How to Use Portfolios to Separate Brands in One Amazon Ads Account

What You'll Need

• Amazon Negative Keyword Tool by Todoza – Organizes ad search term data to identify negative keywords.
• Amazon Ads Report Analyzer – Automates import and analysis of campaign and search-term reports.
• Amz Ad Waste Detector - Amazon Ads Analytics Module – Analyzes and tracks Amazon Ads performance, focusing on wasted spend.
• Amazon Ads Dashboard by Todoza – Provides unified reporting and cross-account visibility.
• Amazon Ads account with multiple brands to organize
• Access to up-to-date campaigns and reporting data

Why Separate Brands with Portfolios?

Portfolios act as clear boundaries between brands, campaigns, and budgets, preventing data or spend from blending together. This is crucial for businesses managing multiple identities or agencies handling client accounts, simplifying reporting and making performance analysis much more actionable.

Step 1: Set Up Portfolios for Each Brand

The first step is to create a new portfolio for each brand within your Amazon Ads account. Portfolios act as folders, grouping relevant campaigns, budgets, and reports under a single brand’s name. Navigate to the Portfolios section in Amazon Ads and select “Create Portfolio”, entering the brand name and assigning a starting budget. This foundation will ensure all future campaigns can be easily sorted by brand.

Assigning campaigns to the correct portfolio is critical for keeping brand data distinct. Always double-check new and existing campaigns to confirm they’re filed under the right brand portfolio, so reporting and optimisation efforts don’t overlap or get lost.

Step 2: Assign and Audit Campaigns

Portfolios are only effective if every campaign is categorised properly. Review existing campaigns and move them into their corresponding brand portfolios. Amazon makes it easy to reassign campaigns in bulk or individually, helping to fix any legacy cross-brand placements.

To identify and manage inefficient keywords or campaigns, consider uploading your campaign search-term data to the Amazon Negative Keyword Tool by Todoza. This helps spot wasteful spend at the brand level for precise optimisation.

Step 3: Implement Portfolio-Based Reporting and Budgets

Once campaigns are aligned, leverage each portfolio’s reporting and budgeting options. Portfolios allow for dedicated budgets, so set caps and targets appropriate for each brand’s goals. Use Amazon Portfolio reports to monitor spend, performance, and outcomes in a brand-by-brand format.

For ongoing, actionable insights, use the Amazon Ads Report Analyzer to automatically import and summarise search-term data by portfolio. This tool generates client-ready reports and streamlines progress tracking for each brand.

Step 4: Monitor and Optimize Brand Performance

With portfolios and analytics in place, routine monitoring is essential. Monitor performance by portfolio to identify trends, risks, or wasted spend per brand. Make adjustments to budgets, pause underperforming campaigns, and isolate successful strategies for repeatable wins.

Leverage the Amz Ad Waste Detector - Amazon Ads Analytics Module to break down campaign metrics, such as spend, sales, and ROAS, for each brand. This helps spot inefficiencies and supports continuous improvements.

The Amazon Ads Dashboard by Todoza provides a unified view, consolidating all brand and portfolio data for cross-brand comparison and trend analysis. This is beneficial for teams handling several brands and aiming for quick, reliable overviews.

Tips and Common Mistakes to Avoid

Portfolios are powerful, but overlook details and data can get messy. Ignoring portfolio structure can lead to mixed reporting, accidental budget overruns, and brand confusion. Always keep campaigns aligned to the correct brand. Regularly audit the portfolio setup, especially before major campaigns or reporting deadlines.

Be sure to maintain up-to-date data imports and leverage automation tools for clean, reliable reporting. Clear documentation and team communication are vital—allowing your portfolio structure to scale as your brand list grows.

Building on Portfolio Analytics

Use cross-portfolio dashboards and analytics modules to gain broad visibility and track both high-level and granular brand performance. Tools like Todoza solutions streamline analysis, reduce manual work, and improve decision-making for complex portfolio structures.