Introduction
Amazon advertising is one of the most powerful tools for growth—but many sellers still run their ads based on myths that no longer apply in 2025. The platform has changed, competition has grown, and Amazon’s algorithm prioritizes efficiency and buyer intent over raw spend. Let’s bust the 5 most common myths holding brands back.
Myth #1 — Auto Campaigns Are Enough
Auto campaigns discover keywords—but they’re not a growth engine. They lack control, intent filtering, and budget efficiency. Smart sellers use Auto for discovery, then harvest performing terms into manual campaigns for scale.
Fix: Use Auto campaigns for keyword mining only. Harvest terms weekly into manual Exact and Product targeting.
Myth #2 — Raising Bids = More Sales
Amazon ads don’t reward spend—they reward relevance and conversion. Raising bids without improving CVR usually just increases ACOS. Bid based on margin and intent, not emotion.
Fix: Run placement reports and cut bids on keywords with low CVR or high ACOS. Increase bids only where your conversion rate proves value.
Myth #3 — Set It and Forget It Still Works
PPC is dynamic. Amazon constantly adjusts auction logic, CPC floors, and competitor density. If you don’t optimize weekly, you lose efficiency fast.
Fix: Review Search Term Reports weekly; pause wasteful targets and refresh ads monthly to match keyword intent.
Myth #4 — Organic and Paid Are Separate
Paid ads boost organic ranking by driving traffic and sales velocity. Ignoring ads because you “rank organically” is leaving money on the table.
Fix: Treat ads as a flywheel that feeds organic rank growth. Monitor TACOS—not just ACOS—to see true impact.
Myth #5 — Lower ACOS Is Always Better
A 5% ACOS isn’t a win if your sales volume is flat. Sometimes a higher ACOS with greater sales and profit margin is more strategic.
Fix: Optimize for profit growth and total account efficiency (TACOS), not lowest ACOS.
Final Word
Amazon PPC is a data-driven discipline, not a “set and forget” system. The best sellers question conventional wisdom, test everything, and optimize around profit—not myths.
