How to Stop Amazon Off-Site Ads and Maximize Your Marketing ROI
If you’re an indie author navigating the tricky world of advertising, you’ve probably noticed something odd: ads for your books showing up on websites you never expected. New York Times? Bloomberg? Why is your Amazon ad budget suddenly spread across the internet? Today, we’re diving deep into controlling Amazon off-site ads, saving you money, and keeping your marketing on point.
Check out the helpful video below for additional insights:
What Are Off-Site Amazon Ads?
Amazon isn’t just a retail giant. It’s also a big player in the advertising world, competing with platforms like Google and Facebook for ad space across the web. This means that when you set up ads on Amazon, they might appear outside Amazon.com—on random websites or apps where Amazon partners place them.
For indie authors, this might seem promising at first. More visibility, right? But here’s the catch: these off-site ads cost more and often don’t convert. Think about it—someone scrolling through news on Bloomberg is not necessarily in the “book-buying” zone. Worse, if you don’t control these placements, your ad budget gets eaten up by clicks that don’t lead to sales.
So, how do you stop this and keep your ads focused on Amazon? Let’s talk tools and strategies.
Control Your Budget to Limit Off-Site Ads
Amazon ads operate on an auction system. If your cost-per-click (CPC) bid is high, Amazon will prioritize showing your ad in premium spots, including off-site placements. To rein this in, focus on two things: lowering your bids and using dynamic bidding settings wisely.
- Keep bids low: Never go with Amazon’s suggested bids unless it’s something ridiculously cheap (like 12 cents). Instead, cap your CPC at an amount that ensures a solid return on investment (ROI). For example, aim for 47 cents per click if that fits your budget and goals.
- Choose “Dynamic Down”: When setting up your campaign, select the “Dynamic Bids – Down Only” option. This ensures you’re not overpaying when competition spikes. Avoid “Dynamic Up and Down” unless you’re comfortable with fluctuating CPCs that could skyrocket.
- Prioritize Amazon placements: Amazon itself has admitted that spending slightly more—around 5-10% extra—on top-of-search placements helps limit your ads’ budget from spilling onto off-site sites. This strategy keeps your audience targeted directly within Amazon.
What’s the Deny List and Why You Might Need It
If you want even more control, Amazon offers a tool called the Deny List. This allows you to block specific websites and apps where your ads might appear. Here’s how it works:
- Access the Deny List: In your Amazon Advertising account, navigate to “Administration,” then “Account Access and Settings,” and finally to “Deny List.”
- Upload a list of sites/apps to block: You can create a list of unwanted domains in a simple spreadsheet format. Each row should include the domain name (like
example.com) and specify whether it’s a “website” or “app.”
It’s not an immediate fix-all, but it’s a powerful way to prevent your ads from appearing in places that don’t benefit your goals. If you’re unsure where to start, I’ve already compiled 400 potential sites for you to block. You can grab the full list on my website here.
How to Build Your Deny List (The Easy Way)
Here’s the best part: you don’t need to hunt down every site on your own. I used AI tools, like ChatGPT, to help identify hundreds of high-traffic websites where Amazon off-site ads commonly show up. Want to build your own list? Just ask ChatGPT something like:
“Can you generate 100 high-traffic domains likely to display Amazon off-site ads?”
Paste the results into a spreadsheet with two columns:
- Name: The domain (like
newswebsite.com). - Type: Specify if it’s a “website” or an “app.” For apps, include their identifier number.
Save this as a CSV (or XLSX) file and upload it to your Deny List in Amazon.
Pro Tip: Don’t attempt shortcuts like denying general domains (.com, .org). It won’t work, and it might even break your ad placements entirely.
The Importance of Monitoring Analytics
Once you’ve optimized your bids and Deny List, keep an eye on your campaign reports. Track your placement performance metrics, which show how your ads are doing on Amazon versus off-site. If off-site placements still eat your budget, consider further tightening your bids or adding more domains to your Deny List.
Amazon’s analytics tools can take some digging, but they’re worth it. Look for insights like cost-per-click data, conversion rates, and which placements bring the most ROI.
Why Your Default Should Be Amazon-First
At the end of the day, advertising is all about hitting the right audience in the right mindset. When someone is browsing books on Amazon, they’re already in the buying zone. Off-site ads, while flashy, often interrupt a different intent. That’s why focusing your efforts on Amazon placements yields better results for most indie authors.
Think of this as deciding where to fish. Casting your line into a lake full of book buyers (Amazon) makes more sense than dropping it into an ocean of distracted web surfers (off-site placements).
Grab the Tools You Need
Managing ads takes time, but it doesn’t have to be overwhelming. I’ve already done the heavy lifting by curating a deny list you can use right away. Get it for free on my site here.
If you’re not sure about something or want specific tips for your genre, join our free Facebook Group or drop by on TikTok and YouTube. Let’s make your marketing money work smarter, not harder.
Wrap-Up: Take Control of Your Ads
You don’t have to settle for sky-high ad budgets or irrelevant placements. By managing your bids, using dynamic settings, and leveraging tools like the Deny List, you can keep your focus on Amazon’s built-in audience. Remember, the goal isn’t just visibility—it’s smart marketing that actually grows your book sales.
Got questions? Add them in the comments below, join our community, or subscribe for more actionable marketing tips. You’ve got this!
