Table of Contents
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What Are Amazon Bulksheets and How Do They Work
Amazon Bulksheets are spreadsheet-based files inside Amazon Ads that let sellers manage multiple PPC changes at once. Instead of editing campaigns one by one, you can update bids, keywords, budgets, and targeting in a single file.
They are commonly used for Amazon PPC management because they make large-scale adjustments faster and more organized. Sellers use them to optimize ads around keyword performance, improve click-through rates, and adjust campaigns based on what is actually driving sales inside Amazon search results.
- 00:00 - What Are Amazon Bulk Operations
- 00:40 - How to Access Bulk Sheets in Ads Console
- 01:16 - Setting Date Range for PPC Data Analysis
- 02:28 - How Operation Column Works for Changes
- 03:04 - Finding High ACoS Keywords to Fix
- 03:33 - When to Pause or Negate Keywords
- 04:06 - Adjusting Bids Using Bulk Sheets
- 05:20 - Uploading Bulk File Changes to Amazon
- 05:51 - Why Bulk Operations Save Time in PPC
Pros and Cons of Amazon Bulksheets for PPC Management
Using Amazon Bulksheets for PPC management comes with both advantages and disadvantages. Understanding both sides helps sellers avoid mistakes and use the tool more strategically.
Pros of Using Amazon Bulksheets for PPC Management
- Free to use, making it a cost-friendly option for sellers
- Allows fast bulk updates across campaigns, keywords, and bids
- Gives full manual control over PPC decisions without automation limits
Cons of Using Amazon Bulksheets for PPC Management
- Can be difficult to learn, especially for beginners
- Small formatting errors can lead to upload failures or campaign issues
- No automation or recommendations, so all decisions must be made manually
How to Use Amazon Bulksheets for PPC Management
Using Amazon Bulksheets is simple once you understand the process, but many sellers still get confused and intimidated by the spreadsheet format. Once you get used to it, it becomes one of the fastest ways to manage PPC at scale.
- Go to Seller Central > Advertising > Campaign Manager
- Click on Bulk Operations in the left menu
- Download your bulk file from the Bulk Operations tab
- Set a date range (at least two weeks is recommended) before downloading
- Open the file in Excel or Google Sheets
- Edit campaigns, ad groups, keywords, bids, and budgets carefully
- Make sure formatting is correct to avoid upload errors
- Upload the updated file back in Bulk Operations
- Click Choose file and submit your edited sheet
- Review the processing report and fix any errors if needed
- Use it to create or scale campaigns by setting record types like Campaign, Ad Group, or Keyword
- Adjust bids directly in the Max Bid column for faster optimization
- Download updated sheets regularly to track changes and performance updates
Amazon Bulksheet Update
As of September 28, 2023, Amazon has officially replaced the legacy Bulksheets, and sellers must now use the updated version to manage Sponsored Ads campaigns. This new version of Bulksheets improves usability and supports a wider range of campaign types, including Sponsored Products, Brands, and Display.
The updated Bulksheets introduce clearer field structures like Product, Entity, and Operation columns to simplify bulk campaign edits. It also adds new capabilities such as bulk campaign name updates, Sponsored Display support, expanded Sponsored Brands options, improved performance metrics like CPC and ROAS, and standardized date formatting for better reporting accuracy.
What Is Amazon PPC Software and How Does It Work
Amazon PPC software is a third-party tool designed to help sellers manage and optimize their advertising campaigns outside of Amazon’s native platform. It connects to your Amazon Ads account and pulls in performance data so you can monitor campaigns in one centralized dashboard.
These tools work by analyzing keywords, bids, and performance trends to help improve ad results over time. Many platforms also help increase visibility in search results by refining targeting, improving click-through rates, and identifying what is actually driving sales from shopper behavior data.
Pros and Cons of Amazon PPC Software for PPC Management
Just like with using Bulksheets, Amazon PPC software also comes with its own benefits and drawbacks. By understanding these, sellers can better decide if automation tools actually fit their ad strategy or budget.
Pros of Using Amazon PPC Software for PPC Management
- Automates bid adjustments using algorithms to save time on manual work
- Provides clearer dashboards and deeper performance insights than Amazon’s native tools
- Makes it easier to manage large catalogs and multiple campaigns in one place
Cons of Using Amazon PPC Software for PPC Management
- Monthly subscription costs can be high, especially for smaller sellers
- Automation can miss important campaign details that need human judgment
- Too many features can overwhelm users and distract from core optimization
How to Use Amazon PPC Software for PPC Management
There are many Amazon PPC software options sellers can use for campaign management, but most of them follow a similar system. While each platform may have different features, the overall process of setup, tracking, and optimization usually works in the same way.
- Sign up for a PPC software tool and connect your Amazon Ads account
- Allow the platform to sync your advertising data through Amazon’s API
- Let the system pull in campaign performance, keywords, and sales data
- Review the dashboard to understand current spend, ACoS, and keyword performance
- Set campaign goals such as lowering ACoS, scaling sales, or improving efficiency
- Configure basic rules or let the software’s AI build an initial strategy
- Enable automated bid adjustments and budget optimization features
- Monitor recommendations for keywords, bids, and negative targeting
- Review performance regularly and make manual adjustments when needed
- Continue refining settings as the system gathers more data over time
- Use reporting dashboards to track improvements and identify weak campaigns
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Amazon Bulksheets or Amazon PPC Software: Key Differences
There are major differences between Amazon Bulksheets or Amazon PPC Software, and understanding them helps sellers choose the right approach for their ad management. Each option handles control, automation, and scaling very differently, depending on how hands-on you want to be.
| Category | Amazon Bulksheets | Amazon PPC Software |
|---|---|---|
|
Cost |
Free |
Paid ($199–$10K+/month, sometimes % of ad spend) |
|
Ease of Use |
Hard, spreadsheet-based |
Easier, dashboard-based |
|
Control |
Full manual control |
Automated, goal-based control |
|
Reporting |
Raw data, manual analysis |
Visual dashboards, clear insights |
|
Automation |
None |
AI and rule-based automation |
|
Best For |
Hands-on sellers |
Scaling or time-strapped sellers |
A. Cost Comparison
Amazon Bulksheets are completely free since they are part of Amazon Ads. Sellers can adjust bids, budgets, and keywords without paying any extra software fees.
Amazon PPC software typically requires a paid subscription, often ranging from about $199 to over $10,000 per month, depending on the platform and account size. Some tools like Perpetua, Teikametrics, and Quartile may also charge based on a percentage of ad spend, which increases total costs further.
B. Ease of Use
Amazon Bulksheets are not easy to use at first because they require manual setup, strict formatting, and careful attention to detail. Sellers often struggle with small errors in the file structure that can break uploads or cause campaign changes to fail.
On the other hand, Amazon PPC software is generally easier to work with because most platforms use dashboards instead of spreadsheets. Many tools also provide onboarding guides, walkthroughs, and customer support teams that help sellers understand the system and troubleshoot issues when they get stuck.
C. Campaign Control
Amazon Bulksheets give sellers very granular control over their PPC campaigns because every bid, keyword, and adjustment is manually set in a structured file. This allows precise edits across large campaigns, but changes only take effect after uploading, which means updates are not happening in real time.
When it comes to Amazon PPC software, it focuses more on automated, goal-based control where the system adjusts bids and budgets based on targets like ACoS or ROAS. This makes campaigns more flexible and responsive to performance changes throughout the day, but it also means sellers have less direct control over every individual adjustment.
D. Reporting and Data Insights
Amazon Bulksheets give sellers raw performance data through downloadable files that need to be manually reviewed and analyzed. Insights depend on how well the seller organizes and processes the data, which often limits reporting to basic performance checks.
Amazon PPC software provides reporting through visual dashboards that automatically organize campaign data into trends, charts, and performance summaries. This makes it easier to understand what is driving sales, track keyword behavior, and spot performance changes without manually digging through spreadsheets.
E. Automation Capabilities
Amazon Bulksheets do not have built-in automation, so every change depends on manual uploads from the seller. While advanced users can build formulas or scripts to simulate automation, nothing actually runs unless the file is updated and reuploaded.
Amazon PPC software is designed for real-time automation, where the system continuously adjusts bids, budgets, and targeting based on performance data. It follows preset rules or AI-driven logic to optimize campaigns throughout the day without requiring constant manual updates.
F. When to Use
Amazon Bulksheets work best for sellers who want full manual control over their PPC campaigns and are comfortable working with spreadsheets. They are ideal for accounts with simpler structures, lower budgets, or advertisers who prefer handling bid and keyword changes directly without automation.
Amazon PPC software is a better fit for sellers managing larger catalogs, higher ad spend, or limited time for daily campaign adjustments. It works best when you need automation, faster optimization, and ongoing campaign management without constantly making manual updates.
Frequently Asked Questions
Choose Your Amazon Ad Management Wisely
Amazon Bulksheets and Amazon PPC Software both help sellers manage ads, but they work in very different ways. Bulksheets give you full manual control inside Amazon, while PPC software focuses on automation and faster optimization.
The right choice depends on your goals, budget, and how hands-on you want to be with campaign management. Bulksheets are better for cost control and precision, while PPC software is better for scaling and saving time through automation.
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