The Biggest Myth About Amazon Advertising (That’s Costing You Money)
If I had a dollar for every time someone said, “Amazon ads don’t work for my brand”, I’d be funding my own space program by now.
Let’s get one thing straight: Amazon advertising isn’t broken. Your strategy is.
And 9 times out of 10, that strategy fails because of one giant myth:
“Amazon ads should be focused on immediate RoAS.”
No. Just… no.
Why Focusing ONLY on RoAS is a Losing Game
Look, everyone loves a strong RoAS (Return on Ad Spend). But if that’s the only metric you’re watching, you’re missing the big picture.
Here’s what really happens when brands obsess over RoAS:
🚨 They cut campaigns too soon because they don’t see “immediate” profit.
🚨 They avoid investing in brand awareness because it doesn’t pay off overnight.
🚨 They ignore the long-term impact of ads on organic ranking.
What Smart Brands Do Instead
The brands actually winning on Amazon understand this:
✔️ Ad spend is an investment, not an expense.
✔️ Building search equity is more valuable than short-term RoAS.
✔️ Organic sales don’t magically happen—ads fuel them.
When we worked with a consumer electronics brand, they were struggling with a 79.13% revenue decline after competition flooded their market. No ads, no strategy, just hope.
Once we introduced a structured ad strategy—combining search ads, category targeting, and a focus on long-term ranking—they saw:
🔥 7.62% YoY growth (instead of a projected 36% loss).
🔥 Their main product ranking climb from outside the Top 100 to #46.
🔥 51% profit margin after all fees, including advertising.
📍 See the full case study → Consumer Electronics Case Study
Stop Thinking Short-Term—Start Playing the Long Game
Amazon isn’t a slot machine where you pull the ad lever and expect instant profit. It’s a marketplace that rewards consistent, strategic investment.
If your goal is to increase market share, visibility, and long-term profitability, then your ad strategy needs to reflect that.
Otherwise? You’re just leaving money (and rankings) on the table.