If you’ve been running Amazon ads for a while, you’ve probably heard all kinds of advice.
Some of it sounds convincing. Some of it used to work. But in 2025?
A lot of it is just plain wrong — and it’s holding sellers back.
In this post, we’re going to debunk the most common Amazon PPC myths and show you what actually works today so you can run smarter, more profitable campaigns.
⚠️ Myth #1: “ACoS Should Always Be Under 20%”
This is one of the most harmful myths in the Amazon seller world.
Here’s the truth: A “good” ACoS depends on your margin and your goals.
- If you’re launching a new product, your ACoS may be 80%+ while you build reviews and rank.
- If you’re running ads for brand protection, ACoS might be irrelevant — because you’re defending market share.
- If your goal is profitability, then yes — you’ll want to dial ACoS down. But not at the cost of losing visibility.
📌 Focus on TACoS (Total Advertising Cost of Sale) to see the full picture — how your ads impact total revenue, not just ad spend.
⚠️ Myth #2: “Auto Campaigns Don’t Work”
Another classic mistake. Yes, auto campaigns can be wasteful if unmanaged — but when optimized, they’re a gold mine.
Here’s why auto campaigns still matter:
- They harvest converting keywords you didn’t think of
- They find ASINs for product targeting
- They identify high-CTR matches for retargeting or video ads
- They adapt to search trends faster than manual campaigns
✅ Use auto campaigns to discover, then transition winning targets into manual exact match campaigns.
⚠️ Myth #3: “Manual Campaigns Are Always Better”
Manual campaigns give you more control — but they’re not automatically better.
Without clean targeting and regular optimization, manual campaigns can burn cash just as fast.
The best strategy in 2025? 📈 Use auto + manual campaigns together in a tiered funnel:
- Auto: Discovery
- Broad/phrase: Mid-funnel research
- Exact: Precision retargeting and ranking
This gives you both coverage and control.
⚠️ Myth #4: “You Should Never Bid on Branded Keywords”
Some sellers think bidding on your own brand is a waste. After all, customers are already looking for you — right?
Wrong.
Here’s why you should still run branded ads:
- 🛡️ You protect your traffic from competitors targeting your name
- 📊 You control the message — headline, image, copy, and offer
- 💰 Branded terms convert at extremely low ACoS
- 📈 They boost your total impression share and help organic rank
Even small brands should own their own name on Amazon.
⚠️ Myth #5: “High Impressions Mean It’s Working”
Impressions look good on paper. But if they don’t lead to clicks, sales, or conversions — they’re just vanity.
Instead of focusing on impressions alone, track:
- CTR (Click-Through Rate) – Shows if your ad is relevant and compelling
- CVR (Conversion Rate) – Indicates if your listing closes the deal
- ROAS / ACoS – Profitability metrics
- Search Term Performance – Find the search terms that actually drive sales
Real performance = real buyers, not just views.
⚠️ Myth #6: “The More You Spend, the More You’ll Sell”
This is a dangerous assumption — and it leads to bloated, inefficient campaigns.
Yes, ad spend can drive volume. But only when targeted, optimized, and monitored.
Here’s what sellers should do instead:
- Cut non-converting keywords
- Use negative targeting to stop irrelevant spend
- Prioritize campaigns that drive TACoS improvements
- Use placement modifiers instead of just raising bids globally
📉 Scaling poorly leads to higher ACoS, lower margins, and weaker rankings.
✅ What’s Actually Working in Amazon PPC in 2025?
Now that we’ve cleared the air, here’s what works:
🔹 Keyword Strategy
- Use keyword tools (Helium 10, DataDive) to find intent-driven long tails
- Group keywords by intent — don’t mix broad + exact in the same ad group
- Track search term conversion rates and move winners into exact match
🔹 Campaign Structure
- Break campaigns by match type, product, or objective
- Use low funnel (exact) for ranking
- Use top of funnel (broad, auto) for discovery
- Keep branded and competitor targeting separate
🔹 Budget Allocation
- Invest heavily in what’s working
- Pause or limit what’s not — but don’t delete before analyzing
- Allocate 10–15% to testing new keywords, ASIN targets, or ad formats
🔹 Retargeting & Video Ads
- Sponsored Display retargeting now drives excellent ROAS
- Sponsored Brands Video = high engagement and low CPC
- Don’t sleep on these formats — especially if your static ads are stale
🔹 Reporting & Optimization
- Use Search Query Performance Report to get keyword funnel data
- Watch for clicks with no conversions — those are your leaky buckets
- Optimize weekly — bid adjustments, placement tweaks, keyword pruning
Final Thoughts: Ditch the Myths, Win the Game
Amazon ads aren’t about playing by old rules — they’re about understanding what works now and adjusting quickly.
If your campaigns are underperforming, it’s probably not your product — it’s your strategy and assumptions.
✅ Focus on conversion metrics
✅ Track true performance (TACoS > ACoS)
✅ Use ads to drive rank, not just clicks
✅ Combine auto + manual the smart way
