Ad Fatigue: The Silent Sales Killer

Let me tell you a story about Brian.
Brian launched a kitchen gadget on Amazon—a slick avocado slicer with a bright green handle. He did everything right at first: dialed-in listing, decent price, and a Sponsored Products campaign targeting all the right keywords.

Week one? Sales shot up like a SpaceX rocket.
Week four? Sales limped along like a grocery cart with one broken wheel.

What happened?
Ad fatigue.

📖 The Avocado Slicer That Got Tired

Here’s the play-by-play.

At first, Brian’s ads were fresh and relevant. Every time shoppers searched “avocado slicer,” his bright-green beauty popped up, and people clicked like crazy.

But here’s the thing—Amazon’s shoppers aren’t infinite. After the same people saw the same ad a dozen times, clicks dropped. His ACoS went from 25% to 54%. Orders tanked.

Brian thought maybe avocado season was over (it wasn’t).
The real culprit?
His ads got stale faster than leftover guac.

🔢 How to Spot Ad Fatigue

If you don’t catch it early, ad fatigue will eat your margins for breakfast. Look for these red flags:

• 📉 Click-Through Rate (CTR) Drops – Shoppers are seeing your ad but not clicking.

• 💸 ACoS Creeps Up – You’re paying more per sale as conversions fall.

• 🕰️ Impressions Plateau – Amazon’s algorithm is showing your ad less because it’s underperforming.

• 📆 Same Creative for Weeks or Months – Even the best image gets old after 30 days.

🛠️ How to Fix It Before Sales Tank

1. Refresh Your Creative

   • Change your main image angle, background color, or product bundle.

   • Add a lifestyle photo—show your product in action.

2. Rotate Keywords

   • Pause low performers and test new keyword groups.

   • Use search term reports to find fresh winners.

3. Adjust Your Targeting

   • Test ASIN targeting instead of only keywords.

   • Try category targeting with refined filters.

4. Change Your Offer

   • A small coupon badge can reignite interest.

   • Run a lightning deal to boost traffic.

5. Review Weekly, Not Monthly

   • Ad fatigue moves fast. Your monitoring should too.

🎯 Big Takeaway

Ads aren’t “set and forget.” They’re more like a garden—you’ve got to water, prune, and swap out the plants when they start wilting. Ignore them, and you’ll be staring at weeds wondering where your sales went.

💬 Repeatable Saying:
"Fresh ads grow fresh sales."

Stay sharp, keep your ads fresh, and never let your avocado slicer get tired before you do.

Andy Splichal
Founder & Managing Partner of True Online Presence & Author of the Make Each Click Count Book Series