Insights and planning
Amazon Drona
A tool for agencies to manage advertisers efficiently
Amazon Drona (a.k.a Amazon Advertising Manager) is a free tool for agencies that manage sponsored ads campaigns for advertisers on Amazon India across the account management workflow including planning, campaign creation, campaign management, and reporting. Drona supports account manager productivity and brings scale and efficiency in agency operations by providing AI-based recommendations, bulk optimization, and automation capabilities.
Benefits of Amazon Drona
Drona helps in each step of the account management workflow through four broad capabilities: developing campaign strategies, campaign execution, multi-advertiser campaign optimization, and multiple account management.
Develop campaign strategies with interactive dashboards
Drona provides real-time performance metrics and notifications, competition comparison, and keyword research capabilities to enable agencies to create sponsored ads strategies on Amazon. For example, during major shopping events like Prime Day or the Diwali festival, agencies want to ensure that their advertisers’ campaigns do not go out of budget. Drona's real-time budget alerts notify users when campaigns are at risk of going out of budget, allowing agencies to make adjustments to optimize spend and performance.
Execute your campaign strategies
Drona's campaign management features help agencies quickly create, transform, and optimize ad campaigns. One useful capability is the Campaign Transformer—a one-click feature that can generate new Sponsored Display campaigns based on the inputs and high-performing keywords from an agency's existing Sponsored Products campaigns.
Optimize your campaigns with Drona
Drona leverages AI-powered recommendations to help agencies optimize their clients' ad campaigns based on advertiser objectives. The tool's automated optimization rules can automatically adjust campaign elements like ASINs, targets, and other settings to improve performance and align with your goals.
Manage multiple accounts at once
Drona allows agencies to monitor real-time ad performance for up to 8,000 advertisers through a single account. Its automated rules feature takes optimization a step further, enabling agencies to simultaneously improve campaigns for up to 1,000 advertisers at once.
Key Features
Keyword research
Partners can identify top-searched keywords within subcategories, top keywords used by peers, and highest clicked ASINs to create keyword optimization strategies.
ASIN research
With the Drona Product Dashboard, users can analyze ASIN performance using over 20 business and advertising metrics to develop campaign strategies with easy-to-apply filters.
Budget planning
Share of voice (SoV) and glance view (GV)-based Budget Planners help users develop quarterly budget estimates for sub-categories with target SoV and GV from branded, category, and generic keywords.
Get started with Drona
Drona is designed for third-party agencies who manage campaigns for advertisers on Amazon India. Agencies need to be registered on the Amazon Ads Partner Network to access Drona.
FAQs
For any questions about Drona, please reach out to your Partner Development Manager or Amazon Ads India account executive.