Amazon advertising managed on ACOS, not impressions
Amazon ads compete for attention on a page where your competitors are one scroll away. Efficiency matters more than reach.
Connect the audience, the message and the page they land on.
- Right audience
- Relevant advert
- Focused landing page
Spend, response and enquiries, considered together.
What is a good ACOS?
It depends entirely on your margin and your goal. If you make forty percent on a product, an ACOS of forty percent breaks even. Launching a new product profitably is a different target to defending an established best seller, and using one number for both is how accounts quietly lose money.
Where the work actually is
Search term reports and negative keywords, week after week. Amazon will happily spend your budget on loosely related searches, and the only fix is regularly reviewing what you actually paid for.
Indirectly. Ads produce sales, and sales velocity is a ranking factor on Amazon. Using ads to build early velocity on a new listing is a standard launch tactic.