I have run a business in Amazon PPC category since 2017, so let me say what that
By Michael Erickson Facchin · September 13, 2026 · Curated by George's Blog
I have run a business in Amazon PPC category since 2017, so let me say what that pattern usually means, because "the market is shrinking" is almost always the wrong read.
A falling generic term with a stable CPC is a category maturing, not dying. People stop searching the name of a concept once they understand the concept. They start searching their specific problem instead. Same audience, more fragmented queries, higher intent per query.
Which changes what you should build.
When your category term is growing, one authoritative page about the category wins.
When your category term is falling and specific queries are multiplying, twenty pages about twenty problems win.
The mistake I have watched companies make, mine included, is reading the headline number, concluding the market cooled, and cutting the content budget in precisely the quarter they should have widened it.
The second mistake is easier to make and more expensive. Assuming the CPC will follow the volume down. It does not. Fewer searches with the same number of bidders is a more expensive auction, not a cheaper one.
Pull the trend line on your own category term before your next planning meeting. Then check whether your content map still matches the shape of the demand, or the shape it had two years ago.