Audit Your Search Term Report First

Before changing any bids, pull the Search Term Report from Campaign Manager for the last 60–90 days. Sort by spend descending. Look for:

  • Terms with high spend and zero orders. These are pure waste. Add them as negative exact or negative phrase match immediately.
  • Terms with high impressions but low clicks (low CTR). These keywords see your ad but don't click — usually because the main image or title isn't relevant enough to the query.
  • Terms with clicks but zero conversions. Your listing is receiving traffic that doesn't buy. This is a listing quality problem, not a keyword problem.

Most accounts find 20–40% of total spend is going to zero-conversion terms. Removing these alone often drops ACOS by 5–10 percentage points.

Add Negative Keywords Systematically

A campaign without a maintained negative keyword list will continually bleed spend on irrelevant searches. After your initial search term audit, build two lists:

Immediate negatives (add today): Any term with 3+ clicks and zero orders over 60 days. These have proven they don't convert for you.

Proactive negatives (add at campaign start): Think about who would NOT buy your product. If you sell premium kitchen knives, add "cheap," "kids," "toy," "plastic," "camping" (if you only sell kitchen). Preventing bad clicks from ever happening is more efficient than waiting for zero-conversion data to accumulate.

Review search terms weekly for the first 30 days of any new campaign, then monthly thereafter.

Fix Listing Conversion Rate Before Adjusting Bids

If your listing converts at 4% and a competitor converts at 10%, you need 2.5× the ad budget to generate the same orders. ACOS will always be higher on a lower-converting listing.

The five things that move conversion rate most on Amazon:

  1. Main image — run a Manage Your Experiments A/B test if you have Brand Registry; otherwise swap the image and watch CVR for 14 days
  2. Price — if you are more than 15% above comparable products, price is likely the conversion killer
  3. Review count — listings under 15 reviews convert poorly; invest in Vine or Request-a-Review campaigns
  4. A+ Content — adds 3–10% CVR uplift on average per Amazon's own data
  5. Title clarity — shoppers click a result and need to immediately confirm it's what they searched for; keyword-stuffed titles that obscure the product hurt CVR

A 3% improvement in listing CVR (from 7% to 10%) produces a 30% reduction in ACOS at the same click volume and bid.

Implementation support

Turn these recommendations into a working process with Amazon Account Management.

Restructure Campaigns by Match Type

One of the most common structural problems is running automatic campaigns without isolating high-converting search terms into exact-match manual campaigns.

The right structure:

Auto campaign: Discover new keywords. Set a moderate bid. Review search terms weekly. When a term generates 5+ orders, harvest it.

Broad/phrase manual campaign: Test harvested keywords at moderate bids. Monitor ACOS.

Exact manual campaign: Move proven exact-match keywords here. Bid aggressively because you know they convert. These are your profit generators.

This "harvest and promote" structure concentrates budget on exact-match terms where you have proven conversion data — and prevents overspending on broad match terms before you know if they convert.

Use Bid Adjustments by Placement

Sponsored Products campaigns allow bid adjustments for Top of Search placement. If your Top of Search ACOS is lower than the overall campaign ACOS (common for category leaders), increase the Top of Search multiplier to shift more budget there. If Top of Search is higher (common for new or less competitive listings), reduce the multiplier and let your ads run in other placements where CPC is lower.

Check placement data in Campaign Manager → Campaigns → Placements tab.

Lower ACOS Without Sacrificing Ranking: The Balance

The goal isn't to minimize ACOS — it's to find the ACOS that maximizes profitable growth. A 12% ACOS sounds great but might mean you're leaving ranking velocity on the table during a critical launch window. A 35% ACOS might be acceptable for a high-margin product scaling in a new category.

Calculate your break-even ACOS first: your gross margin percentage before ad spend. If your margin before ads is 40%, a 40% ACOS means you break even on those sales. Anything below that is profitable. Set your target ACOS at 60–70% of break-even to maintain profitability with headroom.

Every optimization above — negative keywords, CVR improvements, campaign structure, bid adjustments — should be measured against whether it moves you toward your target ACOS at the same or greater sales volume.