📦 Horison Bulk Sheet Generator
Generate Amazon Sponsored Products bulk upload sheets — internal tool
Setup
Preview
Getting Started

📊 Structure Preview

Account TypeSeller Central
Products--
Campaigns (est.)--
Ad Groups (est.)--
Structure
CampaignSPC
Ad GroupSPAG
Targeting
Settings
Daily Budget$50
Default Bid$0.75
BiddingDown Only
Stateenabled

Account Type

Products

one per line
Format: ASIN,SKU,Description,Portfolio,Group (Description, Portfolio, Group optional)
CSV or Excel with ASIN, SKU, Description, Portfolio, Group columns
Portfolio is optional per product — leave blank if not using {{PORTFOLIO}} in your naming template. Group (e.g. a color family) drives [MPC] campaign splitting.

Campaign Structure & Naming

One campaign per targeting method, per product.
Ad Group Structure only applies under [MPC]. SPC and SKW always use one ad group per product/keyword.
Naming Fields
Used by {{CAMPAIGN_TYPE}} and {{SOURCE}} tokens. {{PORTFOLIO}} comes from the Portfolio column in your Products list. Source is left blank automatically for Auto campaigns. For [MPC] (no single product), {{ASIN}} defaults to "MULTI" and {{DESC}} to "Multi-Product" unless your template avoids those tokens.
Fills templates with Horison's convention and sets splits to "by campaign" so each Match Type gets its own campaign.
Horison naming preset applied — templates now use the pipe-delimited convention, and Auto/Keyword splits are both set to "Split by campaign".
{{PORTFOLIO}} {{ASIN}} {{SKU}} {{DESC}} {{GROUP}} {{CAMPAIGN_TYPE}} {{MATCH_TYPE}} {{SOURCE}} {{DATE}}
{{PORTFOLIO}} {{ASIN}} {{SKU}} {{DESC}} {{GROUP}} {{CAMPAIGN_TYPE}} {{MATCH_TYPE}} {{SOURCE}} {{CAMPAIGN_NAME}}
Leave templates blank to use defaults: SPC_{{ASIN}}_{{DATE}} for campaigns and SPAG_{{ASIN}}_{{MATCH_TYPE}} for ad groups.
When Auto Targeting is split by campaign or ad group, an extra {{AUTO_GROUP}} segment (CLOSE/LOOSE/SUB/COMP) is inserted automatically right after {{MATCH_TYPE}}.
Under [SKW], Match Type becomes SKC and a {{KEYWORD}} segment with the literal keyword is inserted automatically right after it — matching your "SKC = Single Keyword Campaign" suffix.

Targeting Types

Auto and Manual (Keyword / Product) targeting always generate separate campaigns — Amazon doesn't allow mixing them in one campaign.
Auto Targeting Groups
Close Match: Keywords closely related to your product  ·  Loose Match: Keywords loosely related  ·  Substitutes: Products that are substitutes for yours  ·  Complements: Products that complement yours
Unchecked groups = created as paused
Keyword Targeting
Broad+ submits as regular broad Match Type to Amazon, but prefixes every word in the keyword with + (e.g. protein powder → +protein +powder) — Horison's modified-broad convention. Gets its own bid and naming label (+broad).
Exact: Search term must match keyword exactly, word-for-word
Phrase: Search term must contain the keyword phrase in order
Broad: Search term can contain words in any order, include synonyms

Campaign Settings

Placement Adjustments

0 = no adjustment row. Range: 0-900%. Applied to every campaign generated.

Negative Keywords (optional)

Applied only to Auto, Broad and Phrase ad groups/campaigns — never to Exact-only or Product Targeting.

Negative Product Targeting (optional)

Ad group level only. Applied to Auto and Product Targeting ad groups (never Keyword ad groups).
One ASIN per line. Generates asin="B07..." expressions (case preserved as typed).
0 rows generated. Click "Preview Bulk Sheet" on the Setup tab.
No data yet — configure your setup and click Preview Bulk Sheet.

What campaign structure should you use?

How you structure campaigns determines how much control you have over budgets, placements, products, and keywords — and how easy your data is to analyze afterward. There's a trade-off: aggregating products together gives more data confidence per keyword but less control; segmenting them apart gives more control but spreads your data thinner.

Campaign-level controls
Daily budget, placement adjustments (Top of Search, Product Pages, Rest of Search)
Ad group-level controls
Which products you're advertising, which keywords you're targeting, bids per keyword

MPC + MPAG

Most aggregated
One shared campaign, one shared ad group, multiple products pooling into one keyword set. Best for large catalogs (thousands of SKUs/variations) where you want Amazon's algorithm to pick the best performer and you don't need per-product bid control.
Campaign
→
Ad group
→
Product
Product
Product
→
Keyword
Keyword
Use when: catalog is too large to manage per-product, or products are close variants (sizes/colors) where you're fine not knowing which exact SKU won a sale.

MPC + SPAG

Balanced
One shared campaign, but each product gets its own ad group and its own keywords. Keeps campaign count manageable while still giving per-product bid control.
Campaign
→
Ad group
→
Product
→
Keyword
Keyword
Ad group
→
Product
→
Keyword
Keyword
Ad group
→
Product
→
Keyword
Keyword
Use when: parent ASINs with multiple variations (e.g. chocolate vs. vanilla protein powder) where you want to bid more aggressively on the variant that's converting best, without a campaign per product.

SPC

More segmented
Each product gets its own campaign, with one ad group and multiple keywords. This is what your Horison naming convention is built around, and what's generally recommended for catalogs under 100-200 products.
Campaign
→
Ad group
→
Product
→
Keyword
Keyword
Keyword
Use when: this is your default. It gives placement data specific to one product, and keeps campaign count manageable unless your catalog is very large. Repeated once per product in your list.

SKW

Most segmented
One campaign per keyword, per product — the maximum level of granularity possible. All performance data in the campaign reflects exactly one product on exactly one keyword.
Campaign
→
Ad group
→
Product
→
Keyword
Use when: reserved for your most important, highest-volume, VIP keywords only. Putting your entire catalog into SKW spreads data across too many campaigns to interpret or optimize. Repeated once per keyword per product.

Should you segment by match type? Generally yes — put Exact match in its own campaign, separate from Broad/Phrase. This separates discovery/long-tail efforts from performance-driven ones, and lets you set different ACOS targets for each. Use "Split campaigns by match type" in Setup to do this automatically.

You don't have to pick one structure for a whole account — you can mix them. Use a more granular structure (SPC or SKW) for your most important products/keywords, and a more aggregated one (MPC) for the long tail.