Your conversion rate dropped so you lowered your bids.
By elizabeth-greene-junglr · September 9, 2026 · Curated by George's Blog
Your conversion rate dropped so you lowered your bids.
That was the worst thing you could have done.
You pulled your bids down, Amazon started entering you into fewer auctions, your impressions tanked, and now you're getting even fewer sales.
So your conversion looks worse.
So you lower bids again.
You just built yourself a death spiral.
It feels logical.
"Performance is down, I should spend less."
But you're disappearing. You're losing auctions you needed to win.
I see this constantly.
Brands over-focusing on placement percentages, cranking top of search modifiers, keeping base bids low.
There's some really bad strategy in the Amazon PPC space that tells you to focus on top of search for ranking.
That is a bold-faced lie. It is going to hurt you more than it's going to help you.
Get more aggressive with your bids so you can win more ad auctions. If the product needed more impressions, cutting bids was pulling it out of the very auctions that would have fixed the problem.
Fixed bidding doesn't let Amazon's algorithm lower your bids or pull you out of auctions in real time. Whatever bid you put in, it's not going to take you out.
That's how you maximize impression volume when you're struggling to get visibility on a keyword.
Win more auctions and get in front of more people.
Let the volume do the work.
Lowering bids when you needed more impressions is like hitting the brakes because you're not getting anywhere fast enough.