Amazon may auto-pause underperforming SD ads. This subtle update may not affect many sellers but raises questions about the possible application of Sponsored Products and Sponsored Brands in the future. Thanks, Dustin.
Dustin Wassner
➡️ Post | Profile
A subtle update is still worth mentioning – at the end of Q3, SD campaigns that have not delivered viewable impressions in the last 6 months may be automatically paused.
While this update may not have major consequences for many sellers, I know that some of you have found SD campaigns to be difficult to work with in the past. Even with solid bids and relevant targeting, it's possible to see poor performance or very few/no impressions served.
Personally, I'm not a fan of this update, as I always pause campaigns because I don't want them to run (such as for retired ASINs or holiday keywords), rather than because they're not delivering.
Additionally, if you use software to check which ad types a given ASIN has coverage for, it might be tricky to distinguish between paused and enabled campaigns.
It's also worth noting that Amazon's language isn't definitive - they say that campaigns "could" be paused, rather than "will be" paused. Never a fan of ambiguity with tech…
I am genuinely curious about whether this update will eventually apply to SP and SB as well.
Overall, the impact of this update may be small, but it's important to consider both its immediate implications and what Amazon might have in store for future rollouts.