Open your feed and count how many Amazon PPC posts are describing a platform tha
By michael-erickson-facchin · September 18, 2026 · Curated by George's Blog
Open your feed and count how many Amazon PPC posts are describing a platform that no longer exists.
I did this properly a few weeks ago, and the result was worse than I expected.
This year alone: Amazon removed the standalone seller performance eligibility gate for the Featured Offer in July. Sponsored Products moved into creator content in August with automatic enrolment. Rufus became Alexa for Shopping in May. A group of advertisers lost credit card payment in August. And that is before any of the smaller changes nobody wrote about.
Meanwhile, a large amount of widely shared advice is still walking sellers through eligibility checks that cannot fail any more, or describing campaign structures built for a matching engine that has been changing shape for two years.
This is not really anyone's fault. Content gets written once, ranks, keeps getting read, and nobody goes back. The incentive to publish is enormous and the incentive to update is close to zero.
But the consequence for a seller is real. You follow advice that was excellent in 2023, it does not work, and the natural conclusion is that you executed badly. Most people blame themselves before they blame the source, because the source sounded confident and had a lot of followers.
So here is the filter I would use, and it costs nothing.
Check the date, and then check whether the date matters for this claim. A post about account structure principles from 2023 may be fine. A post about eligibility rules from 2023 is describing something Amazon deleted.
Be suspicious of advice that has no date at all. That is usually a choice.
And when something confident contradicts what you are seeing in your own account, trust the account. Your data is about your business right now. The post is about somebody else's business at some point in the past.
The hardest part of this job is not learning things. It is noticing when something you already learned quietly stopped being true.