Manage SP ad groups and product ads

On this page you can manage what is inside your SP (Sponsored Products) campaigns — ad groups, product ads, and negative product targeting. Building the campaign itself lives in Create Sponsored Products (SP) campaigns, and bid optimization in Adjust bids. This page covers what sits between them: the ad groups, and the products you put in them.

About this page

Item	Details
What you can do here	Take stock of SP ad groups and product ads, add ad groups and product ads to an existing campaign, review ad group default bids and product ad delivery states, and take stock of negative product targeting
Applies to	Sponsored Products (SP)
Data and connections required	A connected Amazon Ads account. The range of campaigns to cover, and the ASINs of the products to advertise
Scope of execution	Varies by prompt. Taking stock (Prompt 1, and the first half of Prompt 4) is read-only; adding and changing (Prompts 2, 3, and the second half of 4) modifies Amazon Ads settings after approval. Each prompt states this under “Settings changed”

There are places in the SP ad group data where you will miss things unless you fetch them carefully. The prompt bodies are written with these in mind.

The campaign list pages through everything automatically, but returns no performance figures. Unlike the SB and SD campaign lists, the SP list gives you campaign name, state, daily budget, targeting type, and portfolio — nothing more. To filter on performance you have to join a separate source.
The ad group list bundled into the campaign response does not cover every campaign. In testing it covered 113 of 470 campaigns, and it carries neither the default bid nor the state. The information you actually need for a review only appears when you fetch ad groups per campaign.
Fetching ad groups requires a campaign ID. There is no call that returns them account-wide. On an account with many live SP campaigns, walking all of them takes a long time, so the prompts make you narrow the range first.
Fetching negative product targeting requires an ad group ID. A campaign ID alone will not work (it errors). You have to walk campaign → ad group → negatives.
You cannot treat the sum of the returned rows as an account-wide total. The list response itself states that summing rows only produces a partial subtotal.

When to use this

You have lost track of which products sit in which ad group
You want to add a new product to an existing campaign, but you need a new ad group for it
Ad group default bids are still whatever they were at build time, and their relationship to individual bids is unclear
Discontinued or out-of-stock products are still sitting in ad groups
Your own products are competing with each other and you want to check the negatives

Before you run

Which account — if you handle several accounts, confirm the target account first.
The range — which campaigns to cover (by portfolio, by part of the name, by a cap on the count). Covering every live SP campaign is not realistic on a large account.
ASINs and SKUs of the products to advertise — needed when adding.
Your negatives policy — whether you are trying to stop your own products competing, or to keep specific products out.

Prompt quick reference

What you want to do	What you get	Settings changed	Prompt
Take stock of ad groups and product ads	A list of ad groups and product ads, and the gap between registered and running	None (read-only)	Prompt 1
Add an ad group and product ads to an existing campaign	A preview of the ad group and product ads to be added	Changes ad settings after approval (new additions)	Prompt 2
Review default bids and delivery states	Proposed changes to default bids and product ad states	Changes ad settings after approval (default bids, states)	Prompt 3
Take stock of negative product targeting	A list of negatives, what is missing or stale, and proposed changes	Changes ad settings after approval (adding and lifting negatives)	Prompt 4

Prompt 1: Take stock of SP ad groups and product ads

Lists the ad groups in the SP campaigns you specify, along with the product ads registered in them. Read-only; nothing is changed.

When to use this — to see which products sit in which ad group, and to find product ads that were registered and then left paused.

What you need first — the range of campaigns to cover.

Take stock of my SP ad groups and product ads.

- Range of campaigns to cover: {{range (e.g. live campaigns in the "Large Volume Hydra" portfolio)}}
- Cap on how many to check: {{cap (e.g. up to 20 campaigns)}}

Steps:
1. Fetch the SP campaign list from Picaro MCP.
   The list returns no performance figures, so state up front that this stock-take is based on
   structure only (name, state, daily budget, targeting type, portfolio).
2. Show the count by delivery state (ENABLED / PAUSED / ARCHIVED), then narrow to the live
   (ENABLED) campaigns that fall in the range I specified.
   If the result exceeds the cap, say so and state how many of how many you will look at
   before continuing.
3. Fetch the ad groups for each campaign in scope.
   Fetching ad groups requires a campaign ID; there is no call that returns them all at once.
   The ad group list bundled into the campaign response does not cover every campaign and carries
   neither the default bid nor the state, so do not use it — fetch them again.
4. For each ad group, tabulate the ad group name, ad_group_id, state, and default bid.
5. Fetch the product ads in each ad group and tabulate:
   ad_id / ASIN / SKU / state
6. For each ad group, show the number registered next to the number actually running, and call out
   the ad groups where the gap is largest.
   List separately any ad group where nothing is running.
7. Where the same ASIN is registered and running in more than one ad group, group them by ASIN and
   present them as a possible case of your own products competing.
   Write this as a possibility, not a conclusion, since the placements do not necessarily overlap.

Do not sum these rows and present the result as an account-wide figure.
The returned rows may be only part of the population, so their sum is only a partial subtotal.

Do not fill in any figure, ID, or setting that you did not retrieve from Picaro MCP.
For anything you could not retrieve, state that it could not be retrieved, and why.

What you can change — the range of campaigns and the cap on how many to check.

What you get back — ad groups (with default bids) and product ads (ASIN / SKU / state), the gap between registered and running, and ASINs registered in more than one place.

Settings changed — none (read-only).

What to do next — add what is missing with Prompt 2, and review default bids and states with Prompt 3.

Prompt 2: Add an ad group and product ads to an existing SP campaign

Creates a new ad group in an existing SP campaign and registers product ads in it.

When to use this — to add a new product to an existing campaign, or to split products into separate ad groups by line.

What you need first — the campaign, the new ad group name, the default bid, the ASINs and SKUs to advertise, and the state to create in.

Add an ad group and product ads to the SP campaign
"{{campaign name (e.g. SP | Large Volume Hydra | Generic Keyword)}}".

- New ad group name: {{ad group name (e.g. SP | Large Volume Hydra | New Product 2026H2)}}
- Default bid: {{default bid (e.g. 100)}}
- Products to advertise: {{products (ASIN and SKU pairs, several allowed, e.g. B0XXXXXXX1 / sku-2026-01)}}
- State to create in: {{state (enabled / paused, e.g. paused)}}
- Why you are adding them: {{reason (e.g. secure initial exposure for a new product)}}

Steps:
1. Identify the SP campaign from real Picaro MCP data and show me the campaign_id.
   If the name does not match, or several campaigns share it, do not pick one by guessing:
   list the candidates and ask me to confirm.
2. Fetch the campaign's existing ad groups and check whether one with the same or a similar name
   already exists. If it does, also offer the option of adding the product ads there instead of
   creating a new ad group.
3. List the default bids of the existing ad groups and say whether the default bid I specified is
   higher or lower than those.
4. Use the ASIN and SKU pairs exactly as I gave them.
   Do not infer a SKU from an ASIN or fill in an ASIN from a SKU.
   If either is missing for a product, drop that product from the addition and say it was missing.
5. If the same ASIN is already registered and running in another ad group of this campaign,
   point out the duplication and ask whether to add it anyway.
6. Present the proposal with:
   - the campaign_id it will be added to
   - the new ad group name, default bid, and state to create in
   - the list of product ads to register (ASIN / SKU / state to create in)
   - any overlap with existing ad groups and product ads
7. Do not write anything to Amazon Ads until I have reviewed it and approved.
   Creating the ad group and registering the product ads are separate operations, so take approval
   for both together, to avoid stopping halfway through.
8. If you do apply this after approval, keep a list of the ad_group_id and ad_id that were created.
   They are needed to undo it later.

Do not fill in any figure, ID, or setting that you did not retrieve from Picaro MCP.
For anything you could not retrieve, state that it could not be retrieved, and why.

After it runs: on {{review date (e.g. 14 days later)}}, check impressions, clicks, and ACoS for the
new ad group, and consider raising the default bid if delivery has not picked up.

What you can change — the campaign, ad group name, default bid, products, state to create in, and the reason.

What you get back — a preview of the new ad group and the product ads to register, with any duplication called out.

Settings changed — after approval, a new ad group is created in the campaign and product ads are registered in it.

What to do next — register keywords and targeting with Create Sponsored Products (SP) campaigns.

Prompt 3: Review ad group default bids and product ad delivery states

Takes stock of ad group default bids and product ad states, and proposes changes.

When to use this — when default bids have been left at their build-time values, or when discontinued and out-of-stock products are still sitting in ad groups.

What you need first — the range, your default bid policy, and the conditions for taking a product out of delivery.

Review my SP ad group default bids and product ad delivery states.

- Range of campaigns to cover: {{range (e.g. live campaigns in the "Large Volume Hydra" portfolio)}}
- Default bid policy: {{policy (e.g. if most targets have individual bids, the default bid can come down)}}
- Conditions for taking a product out of delivery: {{conditions (e.g. discontinued ASINs, out-of-stock ASINs)}}
- ASINs to take out of delivery: {{ASINs (list them if you know them, otherwise "not specified")}}

Steps:
1. Identify the SP campaigns in range and fetch the ad groups for each one.
   Fetching ad groups requires a campaign ID.
   If there are many, state how many of how many you will look at before you start.
2. Fetch each ad group's default bid and state, and its product ads
   (ad_id / ASIN / SKU / state), and tabulate them.
3. For default bids, show:
   - the default bid per ad group
   - how much they vary within the same campaign and within the same portfolio
   - if every ad group sits at the same default bid, flag it as possibly untouched since build time
   When you propose a change, always show the current value, the new value, and the reason side by side.
4. Sort the product ads into:
   - running (enabled)
   - paused, registered but not moving
   - matching the conditions I gave for taking out of delivery
5. If I specified ASINs to take out of delivery, list every ad group they are registered in and
   propose pausing them.
   If I did not specify ASINs, state that this tool cannot determine discontinued or out-of-stock
   status, and limit yourself to listing product ads that have been paused for a long time.
6. Present the proposed changes in this form:
   what is being changed (ad group default bid / product ad state), name, ID,
   current value, new value, and the reason.
7. Add one line on why paused product ads are left paused rather than deleted
   (their history and performance are preserved).
8. Do not write anything to Amazon Ads until I have reviewed it and approved.
   If you do apply changes after approval, keep a list of the previous values.

Do not fill in any figure, ID, or setting that you did not retrieve from Picaro MCP.
Do not infer stock levels or discontinuation from advertising data.

What you can change — the range, the default bid policy, and the conditions and ASINs for taking products out of delivery.

What you get back — how default bids vary and proposed changes, plus the product ad states sorted into groups with proposed pauses.

Settings changed — after approval, ad group default bids and product ad delivery states. The previous values are kept in a list, so use those if you need to revert.

What to do next — optimize individual bids with Adjust bids. Check stock with Manage inventory and sales opportunities.

Prompt 4: Take stock of SP negative product targeting

Lists negative product targeting per ad group, checks it against your policy, and proposes changes.

When to use this — to check whether your own products are competing with each other, or whether a negative you thought you added is actually there.

What you need first — the range and your negatives policy.

Take stock of my SP negative product targeting.

- Range of campaigns to cover: {{range (e.g. live campaigns in the "Large Volume Hydra" portfolio)}}
- Negatives policy: {{policy (e.g. our own ASINs in the same portfolio should exclude each other)}}
- ASINs to add as negatives: {{ASINs (list them if you know them, otherwise "not specified")}}

Steps:
1. Identify the SP campaigns in range and fetch the ad groups for each one.
2. Fetch the negative product targeting for each ad group.
   **This fetch requires an ad group ID.**
   A campaign ID alone will not work, so you must enumerate the ad groups first.
   Missing even one ad group means missing its negatives, so always report
   "ad groups in scope / ad groups whose negatives you retrieved".
3. Tabulate the negatives you retrieved as:
   campaign name / ad group name / negative_target_id / what is excluded (type and value) / state
4. List separately any ad group with no negatives set at all.
5. Compare the running ASINs in each ad group's product ads against the negatives, and point out:
   - combinations that should be excluded under the policy but are not
   - ASINs that are excluded but are not running in that ad group (the setting may be stale)
   State that this is a comparison against the policy, not a measurement of the effect on performance.
6. If I specified ASINs to add as negatives, check whether the same negative already exists before
   proposing to add it. Where it already exists, do not add it — say it is already set.
7. Present the proposed changes in this form:
   operation (add a negative / lift a negative), ad group, ASIN,
   negative_target_id (when lifting), and the reason.
8. Do not write anything to Amazon Ads until I have reviewed it and approved.
   If you do apply changes after approval, keep a list of the negative_target_id values that were
   added and the previous state of anything you lifted.

Do not fill in any figure, ID, or setting that you did not retrieve from Picaro MCP.
If there are ad groups you could not retrieve, state how many and why.

What you can change — the range, the negatives policy, and the ASINs to add.

What you get back — negatives per ad group, ad groups with none set, the comparison against your policy, and proposed additions and removals.

Settings changed — after approval, negative product targeting is added, or the state of an existing negative is changed. The IDs added and the previous states are kept in a list.

What to do next — for search-term negatives, use Add negative keywords.

Create Sponsored Products (SP) campaigns — building new SP campaigns
Adjust bids — optimizing individual bids
Add negative keywords — negatives on the search-term side
Review live SB and SD campaigns — the same work on the SB and SD side
Find high-performing keywords and product targeting — decide what to grow first
Manage inventory and sales opportunities — evidence for taking products out of delivery