(Auto Accessories, Low Price, Single Color Variant)
Background:
Selling on Amazon US – auto decoration, non-essential, super commoditized, low price point around $10. Most competitors have multiple color variants.
Top competitor:
Launched earlier this year, price $15–16, has all color options, ~1,000 units/mo, ~100 reviews (4.0–4.5 stars). Runs SP and SBV ads. Pretty sure they’re doing some sketchy review stuff.
My product:
Sourced from Alibaba, only one color variant (the best-seller), priced at $9.99 – cheapest in the niche.
7 Vine reviews, 4.7 stars.
I ran 1 auto campaign + 4 broad manual, $20 each.
Spent $100–200 a day, but only 3–5 orders.
Then I dropped bids to $0.02, raised auto budget… now 0–1 orders a day.
All ads are paused. I just ordered all color variants from my supplier.
Questions:
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Why is CTR decent but CVR terrible? Is it the product, only one color, or my ad structure?
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If keywords are bringing irrelevant traffic, should I keep negating or just restart campaigns?
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How do you structure ads for multi-variant ASINs? Separate campaign per variant?
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How can I learn faster as a new seller? Small company, self-taught, flying blind.
Answers (7)
You went all-in on broad, then slashed bids to nothing, then turned everything off. That’s not a strategy.
Try this instead for low-price multi-variant:
Phase 1: 1 auto campaign (close match + substitutes only, turn off loosely related). $20–30/day for 2 weeks to collect search terms.
Phase 2: Pull report, find 5–10 high-CTR, high-CVR terms (ignore ACOS for now).
Phase 3: Make 1 manual exact campaign for those terms. Low bids, slow scale. Keep auto for discovery.
Negate junk daily from auto.
And be real – this is a cheap commodity item. No hacks. Win with reviews, full variants, good images, and tight targeting.