Amazon PPC is an advertising system built by Amazon, that is auction based. This means that every advertiser is bidding on their targeted keywords that are relevant to the products they sell. The combination of the highest relevancy of the keyword to the advertised listing, and the highest bid; will determine what product gets to the first page of search results. There are three types of ads you can use under the Seller Central advertising platform: sponsored products, sponsored brands and sponsored display. If you want to use amazon PPC for the purposes of getting your product ranked on Amazon, we suggest you begin with Sponsored products and using keywords as a targeting method.