Create Sponsored Display (SD) campaigns

On this page you can build a new Sponsored Display (SD: Sponsored Display) campaign. SD ads appear on product pages and on placements off Amazon, and their defining characteristic is that you choose the tactic (audience targeting / contextual targeting) first. It covers everything from checking your existing structure, to building a full campaign set, to adding targeting and negative targeting.

About this page

Item	Details
What you can do	Check existing SD campaigns, build a full set from campaign → ad group → product ads → targeting, and add targeting or negative targeting to an existing campaign
Applies to	Sponsored Display (SD)
Data & connection needed	A connected Amazon Ads account (because it writes). The ASINs of the products to feature, and the products / categories you want to target
Scope	Varies by prompt. Checking the existing structure = read-only / building a new set, adding targeting, adding negative targeting = changes ad settings after approval (created in a paused state (PAUSED) by default). Each prompt states its own in “Changes”

The prompts on this page are written with the tool constraints specific to SD in mind.

The SD campaign list also has no argument for filtering by name, so you have to fetch every page, cross-checking total_results against the number of rows actually fetched (the per-page limit is 100). The tactic (audience / contextual) cannot be retrieved from the list, so the prompts specify stating “cannot be retrieved” rather than inferring it from the campaign name.
The start date is not included in the proposal diff for a new build (Prompt 2). The tactic is specified with the codes T00020 (audience) / T00030 (contextual), and the prompts specify also writing an explanation in words for the approver.
Targeting a category requires Amazon’s category ID (a number). It cannot be converted from a name, so if you don’t know the ID, do not guess — state that explicitly.
Negative targeting works only per ASIN or per brand ID; category-level exclusion is not possible.
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 see the structure of your existing SD campaigns in a list
You want to build an SD campaign as a full set, from the campaign through to the targeting
You want to add product or category targeting to an SD campaign you already have
You want to specify products or categories you do not want to show on as negative targeting on an existing SD campaign

Before you run

Target account … if you handle multiple accounts, check first that the account you write to is the correct one.
Tactic … whether to deliver with audience targeting or contextual targeting (see the note above).
ASINs of the products to feature … the ASINs of your own products to put in the ads.
Products / categories to target … the competitor ASINs or categories to specify for contextual targeting.
Setting up your naming rules first helps you avoid building duplicates (Classify ads with labels and naming rules).

Prompt quick reference

What you want to do	What you learn / what gets created	Changes	Prompt
Check the structure of existing SD campaigns	A table of SD campaigns	No change (read-only)	Prompt 1
Build a full new SD campaign set in one go	A preview of the campaign-through-targeting structure	Changes ad settings after approval (new creation, created paused)	Prompt 2
Add targeting to an existing SD campaign	A preview of the targeting and bids to be added	Changes ad settings after approval (addition)	Prompt 3
Add negative targeting to an existing SD campaign	A preview of the targeting to be excluded	Changes ad settings after approval (adds an exclusion)	Prompt 4

Prompt 1: Check the structure of existing SD campaigns

Before building anything new, list the SD campaigns you already have.

When to use — when, before building anything new, you want to understand the structure and naming of your current SD campaigns.

What you need — nothing (use it as is).

Please list the existing Sponsored Display (SD) campaigns.

- Campaign name
- State
- Daily budget
- Budget type
- Start date
- Portfolio ID it belongs to

If pagination is returned, keep going until the total count and the number fetched match,
and state both the number fetched and the total count.

The tactic (audience / contextual) cannot be retrieved from this list.
Do not infer it from the campaign name; state explicitly that it "cannot be retrieved"
(check it in the Amazon Ads console if you need it).

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

Purpose: to use for the naming-collision check before building a new SD campaign, and to understand the existing structure.

The next prompt that uses this result: "Build a full new SD campaign set in one go"

What you can change — (none; this only displays)

What you get back — a table of SD campaign name, state, daily budget, budget type, start date, and the portfolio ID it belongs to. The tactic (audience / contextual) cannot be retrieved from this list.

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

Next steps — build new campaigns with Prompt 2.

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

Builds everything from the campaign through to the product ads and targeting at once. Review the proposal before you approve.

When to use — when you want to launch an SD campaign from scratch as a full set, from the campaign through to the targeting.

What you need — the build purpose, campaign name, tactic, daily budget, start date, the ASINs of the products to feature, and the targets.

Please build a new Sponsored Display (SD) campaign.
※ SD is Sponsored Display. It is a separate product from DSP; do not treat it as a substitute for DSP.

- Purpose: {{BUILD_PURPOSE (e.g., re-engaging lapsed customers through retargeting)}}
- Campaign name: {{CAMPAIGN_NAME (e.g., SD_NewProductA_Retargeting_2026H2)}}
- Tactic: {{TACTIC (audience = T00020 / contextual = T00030)}}
- Daily budget: {{DAILY_BUDGET (e.g., 2000)}} JPY (SD has no budget type choice; it is fixed to a daily budget)
- Start date: {{START_DATE (e.g., 2026-08-01)}}
- Products to feature: {{TARGET_ASINS (one or more, e.g., B0XXXXXXX1)}}
- Targets: {{TARGETS (e.g., competitor ASINs, categories)}}

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.
Lower levels 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: fetch every page of the existing SD campaign list, confirm there is no naming collision, and
   present the campaign name, tactic, daily budget, start date, and state on creation as a diff
   ※ The SD campaign list tool has no argument for filtering by name (name_filter).
     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, SD had 73 campaigns = about 1 page).
     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/day, tactic, state",
     and the metadata contained only name / budget / tactic. 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.
   ※ The tactic is specified with a tactic code (T00020 = audience / T00030 = contextual).
     It appears in the diff as a code, so add an explanation in words when you show it to the approver.
2. Ad group: specify the created campaign and propose the ad group name and default bid
3. Product ads: specify the products to feature. Seller accounts require SKU specification, so
   check in the product list whether the target ASINs have SKUs attached; if they don't, state that explicitly
   and ask for the SKU to be specified
4. Targeting: propose it as product-specified (ASIN), category-specified, or an audience condition.
   Confirm it is consistent with the tactic chosen in stage 1 (T00030 → product/category, T00020 → audience)

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 daily 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 they exceed the target, propose a pause or a review of the tactic.
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.
※ Choose a measurement tool that can aggregate SD separately from SP. The placement-level aggregation
  includes only SP and SB, so it cannot be used to evaluate SD.

What you can change — the build purpose, campaign name, tactic (audience / contextual), daily budget, start date, the ASINs of the products to feature, and the targets.

What you get back — a preview of the campaign / ad group / product ad / targeting structure.

Changes — after approval, creates a full new Amazon Ads campaign set. The state on creation is a paused state (PAUSED) by default.

Next steps — after building, add targeting with Prompt 3 and add negative targeting with Prompt 4. To review bids, use Adjust bids.

Prompt 3: Add targeting to an existing SD campaign

Adds product or category targeting to an SD campaign you already have.

When to use — when you want to add products (ASINs) or categories you are targeting to a running SD campaign.

What you need — the campaign name, the ad group name, the targets to add (ASINs / categories), the starting bid, the state on creation, and the purpose of the addition.

Please add the following targeting to ad group "{{AD_GROUP_NAME (e.g., SD_NewProductA_2026H2_Competitors)}}"
of SD campaign "{{CAMPAIGN_NAME (e.g., SD_NewProductA_2026H2)}}":
{{TARGETS (ASINs, or Amazon category IDs (numbers); one or more, e.g., B0XXXXXXX2)}}

- Starting bid: {{STARTING_BID (e.g., 60)}} JPY
- State on creation: {{STATE_ON_CREATION (enabled / paused, e.g., enabled)}}
- Purpose of the addition: {{ADDITION_PURPOSE (e.g., strengthening exposure on competitor product pages)}}

Steps:
1. Identify the target SD campaign and ad group from real Picaro MCP data and present the campaign_id and ad_group_id.
   If the name doesn't match, several campaigns share the same name, the ad group can't be identified, and so on, do not pick by guessing —
   show me a list of the candidates and ask me to confirm.
2. Fetch that ad group's existing targeting and check whether it overlaps with what is being added this time.
   State the number of rows fetched and whether there is a next page remaining.
3. To target a category, specify it with Amazon's category ID (a number).
   If you only know the category name, state explicitly that it cannot be converted into an ID, and do not substitute some other ID by guessing.
4. Create a proposal and show it to me, stating the following explicitly:
   - The campaign_id / ad_group_id being added to
   - The expression (type and value) of each target
   - The bid (also add whether it is higher or lower than the existing targeting and the default_bid)
   - The state on creation (enabled / paused)
   - Whether it duplicates existing targeting
5. Do not apply anything to Amazon Ads (do not execute the proposal) until I have reviewed and approved it.
   If I do not approve, discard the proposal you created.

Do not fill in numbers, IDs, or setting values you did not fetch from Picaro MCP with guesses or interpolation.
For items you could not fetch, state explicitly that they could not be fetched and why.

After approval, fetch Impressions, Clicks, and ACoS 7 days later with "measure the effect of an initiative," and
if Orders or clicks fall short of the target, or if ACoS exceeds the acceptable range,
consider a bid adjustment or an exclusion.

What you can change — the campaign name, the ad group name, the targets to add (ASINs / categories), the starting bid, the state on creation, and the purpose of the addition.

What you get back — a preview listing the targeting to be added and the bids.

Changes — after approval, adds the targeting to the specified ad group.

Next steps — to optimize the bids after adding, use Adjust bids.

Prompt 4: Add negative targeting to an existing SD campaign

Specify products or categories you do not want to deliver on (e.g., placements that are not performing) and add them as negative targeting on the SD campaign.

When to use — when you want to stop showing on a specific product or category.

What you need — the campaign name, the ad group name, the ASINs or brand IDs to exclude, and the state on creation.

Please add the following as negative targeting to ad group "{{AD_GROUP_NAME (e.g., SD_NewProductA_2026H2_Competitors)}}"
of SD campaign "{{CAMPAIGN_NAME (e.g., SD_NewProductA_2026H2)}}":
{{NEGATIVE_ASINS_OR_BRAND_IDS (one or more, e.g., the ASINs of our own other-brand products)}}

- Reason for exclusion: {{EXCLUSION_REASON (e.g., avoiding cannibalization)}}
- State on creation: {{STATE_ON_CREATION (enabled / paused, e.g., enabled)}}

Steps:
1. Identify the target SD campaign and ad group from real Picaro MCP data and present the campaign_id and ad_group_id.
   SD negative targeting is an ad-group-level setting. If the target campaign has several ad groups,
   do not decide which one to add to by guessing — show me a list of the candidates and ask me to confirm.
2. SD negative targeting can only be specified per ASIN (product exclusion) and per brand ID (brand exclusion).
   If the request includes excluding at the category level, state explicitly that this cannot be specified, and
   propose an alternative such as listing candidate ASINs to exclude within that category.
   If the brand ID is unknown, do not guess a value — say that a brand ID is required.
3. Fetch that ad group's existing negative targeting and check whether it overlaps with what is being added this time.
   State the number of rows fetched and whether there is a next page remaining.
4. Create a proposal and show it to me, stating the following explicitly:
   - The campaign_id / ad_group_id being added to
   - The expression (type and value) of each exclusion
   - The state on creation (enabled / paused)
   - Whether it duplicates the existing exclusions
   - Any concern that the exclusion narrows the delivery scope excessively
5. Do not apply anything to Amazon Ads (do not execute the proposal) until I have reviewed and approved it.
   If I do not approve, discard the proposal you created.

Do not fill in numbers, IDs, or setting values you did not fetch from Picaro MCP with guesses or interpolation.
For items you could not fetch, state explicitly that they could not be fetched and why.

After approval, check the change in ACoS and Impressions 7 days later with "measure the effect of an initiative," and
if ACoS has not improved, or if Orders have fallen compared with before the exclusion, revisit the scope of the exclusion.

What you can change — the campaign name, the ad group name, the ASINs or brand IDs to exclude, the reason for the exclusion, and the state on creation.

What you get back — a preview listing the negative targeting to be added.

Changes — after approval, adds the negative targeting to the specified campaign.

Next steps — if you want to identify low-performing placements from actual results data, use Find high-performing keywords and product targeting.

Create Sponsored Products (SP) campaigns — building new SP campaigns
Create Sponsored Brands (SB) campaigns — building new SB campaigns
Classify ads with labels and naming rules — set up campaign naming rules before building
Find high-performing keywords and product targeting — reviewing targeting after the build
Adjust bids — post-build bid optimization