Operator glossary
Portfolios (and budget caps)
The folder layer above campaigns — group by product line or purpose, set date-ranged budget caps across the group — the tool that stops one launch from silently eating the whole account's month.
Portfolios group campaigns with two powers: rolled-up reporting by whatever dimension you choose (product line, brand, strategy), and portfolio-level budget caps — spend ceilings across all member campaigns for a date range, after which everything inside pauses.
The governance use is the point: a launch portfolio capped at its rank-investment budget cannot overrun into next month's money; a per-brand portfolio makes the monthly review readable. Caution the cap's bluntness — hitting it stops winners with the losers, so caps belong on experimental spend, not on the evergreen core.
The numbers
- Powers: grouped reporting + date-ranged budget caps that pause all member campaigns when reached.
- Governance fit: cap experiments and launches; leave evergreen core uncapped (caps stop winners too).
Primary sources: Amazon Ads guides
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