# Amazon Ads: Budget Rules & Automation

## Phase 6: Budget Rules & Automation

### Schedule-Based Rules

Auto-increase budget on specific dates:

```
amazon_ads_budget_rules_create(
    profile_id=PROFILE_ID,
    campaign_id=CAMPAIGN_ID,
    rule_type="SCHEDULE",
    name="Holiday Boost",
    budget_increase_percent=50,
    start_date="20261201",
    end_date="20261225"
)
```

### Performance-Based Rules

Auto-increase budget when metrics are met:

```
amazon_ads_budget_rules_create(
    profile_id=PROFILE_ID,
    campaign_id=CAMPAIGN_ID,
    rule_type="PERFORMANCE",
    name="High ROAS Rule",
    budget_increase_percent=25,
    performance_metric="ROAS",
    comparison_operator="GREATER_THAN_OR_EQUAL_TO",
    threshold=5.0,
    start_date="20260301"
)
```

Performance metrics: `ACOS`, `CTR`, `CVR`, `ROAS`.

> **CRITICAL**: Budget rule dates use `YYYYMMDD` format (not `YYYY-MM-DD`).

# Amazon Ads: Campaign Structure & Creation

Read [discovery.md](discovery.md) first — product research and the approved pre-creation summary are prerequisites.

## Phase 3: Campaign Structure

### Recommended Structure

```
Campaign (targeting type: MANUAL or AUTO)
└── Ad Group (default bid)
    ├── Product Ads (ASINs)
    ├── Keywords (MANUAL campaigns only)
    └── Product Targets (MANUAL campaigns only, mutually exclusive with keywords)
```

### Structure Decision Tree

```
AUTO Campaign:
  → Single campaign
  → Single ad group (broad matching)
  → Add product ads (ASINs)
  → Campaign-level negative keywords
  → Let Amazon optimize

MANUAL Campaign:
  → Separate ad groups by targeting theme
  → Each ad group: keywords OR product targets (not both)
  → Specific bids per keyword/target
  → Campaign and ad-group level negatives
```

### Best Practices
- Separate auto and manual campaigns.
- Group related ASINs in the same ad group.
- Use EXACT match for high-intent keywords.
- Add negatives at campaign level for broad exclusions.
- Start with conservative bids and increase based on ACoS data.

## Phase 4: Pre-Creation Summary (Must Be Approved)

```
Campaign Strategy for [Product/Brand]

Profile: [profileId] ([marketplace])
Account Type: [seller/vendor]
ASINs: [list]
Target ACoS: [X]%
Daily Budget: $[X]
Targeting: [AUTO/MANUAL/both]
Bidding Strategy: [strategy]
Keywords: [count] across [match types]
Negatives: [count] terms excluded

Approve to proceed?
```

Wait for explicit approval.

## Phase 5: Campaign Creation

### 1. Create Campaign
```
amazon_ads_campaigns_create(
    profile_id=PROFILE_ID,
    name="SP - Manual - [Product]",
    targeting_type="MANUAL",
    daily_budget=25,
    start_date="2026-03-01",
    state="PAUSED",
    bidding_strategy="legacy_for_sales"
)
```
Returns: `campaignId`.

### 2. Create Ad Group
```
amazon_ads_ad_groups_create(
    profile_id=PROFILE_ID,
    campaign_id=CAMPAIGN_ID,
    name="[Product] - Exact Keywords",
    default_bid=0.75,
    state="PAUSED"
)
```
Returns: `adGroupId`.

### 3. Add Product Ads
```
amazon_ads_product_ads_create(
    profile_id=PROFILE_ID,
    ad_group_id=AD_GROUP_ID,
    campaign_id=CAMPAIGN_ID,
    asin="B0XXXXXXXXX",
    state="PAUSED"
)
```

### 4. Add Keywords (MANUAL campaigns only)
```
amazon_ads_keywords_create(
    profile_id=PROFILE_ID,
    ad_group_id=AD_GROUP_ID,
    campaign_id=CAMPAIGN_ID,
    keyword_text="wireless earbuds",
    match_type="EXACT",
    bid=0.85
)
```

### 5. Add Negative Keywords (Campaign Level)
```
amazon_ads_campaign_negative_keywords_create(
    profile_id=PROFILE_ID,
    campaign_id=CAMPAIGN_ID,
    keyword_text="cheap",
    match_type="NEGATIVE_PHRASE"
)
```

### 6. Add Negative Keywords (Ad Group Level)
```
amazon_ads_negative_keywords_create(
    profile_id=PROFILE_ID,
    ad_group_id=AD_GROUP_ID,
    campaign_id=CAMPAIGN_ID,
    keyword_text="refurbished",
    match_type="NEGATIVE_EXACT"
)
```

### 7. Product Targeting (alternative to keywords — separate ad group)
```
amazon_ads_product_targets_create(
    profile_id=PROFILE_ID,
    ad_group_id=AD_GROUP_ID,
    campaign_id=CAMPAIGN_ID,
    expression=[{"type": "ASIN_SAME_AS", "value": "B0COMPETITOR"}],
    bid=0.60,
    state="PAUSED"
)
```

Available expression types:
- `ASIN_SAME_AS`: target a specific ASIN.
- `ASIN_CATEGORY_SAME_AS`: target an entire category.
- `ASIN_BRAND_SAME_AS`: target a brand (requires numeric brand ID).

### 8. Negative Product Targets (Ad Group Level)
```
amazon_ads_negative_product_targets_create(
    profile_id=PROFILE_ID,
    ad_group_id=AD_GROUP_ID,
    campaign_id=CAMPAIGN_ID,
    expression=[{"type": "ASIN_SAME_AS", "value": "B0EXCLUDE"}],
    state="ENABLED"
)
```

Only `ASIN_SAME_AS` and `ASIN_BRAND_SAME_AS` are supported for negative targets.

# Amazon Ads: Profile Discovery & Account Assessment

## Phase 1: Profile Discovery

Call `amazon_ads_profiles_list()` to list advertising profiles.

- Each profile corresponds to a marketplace (US, BR, CA, MX, UK, DE, JP, etc.).
- Profiles are either **seller** or **vendor** type.
- If multiple: ask the user which marketplace to focus on.
- If single: inform the user and proceed.
- Note the `profileId` — it's required for every subsequent API call.

**Health Check**: Call `amazon_ads_health_check()` to verify OAuth tokens, profile access, and billing status.

## Phase 2: Account Assessment

### Existing Campaign Audit
```
amazon_ads_campaigns_list(profile_id=PROFILE_ID)
```
Review active campaigns, budgets, and targeting types (auto vs manual).

### Product Research
- Get the ASINs the user wants to advertise (real ASINs only — never invent them).
- Ask about product category, price point, and margins.
- Calculate target ACoS: `(ad spend / ad revenue) × 100`.
- Understand the competitive landscape.

### Keyword Research
- Review search term reports from existing campaigns.
- Identify high-performing keywords.
- Plan match types: EXACT for proven terms, PHRASE for discovery, BROAD for expansion.
- Identify negative keywords to exclude.

### Bid Strategy
Ask about budget and goals:
- `LEGACY_FOR_SALES` (default): Amazon lowers bids when less likely to convert.
- `AUTO_FOR_SALES`: Dynamic bids, up and down.
- `MANUAL`: Full control over bid amounts.

### Confirm Criticals
- Daily budget.
- Target ACoS.
- ASINs to advertise.
- Target marketplace(s).
- Auto vs manual targeting preference.

# Amazon Ads: Reporting, Bid Recommendations & Multi-Profile

## Reporting & Analysis

### Create Performance Report
```
amazon_ads_reports_create(
    profile_id=PROFILE_ID,
    report_type="spCampaigns",
    columns=["impressions", "clicks", "cost", "spend"],
    start_date="2026-02-01",
    end_date="2026-02-28",
    group_by=["campaign"],
    time_unit="SUMMARY"
)
```

### Check Report Status
```
amazon_ads_reports_status_get(profile_id=PROFILE_ID, report_id=REPORT_ID)
```

Reports are async. Status transitions: PENDING → PROCESSING → COMPLETED.

### Report Types
| Type | Description |
| --- | --- |
| `spCampaigns` | Campaign-level metrics. |
| `spAdGroups` | Ad group-level metrics. |
| `spAdvertisedProduct` | ASIN-level metrics. |
| `spTargeting` | Keyword/target metrics. |
| `spSearchTerm` | Search term report. |

### Report Configuration
- `group_by` is **required**: `campaign`, `adGroup`, or `campaignPlacement`.
- Valid columns include: `impressions`, `clicks`, `cost`, `spend`, `sales7d`, `purchases7d`, `unitsSoldClicks7d`, `clickThroughRate`, `costPerClick`.
- Columns like `campaignId` and `campaignName` are **not allowed** in the columns list.

### Key Metrics
| Metric | Formula |
| --- | --- |
| ACoS | ad spend / ad revenue × 100 |
| ROAS | ad revenue / ad spend |
| TACoS | ad spend / total revenue × 100 |
| CTR | clicks / impressions × 100 |
| CPC | cost / clicks |
| CVR | orders / clicks × 100 |

## Bid Recommendations

Get theme-based bid recommendations for an existing ad group:

```
amazon_ads_bid_recommendations_get(
    profile_id=PROFILE_ID,
    campaign_id=CAMPAIGN_ID,
    ad_group_id=AD_GROUP_ID,
    targeting_expressions=[
        {"type": "KEYWORD_BROAD_MATCH", "value": "wireless earbuds"},
        {"type": "KEYWORD_EXACT_MATCH", "value": "bluetooth headphones"},
        {"type": "CLOSE_MATCH"},
        {"type": "LOOSE_MATCH"}
    ]
)
```

Available targeting expression types:
- `CLOSE_MATCH`, `LOOSE_MATCH`, `SUBSTITUTES`, `COMPLEMENTS` (auto targeting).
- `KEYWORD_BROAD_MATCH`, `KEYWORD_EXACT_MATCH`, `KEYWORD_PHRASE_MATCH` (keyword targeting).

## Multi-Profile Management

Amazon Ads supports multiple profiles per integration:
- US (USD) — primary marketplace.
- Brazil (BRL) — regional expansion.
- Canada (CAD) — North America.
- Mexico (MXN) — regional expansion.

**Cross-Profile Strategy**:
- Create similar campaigns on high-performing profiles.
- Adjust bids by marketplace (currency and competition differ).
- Track unified ROI by aggregating per-profile reports in chat.