Amazon PPC in Australia: How to Optimise ad Spend in a Growing But Less Competitive Market

TL;DR

• Amazon PPC in Australia is less competitive than the US or UK, but requires a localized, focused strategy to succeed.

• Lower CPCs mean more room for budget-friendly campaigns, especially for new or growing sellers.

• Use high-intent, local keywords like “Australian made” to connect with Aussie shoppers and improve ad relevance.

• Set clear goals, track ACoS, and refine bids weekly to avoid waste and improve conversions.

• Run Sponsored Brands ads to highlight local identity and build visibility beyond just clicks.

Running Amazon ads in Australia but not getting the results you hoped for? 

Many sellers treat Amazon PPC here like they do in the US or UK—only to burn through their budget with little to show for it.

Here’s the thing: Amazon Australia is a very different game. It’s less competitive, which sounds great—but it also means lower traffic, different shopper behaviour, and a need for smarter, more focused strategies. If you don’t adapt, you’ll end up overspending or missing easy wins.

You’ve got room to grow without spending a fortune. With the right approach, you can reach more customers, boost visibility, and still keep ad costs low. This blog discusses how to optimise your Amazon PPC strategy for the Aussie market—from setting goals and picking the right keywords to refining your bids and avoiding common traps.

Why is Amazon PPC important for Australian sellers?

If you're selling on Amazon Australia, using PPC (Pay-Per-Click) isn’t optional—it’s essential. Why? Because even in a growing, less competitive marketplace like Australia, visibility is everything.

Unlike traditional retail, Amazon isn’t about shelf space—it’s about search rankings. Amazon PPC Australia is one of the fastest ways to get your product in front of customers who are ready to buy. With fewer sellers competing for ad space in Australia, you can often get great placement for a lower cost compared to markets like the US or UK.

Running Sponsored Products or Sponsored Brands ads gives you the chance to appear at the top of search results, even if your product is new and has no reviews yet. That kind of exposure is hard to beat. Amazon advertising in Australia also helps you test and understand what keywords your Aussie customers are using. 

Are they typing “nappies” or “diapers”? “Esky” or “cooler”? Local insights like these make your entire marketing strategy stronger. Plus, if you’re promoting a local or Australian-made product, PPC can help you stand out from overseas competitors. 

Target keywords like “Australian-owned,” “ships from Australia,” or “local brand” to connect with buyers who want to support Aussie businesses. The takeaway? If you want more sales, more visibility, and more control over your growth, Amazon PPC is the way to go.

How is Amazon PPC in Australia different from PPC in other marketplaces?

If you’re used to running Amazon PPC campaigns in the US or UK, stepping into the Australian market may feel surprisingly different in a good way. While the customer base in Australia is smaller, the competition is also lighter, giving sellers more room to test and grow without spending big.

One major difference? 

Lower cost-per-click (CPC). In Australia, average CPCs are often significantly lower than what you’d see in the US or UK. This makes it a great market for newer sellers or smaller brands to build visibility and traction without blowing their budget.

Another key factor is search volume. Since Amazon Australia has fewer daily users compared to larger marketplaces, you'll need to be extra strategic with keyword targeting. Focus on high-intent, locally relevant keywords that reflect how Aussies search. Think “esky” instead of “cooler,” or “pram” instead of “stroller.”

If you sell locally made products, your PPC performance can get an extra boost. More and more Aussie shoppers are filtering search results by “Ships from Australia” or looking for keywords like “Australian made” or “local brand.” You can include these terms in your ad copy and backend keywords can improve click-through rates and help you stand out.

In short, Amazon PPC in Australia rewards precision, local focus, and smart scaling. By tailoring your ads to Aussie shopping habits and leaning into your local brand story, you can create high-impact campaigns—even on a lean budget.

How to optimise an Amazon PPC campaign?

#1 Set clear PPC goals for the Australian market

Before you launch any Amazon PPC management  in Australia, start by setting clear, realistic goals. The Aussie market is still growing, so your targets may look different than those in the US or UK—and that’s okay.

Consider this: 

• Are you focusing on gaining visibility, increasing sales, or both? 

• Are you launching something new, promoting a top seller, or trying to move old inventory?

Because the search volume in Australia is smaller, your daily budget doesn’t need to be huge, but your targeting should be sharp. Focus on goals like reaching a specific ACoS (Advertising Cost of Sales), achieving a set number of impressions, or ranking for key local terms. Setting clear goals gives your campaign direction, helps you track performance, and ensures your budget goes where it matters most.

#2 Optimise keyword targeting

Before you start optimising keyword targeting, it’s important to first set clear PPC goals, especially for the Australian market. Are you aiming for visibility, launching a new product, or improving profitability on existing ones? Your keyword choices should match your goal.

For example, if your goal is brand awareness, start with broad keywords to get more exposure. But if you’re focused on conversions or lower ACOS Amazon in Australia, target long-tail, high-intent keywords that closely match what your ideal Aussie customer would search for—like “Australian made dog shampoo” instead of just “shampoo.”

Use tools like Amazon auto-suggestions, Helium 10, or even local terms to identify the most relevant Australian terms. Keep your keywords tightly focused and review performance weekly. Pause underperforming terms and double down on those that convert. Thus, align your keyword targeting with your campaign goals and localise your strategy to match how Aussies shop.

#3 Refine bidding strategies

When selling on Amazon Australia, refining your bidding strategy starts with one thing: setting clear PPC goals. 

• Are you trying to build brand awareness?

• Launch a new product?

• Maximise profit?

Your goal shapes how aggressive or conservative your bids should be. For example, if your goal is visibility during launch, you might start with higher bids on key search terms to gain traction fast. But if you're focused on maintaining profit, you'd want to monitor ACoS closely and lower bids on keywords that don’t convert.

Since the Australian market has lower competition, you don’t always need high bids to win impressions. Use dynamic bidding options and start small, then scale based on performance. Track your campaign results weekly, adjust bids for high-performing keywords, and pause the ones eating your budget. Smart bidding isn’t about spending more, it's about spending better, with your goals leading the way.

#4 Create high-converting ads

In the Amazon Australia marketplace, creating high-converting ads is key to making your PPC campaigns profitable. It’s not just about showing up—it’s about convincing shoppers to click and buy.

Start with clear, benefit-driven ad copy. 

Highlight what makes your product stand out, especially if it's Australian-made or locally shipped—these are major selling points for Aussie shoppers. Use relevant local keywords in your product title and bullet points to improve targeting.

Strong images are also essential. Use high-quality photos that show the product in use and reflect an Australian lifestyle or setting—whether that’s a beach, home, or outdoor scene. If shoppers can picture themselves using it, they’re more likely to click. 

For best results, consider working with an Amazon Ads agency in Australia that understands how to pair compelling visuals with high-converting ad creatives tailored for the local market. Don’t forget your price and reviews—they impact conversion as much as your ad. If your product is new, consider launching with a discount or bundle offer to boost early traction.

#5 Utilise budget efficiently

When selling on Amazon Australia, using your PPC budget wisely is key, especially in a growing but smaller market. Unlike the US, where you need to spend big to compete, Australia gives you the chance to start small and scale smart.

Begin by focusing on high-intent keywords that are directly related to your product. Don’t waste budget on broad, generic terms that bring in irrelevant clicks. Use exact and phrase match types to stay in control.

Set daily budgets you’re comfortable with, but don’t spread your spend too thin across too many campaigns. Start with 1–2 focused campaigns and test what works. Regularly check your reports to pause underperforming keywords and shift budget to the ones converting well. In Australia, less competition means your dollars go further—if you manage them wisely. Spend smarter, not more.

#6 Monitor and adjust regularly

Running an Amazon PPC campaign in Australia? Don’t just set it and forget it. To get the best results, you need to monitor and adjust your campaigns regularly.

The Australian market is smaller and less competitive than the US, which means small tweaks can make a big impact. Check your campaign performance weekly. Look at key metrics like click-through rate (CTR), advertising cost of sales (ACoS), and conversions. Pause keywords that are wasting spend, and increase bids on those that are converting well.

Also, keep an eye on search term reports—they show you exactly what customers are typing. Use this data to refine your keyword targeting and block irrelevant terms with negative keywords. Things shift fast, especially with seasonal trends and events like EOFY or Click Frenzy. Regular monitoring ensures you’re not burning a budget—and keeps your campaigns lean, local, and profitable.

Common mistakes to avoid 

• Using a global strategy without local adjustments.

• Ignoring low-volume but high-intent keywords.

• Overbidding too soon.

• Not using negative keywords.

• Running campaigns without goals.

• Forgetting to monitor and adjust regularly.

• Targeting too many broad keywords.

• Ignoring backend keyword optimization.

• Not testing different ad types (Sponsored Products, Brands, Display).

• Failing to track true profitability (not just ACoS).

Wrap up 

Amazon PPC in Australia offers a unique opportunity—lower competition, more affordable clicks, and space for smart sellers to grow. But to truly make the most of it, you need a tailored strategy that aligns with how Aussie customers search, shop, and respond to ads. 

From setting clear goals and refining your bidding to using local keywords and high-converting ad creatives, every step matters. Avoiding common mistakes and staying on top of campaign performance will ensure you spend wisely and scale sustainably. And 

If you're still unsure where to start or want to get the most from your ad budget, working with an experienced Amazon consultant can help you avoid guesswork and fast-track results.