Most brand owners view Amazon PPC as a necessary evil. A tax on their margins. I
By Michael Erickson Facchin · April 25, 2026 · Curated by George's Blog
Most brand owners view Amazon PPC as a necessary evil.
A tax on their margins.
I strongly disagree.
Amazon PPC isn't just an advertising expense. It is the fuel for your entire organic ranking engine.
I was talking to a brand founder recently and they told me about this terrible experience they had with their margins.
They said to me, "We are pausing all of our top-of-funnel Amazon campaigns. The ACoS is just too high right now and it's eating our profits."
Here's what I've come to learn over the years managing high-level accounts: If you shut off your paid ads, you aren't just stopping paid traffic. You are actively killing your organic flywheel.
Look at the causality loop in the image above. It’s a beautifully brutal system:
• Amazon PPC buys you immediate traction and 𝐌𝐨𝐫𝐞 𝐬𝐚𝐥𝐞𝐬.
• That early sales velocity and customer acquisition generates 𝐌𝐨𝐫𝐞 𝐫𝐞𝐯𝐢𝐞𝐰𝐬.
• Higher conversion rates and review counts signal the A9 algorithm, resulting in a 𝐇𝐢𝐠𝐡𝐞𝐫 𝐬𝐞𝐚𝐫𝐜𝐡 𝐫𝐚𝐧𝐤𝐢𝐧𝐠.
• Top organic rank provides massive, "free" 𝐌𝐨𝐫𝐞 𝐯𝐢𝐬𝐢𝐛𝐢𝐥𝐢𝐭𝐲, which feeds right back into more sales.
When you optimize your Amazon PPC, you aren't just trying to get a quick return on ad spend today. You are buying the organic real estate that will sustain your business tomorrow.