What to do if your Amazon ads are not getting impressions

Posted by Richard Harris

Running Amazon ads without getting impressions is frustrating. If your Sponsored Ads aren’t showing up, it means customers aren’t seeing your products, which directly impacts sales. Understanding why this happens and how to fix it is crucial for improving ad performance.

Whether you’re managing ads yourself or working with an Amazon advertising agency, this guide will help you identify the reasons behind low impressions and how to increase ad visibility.

Why your Amazon ads are not getting impressions

If your Amazon ads are not receiving impressions, it’s usually due to one or more of these reasons:

  • Low keyword relevance – Your keywords may not match customer search intent.
  • Low bids or budget – If your bid is too low, competitors may be outbidding you.
  • Poor campaign structure – Improper ad grouping and match types can limit visibility.
  • New or unoptimized listings – Amazon favors listings with strong relevance and history.
  • Account restrictions or errors – Issues with eligibility, out-of-stock products, or hidden suspensions can affect ads.

How to fix low-impression Amazon ads

  1. Check keyword relevance and match types

Amazon’s algorithm prioritizes ads that match customer searches. If your keywords aren’t relevant, your ad won’t show.

How to improve keyword relevance:

  • Use high-intent, product-specific keywords instead of broad, generic terms.
  • Test different match types (broad, phrase, and exact) to see what works best.
  • Regularly check the Search Term Report to identify better-performing keywords.
  • An Amazon consultant can help refine keyword strategies and improve ad visibility.
  1. Increase your bids strategically

If competitors are bidding higher, your ads won’t appear in auctions.

How to adjust bids:

  • Raise bids gradually to test impact on impressions.
  • Use dynamic bidding (up and down) to let Amazon adjust bids for better placements.
  • Increase bids for top-performing keywords while lowering spend on underperformers.
  1. Optimize your product listing for better ad relevance

Even if your bid is high, Amazon may not show your ad if your listing isn’t optimized.

Key listing improvements:

  • Use relevant keywords in titles, bullet points, and descriptions.
  • Improve product images and A+ Content to boost conversions.
  • Ensure your listing has positive reviews and a competitive price.
  • An Amazon advertising agency can assist with listing optimization to improve ad relevance.
  1. Increase daily budget if it’s too low

Amazon prioritizes ads with enough budget to compete throughout the day.

How to manage your budget:

  • If your budget runs out quickly, increase it to stay competitive.
  • Set higher daily limits on profitable campaigns while reducing spend on low-performing ones.
  • Avoid too many active campaigns that drain the budget.
  1. Ensure your product is in stock and eligible for ads

Amazon won’t show ads for out-of-stock or ineligible products.

How to check eligibility:

  • Go to Seller Central > Advertising Reports to check for restrictions.
  • Make sure your product is in stock and has a competitive Buy Box price.
  • If running Sponsored Brands, confirm your brand is registered with Amazon Brand Registry.

Final thoughts

If your Amazon ads are not getting impressions, the problem is usually keyword relevance, bid strategy, budget limits, or listing optimization. By making adjustments in these areas, you can improve ad visibility and drive more traffic to your products.

For expert help, working with an Amazon advertising agency or hiring an Amazon consultant can provide data-driven strategies to increase impressions and maximize ad performance.