The Pro Active Plus blog
Amazon PPC, decoded
Platform updates, new ad formats, and practical strategy for sellers who care about profitable growth — written by people who run accounts every day.
Prime Day PPC Prep: A Practical Pre-Event Checklist
Prime Day is won in the weeks before it, not the day of. Here's the practical PPC checklist we run so budgets, bids, and listings are ready when demand spikes.
Platform news & updates
The newest Amazon Ads launches and what they mean for your account.
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Amazon PPCAlexa+ Agentic Ads: The First Ad You Can Buy From Without Leaving It
Amazon launched Alexa+ Agentic Ads — shoppers go from seeing an ad to completing a purchase inside the conversation. Here's what it signals for sellers.
Moshe Mayer -
Amazon PPCAgentic Shopping Is Here: What Alexa for Shopping Means for Your Ads
Amazon merged Rufus and Alexa+ into Alexa for Shopping — and your existing campaigns are already eligible to show up in those AI conversations. Here's what to know.
Moshe Mayer -
Amazon PPCBrand+ and Performance+ Get Seven New Powers (Including AI Video in Minutes)
Amazon expanded Brand+ and Performance+ with audio, AI video generation, and mid-funnel optimization. Here's what's new and what's worth your attention.
Moshe Mayer -
Amazon PPCSponsored Brands Collections: One Ad, Many Products, AI-Curated
Amazon's new Sponsored Brands collections promote multiple related products in a single ad — with AI picking the lineup per shopper. Here's how to use it well.
Moshe Mayer -
Amazon PPCSponsored Products & Brands Prompts Are Now Live — And Now They Cost You
Amazon's AI prompts moved from free beta to general availability — and they now bill against your CPC. Here's what changed and how to manage them.
Moshe Mayer -
Amazon PPCAmazon's New AI Campaign Manager: One Command Center for Every Ad
Amazon rebuilt Campaign Manager into a single AI-powered hub for sponsored ads and DSP. Here's what changes for sellers — and where human strategy still wins.
Moshe Mayer -
Amazon PPCReserve Share of Voice: Lock Down Your Branded Search on Amazon
Amazon's new Sponsored Brands reserve share of voice lets you buy guaranteed top-of-search placement for branded keywords at a fixed price. Here's the math.
Moshe Mayer -
Amazon PPCSponsored Products Video Is Live: What It Means for Your Amazon Ads
Amazon's new Sponsored Products video format lets you show products in action right inside search. Here's how it works and how to use it to lift CTR.
Moshe Mayer
Strategy & guides
Evergreen playbooks on the metrics, tactics, and tools that grow profitable sales.
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Amazon PPCYour Brand Store Is a PPC Asset: How to Make It Convert
A good Brand Store isn't decoration — it's the highest-converting landing page you can send Sponsored Brands traffic to. Here's how to build one that sells.
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Amazon PPCBudget Rules: Automating Amazon Ad Spend Without Losing Control
Running out of budget by noon on a big day? Amazon's budget rules automate spend around events and performance so you stop capping your best days by hand.
Moshe Mayer -
Amazon PPCAmazon Attribution: Measure the Off-Amazon Traffic You Send
If you drive traffic to Amazon from Google, social, or email, Amazon Attribution shows you what actually works. Here's what it is and why it's worth the setup.
Moshe Mayer -
Amazon PPCTop of Search: How Placement Modifiers Change Your ACoS
Top of search converts best and costs most. Placement modifiers let you bid more for it on purpose. Here's how to use them without blowing your ACoS.
Moshe Mayer -
Amazon PPCDynamic Bids vs Fixed Bids: Amazon's Bid Strategies Explained
Amazon gives you three bid strategies, and the default isn't always right. Here's what dynamic down, dynamic up-and-down, and fixed bids each do — in plain English.
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Amazon PPCProduct Targeting: How ASIN Conquesting Wins Competitor Traffic
Product targeting puts your ad on competitor detail pages. Done right, it steals high-intent shoppers. Done wrong, it burns cash. Here's how to do it right.
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Amazon PPCAmazon DSP for Smaller Brands: Is It Worth It Yet?
Amazon DSP is powerful, but it's not for everyone. Here's what DSP actually does, who it fits, and the honest test for whether you're ready for it.
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Amazon PPCSponsored Brands vs Sponsored Products: When to Use Each
Sponsored Products and Sponsored Brands look similar but do different jobs. Here's a plain-English guide to which one to reach for, and when to run both.
Moshe Mayer -
Amazon PPCSponsored Display Audiences: How to Retarget Shoppers and Reach New Ones
Sponsored Display lets you follow shoppers who viewed your product and reach new audiences off the search bar. Here's how to use it without wasting spend.
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Amazon PPCHow Much Should You Pay for an Amazon PPC Tool? The Real Math
Most PPC tools charge a base fee plus a percentage of your ad spend. Here's the cost-as-%-of-spend math that decides whether a tool is worth it at your scale.
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Amazon PPCWhy We Pair AI Tools With Human Strategy (And You Should Too)
AI can make thousands of bid changes a day. It still can't decide what 'good' means for your business. Here's how we combine both to maximize profit.
Moshe Mayer -
Amazon PPCRule-Based vs ML vs Agentic: The Three Types of PPC Automation
'AI-powered' means three very different things in Amazon PPC. Understanding rule-based, ML, and agentic automation tells you how much control you're giving up.
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Amazon PPCBest AI Amazon PPC Tools in 2026: An Honest Breakdown
Adtomic, Perpetua, Quartile, Scale Insights, Pacvue and more — what each is actually good at, who needs them, and when you don't need a tool at all.
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Amazon PPCNegative Keyword Harvesting at Scale: Manual vs Automated
Negative keyword harvesting is the highest-ROI routine in PPC. Here's how it works, where automation helps, and where a human still needs to make the call.
Moshe Mayer -
Amazon PPCAmazon's BSA Agent Policy: The New Rules for AI PPC Tools
Amazon's BSA Agent Policy sets baseline rules for AI agents that act on your Amazon account. Here's what it requires and why it protects sellers.
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Amazon PPCDayparting on Amazon: Using Hourly Data to Cut Wasted Spend
Not every hour converts equally. Dayparting shifts budget toward the hours that actually sell — here's how it works and what makes it possible.
Moshe Mayer -
Amazon PPCThe Amazon Ads MCP Server: What It Means for AI-Powered PPC
Amazon launched an MCP Server that lets AI agents plug directly into Ads. Here's what it is, why it matters, and how it's reshaping the PPC tool market.
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Amazon PPCAmazon Marketing Stream vs Amazon Marketing Cloud: Which Connection You Need
Marketing Stream gives you real-time hourly data. AMC gives you deep historical analysis. Here's when to use each — and why advanced sellers use both.
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Amazon PPCThe Amazon Ads API: How Automation Actually Connects to Your Account
Every serious Amazon PPC tool runs on the Amazon Ads API. Here's what it is, what it unlocks, and why it's the backbone of real campaign automation.
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Amazon PPCAmazon PPC Keyword Research: How to Find Keywords That Actually Convert
Search volume is a vanity metric. Here's how we research Amazon PPC keywords for buyer intent and conversion — not just traffic — so your spend turns into sales.
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Amazon PPCNegative Keywords: The Fastest Way to Stop Wasting Amazon Ad Spend
Negative keywords are the highest-ROI 30 minutes you can spend on an Amazon account. Here's how to find wasted spend and cut it without hurting good traffic.
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Amazon PPCACoS vs TACoS: The Metric That Tells You If Amazon Ads Actually Work
ACoS measures ad efficiency. TACoS measures business health. Here's the difference, why TACoS matters more, and how to use both to grow profit — not just cut spend.
Moshe Mayer