Most advertisers assume that keywords are the most important entity to focus on in their Amazon advertising account. This is a holdover from other ad publishers like Google. Amazon PPC is all about which product you show for which search term and how much you pay for this. Keywords are simply tools to manage search term exposure. Moving the focus to search terms allows advertisers to gain control over their account instead of spending frustrating hours fighting against Amazon’s algorithm. The target audience for this session is anyone who directly manages an advertising account on Amazon, whether this is an account they own, or a client account they manage. This session is for you if you set up the account without a clear understanding of how Amazon Ads work, or you are confused why their optimization efforts aren’t working as well as you expect them to do.