Introduction
Change is constant on Amazon—but every once in a while, the shift is big enough that many sellers feel it before they understand why. A recent update (algorithmic / policy-driven) is quietly increasing cost and reducing visibility for sellers who aren’t aware. This guide explains what happened, why you’re impacted, and how to respond.
1) What’s Changed & Why It Hurts
- Amazon may have adjusted impression allocation, ad position logic, or listing-quality weighting, reducing visibility for listings with lower metrics.
- The update might affect source traffic, keyword impressions, or ad placement priority, increasing CPCs and lowering conversion share.
- For many sellers it means: fewer sessions, same spend → worse TACOS/margins, or increased risk of suppression if metrics worsen.
2) Key Impact Areas
a) Visibility & Search Impressions
If your listing traffic dropped without price or reviews change, it may be due to lowered impressions or algorithm prioritization.
b) Ad Efficiency
Higher CPCs, higher ACOS, or increased wasted spend on keywords that used to convert.
c) Stock & Fulfillment Fitness
Listings with weak stock or fulfillment delays may be penalized more now—so “fulfillment readiness” matters more than ever.
d) Listing-Quality Signals
Poor titles, images or content may result in fewer impressions as Amazon culls lesser-performing SKUs.
3) Recovery Strategy & Immediate Actions
- Audit Major Metrics – sessions, impressions, ACOS/TACOS by SKU for the last 30 days.
- Check Fulfillment & Stock – ensure no OOS, Buy Box loss or increased prep/handling time.
- Review Keywords & Targeting – find slipping terms in Search Query Performance (SQP); refresh content and ad targeting.
- Listing Quality Review – titles, bullets, images must be optimized; remove old variants/hacks.
- Budget Reallocation – shift ad spend towards SKUs with strong metrics and reduce investment in weak ones until they recover.
4) 30/60-Day Action Plan
Days 1–30:
- Gather top 20 SKUs and check performance changes.
- Fix any fulfillment, Buy Box or stock issues.
- Adjust content on marginal SKUs and pause unprofitable campaigns.
Days 31–60:
- Relaunch ads for cleaning SKUs; expand winning SKUs.
- Refine keyword lists, tighten targeting and improve CVR.
- Begin gradual reinvestment once TACOS and conversion stabilize.
Final Thoughts
This update is not about a single bad keyword—it’s about the ecosystem of performance, readiness, spend and content. If you’re seeing inexplicable cost rises or visibility drops, treat this as a signal to audit your base. Correct the root, and your business not only recovers—but grows from now on.