amekala Amazon Ads
Everything on Amazon goes through the amazon_ads router. Follow adspirer-mcp for the two-step.
Account parameter: profile_id, as a string — a profile is a marketplace + account pair, so a
seller in the US and the UK has two. list_amazon_profiles enumerates them; get this right before
anything else or you will report the wrong marketplace's numbers.
Budgets are in the account's currency, minimum 1.00 in most marketplaces.
The three ad types
- Sponsored Products (
create_amazon_sp_campaign) — individual products in search results. Where almost everyone should start. - Sponsored Brands (
create_amazon_sb_campaign) — the banner with your logo and several products. Requires brand registry. - Sponsored Display (
create_amazon_sd_campaign) — retargeting on and off Amazon.
Hierarchy
Campaign → ad group → product ad → keywords. Each level carries its parent's id. Keywords and negative keywords attach to the ad group.
Campaigns are created paused. Resume with resume_amazon_campaigns after the user reviews.
Start with automatic targeting
For a new product, automatic targeting lets Amazon discover which search terms convert. Run it for
a couple of weeks, pull get_amazon_search_terms, then promote the winners into a manual campaign
as exact-match keywords and add the losers as negatives. Jumping straight to manual targeting means
guessing what shoppers type.
ACoS is the number that matters
Advertising Cost of Sale — ad spend divided by ad revenue. It is the inverse of ROAS. Whether a given ACoS is good depends entirely on the product's margin: at a 40% margin, a 40% ACoS breaks even. Ask for the margin before you call an ACoS good or bad.
analyze_amazon_wasted_spend finds spend without sales. get_amazon_product_performance and
get_amazon_purchased_products show what actually sold — including products the shopper bought
instead of the one you advertised, which is often the more interesting result.
The unified API is a passthrough
amazon_unified_api reaches Amazon endpoints that have no dedicated tool, including writes. It is
powerful and unguarded. Know what an endpoint does before you call it, and never use it to work
around a validation error from a dedicated tool.
Reading performance
Through the router: {"action": "execute", "tool_name": "get_amazon_campaign_performance", ...}.
Amazon reporting lags — data for the last 48 hours is incomplete, so don't read a same-day dip as
a trend.