The "Amazon PPC" Blind Spot Most sellers think Amazon PPC is a game of finding t
By Michael Erickson Facchin · March 29, 2026 · Curated by George's Blog
The "Amazon PPC" Blind Spot
Most sellers think Amazon PPC is a game of finding the right keywords.
They spend all their time hunting for that one "magic" search term that will scale their brand to the moon.
But after audits across hundreds of accounts, I’ve realized the winners aren't just better at finding keywords they are better at saying no to them.
Amazon wants you to use Broad Match because it’s profitable for them. For you? It’s often just a fast way to donate your margin to Jeff Bezos.
Here is the truth about building a high-authority brand on Amazon:
𝐘𝐨𝐮𝐫 "𝐍𝐞𝐠𝐚𝐭𝐢𝐯𝐞 𝐊𝐞𝐲𝐰𝐨𝐫𝐝" 𝐥𝐢𝐬𝐭 𝐬𝐡𝐨𝐮𝐥𝐝 𝐛𝐞 𝐥𝐨𝐧𝐠𝐞𝐫 𝐭𝐡𝐚𝐧 𝐲𝐨𝐮𝐫 𝐭𝐚𝐫𝐠𝐞𝐭 𝐥𝐢𝐬𝐭.
If you aren't aggressively pruning the "window shoppers" and the "irrelevant clicks," you aren't an optimizer. You’re just a passenger.
Expertise is about Knowing Where To Tap. It’s not about swinging the hammer at every keyword Amazon suggests. It’s about the surgical precision of excluding what doesn't convert so your budget actually goes toward growth, not just "noise."
Agree or Disagree?
Do you trust the Amazon "Recommended" bids, or do you keep the manual control?
Let’s hear it in the comments.