How to Fix a Falling Amazon SIS Score
← Back to Amazon SIS Reporting: What a Falling Impression Share Can Mean
Quick answer
A falling Amazon SIS score often signals wasted ad spend on low-performing search terms, outdated bids, or increased competition for your target placements. The most effective response is a structured cleanup: review search term performance, add negative keywords for irrelevant or unprofitable queries, adjust bids where auctions have changed, and use reporting dashboards to monitor recurring inefficiencies. Regular maintenance prevents small leaks from becoming sustained impression share loss.
Clean Up Search Term Waste First
Start by pulling a recent Amazon Ads search term report and filtering for clicks with no orders or high spend relative to sales. These budget-draining queries suppress your ability to compete on more valuable searches. Remove them as negative keywords or route them into a cleanup plan. Amazon Negative Keyword Tool by Todoza is built for this ranked cleanup workflow across campaigns and marketplaces.
Adjust Bids to Win Back Visibility
After negative keyword cleanup, look at the remaining auction data. If impression share is falling on high-intent terms, small bid increases or placement adjustments can help. Where spend is rising without conversions, lower bids or move those targets to a lower priority. The goal is not to bid on everything, but to reallocate budget toward searches that actually support your campaign objective.
- Raise bids on profitable terms where impression share has dropped
- Lower bids on terms with high clicks but weak conversion
- Review placement modifiers in search term and placement reports
Track Persistent Inefficiencies
One-time cleanup helps, but impression share can drift again as new searches appear and competition shifts. A reporting dashboard helps you spot persistent inefficiencies before they become large enough to affect SIS. Use a dashboard that consolidates spend, wasted spend, and search term trends at the account, campaign, and keyword levels.
When this matters most: if your SIS score is declining week-over-week but total sales look stable, the problem is often hidden in a few underperforming targets. Dashboard-level drill-downs make that pattern visible.
