Multi-country campaigns — and per-marketplace control

If you sell on multiple EU marketplaces (e.g., DE + FR + IT), oneAmazon campaign can run in multiple countries simultaneously. That's convenient — and sometimes confusing. This article explains the technical shape, when you want to pause one country instead of the whole campaign, and what happens to your budget.

What a multi-country campaign is

Amazon lets you set up a campaign as EU-wide — it then runs automatically on amazon.de, .fr, .it, .es, .nl, .pl, and .se. You manage one set of keywords, one daily budget, one bid strategy. Amazon distributes delivery across all enabled marketplaces.

Pros:

• Less admin overhead. One campaign instead of seven.
• Cross-listing learning. Conversions in DE help the algorithm even when delivering on FR.
• Flexible budget. If DE is quiet on a given day, budget shifts to FR.

Cons:

• Per-country control is limited. You can vary bids per country but you can't trivially pause just one country.
• Reports mix countries. You have to filter per marketplace actively, otherwise DE sales and FR sales appear as one number.

When you pause one country instead of the whole campaign

Classic cases:

• Stock empty in one country only.DE stock full, FR stock out — pause FR delivery, keep DE running. Else your FR ads promote a product you can't ship.
• Weak marketplace with high ACoS. Campaign runs profitably on DE/FR/IT but bleeds on NL and PL. Instead of raising budget or pausing the whole campaign: stop just NL and PL.
• Local compliance hold. You get a complaint from IT (e.g., CE-mark notice), pause there briefly while you update the listing, keep the others running.
• Promo calendar differs. Push DE/FR for Black Friday, IT/ES more for Christmas. Instead of duplicating two campaigns: scale budget per country.

When you pause the whole campaign

• Product out of stock everywhere or discontinued.
• Listing problems hitting all markets (e.g., images missing, Buy Box lost).
• ACoS target missed everywhere — that's a strategy problem, not a per-country problem.

How the marketplace toggle in Sellerwerk works

Top right in the app you'll find the marketplace selector — a dropdown with every market your account has data for. Pick e.g. DE and we filter all metrics to German data:

• Spend, sales, ACoS, clicks — DE only.
• Strategy buckets (Defend, Attack...) — DE keywords only.
• Recommendations — DE context only.

If you pick All marketplaces, numbers are aggregated. A multi-country campaign appears once with sums across all countries.

What happens to the budget pool

For EU-wide campaigns, Amazon uses one shared daily budget pool. $50/day means $50 across all 7 countries combined, not $50 per country. Amazon distributes the pool dynamically:

• If DE runs hot in the morning, by afternoon it may have used 70% of the pool — FR and IT see less budget late in the day.
• If you exclude a country via marketplace-specific bid (bid 0 there), the freed budget automatically flows to the other countries.

Beginner trap: you raise budget because DE often runs out early — but the extra goes equally to the other countries, not specifically to DE. To scale DE specifically, you need a dedicated DE campaign (instead of multi-country).

Sponsored Brands & Display: no multi-country

Important: multi-country campaigns exist only for Sponsored Products. Sponsored Brands and Sponsored Display are always per marketplace. So if you want a Sponsored Brands campaign in DE and FR, you need two separate campaigns — and you maintain brand logos and copy per country separately.

What Sellerwerk shows you here

In the campaign detail view you see a per-country breakdown — columns: marketplace, spend, sales, ACoS, impressions. You spot immediately when one country in a multi-country campaign goes off the rails.

Recommendations like "Pause NL and PL — ACoS 145% vs 28% on DE/FR/IT" appear under Intelligence → Bleeding Spend as soon as 14-day data supports it. The actual pause action still happens in Amazon Seller Central — we deliver the diagnosis and the suggestion, you decide.

Common mistake

Judging a multi-country campaign without per-country filter: aggregated numbers look fine (ACoS 32%) but hide that DE runs at 20% and PL at 95%. If you keep the marketplace selector on All and only optimize total ACoS, you miss that one market is bleeding.

Related: Setup for amazon.de — OAuth region and market activation, German market — patterns, Zero impressions (often a per-country problem). For questions: support@sellerwerk.de.