Short answers about Laurence

Amazon ad types

Does Laurence do Amazon Sponsored Ads?

Yes. Laurence runs all three Amazon Sponsored Ads types, Sponsored Products, Sponsored Brands and Sponsored Display, and reprices bids every hour, as new results come in, from what a click is worth to you. More on how Laurence runs campaigns and on the difference between Sponsored Products, Sponsored Brands and Sponsored Display.

Does Laurence do Sponsored Products on Amazon?

Yes. Sponsored Products is where Laurence starts on every account: it maps the searches in your markets, launches its own campaigns for the products it runs, and reprices its keywords every hour as new results come in. Our guides to setting Amazon ad bids and choosing Amazon ad keywords show the method, and which Amazon ad type to start with explains why Sponsored Products comes first.

Does Laurence run Sponsored Brands ads?

Yes, once Sponsored Products is running. It starts on a smaller set of searches, the same ones your Sponsored Products ads win, and raises bids as volume appears. Sponsored Brands ads need creative from you: your logo, a headline and images or video.

Does Laurence run Sponsored Display?

Yes. Laurence uses Sponsored Display to reach shoppers who viewed your product pages or a competitor’s, and shoppers in your category, and keeps it behind search ads in priority.

Does Laurence run Amazon DSP?

Yes. Laurence runs Amazon DSP on its own DSP account once Amazon links your advertiser ID, after Sponsored Products, Sponsored Brands and Sponsored Display are in place.

Does Laurence run Amazon Sponsored TV?

No. Laurence doesn’t run Sponsored TV, Amazon’s streaming TV ads, today (what streaming TV ads do).

Does Laurence run Google or Meta ads?

Yes for Meta: Meta ads are in beta for select invited customers. Google ads are coming soon. Amazon is the product today; the aim is one plan across every channel you advertise on.

Does Laurence advertise on Walmart or other marketplaces?

Not yet. Laurence runs Amazon today; Walmart, Target, Instacart and other retail media are on the roadmap.

Getting started

Does Laurence work with Amazon vendors as well as sellers?

Yes. Laurence connects to a Seller Central or a Vendor Central account and works out each product’s margin the way the money flows for each.

Which Amazon marketplaces does Laurence work in?

Laurence connects to Amazon marketplaces in North America, Europe and Asia-Pacific, and runs each marketplace as its own store with its own bids and budgets.

What access does Laurence need to my Amazon account?

Two connections, made in the Laurence platform in about five minutes: your Amazon Ads account and your Selling Partner account (Seller Central or Vendor Central). Amazon Marketing Cloud access is optional and lets Laurence measure repeat purchases.

Do I need to share my product margins or COGS?

No, but it helps. Laurence starts from your Amazon ad history and sales; your cost of goods, or a margin per product, lets it bid up to your true break-even instead of an estimate. More on how Laurence values a click.

What happens to my existing Amazon campaigns?

For the products Laurence runs, it builds new campaigns marked with a “Laurence” prefix and pauses yours on those products, so the results split cleanly. If you prefer, it runs alongside your campaigns and leaves them untouched.

Who owns the campaigns and the data?

You do. Everything runs inside your own Amazon Ads account. If you stop, Laurence pauses and archives its campaigns and leaves yours as they were, or you can keep its campaigns running yourself, and you can disconnect Laurence from your Amazon accounts at any time.

How Laurence runs your ads

How does Laurence set bids?

From what each click is worth to you. Laurence estimates a search term’s CVR at each placement and combines it with your margin, repeat purchases and the organic sales a better rank brings, then bids to that value within the goal you set. Our bidding guide walks through the arithmetic.

How often does Laurence change bids?

Every hour, every day: bids are repriced as new clicks and orders come in, and placement adjustments are recalculated each night. A typical account sees more than 2,000 bid changes a day.

Does Laurence separate branded and non-branded searches?

Yes. Once your brand terms are set, branded, competitor and non-branded searches run in separate campaigns with their own targets, and negative keywords keep branded searches out of the non-branded campaigns. Branded clicks behave very differently: see branded vs non-branded on Amazon.

How does Laurence find keywords?

It maps the searches in your markets before it spends, from Amazon’s own search data, your account’s search term history and a keyword tool’s volumes and organic ranks. Searches that share one shopper intent are grouped, each group gets its own campaigns, and a strategist reviews every keyword set before it goes live. More in our keyword guide and on how Laurence maps your markets.

Does Laurence manage my ad budget?

Yes. Your Laurence team agrees a budget with you, and Laurence sets campaign budgets itself as it bids, so spend goes where clicks are worth the most. When a profitable campaign runs low during the day, Laurence can raise that day's budget and puts it back at midnight. More on how Laurence handles budgets.

What goals can I give Laurence?

Net profit, revenue growth, or a target CAC or CPA. Laurence prices bids from your real margins rather than a target ROAS or ACOS, and runs to the goal you choose.

Does a person check what Laurence does?

Yes. Models do the bidding, and a Laurence strategist sets the strategy and guardrails with you, reviews every keyword set before it goes live and reviews what the models did. Nothing in your account changes by hand without being written down.

How is Laurence different from Amazon PPC software?

PPC software typically gives your team rules and targets to run. Laurence runs the account for you: it prices each click from your product’s economics and its measured CVR at each placement, reprices every hour, and explains every bid change. More on how Laurence differs from Amazon PPC software.

Working with Laurence

Can Laurence replace my Amazon agency?

Yes. Laurence takes over the job an agency or in-house team does, running your Amazon advertising end to end, but it isn’t an agency: models do the work and people review it. SPYLT came to Laurence from an agency; read its story. How the options compare: an agency, software or a full-service system.

How do I see what Laurence is doing?

In the Laurence platform, which shows your markets, every keyword and each bid change with its reason, and through Ask Laurence, which answers questions and builds reports on the platform or in Slack. You also get a weekly report. More on reporting.

What results have brands seen with Laurence?

Pit Viper raised its net profit a day by 32% while spending 63% less on ads a day, and SPYLT doubled its daily Amazon sales over Prime Day. Read the Pit Viper and SPYLT stories for how.

What does Laurence do besides ads?

Listing optimization, repeat purchase value for every product, inventory tracking so ads ease off before you run out, deal planning for Prime Day and Lightning Deals, and research on the brands bidding on your searches.

How much does Laurence cost?

Laurence doesn’t publish a price list. Pricing follows the products and marketplaces Laurence runs for you, and you agree it on a call before anything launches.

About Laurence

Who is behind Laurence?

A New York team of quants, engineers and researchers from Jump Trading, Five Rings, Google and Meta, backed by Y Combinator, Susa Ventures, Box Group, Jump Trading and SV Angel, with angel investors from OpenAI and Amazon. More about us.

Is my data safe with Laurence?

Laurence encrypts data in transit (TLS) and at rest (AES-256), protects Amazon credentials with envelope encryption, limits production access to authorized staff, and never sells your data. You can disconnect Laurence from your Amazon accounts at any time; details are in our privacy policy.