Amazon's PPC console keeps telling me to pause our best customer-acquisition cam
By Mansour Norouzi · May 28, 2026 · Curated by George's Blog
Amazon's PPC console keeps telling me to pause our best customer-acquisition campaigns.
If I listen, I prune the front door.
In the console, these campaigns show up with very low last-click sales. Some sit at zero. They look like wasted spend. ROAS looks bad. Pause candidates on every weekly review.
In AMC, the same campaigns are the customer's first entry. The very first ad they ever saw/clicked before clicking anything else.
44 campaigns in this brand introduced new customers this month and got $0 credit in the console. 119 more brought in 3x to 9x more first-time buyers than they closed.
One example. A broad-match Amazon-suggested keyword campaign on a single SKU.
First touch: $103,776.
Last touch: $32,275.
Three times the introductions.
Optimizing on last-click tells me to lower bids here, cap budget, or pause. The closer campaign keeps converting. ROAS looks fine. The front door slowly shuts.
Honest answer: we still optimize mostly on last-click. That is what the console shows. But AMC in the workflow changes which campaigns we keep.
The customer journey lives inside AMC. The advertising console doesn't.
Which of your campaigns is the front door?