative targets

Adding a New Ad Group

1. Navigate to a campaign
2. Click + ADD AD GROUP in the toolbar
3. Enter the ad group name and default bid
4. The new ad group appears with a pending indicator

View All Keywords

See all keywords across all campaigns in a single unified grid — perfect for account-wide keyword management and analysis.

Opening View All Keywords

1. In the Entity Tree sidebar, find the TARGETED KEYWORDS section
2. Click View All Keywords button at the top of that section
3. The main grid shows all keywords from all campaigns

Features

• Unified view: See keywords from SP, SB, and SD campaigns in one grid
• Active Only filter: Toggle to show only keywords in enabled campaigns
• Full performance data: Impressions, Clicks, Spend, Sales, ACOS, Orders
• Campaign context: Each keyword row shows its parent campaign and ad group
• Bulk editing: Select multiple keywords and edit bids or states

Horizontal Scrolling

When the grid has many columns, use the scroll navigation:

• Scroll buttons: ◀ and ▶ buttons appear in the bottom-right corner
• Shift + scroll wheel: Hold Shift and scroll your mouse wheel to scroll horizontally
• ↔ button: Click to auto-scroll to reveal hidden columns

Grid Selection & Editing

Selecting Rows

• Single select: Click any row to select it
• Multi-select: Hold Ctrl (Cmd on Mac) and click multiple rows
• Range select: Click first row, then Shift+click last row
• Select all: Click the checkbox in the header row

Bulk Actions

With rows selected, use the toolbar buttons:

• ⧉ DUPLICATE: Clone selected entities with new IDs
• ✕ DELETE: Archive or remove selected entities
• State change: Change status of all selected (enable/pause/archive)

Sorting & Filtering

• Sort: Click any column header to sort. Click again to reverse.
• Filter: Use the search box above the Entity Tree to filter by name
• Column resize: Drag column borders to resize

Inline Field Editing

Edit values directly in the grid without opening dialogs.

Editing a Single Cell

1. Double-click on any editable cell
2. Type the new value
3. Press Enter to save or Escape to cancel

Editable Fields

Common editable fields include:

• Name: Campaign, ad group, or keyword name
• Bid: Keyword bids, default bids, target bids
• State: enabled, paused, archived
• Daily Budget: Campaign daily budget
• Match Type: broad, phrase, exact (for keywords)

Details Panel Editing

The right-side Details Panel shows all properties of the selected entity with organized sections.

Using the Details Panel

1. Click on any entity in the grid or sidebar
2. The Details Panel shows all its properties
3. Fields with a pencil icon (✎) are editable
4. Click on the field value to edit

Panel Sections

Properties are organized into logical sections:

• Core Settings: Name, state, type, IDs
• Bidding: Bids, bid strategies, adjustments
• Budget: Daily budget, budget type, dates
• Targeting: Targeting type, expression, match type

Collapsing the Panel

Click the panel header or the ✕ button to collapse it and maximize grid space. Click again to expand.

Sponsored Products (SP)

Sponsored Products are the most common campaign type, promoting individual products in search results and product pages.

SP Campaign Features

• Targeting Types: Manual (keyword/product) or Automatic
• Bidding Strategies: Dynamic down only, Dynamic up and down, Fixed bids
• Placement Adjustments: Top of search, Product pages (up to 900%)

SP-Specific Editing

• Bulk edit keyword bids across all ad groups
• Change match types (broad, phrase, exact)
• Add/remove product targets (ASINs, categories)
• Manage negative keywords at campaign or ad group level

Sponsored Brands (SB)

Sponsored Brands showcase your brand with custom headlines, logos, and multiple products.

SB Campaign Features

• Ad Formats: Product Collection, Store Spotlight, Video
• Landing Pages: Store page, Product list, Custom URL
• Creative Assets: Brand logo, custom images, video

SB-Specific Editing

• Edit headlines and brand names
• Manage keyword bids with cost controls
• View and edit video ads
• Adjust AMC audience bid multipliers

Sponsored Display (SD)

Sponsored Display ads reach audiences on and off Amazon with automated and custom targeting.

SD Campaign Features

• Targeting: Audiences, Contextual (products/categories), Remarketing
• Bidding: Optimize for page visits, conversions, or reach
• Creative Types: Custom images, video, auto-generated

SD-Specific Editing

• Manage audience targets
• Edit product and category targets
• View and manage SD creatives
• Adjust remarketing lookback windows

Streaming TV (STV)

Streaming TV ads appear on Fire TV, Prime Video, and other streaming platforms.

STV Campaign Features

• Ad Format: Video ads (15-30 seconds)
• Targeting: In-market audiences, lifestyle, demographics
• Placements: Fire TV, Prime Video, Twitch

STV-Specific Editing

• View video ad creatives
• Manage audience targeting
• Edit frequency caps

Naming Assistant

Create consistent campaign and ad group names using customizable templates.

Opening the Naming Assistant

1. Click TOOLS in the header
2. Select Naming Assistant
3. The naming dialog opens with template options

Creating a Name Template

Build templates using components like:

• Brand: Your brand name
• ASIN: Product ASIN
• Type: SP, SB, SD, STV
• Targeting: Manual, Auto, Product Targeting
• Match Type: Broad, Phrase, Exact
• Custom Text: Any text you want to include

Applying Templates

1. Arrange components by dragging them in order
2. Choose separator (hyphen, underscore, space)
3. Preview the generated name
4. Save template for reuse or apply directly

Account Copy Tool

Copy campaigns between Amazon profiles or marketplaces with structure intact.

Opening Account Copy

1. Click TOOLS in the header
2. Select Account Copy
3. The 4-step wizard opens

Copy Wizard Steps

B2B Campaign Considerations

When copying campaigns that include B2B (Amazon Business) targeting:

• B2B targeting is preserved: SP and SB campaigns with B2B targeting will maintain their Amazon Business site restrictions
• Cross-region B2B: Amazon Business availability varies by marketplace. Verify the destination supports B2B before copying
• SD campaigns: Sponsored Display doesn't support campaign-level B2B — use audience targeting instead

Duplicate & Clone

Quickly duplicate campaigns, ad groups, or other entities within the same account.

Duplicating Entities

1. Select one or more entities in the grid
2. Click ⧉ DUPLICATE in the toolbar
3. New copies are created with "(Copy)" suffix
4. Edit the copies as needed
5. Upload to create them in Amazon

Duplicate to B2B (Amazon Business)

Create B2B versions of your campaigns to target Amazon Business customers:

1. Right-click on an SP or SB campaign in the grid or sidebar
2. Select 🏢 Duplicate to B2B from the context menu
3. A new campaign is created with "[B2B]" prefix and Amazon Business targeting enabled
4. All ad groups, keywords, targets, and ads are copied to the new campaign
5. Review and upload to create the B2B campaign in Amazon

For bulk B2B duplication, select multiple SP/SB campaigns and use the bulk actions menu.

Reviving Archived Campaigns

Amazon doesn't allow un-archiving campaigns, but you can clone them:

1. Find the archived campaign in the Entity Tree (shown with gray status)
2. Click the warning icon or select the campaign
3. Click Revive Campaign in the details panel
4. A complete clone is created with all structure intact

Rufus Readiness Analyzer

Optimize your Amazon product listings for Rufus, Amazon's AI shopping assistant, and the COSMO knowledge graph algorithm.

What is Rufus?

Amazon Rufus is an AI shopping assistant that has already helped over 250 million customers discover products through conversational queries like "What's a good gift for a coffee lover?" or "I need running shoes for trail running." The COSMO knowledge graph powers how Amazon understands and connects products to customer intent.

Opening the Analyzer

1. Click Tools in the menu bar
2. Select Rufus Readiness Analyzer
3. The analyzer opens in a modal window

Using the Analyzer

1. Enter your listing content:
   • Product Title
   • Bullet Points (one per line)
   • Description or A+ Content
   • Backend Keywords (optional)
2. Select your category: Choose the most specific sub-category for accurate analysis (e.g., "Coffee & Tea" rather than just "Grocery")
3. Click Analyze: The tool evaluates your listing across four dimensions

Analysis Categories

Understanding Results

After analysis, you'll see:

• Overall Score: 0-100 with letter grade (A through F)
• Category Scores: Individual scores for each analysis dimension
• Recommendations: Prioritized actions (High, Medium, Low priority)
• Q&A Analysis: Questions your listing can and cannot answer
• Extracted Attributes: Table of detected product attributes

Key Optimization Tips

• Fill backend attributes: Item Type Keyword, Intended Use, Material Composition, and Specific Uses are now more important than ever
• Use noun phrases: "BPA-free stainless steel water bottle for gym" beats "water bottle gym BPA free stainless steel"
• Avoid data conflicts: If your title says "3-Pack" but backend says quantity "1", Rufus may suppress your listing
• Answer the questions: Include information that lets you answer "What material is this?" and "What is this used for?"

Pending Changes Panel

The Pending Changes panel at the bottom of the screen tracks all your modifications.

Opening the Panel

1. Look for ⚡ PENDING CHANGES at the bottom
2. The number shows how many changes are queued
3. Click to expand and see all changes

Change Information

Each change entry shows:

• Operation: Create, Update, or Archive
• Entity Type: Campaign, Ad Group, Keyword, etc.
• Entity Name: What was changed
• Field: Which property was modified
• Old/New Values: Before and after values

Reverting Changes

Made a mistake? Revert individual changes or clear everything.

Revert Single Change

1. Expand the Pending Changes panel
2. Find the change you want to undo
3. Click the ↶ Revert button on that row
4. The entity reverts to its original value

Clear All Changes

1. Click Clear All in the Pending Changes panel
2. Confirm the action
3. All pending changes are discarded

Uploading to Amazon

When you're ready to apply your changes to Amazon, use the Upload function.

Upload Process

1. Review all pending changes in the panel
2. Click ↑ UPLOAD in the header
3. A confirmation dialog shows what will be uploaded
4. Click Upload Changes to proceed
5. Progress is shown as changes are sent to Amazon

Upload Results

After upload completes:

• Success: Changes are cleared from pending and entities are updated with Amazon IDs
• Partial Success: Some changes succeeded, others show errors
• Failure: Error messages explain what went wrong

Performance Dashboard

View key metrics for all your campaigns directly in the main grid.

Downloading Performance Data

1. Click ⬇ DOWNLOAD in the header
2. Campaign data is fetched along with performance metrics
3. Metrics include: Impressions, Clicks, CTR, Spend, CPC, Sales, ACOS, ROAS

Performance Columns

The campaign grid displays these performance metrics:

• Impressions: Number of times your ads were displayed
• Clicks: Number of clicks on your ads
• CTR: Click-through rate (Clicks ÷ Impressions)
• Spend: Total ad spend for the period
• CPC: Cost per click (Spend ÷ Clicks)
• Sales: Attributed sales from ad clicks
• ACOS: Advertising Cost of Sale (Spend ÷ Sales)
• ROAS: Return on Ad Spend (Sales ÷ Spend)

Analytics Dashboard

The Analytics Dashboard provides visual performance charts with dual-axis support for comparing metrics across all your advertising tactics.

Opening the Analytics Dashboard

1. Click the chart icon (📊) in the header bar
2. The Analytics panel slides out from the right side
3. Performance data loads automatically if you've already downloaded

Dashboard Features

• Dual-axis charts: Compare two metrics simultaneously — the first metric shows as lines, the second as bars
• Metric selectors: Choose from IMP, CLK, SPEND, SALES, ACOS, ROAS (select up to 2)
• Date range buttons: Quick selection for 7, 14, 30, or 60 days
• Tactic toggles: Show/hide performance by type: ALL, SP, SB, SD, STV
• Summary cards: View totals for each ad type with key metrics

Using Dual-Axis Charts

1. Click a metric button (e.g., SPEND) — it becomes the primary metric shown as lines
2. Click a second metric (e.g., SALES) — it becomes the secondary metric shown as bars
3. The left axis shows the primary metric scale, the right axis shows the secondary
4. Click an active metric to deselect it

Tactic Color Legend

• ● ALL (White): Combined total across all tactics
• ● SP (Cyan): Sponsored Products performance
• ● SB (Magenta): Sponsored Brands performance
• ● SD (Orange): Sponsored Display performance
• ● STV (Green): Streaming TV performance

Date Range Selection

Control the time period for performance data using the date range picker.

Using the Date Picker

1. Click the date range button in the header (shows "Last 30 Days" by default)
2. Choose from quick presets: 7 Days, 14 Days, 30 Days, 60 Days, 90 Days
3. Or click Custom Range to select specific dates

Custom Date Range

1. Click on a start date in the left calendar
2. Click on an end date in the right calendar
3. The selected range is highlighted between the dates
4. Click Apply to use the custom range

Search Term Miner

Discover high-performing search terms and optimize your keyword strategy.

Opening Search Term Miner

1. Click TOOLS in the header
2. Select Search Term Miner
3. Data is loaded from Amazon's Search Term Reports

Analyzing Search Terms

The miner displays search terms with performance metrics:

• Search Term: The actual query customers used
• Impressions/Clicks: Traffic volume
• Orders: Conversions from the search term
• CVR: Conversion rate
• ACOS: Cost efficiency
• Spend: Total spend on this term

Taking Action on Search Terms

Click on a search term to open the action modal:

• Promote: Add the search term as a keyword to an ad group (Exact or Phrase match)
• Negate: Add as a negative keyword to block poor performers
• Watch List: Save terms for later review

AI Keyword Suggestions

Amazon's Target Promotion API provides AI-generated keyword and product recommendations based on your auto campaign performance.

Accessing AI Suggestions

1. Click TOOLS in the header
2. Select AI Suggestions
3. The suggestions panel loads recommendations from Amazon

How Suggestions Work

Amazon analyzes your automatic campaign data to suggest:

• Keywords: High-performing search terms from auto campaigns worth promoting to manual
• Products (ASINs): Products that perform well as targets based on customer behavior

Acting on Suggestions

1. Review the suggested keywords or ASINs with their performance metrics
2. Click on a suggestion to open the action modal
3. Choose the destination campaign/ad group
4. Select match type (for keywords: exact or phrase)
5. Set the bid amount
6. Click Add to stage the new keyword or target

Audiences & Targeting

Access Amazon's pre-built audience segments for targeting in SD and SP campaigns.

Browsing Audiences

1. Expand the AUDIENCES section in the Entity Tree
2. Browse categories: In-Market, Lifestyle, Interest, Life Events
3. Search for specific audience segments

Audiences In Use

The AUDIENCES IN USE section shows which audience segments are currently targeted by your campaigns, making it easy to audit your targeting strategy.

Advertised & Targeted

• ADVERTISED: Products (ASINs) that have ads across your campaigns
• TARGETED: Products and keywords being targeted in your campaigns

Reviving Archived Campaigns

Amazon permanently archives campaigns, but ads command center can clone them with all structure intact.

How It Works

When you revive an archived campaign:

1. A complete copy of the campaign is created
2. All ad groups are duplicated
3. All keywords, targets, and ads are copied
4. Settings like bids and budgets are preserved
5. The new campaign is created as "Paused" by default for safety

Keyboard Shortcuts

Speed up your workflow with keyboard shortcuts.

Shortcut	Action
Ctrl + Z	Undo last change
Ctrl + Y	Redo last undone change
Ctrl + A	Select all rows in grid
Ctrl + C	Copy selected rows
Ctrl + V	Paste rows
Enter	Confirm edit / Save
Escape	Cancel edit / Close dialog
Delete	Delete/Archive selected
↑ ↓	Navigate grid rows
Tab	Move to next cell