Amazon PPC advice circulates widely, but not all of it holds up. A few persistent myths keep showing up in seller forums and sales pitches, and believing them can lead to real strategy mistakes.
Myth: Higher bids always mean better placement. Amazon's ad auction factors in relevance and historical performance alongside bid amount. A highly relevant, well-converting ad can outrank a higher bid on a less relevant match. Throwing money at bids without addressing relevance and conversion rate often wastes spend rather than solving the underlying issue.
Myth: Lower ACoS is always the goal. Chasing the lowest possible ACoS number can quietly shrink actual sales volume and profit. A high-margin product can often sustain a higher ACoS while still generating strong net profit; a thin-margin product needs a tighter ceiling. The right ACoS depends on the product's margin and lifecycle stage — not a single universal target.
Myth: Set it up once and let it run. Amazon's marketplace shifts constantly — competitor pricing, seasonal demand, new entrants in a category. A campaign structure that worked well three months ago can quietly underperform today if nobody's actively reviewing search term data and adjusting bids in response to what's actually changed.
Myth: More keywords always mean more reach. Piling broad, loosely relevant keywords into a campaign often just spreads budget thinner across worse-converting traffic. A smaller list of genuinely relevant, well-tested keywords usually outperforms a bloated list stuffed with anything remotely related to the product.
These myths tend to persist because each one contains a grain of truth in the right context — but applied without nuance, they lead accounts toward wasted spend rather than growth. A properly run Amazon PPC Management Services engagement should be actively working against these assumptions, not reinforcing them by default.
Read More: Amazon PPC Management Services: What's Included, Pricing & How to Choose in 2026
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