Brand rides Amazon's new PPC algorithm from 20 to 200 units a day

A mattress protector brand for potty-training kids grew from 20 units a day to 200 over fifteen months, a climb its operators attribute directly to exploiting Amazon's overhauled PPC algorithm.

Over that period Amazon's ad system shifted the way Meta's and Google's did years earlier: away from rewarding specific targeting and heavy upfront keyword research, toward broader targeting types that give the algorithm leeway to find converting audiences.

The brand's five best-performing campaigns this year all share that trait: none assumes the advertiser is smarter than the algorithm, and all give the system room to discover targets on its own.

The deeper discipline is the feedback loop. PPC is treated not just as a sales driver but as the core data source for decisions across the brand, from creative and listing assets to inventory and pricing, with campaign data continuously converted into actions outside the ad account.

The case is a useful counterpoint to sellers complaining about the same algorithm change: the accounts gaining share are the ones that stopped fighting the machine for control and started feeding it better inputs.