Amazon’s ad ecosystem never stays still for long. Recently, many brands have noticed a surprising trend: Sponsored Product ads are showing up less frequently on Product Detail Pages (PDPs), especially in categories like grocery and health. If you’ve been tracking impressions or noticing shifts in your campaign performance, this quiet change could be the reason.

Let’s break down what’s happening, why it matters, and how brands can stay ahead without overreacting.

The decline in PDP placements doesn’t appear to be a glitch or performance issue. Clicks and conversions across many campaigns have stayed consistent, even as impression volume dropped. That suggests Amazon is experimenting with ad placements, rather than penalizing specific tactics or products.

This shift is especially visible in competitor targeting campaigns. These strategies often rely on ads showing up directly on a competitor’s product page. With fewer slots available there, brands are seeing slower performance and reduced reach in that format.

Here’s where the data can get misleading. If your impressions drop suddenly, it’s easy to assume your campaign is failing. But when placements shift, volume changes even if the effectiveness of each click remains strong.

Brands focused on lower-funnel placements like PDPs may see the biggest differences. Impressions drop, click-through rates dip slightly, and sales might stall — not because of poor strategy, but because the placement landscape shifted overnight.

This makes regular performance reviews even more critical. It’s not enough to know what your top keywords are doing. You need to know where your ads are showing up, and how each placement is contributing to results.

Amazon is always refining where ads appear to maximize both shopper experience and revenue. It’s likely this change is part of a broader test, rather than a permanent decision. PDPs have historically been high-value real estate, but if consumers are engaging more with ads in search results or on category pages, Amazon will respond accordingly.

That means brands should prepare for ongoing shifts. Ad strategies that worked six months ago may not be optimal today.

Instead of scrambling to rebuild campaigns, brands should get back to basics:

By fine-tuning what’s already running, you avoid reactive decisions and set your campaigns up for long-term strength.

Now is also a good time to test beyond the basics. Try Sponsored Brand or Sponsored Display formats to fill in gaps left by PDPs. Test new keyword groups or audience targeting. Even small changes can uncover opportunities you’ve been missing.

And always keep an eye on where your spend is going. High-ROI placements may be shifting, but the goal remains the same: get in front of shoppers who are ready to buy, without wasting budget.

For more ideas on improving ad efficiency, check out ScaledOn’s other insights on Amazon strategy — especially if you're adjusting your campaigns in response to this shift.

Amazon’s adjustments to ad placements are nothing new, but this latest shift away from PDPs is a strong reminder that brands must stay agile. It’s not about chasing every change, it’s about reading the data, trusting the fundamentals, and making informed decisions.

Slow performance doesn’t always mean a bad campaign. Sometimes, it’s just a signal to adapt. And the brands that do that best will keep winning, no matter where their ads show up next.

ScaledOn works with lean teams to find real performance gains without chasing trends.

Let’s talk about what’s working now.