Cannibalization fear is costing sellers more money than cannibalization ever cou
By Steven Pope · May 20, 2026 · Curated by George's Blog
Cannibalization fear is costing sellers more money
than cannibalization ever could
Same keyword across exact phrase
and broad campaigns does not mean
your bids fight each other
Amazon runs a second-price auction
Only one campaign enters the auction
for any given impression
You pay one cent over
the next-highest bidder
Same keyword across three campaigns
is not paying three times
It is three angles on the same demand
Each match type has a job
Broad match is your discovery layer
It surfaces fresh search terms
to harvest into your strike zone keyword list
Phrase match is your validation layer
It tightens shopper intent
without choking reach
Exact match is your scaling layer
It compounds spend on the terms
you already know convert
Three campaigns
Three jobs
Three different bid ceilings
The real budget killer is stuffing
every keyword into one bloated campaign
You lose bid control by match type
You lose visibility into which terms convert
You lose the harvesting workflow
that turns broad spend
into exact match profit
Same keyword across
multiple campaigns is fine
A thousand keywords in
one campaign is usually really bad
$1.4 Bn+ in Amazon GMV across 400+ brands
taught us that campaign architecture is not a preference
It is the difference between PPC
that compounds and PPC that bleeds