If you're bidding on exact match keywords where your product already ranks organically in the top spots, Amazon might limit your ad impressions because it sees less incremental value in showing your ad.
Why Amazon Might Suppress Your Ads:
High organic ranking = less need for paid placement (in Amazon’s eyes).
Amazon’s algorithm aims to maximize user experience and ad relevance, so it may prioritize other ads if you’re already dominating the page.
If your listing is winning the organic click, Amazon may not serve the ad at all, especially with exact match where there’s little “additional reach.”
What You Can Do:
Try phrase or broad match to cast a slightly wider net and reach related terms you might not rank for organically.
Use ad placement reports to see where your impressions are showing (or not).
Test exact match on mid-page or longer-tail variants where your organic ranking isn’t as strong.
Tip:
Consider using those exact match ads more as defensive coverage (especially during competitor-heavy sales periods), but don’t rely on them for high-volume growth if you’re already ranking #1 organically.