Amazon ads are divided into two ways, one is automatic advertising and the other is manual advertising.

Automatic advertising: The Amazon system sets keywords and bids, and automatically displays products based on algorithms.

Automatic advertising is relatively simple to set up, and the system can automatically identify long-tail keywords, but it is too programmatic and not flexible when bidding, and it may display ads for irrelevant search keywords, which is suitable for novice sellers with little experience.

Manual advertising: Sellers need to set keywords and bids by themselves, and display ads based on search keywords.

Manual advertising is more flexible when bidding, and it is easier to push ads to target consumers, thereby increasing conversion rates, but it is time-consuming to operate and requires multiple manual adjustments, so it is more suitable for experienced and senior sellers.