You're paying $7 a click on Amazon for customers who don't know your name. Every
By Brandon Fishman · June 3, 2026 · Curated by George's Blog
You're paying $7 a click on Amazon for customers who don't know your name. Every quarter that number goes up and your margin goes down.
Non-branded search on Amazon has gotten too expensive to be your main acquisition channel. Six, seven, eight bucks a click in competitive categories.
Every one of those clicks goes to someone who has never heard of you.
You need TikTok as top of funnel. You need Meta as top of funnel. People have to know your brand before they search on Amazon.
The right split depends on the category. Cheaper category, you can spend more on Amazon. Expensive category, the budget goes to awareness first.
Some of our clients go big on TikTok Shop and barely spend on Amazon. Others lean harder into Amazon ads. We look at the halo effect of every channel and the media mix.
If your non-branded CPCs keep climbing and your margin keeps shrinking, start looking outside Amazon. Your customers need to know who you are before they get there.
♻️ Repost if this changes how you think about your Amazon ad budget.
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