Amazon Ads Strategy 2026: The Brad Pitt Method

Here's the check.

First — what "active" means. A target is active if it has more than zero clicks in the last 60 days. Anything below that is dormant.

Now ask whoever handles your Amazon ads strategy — or pull it yourself in Campaign Manager — for three counts:

1. How many active keyword targets you're running.
2. How many active ASIN targets you're running.
3. How many active auto campaigns you're running.

Remove brand terms from all three. Brand terms are table stakes — they don't count. We're counting non-brand discovery.

That number is how many guys you have on base.

For reference: 538 on my smallest account, 20,000+ on my largest.

Want to grow that number? Send me your top 3 ASINs and your monthly ad budget. I'll tell you if there's room to grow.

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