You should optimize your Amazon PPC campaigns. The reason is straightforward. Amazon does not differentiate between organic and paid sales when analyzing the best-performing products for a specific search term. That is, when someone enters a search and makes a purchase, it makes no difference whether they clicked an ad for your product or if your product was ranked first.

You can move your items closer to earning the Amazon Choice badge by running effective PPC campaigns that include your target keyword. To optimize your PPC campaigns, begin with keyword research (instructions on keyword research are provided above) to ensure you are targeting the correct terms. Following that, you should monitor your campaign's performance and make any necessary changes to your bidding, listings, and keyword targets.

You should check if you are targeting the right customers. Avoid some general keywords that attract customers but not your target audience. It's a waste of money. Make sure that your budget is distributed in high-converting periods. Although setting up a budget for specific hours is not allowed on Amazon, you can do that with Tool4seller. It allows you to create rules to control the budget allocation in a day. You can set up the rules based on your historical high-converting periods, which will optimize your ACoS.