Everything you need to know

PPC Optimizer Protakes the Amazon Ads bulk file you already export from Seller Central, applies a rules engine to it, and hands back a ready-to-upload file with smarter bids, budgets, placements and pauses — no spreadsheet formulas required. It's built for Amazon sellers and agencies running Sponsored Products campaigns who want to stop manually adjusting bids every week.

Who it's for

Anyone managing Amazon Sponsored Products campaigns — from a single-ASIN seller to an agency managing several accounts — who wants faster, more consistent bid and budget decisions than doing it by hand in a spreadsheet.

Creating your account

1. 1
   Click Start free trial on the homepage or go to /register.
2. 2
   Enter your full name, choose a username, add your email, and set a password.
3. 3
   Choose Monthly or Yearly billing and add a payment method to activate your 7-day free trial (see Account & billing — you won't be charged until the trial ends).
4. 4
   Check your inbox for a verification email and click the link to verify your address.
5. 5
   Log in and you'll land on your Dashboard.

Running your first optimization

1. 1
   Go to Optimizer Lab in the sidebar and choose your marketplace.
2. 2
   Add your bulk files and your sales report (see Optimizer Lab for what each one is for).
3. 3
   Keep the recommended settings and click Run the Lab. A run takes a few minutes; when the server is busy it waits in line and starts on its own.
4. 4
   Review the changes (the ones the Lab recommends start ticked), optionally type your own bid on any row, then click Download final file.
5. 5
   Upload that file in Amazon Ads → Bulk Operations → Upload campaigns. Changes go live within a few hours.

Plans

There is one plan — PPC Optimizer Pro — billed either monthly ($19.99/mo) or yearly ($149/yr, ~38% cheaper than monthly). Every plan includes all features: the Optimizer Lab, Rules Manager and Auto → Manual Campaign Builder. There are no separate feature tiers — upgrading only changes your billing cycle, not what you can access.

New accounts get a 7-day free trial. A payment method is required to start the trial, and you can cancel any time before then from Settings.

Upgrading, downgrading, and switching billing cycle

Go to Settingsand use the subscription section to change your plan or update your payment method. Payment method updates for past-due accounts are handled through Paddle's secure customer portal (linked from Settings).

Cancelling

1. 1
   Go to Settings in the sidebar.
2. 2
   Find the subscription section and click Cancel Subscription.
3. 3
   Confirm the cancellation. Your Pro access continues until the end of the billing period you already paid for — you are not cut off immediately.

Invoices & billing history

Your Settings page includes a billing history table with every billing event, its status, transaction ID, amount, and a link to the receipt/invoice where available.

Two-factor authentication (2FA)

Also managed from Settings: scan the QR code with an authenticator app, enter the 6-digit code to activate 2FA, and enter a current code any time you want to disable it again.

Account security notes

Each account can only be logged in on one device at a time. Logging in from a new device automatically ends the previous session (you'll see a "Session Expired" notice there). Passwords are hashed with bcrypt and are never visible to anyone, including our team.

Why three files

An Amazon bulk file holds one total per row for its whole date range, so the last 14 days can't be worked out from a 60-day file. The Lab runs your DAY 60, DAY 30 and DAY 14 rules on their own files and combines the answers: the most recent window decides, except that it won't cut back something that sold before unless the recent drop is real rather than chance.

Supported files

Upload the original .xlsx bulk files exactly as Amazon exports them: don't edit column headers or re-save them in another program first. Once a week, tick "Campaign items with zero impressions" for the 60-day download, so the Lab also sees the ads Amazon stopped showing; on other days plain files are fine. The Lab works with the US, UK, DE, FR, IT and ES marketplaces: choose yours at the top of the page.

Step-by-step

1. 1
   Go to Optimizer Lab and choose your marketplace.
2. 2
   Add the 60-day file (required), the 30- and 14-day files, and your sales report.
3. 3
   Keep the recommended settings (each one explains itself) and click Run the Lab.
4. 4
   Review the results and download the final file (see below).

What the Lab checks before it changes anything (plain language)

• Your rules: the Rules Manager's DAY 60, 30 and 14 rules decide what to change.
• Cooldown: anything it changed is left alone for 7 days (you can change this), so every change has time to show results.
• Evidence: it won't pause or cut something that sold before on thin data.
• Price limits: with your sales report, no bid goes above what a click is worth at the product's price; a bid above it comes down at most 25% a run, and only where clicks cost money. You can set your own max bid per price instead (Advanced settings, “Max bid by price”), and upload a price list so a price you just raised counts before the next sale.
• Discovery: a target with no clicks may bid past its price limit, because a bid costs nothing until it is clicked. Once clicks come it goes back to the limit, and a budget caps what these raises may spend.
• Your Merch group: Merch pays Plus (15% of sales from ads) twice Creator's royalty, and Premium (35%) a little more. Set your group in Advanced settings (or let the Lab estimate it from your ad share). With Merch group protection on, when your ad share falls toward your group's floor the Lab raises your proven targets (2+ orders, clicks that pay) step by step, and Top of Search in their campaigns up to the % you choose, never past what those clicks can pay for. Creator has no floor, so nothing happens there.
• Pause policy: something that spent $1 or more in 14 days without an order in 60 days is paused (you set the amount; 0 turns it off), and nothing that ordered in the last 60 days is paused by it.
• No pointless pauses: a pause that would save nothing (no click and no spend lately) isn't suggested.

Reading the results

• Recommended changes start ticked; untick any you don't want.
• Suggestions wait for your decision, in three groups: the Lab recommends it, it waits for the cooldown, or the Lab held it back on purpose (best left out).
• Your own value: type a bid on any row. On a row the Lab would pause, a typed bid changes the bid instead.
• Why: every row shows the rule behind it, its numbers in each window, and anything that held it back.

Downloading & uploading to Amazon Ads

1. 1
   Click Download final file: it holds only the rows you ticked, with your values.
2. 2
   In Amazon Ads, go to Bulk Operations → Upload campaigns and upload the file the same day.
3. 3
   Amazon applies bulk changes within a few hours; the Lab picks up from there on your next run.

Limits

You can run the Lab up to 3 times a day, one run at a time. When the server is busy, your run waits in line and starts on its own; the page shows your place in line.

Rules Manager

The Optimizer Lab is powered by your Rules Manager (in the sidebar). Each rule is defined by an entity, which match types it applies to (Exact, Phrase, Broad, PAT, and more), a campaign type filter (All / Sponsored Products / Sponsored Brands / Sponsored Display), metric range filters (impressions, clicks, spend, sales, orders, ACOS, CTR, CVR, CPC), a formula/action, and min/max bid guardrails. You can enable or disable any rule per time period (14/30/60-day sheet), or build entirely custom rules with your own conditions. A sheet you never saved gets the default rules on your first Lab run.

Upload your search term report and the tool ranks every search term by wasted ad spend — search terms that have burned budget with little or no conversions — so you know exactly what to cut first, ordered from the most expensive waste down.

Exporting negative keywords

1. 1
   Upload your Search Term Report (.xlsx).
2. 2
   Review the ranked list of wasted-spend search terms.
3. 3
   Enter your email address when prompted (required once, to unlock the download).
4. 4
   Download the negative keyword export and upload it to your campaigns to block those search terms going forward.

When to use it

Automatic campaigns are great at discovering new converting search terms, but leaving winners running only inside Auto campaigns means you can't control their bids precisely by match type. Use this tool once your Auto campaigns have enough history to have found some real winners — typically after they've been running a few weeks.

What "graduating" a search term means

"Graduating" a search term means taking a search term that's already proven itself inside an Auto campaign (enough orders, low enough ACOS) and giving it its own dedicated targeting in a new Manual campaign — as an Exact, Phrase, and/or Broad match, each with its own bid. This gives you precise bid control over your best-performing terms instead of leaving them at the mercy of Amazon's automatic targeting.

Step-by-step walkthrough

1. 1
   Go to Auto → Manual in the sidebar.
2. 2
   Upload your Amazon Bulk Entity file.
3. 3
   Set your thresholds: Min Orders (how many orders a search term needs before it "graduates"), Max ACOS % (the highest ACOS a term can have and still qualify), and Daily Budget for each new campaign created.
4. 4
   Set a Bid Increase % per match type (Exact, Phrase, Broad) — the new campaign's starting bid is calculated from the search term's existing CPC plus this percentage.
5. 5
   Choose which match types you want generated (Exact, Phrase, and/or Broad).
6. 6
   Generate the file — it creates new, separate Manual campaigns for the qualifying search terms without duplicating anything you've already built manually.
7. 7
   Download and upload the resulting bulk file to Seller Central.

Your Dashboard is the first thing you see after logging in. It shows:

• Subscription status card — your current plan status (Free, Trialing, Active, Canceled, Past Due) with a button to upgrade or manage your plan.
• Processing stats — Total Jobs, Completed, Rows Processed, and Rows Changed, filterable by Last 7 Days, Last 30 Days, or a custom date range.
• Detailed stats — Bid Changes, Placement Changes, Paused rows, and Average Processing Time.
• Recent Jobs table — your latest processed files with status, row counts, processing time, and date.
• Quick actions — one-click shortcuts to Manage Rules, Optimizer Lab, Auto → Manual, and Processing History.

Processing History

The Historypage (in the sidebar) keeps a full log of every file you've processed, including completed vs. failed job counts, so you can look back at what you ran and when. Your Optimizer Lab runs are listed in the Lab itself, where you can open any of them again.

My Lab run failed

Make sure you're uploading the original Amazon Sponsored Products bulk files (.xlsx) exactly as exported from Bulk Operations — don't rename column headers, delete columns, or re-save them in Excel/Google Sheets first, since that can change the files' internal formatting. If the Lab says your files look like another marketplace's, choose the right marketplace at the top of the page.

I'm not seeing any changes in the output

Check that you have rules enabled for each time period (14/30/60-day) in the Rules Manager, and that your campaign data actually meets the conditions of your active rules — if nothing in your files matches a rule's condition, nothing will change, and that's expected behavior, not a bug. Anything the Lab changed in the last 7 days also waits for its cooldown.

The download button isn't working

Download final file needs at least one ticked row, and every value you typed must be valid (a wrong one is marked in red). A failed run has nothing to download: fix the files and run the Lab again.

I can't log in

Make sure your email is verified — check your inbox and spam folder for the verification email. Remember accounts are limited to one device at a time, so logging in elsewhere will end any other active session. If you're still stuck, contact support.

My run is waiting in line

When the server is busy, or another run is going, your run waits and starts on its own — the page shows your place in line. You can leave the page meanwhile and come back later.

New to Amazon PPC? Here are the terms used throughout this documentation and the app.

ACOS (Advertising Cost of Sales)

Ad spend ÷ ad-attributed sales × 100. Measures how efficiently your ad spend converts into ad-driven revenue.

TACoS (Total Advertising Cost of Sales)

Ad spend ÷ total sales (organic + ad-driven) × 100. Measures how much of your overall business is funded by advertising.

Bid

The amount you're willing to pay for a click on a keyword or product target.

Match type

How closely a shopper's search has to match your keyword to trigger your ad — Exact, Phrase, or Broad (from most to least strict).

Search term vs. keyword

A keyword is what you targeted; a search term is what the shopper actually typed. Broad and Phrase match can trigger your ad on search terms that don't exactly match your keyword.

Bulk sheet / bulk file

The .xlsx spreadsheet exported from Amazon Ads Console's Bulk Operations tool, containing every campaign, ad group, keyword, and target — the file this tool reads and rewrites.

Placement

Where your ad shows on the search results or product page — Top of Search, Rest of Search, or Product Pages. You can bid a percentage higher for specific placements.

Negative keyword

A keyword you explicitly block your ads from showing for, usually because it's been burning spend with no conversions.

CTR / CVR / CPC

Click-Through Rate (clicks ÷ impressions), Conversion Rate (orders ÷ clicks), and Cost Per Click (spend ÷ clicks).

Auto vs. Manual campaign

Auto campaigns let Amazon choose what search terms to target; Manual campaigns let you target specific keywords or products yourself with full bid control.