When running a manual campaign on Amazon, I’ve noticed that ads aren’t served evenly among all products in an ad group; they’re shown based on product relevancy. Amazon’s algorithm focuses on how well your product matches a shopper’s search query, using factors like your product title, description, bullet points, and backend keywords. I’ve also noticed that bid amounts influence ad visibility; higher bids can give your product an edge, but only if it’s relevant to the search terms. Amazon doesn’t stop there; it looks at how well your ad has performed in the past, considering click-through rates (CTR) and conversions to decide which ad gets priority. So, if you’re running multiple ads in one ad group, Amazon won’t split impressions evenly. Instead, it’ll favor the products most likely to resonate with shoppers. To make the most of your campaign, I’d recommend optimizing each product listing and carefully adjusting bids for your top-performing keywords.