The consensus in Amazon PPC right now goes something like this: your strategy is
By michael-erickson-facchin · September 19, 2026 · Curated by George's Blog
The consensus in Amazon PPC right now goes something like this: your strategy is probably fine, your execution is too slow, and automation is the answer.
I run a company that sells bid automation, so you would expect me to agree enthusiastically. I agree partially, and the part I disagree with is the part that costs people money.
The speed argument is correct on its own terms. Nobody can manually adjust bids across thousands of targets at the pace the auction moves. Anyone claiming otherwise is either running a very small account or not being straight with you. That work should be automated and has been for years.
But "your strategy is fine, you just need to move faster" is a very comfortable thing to believe, and comfortable beliefs deserve suspicion.
Faster execution of a good structure compounds. Faster execution of a bad structure also compounds, in the other direction, and it does it quietly because everything looks busy and optimised while it happens.
I have seen accounts where automation was working perfectly and the account was still losing money, because it was optimising toward a target that was wrong in the first place. The bids were excellent. The thing they were bidding toward was not worth reaching.
The honest sequence is that automation multiplies whatever it is pointed at. So the question worth asking before you buy any tool, ours included, is whether the thing you are about to accelerate is correct.
Do your campaigns separate intent properly, or did they grow by accretion over three years and nobody has restructured since? Is your ACoS target a considered number or a number someone said out loud in 2022? Do you know which products are genuinely carrying others?
None of that is answered by speed. All of it determines what speed is worth.
The uncomfortable version, and I say this as a vendor: if your account structure does not make sense, automation will make your mistakes arrive faster and cost more. Fix the direction first. Then go fast.