BeginnerStart here. No prior knowledge assumed.
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Lesson 1
Amazon Advertising Fundamentals
Why retail media differs from search and social, and the ad types available.
Lesson 2
E-commerce Marketing Fundamentals
The metrics that determine whether an online retail business is actually profitable.
Lesson 3
Product Page Optimisation
Advertising amplifies a listing rather than fixing one — start here.
Lesson 4
Marketplace Strategy
When to prioritise marketplaces versus your own store.
Lesson 5
E-commerce Paid Acquisition
How Amazon fits alongside Google Shopping and Meta catalogue ads.
Difference between ACOS and TACOS?
What should happen before increasing Amazon ad spend?
IntermediateBuild on the basics.
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Lesson 1
Sponsored Products
Automatic versus manual, match types, product targeting and bid management.
Lesson 2
E-commerce SEO
Organic visibility that advertising should complement rather than replace.
Lesson 3
Product Photography
The single biggest conversion lever on a product listing.
Lesson 4
Customer Lifetime Value
Why acquisition cost only makes sense against lifetime value.
Lesson 5
Returns Management
Returns quietly decide whether advertised sales were profitable.
Standard use of an automatic campaign?
Why add negatives to an automatic campaign?
AdvancedDepth, edge cases and strategy.
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Lesson 1
Retail Media Networks
Why retailers became ad platforms, and evaluating them on incrementality.
Lesson 2
Quick Commerce
Blinkit, Zepto and Instamart as an emerging retail media channel.
Lesson 3
Programmatic Fundamentals
The DSP layer that Amazon DSP sits within.
Lesson 4
Attribution Modelling
Closed-loop retail media attribution and where it flatters.
Lesson 5
International E-commerce
Taking a marketplace strategy into new markets.
Why does retailer-reported ROAS flatter?
What makes retail media attribution unusually clean?