Frustrated with flatlining Amazon Ads? You’re not alone — but the cause might not be what you think…
Every week, we speak to brands who, convinced that their Amazon Ads aren’t performing, want us to cast our award-winning eyes over their strategies.
But when we dig a little deeper, you’d be surprised how many times we find that the strategy holds up, and the actual issue is spread.
Here’s the problem in a nutshell – too many campaigns + too little budget = no real impact.
Spreading your Budget too thin hampers your Results
Here’s what we see all too often – brands trying to support every SKU, target every keyword, test every format.
The intention is broad coverage, but the result is often poor performance – across the board.
Why is this? It’s because, when you spread your ads budget too thinly:
- Your campaigns don’t get enough visibility.
- You can’t outbid your competitors on high-value terms.
- You’re not creating any momentum, so your results are giving you very little to learn from.
The consequence is a set of campaigns that aren’t quite failing – but they’re definitely not delivering how you want them to.
Amazon Ads Success is built on Real Data
No marketing strategy can succeed without feedback – and on Amazon, feedback comes from data.
And data takes budget.
When you dilute your media spend across too many campaigns:
- You don’t generate enough clicks to spot trends.
- You can’t see clearly which tactics are working.
- You lose the ability to fail fast and course-correct.
Instead of creating clear winners and losers, you end up in a holding pattern where everything underperforms – and nothing scales.
The Smarter Way: Focus, Learn, Scale
The most successful brands we work with achieve growth on Amazon because they’ve got one thing in common – strategic focus.
They:
- Back hero SKUs with proven traction or strategic value.
- Invest strongly in high-volume, high-intent search terms.
- Collect data fast by spending enough to reveal insights quickly.
- Let results lead – making bold decisions to double down where the return is strong, and exiting where it’s not.
The key is that Amazon Ads success is about spending smarter – not broader. You can’t solve issues by just throwing more money at your problem.
So what should you do now?
With this in mind, here are 4 actionable insights from our experts that you can implement across your Amazon Ads strategy right now:
- Pick your winners: Identify 3–5 SKUs with the highest commercial potential or strategic importance.
- Prioritise intent: Focus your keyword targeting on high-converting, high-volume terms.
- Spend with purpose: Invest enough budget to actually see performance trends – then you can make confident and informed decisions.
- Scale with insight: Once you’ve seen what works, build from that success – not from guesswork.
The Bottom Line
If your Amazon ads aren’t delivering, don’t immediately rush to blame your strategy – take a long, hard look at your spread.
You might just find that it’s not your planning that’s failing – it’s your resourcing that’s stretched too thin to succeed.
Want a second opinion on where to focus, how to get more from your Ads budget or how to achieve Amazon success driven by commercial insights, rigour and clarity?
Our award-winning Amazon Ads team is just an email away – get in touch today.