Create Sponsored Brands (SB) campaigns

On this page you can build new Sponsored Brands (SB: Sponsored Brands) campaigns. SB ads combine your brand logo, a headline, and multiple products, and appear at the top of search results, and they have a fixed build order. This page covers everything from checking your existing structure, to building a full new set in one go, to adding keyword / product targets and adding negatives.

About this page

Item	Details
What you can do	Check the structure of existing SB campaigns, build new campaigns / ad groups / keyword / product targets / ad creatives, and add targeting or negatives to existing SB campaigns
Applies to	Sponsored Brands (SB)
Data & connection needed	A connected account. Building, adding, and excluding (Prompts 2–4) write to the Amazon Ads side, so you first need to Connect ad accounts
Scope	Varies by prompt. Checking the structure = read-only / building, adding, and excluding = changes ad settings after approval (newly created items are paused (PAUSED) by default). Each prompt states its own in “Changes”

The prompts on this page are written with the limits on how many rows the existing campaign list and keyword list can return in mind.

The SB campaign list has no argument for filtering by name (it is returned via page / limit, so you have to fetch every page, cross-checking total_results against the number of rows actually fetched; the per-page limit is 100).
Fetching the list of existing keywords or negative settings is limited to 100 rows per call, and no total count is returned. The prompts specify that if exactly 100 rows come back, you must state explicitly that “full coverage cannot be guaranteed.”
The start date is not included in the proposal diff for a new build (Prompt 2). The start date you passed has to be checked against your own request.
Proposals created for verification, or proposals for a build you called off, remain pending approval if left alone (the measured expiry is 24 hours from generation). The prompts specify that you confirm and report that you discarded them.

When to use this

Before building anything new, you want to check the structure of your existing SB campaigns to avoid naming collisions and duplicate builds
You want to build a full new SB — brand logo, headline, and multiple products — in one go
You want to add keywords or product targets to an existing SB campaign
You want to exclude search terms or products that aren’t selling relative to their ad spend from an SB campaign

Before you run

Target account … if you handle multiple accounts, confirm the target account is correct first.
Amazon Ads account connection … building, adding, and excluding involve writes, so the connection must be complete.
Naming conventions … to avoid naming collisions, it is safer to set up your conventions in advance in Classify ads with labels and naming rules.
Enabling after creation … newly created items are paused (PAUSED) by default. To start delivery, review the content and then enable it.

Quick reference

Goal	What you get	Changes	Prompt
Check the structure of existing SB campaigns	A list of campaign name, state, budget, and so on	No change (read-only)	Prompt 1
Build a full new SB campaign set in one go	A structure preview (created after approval)	Changes ad settings after approval	Prompt 2
Add keyword / product targets to an existing SB campaign	A preview of the candidates to add and their starting bids	Changes ad settings after approval	Prompt 3
Add negative keywords / negative product targets to an existing SB campaign	A preview of the exclusion candidates	Changes ad settings after approval	Prompt 4
Build a new SB campaign with an explicit purpose and trigger	A before/after comparison preview (created after approval)	Changes ad settings after approval	Prompt 5

Prompt 1: Check the structure of existing SB campaigns

Before building anything new, list the SB campaigns you already have. This is the pre-check that prevents naming collisions and duplicate builds.

When to use — when you want to list your existing SB campaigns before building anything new, to avoid naming collisions and duplicate builds.

What you need — the target account (specify it if you handle multiple accounts).

List the existing Sponsored Brands (SB) campaigns for {{TARGET_ACCOUNT}}, in a form I can use as a naming-collision check before building new SB campaigns.

[How to fetch]
1. Call list_existing_sb_campaigns with include_ad_groups=false / include_metrics=false / limit=100, and advance page to fetch every page.
   - total_results in the response is the total size of the population. Always state both the number fetched and the total, and make the coverage rate explicit. If you cannot fetch them all, write that.
   - This tool has no state filter. ARCHIVED items are returned too, so sort by state yourself after fetching. Archived names still collide, so do not remove them from the population.
2. Fetch ad group counts only for ENABLED campaigns.
   - Do not use include_ad_groups=true against the whole account. A separate request is issued per campaign, so it times out when there are many.
   - Instead, call list_sb_ad_groups(campaign_id) per target campaign, or use include_ad_groups=true on a small unit narrowed by portfolio_id.
   - Write "not fetched" for campaigns you could not fetch. Do not write 0.

[Items to output]
1. The breakdown of counts by state (ENABLED / PAUSED / ARCHIVED)
2. A list of campaign name, state, and budget (budget_amount and budget_type)
3. Ad group count … only for ENABLED campaigns

[How to judge naming collisions]
Do not judge on exact match alone. Compare after the following normalization, and list collisions and near-collisions by type:
- Unify the full-width pipe "｜" to the half-width "|"
- Collapse runs of whitespace into one and trim leading/trailing whitespace
- Ignore case
Then report these separately:
(a) exact duplicates  (b) differences of case only
(c) differences of whitespace only    (d) differences of separator only
In addition, list pairs that differ only by a prefix or suffix (e.g., ones with "[ENDED]" or a sequence number attached) separately as near-collisions.

[Also provide]
- Infer and show the current naming convention pattern from the existing names
- If you propose candidate names for a new campaign, show them only after confirming they do not collide with the existing names after the normalization above

[Notes]
- Performance values (ad spend, sales) are out of scope for this check. Call with include_metrics=false. If you do need them later, fix on a single source and state where it came from (SB ad spend differs in value depending on the source).
- Do not sum the returned rows yourself to produce account-level values. The surface_refs in the response explicitly forbid it. Counting rows is within the scope of this use and is fine, but do not sum monetary amounts.
- Read-only. Do not create or modify campaigns.

What you get back — a table of SB campaign name, state, budget, ad group count, and so on.

Changes — no change (read-only). Nothing is written to Amazon Ads.

Next steps — check for naming collisions, and if there are none, build a new campaign with Prompt 2.

Prompt 2: Build a full new SB campaign set in one go

Builds everything from the campaign through to the ad creative at once. Review the proposal before you approve it.

When to use — when you want to build a full SB set — brand logo, headline, and multiple products — from the campaign through to the ad creative in one go.

What you need — the campaign name, the budget type (daily budget / lifetime budget), the budget, the start date, the ASINs of the products to feature, the keywords to target, and the target ACoS.

Please build a new Sponsored Brands (SB) campaign.

- Purpose: {{BUILD_PURPOSE (e.g., brand awareness for a new product launch)}}
- Campaign name: {{CAMPAIGN_NAME (e.g., SB_NewProductA_BrandMessage_2026H2)}}
- Budget type: {{BUDGET_TYPE (DAILY = daily budget / LIFETIME = lifetime budget)}}
- Budget: {{BUDGET (e.g., 3000)}} JPY
- Start date: {{START_DATE (e.g., 2026-08-01)}}
- Products to feature: {{TARGET_ASINS (one or more, e.g., B0XXXXXXX1,B0XXXXXXX2)}}
- Keywords to target: {{KEYWORDS (one or more, e.g., product name, generic name)}}

Split the build into the following 4 stages, and show me a proposal and ask for approval at each stage.
Do not apply anything to Amazon Ads until I approve, and leave the state on creation as paused (PAUSED).
Lower levels (ad group, keywords, ads) cannot be specified unless the level above them has already been created, so
proceed one stage at a time in the order "propose → approve → create → next stage."

1. Campaign: after fetching every page of the existing SB campaign list and confirming there is no naming collision,
   present the campaign name, budget type, budget, start date, and state on creation as a diff (new creation)
   ※ The SB campaign list tool has no argument for filtering by name (name_filter) (the SP tool has one, but it is a different tool).
     Results come back via page / limit, so work out the number of pages you need from total_results, fetch every page, and match them yourself
     (the backend limit for limit is 100; in measurement, SB had 146 campaigns = about 2 pages).
     State both the number you fetched and total_results, and if they don't match, write that "naming collisions could not be fully checked."
   ※ The separator in campaign names is a mix of half-width | and full-width ｜. Match naming collisions after normalizing
     full-width/half-width, upper/lower case, and whitespace.
   ※ The generated proposal diff does not include the start date.
     In measurement, the proposal diff was currentValue="(new)" / recommendedValue="budget/budget type, state",
     and the metadata contained only name / budget / budgetType. The start_date you passed is not echoed back.
     Showing the diff as is therefore isn't enough for an approval decision, so present the start date you passed to the proposal
     alongside it from your own request contents, and state explicitly: "the start date does not appear in the proposal diff, so please check it against this description."
     The same applies when you specify a portfolio.
2. Ad group: specify the created campaign and propose an ad group.
   Always state in the diff which campaign it is being added to
3. Keywords: specify the created ad group and propose the keywords, match types, and bids.
   Show the bid range of the existing keywords in the same ad group as the basis for the bids; do not make them up by guessing
4. Ads (creatives): propose the brand name, headline, logo, custom image, and landing page.
   The asset IDs for the logo and custom image have to be prepared in advance in the creative asset library of the
   Amazon Ads console and passed to you by me (the asset list cannot be fetched)

Do not fill in items you cannot fetch with guesses or assumptions; state explicitly that they cannot be fetched.
Forecast values for initial budget spend cannot be fetched, so limit what you present to the budget you set and its cap.

[Cleanup after verification or cancellation (mandatory)]
The proposal at each stage remains on the account as pending approval from the moment it is generated (the measured expiry is 24 hours from generation).
To leave no path for another person to approve a leftover proposal later, if you call off the build or created the proposal for verification,
always discard that proposal, confirm you were able to discard it, and report that.

After approval, 7 days later fetch Impressions, Clicks, and ACoS with "measure the effect of an initiative," and
if ACoS exceeds {{TARGET_ACOS (e.g., 15%)}}, propose a bid review or a pause.
If you left it PAUSED at creation, delivery has not started, so
before measuring, confirm "when delivery started" and measure 7 days from the delivery start date.

What you get back — a preview of the campaign / ad group / keyword / ad structure. Created after approval. The creative headline and brand logo are subject to Amazon’s review, so they may be sent back during moderation.

Changes — changes ad settings after approval (creates a new SB campaign; created paused (PAUSED) by default).

Next steps — after creation, review the content and then enable it. If you want to set up naming conventions, see Classify ads with labels and naming rules.

Prompt 3: Add keywords and product targets to an existing SB campaign

Adds keywords or product targets to an SB campaign you already have.

When to use — when you want to add keywords or product targets to an SB campaign you already have.

What you need — the campaign name, the keywords to add and their match type, the purpose of the addition, or the ASINs / categories for product targeting.

Please add the following keywords to the ad group of SB campaign
"{{CAMPAIGN_NAME (e.g., SB_NewProductA_2026H2)}}" with match type {{MATCH_TYPE (e.g., Phrase)}}:
{{KEYWORDS (one or more, e.g., product name, free shipping)}}

- Purpose of the addition: {{ADDITION_PURPOSE (e.g., harvesting keywords judged to be opportunities in the search term report)}}
- If you are adding product targets, specify them either by ASIN or by category

Please proceed as follows.

1. Fetch the ad group list of the target campaign and identify the ad group to add to
2. Fetch that ad group's existing keywords and show whether they overlap with the keywords being added this time.
   Fetching existing keywords is limited to 100 rows per call and returns no total count, so if 100 rows come back,
   state explicitly that "full coverage cannot be guaranteed (duplicates may be missed)"
3. Present the keywords, match types, and bids to be added as a diff.
   Show the bid range of the existing keywords in the same ad group as the basis for the bids;
   do not make up a suggested bid by guessing

Please show me the proposal above first.
Do not apply anything to Amazon Ads until I have reviewed and approved it.

Do not fill in items you cannot fetch with guesses or assumptions; state explicitly that they cannot be fetched.

After approval, fetch clicks, Orders, and ACoS 7 days later with "measure the effect of an initiative," and
if ACoS worsens and Orders do not grow, switch the added items over to exclusions.

What you get back — a preview listing the keywords and product targets to be added and their starting bids.

Changes — changes ad settings after approval (adds keywords and product targets).

Next steps — review the bids after adding via the approval flow in Adjust bids.

Prompt 4: Add negative keywords and negative product targets to an existing SB campaign

Excludes search terms and products that aren’t selling relative to their ad spend from the SB campaign.

When to use — when you want to exclude search terms or products that aren’t selling relative to their ad spend from an SB campaign.

What you need — the campaign name, the negative keywords, the ASINs of the products to exclude, and the reason for the exclusion.

Please add the following as negatives to SB campaign
"{{CAMPAIGN_NAME (e.g., SB_NewProductA_2026H2)}}":
- Negative keywords: {{NEGATIVE_KEYWORDS (one or more, e.g., a similar product's brand name)}}
- Negative product targets: {{NEGATIVE_ASINS (one or more, e.g., B0XXXXXXX9)}}
- Reason for exclusion: {{EXCLUSION_REASON (e.g., ACoS has been far above target over the past 30 days)}}

SB negatives can only be registered at the ad group level (campaign-level negatives are not supported).
So please proceed as follows.

1. Fetch the ad group list of the target campaign and identify the ad group to apply the negatives to
2. Fetch that ad group's existing negative keywords and negative product targets and show whether there are duplicates.
   Fetching is limited to 100 rows per call and returns no total count, so if 100 rows come back,
   state explicitly that full coverage cannot be guaranteed
3. Present the contents of the negatives to be added as a diff
   (for keywords, negative exact / negative phrase; for products, ASIN-specified / brand-specified)

Please show me the proposal first.
Do not apply anything to Amazon Ads until I have reviewed and approved it.

If the number of registered items comes back as 0, state explicitly whether this is a fetch failure or an actual 0.

After approval, fetch the wasted clicks (spend via the excluded terms) and
ACoS 7 days later with "measure the effect of an initiative," and if there is no improvement, revisit the negative settings.

What you get back — a preview listing the negative keywords and negative product targets to be added.

Changes — changes ad settings after approval (adds negative keywords and negative product targets).

Next steps — to surface exclusion candidates, use Add negative keywords or Find high-performing keywords and product targeting.

Prompt 5: Build a new SB campaign with an explicit purpose and trigger

Like Prompt 2, this also builds a full SB campaign set, but here you first declare the purpose (why you’re building it) and the trigger (what event kicks off the build), calculate the starting bid from actual measured data, and then build it through an approval gate — a flow suited to ongoing operations.

When to use — when a clear trigger has occurred, such as a new product launch or the start of a seasonal campaign, and you want to build a new SB campaign with the purpose stated explicitly.

What you need — the Picaro account ID and ad profile ID (both required; the account ID cannot be identified from the profile ID alone), the target product (ASIN or brand), the purpose of the build, the trigger, the target ACoS, and the daily budget cap.

Goal: to grow sales for {{target product (e.g., ASIN list / brand)}}, build a new Sponsored Brands (SB) campaign under Picaro account {{Picaro account ID (e.g., 5)}} / ad profile {{ad profile ID (e.g., 1234567890123456)}}.
Trigger: when {{trigger (e.g., new product launch / start of seasonal campaign)}} occurs.

※ SB tools require both the Picaro account ID and the ad profile ID — the account ID cannot be identified from the profile ID alone. If you don't have both, confirm them first.

Steps:
1. Scan the existing campaign names across all pages (keep paging until total_results matches the count fetched), and confirm the proposed name doesn't duplicate or nearly duplicate an existing one. If a duplicate or near-duplicate name exists, state so and adjust the naming proposal.
2. Assemble and present candidates for the headline, featured products, targeting policy, daily budget, and starting bid. Choose the target product from real, existing ASINs/brands; don't invent values.
3. Calculate the starting bid as "target ACoS × measured CVR × measured AOV." Use {{target ACoS (e.g., 20%)}} for the target ACoS, and pull CVR/AOV from this same account's existing SB performance, stating the source campaign(s) and period you referenced. If the theoretical value diverges significantly from bids actually in use, present both.
4. Brand logo and custom-image asset IDs can only be checked in the ad management console and cannot be fetched. Mark any item you cannot retrieve as "TBD (awaiting manual input)" and do not fill it with a guess.

Before executing, always: present a before/after comparison table of the changes (campaign name / state / start date / portfolio / headline / featured products / targeting / daily budget / starting bid), and do not apply anything to Amazon Ads until approved. Set the state to PAUSED on creation, and be sure to also state in writing any setting not shown on the approval screen (start date, portfolio).
Guardrail: exclude from the proposal any setting that exceeds {{metric to protect (e.g., daily budget cap of ¥5,000)}}. This cap is not enforced by the tool itself, so explicitly confirm it isn't exceeded when presenting the proposal.
After executing: at {{evaluation date (e.g., 7 days later)}}, compare ACoS, ad-attributed sales, and Impression Share, and present one of Keep/Expand/Adjust/Pause/Revert/Investigate. State explicitly if any metric can't be retrieved.

What you can change — the target product / Picaro account ID / ad profile ID / build purpose / trigger / target ACoS / daily budget cap (Guardrail) / evaluation date.

What you get back — a before/after comparison table of campaign name / state / start date / portfolio / headline / featured products / targeting / daily budget / starting bid. Items that can’t be retrieved, such as the brand logo and custom-image asset IDs, are marked “TBD (awaiting manual input).”

Changes — changes ad settings after approval (creates a new SB campaign; created paused (PAUSED) by default). The daily budget cap guardrail is not enforced by the tool itself, so always confirm it isn’t exceeded when presenting the proposal.