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Are you an Amazon Seller or Vendor and wondering how product availability affects your Amazon PPC (Pay-Per-Click) advertising? In this article you will learn how the availability of your products directly influences the efficiency of your Amazon Ads and how you can reduce your advertising costs and improve your ACoS (Advertising Cost of Sale) by understanding this correlation.

One of the most important prerequisites for the display of Sponsored Product Ads on Amazon is the availability of the Buy Box. Without the Buy Box, your ads will not take part in the auction process and therefore cannot be displayed. But what happens if your products are not currently available or the availability date is several weeks or months in the future?

In such cases, the ads take part in the auction process and are also displayed. The result? High costs and no sales. Because which end consumer orders products that are currently out of stock or whose availability date is 6-8 weeks in the future? Exactly, nobody.

BuyBox & product availability on Amazon PPC

The screenshot shows an example of a customer product that was sold out but was subsequently delivered. Although the product had not yet been shipped and only a delivery schedule had been created, the product was returned to the Buy Box, which led to the ads being displayed. This led to unnecessary costs. This shows that the placement of ads on Amazon is no longer just about bids and keywords, but also about product availability. Relying on Amazon to automatically stop SP ads due to lack of stock is unfortunately no longer a given.

As Amazon Agency we help brands to optimize their sales on Amazon. We support you in making your Amazon Ads effective and improving your ACoS. With our expertise, you can ensure that your ads are only displayed when your products are actually available. Want to learn more and optimize your Amazon Ads? Then book a consultation now on our website:

Tobias Dziuba

My name is Tobias and I am the founder and managing director of the Amazon agency Adsmasters GmbH based in Düsseldorf.

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