How to Rename Amazon PPC Campaigns, Ad Groups, and Portfolios

Renaming something in Amazon Ads is rarely about tidying up — it’s almost always a sign the account itself has changed. A new naming convention, a strategy shift, more product lines to organise, or simply inheriting someone else’s account are the real triggers, not cosmetic preference.

Short answer: renaming a campaign, ad group, or portfolio is purely cosmetic. It has zero effect on performance history, delivery, campaign ID, or search term data, so it’s safe to do at any time, for any reason.

Why You’d Actually Need to Rename Something

The most common triggers, in practice:

• Taking over an existing account and inheriting someone else’s naming, or none at all.
• Not naming things properly at launch and having to retrofit a real convention later.
• Scaling into more product lines, where the original structure stops mapping cleanly.
• Genuine strategy changes — grouping more single-word keywords together, or breaking campaigns out into single-keyword structures, as your understanding of what works evolves.
• Reorganising portfolios to monitor budgets more clearly.

Where to Actually Do It

Campaign name: Campaign Manager → All Campaigns → open the specific campaign → while still on the campaign-level view, click “Campaign Settings.” Edit the “Campaign Name” field at the top, then use the Save button that appears on the right.

Ad group name: open the specific ad group inside that campaign → “Ad Group Settings” → same process.

Portfolio name: from the Campaign Manager home page, expand the left-hand menu → “Portfolios” → “Modify Portfolio” (top right) → edit “Portfolio Name” → “Save Changes.”

Same pattern every time: find the settings tab for that level, edit the name, save.

Bulk Renaming: Flat Files, or AdLabs and Claude

Renaming one at a time works fine for a handful of campaigns. Past that, there are better options.

Flat files: download a bulksheet from Amazon, rename everything directly in the spreadsheet, then re-upload it.

AdLabs with Claude (the faster option): connecting Claude to an AdLabs account gives it access to real account data, including which specific product each campaign is targeting. From there, a single prompt like “rename all my campaigns in [profile] using this naming convention” — paired with the actual formula from the naming convention guide — does the heavy lifting. Claude checks each campaign’s product and ASIN, then builds the new name, including match type and the specific keyword being targeted.

Always double-check the output before it goes live. It can make mistakes, and where it isn’t confident about a specific campaign, it should flag that one separately for manual confirmation rather than guessing.

The Mistake Most People Make

Names that are too short. In the name of keeping things “clean,” people leave out exactly the information that makes a name useful — what the campaign is doing, what it’s targeting, which product, which ASIN. More detail in the name is almost always better, not worse.

For portfolios specifically: keep it simple, generally organised by parent ASIN, unless a genuinely segmented child-ASIN strategy justifies a more granular split.

FAQ

Is there ever a reason not to rename something right away?

One narrow case: when first taking over an account, it’s sometimes worth briefly leaving an inherited name as-is — a clear visual marker that a given campaign isn’t yours and someone else built it, useful during the initial audit. This only makes sense on small accounts with a handful of campaigns, and only for about a week. On any account with a meaningful number of campaigns, rename immediately — mixed old and new naming at scale causes real confusion and things get missed.