From November 1 to 20, millions of shoppers add items to their carts waiting for Black Friday discounts. Amazon FBA sellers should keep ads running but lower bids if they're not converting, since high cart abandonment signals poor performance to Amazon's algorithm.
So when it comes to Amazon FBA right now, we're talking November 1st all the way up until November 20th, all the way to Black Friday, is what's considered, uh, window shoppers, right? People are adding everything to cart because they're waiting for the deal to strike. So whenever Amazon does send an alert saying, hey, everything that's been added to your cart is discounted, that is when they'll go ahead and purchase. This does not have to do with necessity items. Right? If you need coffee, you're going to buy coffee. If you need something like a refrigerator, a microwave, or anything like that, people are going to go ahead and purchase it regardless if there's a sale or not. But if you have a product that is primed to go ahead and be waited on for Black Friday, that is the reason why you have a bunch of window shoppers. So should you pause your ads? No, but I do think that you should lower bids if you're not converting. As you guys know, Amazon is a conversion type of business. So if Amazon sees that people are going ahead and adding to cart and not purchasing, they think that you're giving the customer a bad customer experience. So I would definitely go ahead and lower bids if you're not going ahead and getting any type of sales, but to stop ads in general, no, I don't recommend it.
