Amazon Sponsored Products: The Campaign Structure That Saved Me 10 Hours a Week

I've built over 200 Amazon SP campaigns in the past two years. Here's the structure I settled on after wasting thousands on poorly organized ads.

The problem with most campaign setups
New sellers usually do one of two things:

Throw everything into one auto-targeting campaign and hope for the best
Create a separate campaign for every single keyword (unmanageable after 5 products)
Both approaches fall apart at scale. The first gives you zero control. The second buries you in data.

My 3-campaign structure (per product)
Campaign 1: Exact Match (Harvest)

5-10 proven keywords that already convert
Bid 20% above Amazon's suggested bid
Top of Search placement adjustment: +50%
This is your money-maker. Tight targeting, maximum visibility.
Campaign 2: Broad Match (Discovery)

20-30 keywords, lower bids
Purpose: find new search terms you haven't thought of
Check the Search Term Report weekly
Any term that converts 3+ times → move to Campaign 1
Campaign 3: Auto Targeting (Scout)

Close Match + Substitutes: enabled
Loose Match + Complements: paused (not deleted — Amazon rejects the file if you remove these rows)
Run for 2 weeks minimum before judging performance
Harvested terms go to Campaign 1 or Campaign 2
The weekly loop
Every Monday, 15 minutes:

Pull the Search Term Report for the past 7 days
Any search term with 3+ conversions → add to Exact campaign
Any search term with 10+ clicks and 0 conversions → add as negative keyword
Repeat
After 4 weeks of this cycle, ACOS stabilizes without daily bid adjustments.

The setup bottleneck
This structure works. But setting it up manually is painful.

3 campaigns × 5 ad groups × keywords, bids, negatives, placement adjustments... for each product. Amazon's bulk sheet template has 30+ columns and no forgiveness for formatting errors.

I built AMZTool specifically to eliminate this bottleneck. You configure the campaigns in a form, click generate, and get a ready-to-upload .xlsx file. Free tier covers 12 generations per month.

But even if you set everything up manually — use this structure. It works.