If you’ve been running Amazon ads for your supplement brand, you’ve probably felt it: ad costs are rising fast.
Highly competitive categories like multivitamins, probiotics, and collagen have become PPC battlegrounds, making it harder than ever to achieve sustainable ROAS.
This isn’t just a bump—it’s a shift.
The days of quick wins through broad keyword targeting are over. To stay profitable, brands must evolve their ad strategies—and fast.
Why It Matters
Amazon PPC costs have skyrocketed.
In crowded supplement categories, cost-per-click (CPC) for broad-match keywords like “multivitamin” or “probiotic” can now exceed $4–6 per click.
Unless you’re operating with huge margins or high LTV, that’s a tough number to sustain.
Many brands are seeing ROAS dip below break-even, with ad spend eating up profit.
Worse, the spray-and-pray method—bidding aggressively on popular terms—is no longer a viable strategy.
You need smarter targeting. Sharper positioning. And a plan to reduce your dependence on Amazon Ads altogether.
How Supplement Brands Can Adapt
1. Ditch Broad Match for Long-Tail Precision
Use tools like Helium 10, DataDive, or Amazon’s Brand Analytics to uncover high-converting search terms your competitors may be missing.
Use tools like Helium 10, DataDive, or Amazon’s Brand Analytics to uncover high-converting search terms your competitors may be missing.
2. Lean Into Branded & Defensive Campaigns
Protect your turf by running branded keyword campaigns.
If customers are searching for your brand name (or product line), those are your cheapest and highest-converting clicks.
Also create competitor targeting campaigns that bid on similar products—especially if you offer:
- Stronger value
- Cleaner labels
- Better reviews
3. Diversify Traffic Channels
Don’t let Amazon ads be your only growth lever.
Reduce cost pressure by driving external traffic to your listings or Storefront using:
- Influencer campaigns
- Email marketing (using inserts, lead magnets, or quizzes)
- Google Ads (branded or intent-specific)
- Social media ads with attribution links
Amazon rewards external traffic with higher ranking potential and bonus programs like the Brand Referral Bonus.
4. Build Funnels That Monetize Over Time
If your product requires education (e.g., hormone balance, sleep support), a cold ad click may not convert right away.
Instead, build educational funnels that nurture buyers through:
- Landing pages with comparisons and use cases
- Free guides or webinars
- Email sequences that drive Amazon or DTC sales
When you control the customer journey, you’re less reliant on expensive in-platform clicks.
5. Track True Profit, Not Just ACOS
Obsessing over ACOS can be misleading.
Instead, track:
- TACOS (total ad cost of sale)
- Contribution margin
- Profit per session or per order
These metrics give you a clearer picture of what’s working.
A high ACOS campaign might still be worth it if it:
- Lifts organic rank
- Feeds a subscription funnel
- Dominates competitor share
Final Thought
Rising ad costs are a symptom of a maturing marketplace.
The brands that thrive won’t be the ones spending the most—they’ll be the ones spending the smartest.
Get tactical, diversify your traffic, and rethink what growth means in a high-CPC world.
At Fussy Penguins, we help supplement brands optimize ad spend, craft smart funnels, and scale profitably in competitive spaces like Amazon.