Sponsored Products
Build, list, create, edit and archive Sponsored Products campaigns, ad groups, ads, targets and negatives from sheets — plus suggestions, a bid optimizer, portfolios, exports, history and recommendations.
The Sponsored Products panel manages SP advertising from Google Sheets. Every entity has its own sheet and the same five buttons; the Campaign Builder creates a whole campaign structure in one go.
How every ads sheet works
- Setup … Sheet creates or resets the header block — filters in row 4, results below. Data rows are not touched.
- List … fetches entities with the row-4 filters. By default only active ones load (ENABLED and PAUSED).
- Create … sends the rows that have the required ✎ fields and an EMPTY ID column; the new Amazon IDs are written back.
- Edit … pushes your changes — only for rows whose Select box is ticked, so nothing is mass-edited by accident.
- Delete … archives the ticked rows on Amazon. Archiving cannot be undone.
- Load Ad Groups / Load Ads / Load Targets drill down from the clicked row to the next sheet.
Main steps — launch a campaign with the Builder
Set up the Builder
Setup Tabs creates the five Campaign Builder tabs: Campaigns, Targets, Bidding Adjustment, Negatives, Bulk Sheet.
Plan and get suggestions
Fill the campaigns and ad groups; Get Suggestions writes Amazon's ranked keyword recommendations with suggested bids to Builder · Suggestions; Add Selected to Targets appends the ticked ones.
Validate
Validate All checks joins, enums, budgets, naming and name collisions; problems land in the Status columns.
Launch
Launch validates, then creates the whole structure on Amazon — campaigns, ad groups, ads, targets, negatives — and writes the IDs back. Rows that already have IDs are skipped.
Optimize
- SP Suggestions: get targeting and keyword suggestions, mine your own search-term report for negatives (terms with clicks and zero orders), then stage the ticked rows into SP Targets as PAUSED rows to review and create.
- Bid Optimizer: Analyze Campaign reads targets, bid recommendations, the suggested budget and Amazon's recommendations without changing anything; Apply Selected Bids and Apply Suggested Budget then change the campaign on Amazon.
- Portfolios, Ads Export, Ads History, Ads Recommendations: list and edit portfolios, export entities, read the change history, and list or apply Amazon's recommendations.
Every button
| Button | 中文 | What it does | Effect |
|---|---|---|---|
| Setup Tabs | 1 · 初始化标签页 | Create the 5 Campaign Builder tabs (Campaigns / Targets / Bidding Adjustment / Negatives / Bulk Sheet). | WRITES SHEET |
| Get Suggestions | 获取建议 | Amazon ranked keyword recommendations with suggested bids for every manual ad group's products — written to Builder · Suggestions for review. | WRITES SHEET |
| Add Selected to Targets | 3 · 将所选加入投放 | Append the ticked suggestion rows to Builder · Targets with their suggested bids. | WRITES SHEET |
| Validate All | 4 · 全部校验 | Validate the whole Builder workbook — joins, enums, budgets, naming, and live name-collision check. Problems land in the Status columns and the Bulk Sheet tab. | WRITES SHEET |
| Launch | 5 · 启动 | Validate, then create the whole structure on Amazon (campaigns → ad groups → ads → targets → negatives); IDs and per-row statuses are written back. Rows that already have IDs are skipped. | LIVE ON AMAZONWRITES SHEET |
| List SP campaigns | 列出 | Fetch SP campaigns using the row-4 filters. Default shows active only (ENABLED+PAUSED). | WRITES SHEET |
| Load Ad Groups | 加载广告组 | Drill down: click a campaign row first — this filters the SP Ad Groups sheet to that campaign and lists them. | WRITES SHEET |
| Load Targets | 加载投放 | Drill down: click a campaign row first — this filters the SP Targets sheet to that campaign and lists them. | WRITES SHEET |
| Create SP campaigns | 创建 | Create from rows with the required ✎ fields filled and an EMPTY ID column; new IDs are written back. | LIVE ON AMAZONWRITES SHEET |
| Edit SP campaigns | 编辑所选 | Push your changes to Amazon — ONLY for rows whose Select box is ticked. | LIVE ON AMAZONWRITES SHEET |
| Delete SP campaigns | 删除所选 | PERMANENTLY archive the ticked rows on Amazon — v1 delete = archive, it cannot be undone. | LIVE ON AMAZONWRITES SHEET |
| Setup SP campaigns Sheet | 设置表格 | Create or reset the sheet header block (data rows untouched). | WRITES SHEET |
| List SP ad groups | 列出 | Fetch SP ad groups using the row-4 filters. Default shows active only (ENABLED+PAUSED). | WRITES SHEET |
| Load Ads | 加载广告 | Drill down: click a ad group row first — this filters the SP Ads sheet to that ad group and lists them. | WRITES SHEET |
| Load Targets | 加载投放 | Drill down: click a ad group row first — this filters the SP Targets sheet to that ad group and lists them. | WRITES SHEET |
| Create SP ad groups | 创建 | Create from rows with the required ✎ fields filled and an EMPTY ID column; new IDs are written back. | LIVE ON AMAZONWRITES SHEET |
| Edit SP ad groups | 编辑所选 | Push your changes to Amazon — ONLY for rows whose Select box is ticked. | LIVE ON AMAZONWRITES SHEET |
| Delete SP ad groups | 删除所选 | PERMANENTLY archive the ticked rows on Amazon — v1 delete = archive, it cannot be undone. | LIVE ON AMAZONWRITES SHEET |
| Setup SP ad groups Sheet | 设置表格 | Create or reset the sheet header block (data rows untouched). | WRITES SHEET |
| List SP ads | 列出 | Fetch SP ads using the row-4 filters. Default shows active only (ENABLED+PAUSED). | WRITES SHEET |
| Create SP ads | 创建 | Create from rows with the required ✎ fields filled and an EMPTY ID column; new IDs are written back. | LIVE ON AMAZONWRITES SHEET |
| Edit SP ads | 编辑所选 | Push your changes to Amazon — ONLY for rows whose Select box is ticked. | LIVE ON AMAZONWRITES SHEET |
| Delete SP ads | 删除所选 | PERMANENTLY archive the ticked rows on Amazon — v1 delete = archive, it cannot be undone. | LIVE ON AMAZONWRITES SHEET |
| Setup SP ads Sheet | 设置表格 | Create or reset the sheet header block (data rows untouched). | WRITES SHEET |
| List SP targets | 列出 | Fetch SP BIDDING targets using the row-4 filters (positives only — negatives are on SP Negatives). Default shows active (ENABLED+PAUSED). | WRITES SHEET |
| Create SP targets | 创建 | Create from rows with the required ✎ fields filled and an EMPTY ID column; new IDs are written back. | LIVE ON AMAZONWRITES SHEET |
| Edit SP targets | 编辑所选 | Push your changes to Amazon — ONLY for rows whose Select box is ticked. | LIVE ON AMAZONWRITES SHEET |
| Delete SP targets | 删除所选 | PERMANENTLY archive the ticked rows on Amazon — v1 delete = archive, it cannot be undone. | LIVE ON AMAZONWRITES SHEET |
| Setup SP targets Sheet | 设置表格 | Create or reset the sheet header block (data rows untouched). | WRITES SHEET |
| List SP negatives | 列出 | Pull ALL negatives (keyword · product · brand, both levels) for the store, filtered by the row-4 Campaign / State. Names resolved from Ads Names. | WRITES SHEET |
| Create SP negatives | 创建 | Create from rows with NO Target ID. Per-type gate runs first (⚠️ reasons). KEYWORD→keyword+match; PRODUCT→ASIN; BRAND→brand id; Level CAMPAIGN omits the ad group. | LIVE ON AMAZONWRITES SHEET |
| Resolve Brand IDs | 解析品牌 ID | For ticked BRAND rows whose Brand cell is a plain name, look the brand up via Amazon's brand search and rewrite it as 'Name (id)'. | WRITES SHEET |
| Edit SP negatives | 编辑所选 | Push State (ENABLED/PAUSED) changes to Amazon for ticked rows (negatives have no bid). | LIVE ON AMAZONWRITES SHEET |
| Delete SP negatives | 删除所选 | PERMANENTLY archive the ticked negatives — v1 delete = archive, cannot be undone. | LIVE ON AMAZONWRITES SHEET |
| Setup SP Negatives Sheet | 设置表格 | Create or reset the SP Negatives tab (data rows untouched). | WRITES SHEET |
| Get Suggestions | 获取建议 | Fetch suggestions per the row-4 controls (Source, ASINs / Campaign+Ad Group names, Suggestion Type). Keyword bids are already decimal currency. NOTE: negative-KEYWORD suggestions have no Amazon endpoint — mine the SP Search Terms report instead. | WRITES SHEET |
| Search-Term Negatives | 搜索词否定 | NOT an Amazon suggestion — Amazon has no negative-keyword recommendation endpoint. Mines YOUR SP Search Terms report (rpt_sp_search_terms) for search terms with ≥ Min Clicks (J4) and ZERO orders over the Window (K4), writing MINED rows into the grid. Campaign (C4) scopes it; blank = whole account. Tick rows and Send Selected as Negatives. | WRITES SHEET |
| Send Selected to SP Targets | 将所选发送 → SP 投放 | Stage the ticked suggestions into SP Targets (PAUSED, empty ID, Select ticked) — review there, then Create. Duplicates already on SP Targets are SKIPPED. | WRITES SHEET |
| Send Selected as Negatives | 将所选发送为否定投放 | Stage the ticked rows into SP Targets with Negative=TRUE (keyword negatives; brand rows stage as PRODUCT_CATEGORY brand refinements). | WRITES SHEET |
| Setup SP Suggestions Sheet | 初始化表格 | Create or reset the SP Suggestions tab (data rows untouched). | WRITES SHEET |
| Analyze Campaign | 分析广告活动 | Read-only: pull the campaign's targets, bid recs per ad group, suggested budget (with the missed-opportunity WINDOW dates — they can be years old) and Amazon's campaign recommendations. Ad groups without servable ads show 'not delivering' (Amazon 422 — normal). | READ |
| Apply Selected Bids | 应用所选竞价 | MUTATES Amazon: bulk-update the ticked targets' bids per the Apply Mode (MEDIAN / HIGH / CUSTOM New Bid). | LIVE ON AMAZONWRITES SHEET |
| Apply Suggested Budget | 应用建议预算 | MUTATES Amazon: set the campaign's daily budget to the analyzed Suggested Budget (D4). | LIVE ON AMAZONWRITES SHEET |
| Setup Bid Optimizer Sheet | 初始化表格 | Create or reset the Bid Optimizer tab. | WRITES SHEET |
| List Portfolios | 列出 | Fetch all portfolios with budgets into the Portfolios sheet. | WRITES SHEET |
| Create Portfolios | 创建 | Create portfolios from rows with a name and NO Portfolio ID; new IDs are written back. | LIVE ON AMAZONWRITES SHEET |
| Edit Selected | 编辑所选 | Push changes to Amazon — ONLY for Select-ticked rows. Portfolios cannot be archived via the API. | LIVE ON AMAZONWRITES SHEET |
| Setup Sheet | 设置表格 | Create or reset the Portfolios sheet header block. | WRITES SHEET |
| Setup Sheet | 设置表格 | Create or reset the Ads Export sheet. | WRITES SHEET |
| Submit Export | 提交导出 | Submit ads entity export requests. | WRITES SHEET |
| Get Export Result | 获取导出结果 | Poll pending exports and download completed files. | WRITES SHEET |
| Setup Sheet | 设置表格 | Create or reset the Ads History sheet. | WRITES SHEET |
| Get History | 获取历史 | Fetch ads change history for a date range and entity type. | WRITES SHEET |
| Setup Sheet | 设置表格 | Create or reset the Ads Recommendations sheet. | WRITES SHEET |
| List Recommendations | 列出 | Fetch Amazon’s automated ads recommendations. | WRITES SHEET |
| Apply Recommendations | 应用所选 | Apply the selected recommendations to your account. | LIVE ON AMAZONWRITES SHEET |
Prefer to ask an agent?
The Ads tools work over MCP too — ads_query_campaign, ads_create_campaign, ads_update_campaign_budget and the rest of the tool reference. Guides: Automate Amazon Ads budgets; on the blog, Let AI manage every dollar of ad budget.