Understanding how Amazon structures their campaigns is important when it comes to managing your advertising spend.

Your advertising account is broken down into a hierarchy of four different account levels which each have their own unique properties:

Each account level acts as a container for the next one: portfolios contain campaigns, campaigns contain ad groups, and ad groups contain ads.


The portfolio is the highest level of your Amazon Advertising account. A portfolio is made of a group of campaigns for organization. Portfolios have limited functionality in optimizing ads and campaigns.

Merch Jar portfolios are currently under development.


The campaign is the primary unit of your advertising account. Each campaign contains one or multiple ad groups.

Ad Group

Ad groups are nested within campaigns and contain one or multiple ads.