At first glance, this looks impossible. How can the same target be considered unprofitable and profitable at the same time?
The answer is that the two systems are looking at different reporting windows. The automation card intentionally excludes the most recent attribution-sensitive days and evaluates only mature data. The Amazon Ads Console includes the latest activity and continues updating as additional conversions are attributed.
In this example, the difference is dramatic:
- The 7-day ACOS drops from 41.0% to 18.47%
- The 30-day ACOS drops from 39.0% to 21.56%
Looking only at the console, many sellers would increase the bid. Looking only at the settled automation window, the recommendation is to reduce the bid.
Both views are correct. They are simply answering different questions.
The real challenge in Amazon PPC is not finding data. It's deciding which data is mature enough to trust.