Branded Spend on Amazon: Tactics That Really Work

August 29, 2025
By The Badger

Branded spend on Amazon Ads is one of those things that either gets way too much attention or almost none at all. In this blog post we got into how brands often spend a huge chunk on their own keywords, sometimes 70% or more, without really knowing what they’re getting out of it.

Today, we’re going to talk about using search query performance to actually measure it, see what’s working, and figure out where you can safely pull back without losing your share of sales. It’s all about understanding the different buckets—your own branded searches, ASIN defense, competitor conquesting—and treating each one differently.

What’s really cool is the idea of incrementality. We will explain how some clicks add real value, like stealing sales from competitors, while others might have happened anyway.

By breaking down campaigns, placements, and keywords, and using broad targeting plus negative keywords strategically, brands can take control of their spend.

Even if you’re spending too much on branded terms right now, there’s a way to bring it down slowly, measure the impact, and still keep results strong.

Understanding Branded Spend on Amazon Ads

Branded spend on Amazon can be tricky.

Some brands put 30, 40, or even 70% of their ad budget into branded keywords, thinking it’s always safe.

But not every branded dollar is equally valuable. By using search query performance, it’s possible to measure which branded spend actually drives sales and which can be reduced without hurting your purchase share.

Branded spend can be divided into different buckets.

Your own branded keywords often convert at a low cost because people would buy anyway. ASIN or product page defense protects your listings on your detail pages. And targeting competitor brands can be the most valuable, because it might turn a potential competitor’s sale into yours.

Analyzing each bucket separately, using strategic placements, and balancing broad or automatic targeting with negatives allows brands to control their spend and get the most out of every advertising dollar.

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Managing and Reducing Branded Spend

Reducing branded spend isn’t about cutting it all at once—it’s about doing it gradually and carefully.

For example, if 70% of your ad budget goes to branded keywords, a good approach is to halve it in the first month, then monitor your search query performance.

This shows whether your brand is still getting the same visibility and conversions. If all goes well, the next month you can reduce it further, continuing in steps until branded spend reaches a manageable percentage, often below 10% of total ad spend.

The process also involves cleaning up campaigns, blocking unnecessary keywords, and applying negative phrases strategically.

Over time, this declutters your campaigns and ensures your budget is going toward the most valuable opportunities—whether that’s defending your own listings or targeting competitor pages.

With consistent measurement, monitoring, and adjustments, brands can control their branded spend, maximize efficiency, and avoid overspending while still maintaining strong visibility and conversions.

Tactics for Smarter Branded Advertising

Managing branded spend isn’t just about percentages—it’s also about strategy.

One key tactic is using broad or automatic targeting combined with negative keywords.

This allows ads to appear on competitor product pages or category placements at a lower cost than exact match targeting, while still keeping your campaigns precise.

Periodically resetting negatives is also important because search behavior changes over time, and what wasn’t relevant before might become valuable later.

Another important layer is understanding incrementality and cannibalization.

Some clicks are low-value—they would have converted organically anyway—while others, like targeting a competitor’s brand, have high value because they could turn a sale your competitor might have gotten.

Measuring this, and watching how reducing branded spend affects overall sales, ensures campaigns aren’t harming visibility or conversions.

With this approach, you can control your branded spend, make informed adjustments, and maximize your ad efficiency on Amazon.

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Gradual Reduction and Performance Tracking

When branded spend is high, the best approach is gradual reduction.

Start by cutting your branded ad spend in half over the first month and monitor performance closely.

Using tools like search query performance, you can track if your brand still maintains visibility, clicks, and conversions.

If everything looks stable, continue reducing in steps until branded spend reaches a smaller, optimized percentage. This method prevents sudden drops in sales and ensures your ads remain effective.

It’s also essential to clean up campaigns as you go—blocking irrelevant keywords, applying negative phrases strategically, and making sure ads aren’t overlapping unnecessarily across campaigns.

By combining gradual reduction with careful monitoring, brands can maintain their presence while directing more budget toward high-value opportunities, like competitor targeting or incremental placements.

Over time, this creates a more efficient and controlled ad strategy, giving clear insights into which spend truly drives results.

Key Takeaways for Controlling Branded Spend

Controlling branded spend is all about balance and measurement.

First, break your campaigns into clear buckets—branded keywords, ASIN/product defense, competitor targeting, and generic searches. Each bucket has a different value and conversion potential, so analyze them individually rather than just looking at overall ACOS.

Next, be intentional with targeting. Use broad or automatic placements with negative keywords to capture high-value clicks at lower costs, and periodically reset negatives to adjust for changes in search behavior.

Gradually reduce branded spend while tracking search query performance to ensure visibility and conversions stay consistent.

Finally, measure incrementality and cannibalization—understanding which clicks are truly adding value and which are replacing organic sales will give you confidence to optimize spend strategically.

By combining these tactics, you can maintain control over branded spend, maximize efficiency, and make data-driven decisions that strengthen your Amazon PPC performance.