Win on Amazon as a Small Business with Smart Advertising Strategies

May is Small Business Month, and we’re spotlighting the tools and strategies that help small-but-mighty companies grow. In a recent WiT educational webinar, How to Use Amazon Advertising to Reach More Customers, Jeffrey Cohen, Principal Evangelist at Amazon Ads, joined Ehi Oviasu-Kahn— Chairwoman of the Board at Women in Toys, Licensing & Entertainment, attorney, artist, and visionary founder of Little Art—to unpack how brands of all sizes can tap into Amazon’s ad ecosystem and build smarter, more sustainable growth.

The conversation touched on a powerful truth: you don’t need to be a big brand to win on Amazon. With the right strategy—and a clear understanding of how ads fit into your broader business plan—small businesses can reach the right customers, increase visibility, and drive meaningful sales without blowing the budget. Below are the key takeaways from the session.

Advertising is the Last Step

Before diving into ads, make sure your house is in order:

• You need a product that’s ready to sell

• Your listing should include great images, clear titles, and detailed descriptions

• Your inventory must be available (via FBA or your own fulfillment)

Only then should you start thinking about ads—which act like fuel on a fire you’ve already built.

Start Small and Test Smart

Advertising doesn’t require a big budget out of the gate. Start with a small test budget and a clear hypothesis (e.g. “Will this keyword generate sales?”). Use Amazon’s Sponsored Products Auto Campaigns to let the algorithm do the heavy lifting.

Test. Measure. Adjust.

1. Start with a hypothesis

2. Measure key success metrics

3. Analyze results

4. Pivot or persevere

This mindset reduces risk—and stress.

Brand Building on Amazon

There are many ways to build your brand on Amazon—make sure to take advantage of Amazon’s free brand-building tools:

1. Amazon Storefront: Think of this as your brand’s mini website within Amazon. Use it to tell your story, highlight your product line, and encourage multiple purchases.

2. Brand Story Section: Share your mission, origin story, or product impact—this builds trust and helps differentiate you from competitors.

3. Customer Reviews: The Amazon “flywheel” thrives on reviews. Good reviews lead to better placement, which leads to more visibility and sales.

Match the Shopper’s Journey

Think of your customer’s search behavior like walking through a store:

• Some know exactly what they want → keyword-specific ads work best

• Some are browsing for ideas → sponsored brand ads with product collections and videos help them explore

• Some are shopping for adjacent needs (e.g. party supplies) → sponsored display ads can help your product appear alongside related items

Understanding this path—and showing up at the right moment—helps convert interest into action.

Follow These Best Practices

To get the most from your advertising campaigns, keep these tips in mind:

• Set a meaningful budget so you can gather enough data to make smart decisions

• Limit keywords per campaign—stick to 3–5 to ensure clarity and control

• Be patient—Amazon campaigns need time to optimize and perform

• Read the metrics wisely—if clicks aren’t converting, it may be time to improve your product page

Tools for Scrappy Creators

Amazon Ads now offers AI-powered tools to make advertising more accessible:

• AI Image Creator: Turn your standard product photo into lifestyle shots—on a table, in a party scene, etc.—without needing models or props.

• Video Builder: Create short, branded videos using templates, music, and your product images—for free.

These tools save time and money, and help your listings and ads stand out.

Whether you’re a solo founder or leading a fast-growing startup, Amazon provides a playing field where smart, nimble businesses can win. Advertising on Amazon isn’t just about selling—it’s about telling your story, building your brand, and growing with intention.

Looking for more support? Explore WiT’s growing library of small business resources, created to help you navigate growth, marketing, IP, and more.

This blog is inspired by the WiT Webinar “How to Use Amazon Advertising to Reach More Customers.” Watch it on WiT’s Video Library.