Laurence vs Xnurta

Xnurta is one of the clearest examples of where Amazon ads software is heading: away from dashboards and recommendations, toward AI that makes the changes itself. Its AI adjusts bids every hour on Amazon, moves budgets, harvests keywords and restructures campaigns inside limits you set. If you’re weighing the two of us, you already agree with us that a model, not a person working through a spreadsheet, should be making most of the calls.

The differences come down to two things. First, who runs the account: Xnurta is a platform your team or agency steers, setting the strategy, targets and limits its AI works within, while Laurence runs your Amazon ads for you. Second, what a bid aims at: Xnurta’s AI works toward a target ACOS you set, while we price every click from your margin and its CVR, placement by placement, with how sure we are about each search term’s CVR priced into its bid.

Xnurta, in a few paragraphs

Xnurta calls itself “your AI teammate for retail media”. It was founded in 2018, became an Amazon Ads Advanced Partner in 2019, launched its platform in 2021, entered the US in 2022 and expanded to Europe, Canada and Japan in 2025. Its CEO is Kashif Zafar. It says it has more than 400 people in 10 offices, that its AI makes more than 2 million optimization decisions a day, and that it was Amazon’s first certified Amazon Marketing Cloud service provider. Its timeline lists the Amazon Ads Tech and Innovation Award in 2023, 2024 and 2025, and brands with published stories include Goal Zero, Greenworks, Bumble Bee Foods, Jackery and Sunnydaze Decor.

Its central idea is AI that acts rather than advises: “You set the strategy. The platform handles the execution.” On Amazon, its AI works through AI managed groups of campaigns. For each group you set a goal, a target ACOS and a total budget, pick the AI’s personality from conservative to aggressive, and switch on the levers it can pull: placement, dayparting and performance-based bid adjustments, budget changes, negative targeting, harvesting new targets and campaign structure, each run as a rule or as AI. It adjusts bids hourly using Amazon Marketing Stream data, across Sponsored Products, Sponsored Brands and Sponsored Display, inside the bid ceilings, budget caps and target exclusions you set. Every decision is logged, explained in plain language and reversible.

Around that sit tools for teams who want to go further: AMC Hub, which opens Amazon Marketing Cloud to your whole team, AI reporting, Smart Creation templates for launching campaigns, a keyword rank tracker, and an MCP server that lets you work with your account through Claude or ChatGPT, with bid and budget changes previewed for your approval. Beyond Sponsored Ads, it runs Amazon DSP as a managed service, all four Walmart Connect ad formats, and Criteo onsite ads across more than 235 retailers, including Target, Best Buy and Costco. And it publishes its pricing.

Laurence, in a few paragraphs

We’re building autonomous advertising across the entire internet, starting with Amazon Ads for e-commerce brands. We’re a full-stack AI company: we aren’t a tool your team has to operate, and we aren’t an agency selling hours. Our models run every account, and our deployments team sets your strategy with you, reviews what the models did, and is who you talk to.

The idea underneath is that advertising is a math problem. Every click has an expected profit you can work out: how likely it is to convert, what the order is worth, what you keep after costs, and what the click cost. Once you can price a single click, the right bid, placement modifier and budget follow. Our methodology explains it in more detail.

Where we agree

We share a lot with Xnurta. We both bid every hour from Amazon Marketing Stream. We both think a model should make the changes in an account, inside limits you set, rather than only hand a person a list of recommendations to work through. And we both show you every change and the reason for it.

So this isn’t a comparison between software that suggests and software that acts. It’s a comparison between two companies that act, making different choices about who steers the account and what goes into a click’s value.

Software your team steers, or work that gets done for you

Xnurta takes the hands-on work off your plate: its AI makes the bid, budget, targeting and structure changes, around the clock. What your team or agency keeps is the steering: the strategy, each group’s goal, target ACOS and total budget, the AI’s personality, its bid ceilings and budget caps, which levers it runs, and the campaigns you launch. Every plan comes with 1:1 onboarding and monthly check-in calls, Enterprise & Agency adds a dedicated customer success team, and Xnurta says managed services are available alongside the platform.

With us, the running of the account is the product. You tell us the goal, whether that’s profit, growth, or a CAC, TACOS or ROAS number, and the limits you want. The models then make the calls a person would otherwise make: which searches to go after, what to bid on each one every hour, how to price each placement, and how to set budgets. Our team checks the work and is there when you want to talk it through.

What each bid is aiming at

Xnurta’s AI works toward the goal and target ACOS you set for each AI managed group, adjusting base bids, placement multipliers and bids by hour “to hit your performance targets efficiently”, with the personality you pick deciding how hard it pushes. That’s how most of the industry works. ACOS is familiar, easy to agree on, and easy to check.

We start one step earlier, with what the click is worth to you:

Order value is what the shopper spends on that order. A customer who comes back is worth more than one order, and we already measure how often that happens for each product; bringing it into the bid is what we’re building next. Margin is what you keep after the cost of the product, Amazon’s fees and returns. A target ACOS lands on the right bid only when it happens to match what that product can afford, and the right number is different for almost every product:

One more thing we care about: we treat your target as a limit, not the goal, and try to win every click that clears it, so your volume grows as far as your economics allow.

To be fair, Xnurta lets you set a different target for every managed group and choose how hard its AI pursues each one, and careful teams tune both. The hard part is picking each one well and keeping it right as prices, margins and CVR move. That’s the part we do for you, for every search term every hour and every placement every night, with your ROAS, CAC or TACOS goal on top as a limit.

Placements and budgets

Xnurta treats placements as one of its levers: its AI, or a rule if you prefer, adjusts placement multipliers alongside base bids. On budgets, it shifts money toward your highest-converting placements and time windows, and raises the budget of a campaign that is winning, up to the ceiling you set.

On the median account we run, clicks at the top of search convert at about twice the rate of clicks lower on the page. So we work out the CVR for each placement, set the base bid for the placement that converts worst, and raise the others with modifiers, reset every night. We also check budgets every hour: a campaign close to its daily budget that is still clearing your ROAS bar gets more for the rest of the day, so profitable ads don’t stop in the afternoon.

Search terms with only a few clicks

Most of what an Amazon account pays for barely has any data. On the median account we run, 95% of the search terms that get a click get fewer than ten clicks a month. A term with four clicks and no orders reads as a 0% CVR, but all it really tells you is that you don’t know yet.

Xnurta finds new terms by moving the keywords that perform in your auto campaigns into the ad groups where they convert best, and cuts what isn’t working through negation and pausing. That works well for terms that get enough traffic to prove themselves. We treat each term’s CVR as a range instead of one number. A term with little history is bid with that uncertainty priced in, and it borrows evidence from similar searches, so it starts from a sensible guess and adjusts as each click comes in.

Channels, features and price

Xnurta covers more ground. Beyond Amazon Sponsored Ads, it runs Amazon DSP as a managed service, all four Walmart Connect ad formats, and Criteo onsite ads across more than 235 retailers in ten countries. It adds AMC Hub, AI reporting, a keyword rank tracker and an MCP server for working through Claude or ChatGPT, and for agencies, white labeling and many client accounts in one place.

Its pricing is published. The Lead plan starts from $750 a month, or 3% of managed ad spend, whichever applies to your contract, for brands spending up to $80,000 a month on ads. It’s billed on annual terms with no setup fees, and covers Amazon Sponsored Ads, Walmart and Criteo. Above $80,000 a month, Enterprise & Agency is custom priced on a sliding scale and adds Amazon DSP, white labeling and a dedicated customer success team. Amazon Marketing Cloud is a flat-fee add-on on both, and both carry agreed minimums. For a team running several retailers from one place, that’s a clear place to start.

We run Amazon Sponsored Products, Sponsored Brands and Sponsored Display, and Amazon DSP on our own seat. Meta and Google are in early beta, and we’re holding them to the same standard as Amazon before we call them ready. We don’t publish a price: we start by asking you to connect your Amazon Ads and Seller Central or Vendor Central accounts with read access, then build a pilot proposal from your own data, showing where your ad money goes today, the targets we’d set for each product line, and the bids our models would place. Pricing is agreed with the pilot.

Which one is right for you

Switching from Xnurta to Laurence

You don’t have to switch everything at once. We can run one marketplace or product family while Xnurta keeps the rest, so you can compare results on your own account before deciding anything.

1. 01
   Connect with read access.We read your Amazon Ads and Seller Central or Vendor Central data to build your pilot proposal. Nothing in your account changes at this point.
2. 02
   Agree on the pilot.You pick the products and the goals. Take those products’ campaigns out of Xnurta’s AI managed groups so two systems aren’t bidding on the same terms, and check the term on your Xnurta contract so the handover lines up.
3. 03
   We build our own campaigns.Our campaigns carry a Laurence prefix, so results stay easy to tell apart. Your history stays in your account.
4. 04
   If you stop.If you stop, we pause and archive our campaigns and leave yours as they were.

Common questions

Is Laurence an alternative to Xnurta?

For Amazon ads, yes. Both bid hourly from Amazon Marketing Stream, and both make changes rather than only suggesting them. Xnurta is an AI platform your team or agency steers toward a target ACOS, across Amazon, Walmart and Criteo’s retailers. Laurence runs your Amazon ads for you, prices each placement separately, and prices the uncertainty in each term’s CVR into its bid.

Do Xnurta and Laurence both bid hourly?

Yes, on Amazon. Xnurta says it adjusts bids hourly on Sponsored Ads using Amazon Marketing Stream data. Laurence re-prices the bid on every search term every hour, resets placement modifiers every night and checks budgets every hour.

Does Laurence run Walmart or Criteo ads?

Not today. Laurence runs Amazon Sponsored Products, Sponsored Brands, Sponsored Display and Amazon DSP, with Meta and Google ads in early beta. Xnurta runs Walmart Connect and Criteo ads today.

Do I need someone on my team to run Laurence?

No. You set the goal and the limits, and Laurence does the day-to-day work. You can see every decision and the reason for it on the Laurence platform, and our team is there when you have questions.

How we wrote this. We described Xnurta’s products, pricing and features from xnurta.com and its knowledge hub as of November 11, 2026, and things may have changed since. Laurence figures are medians across the 15 store profiles we run, covering all of their Sponsored Products spend, October 6 to November 4, 2026. The charts use made-up numbers to show the idea. If we’ve got anything about Xnurta wrong or out of date, tell us and we’ll fix it.