This Issue's TLDR...

• Amazon is lighting your PPC dollars on fire
• The latest type of Black Hat attack that you need to be ready for
• How to buy fake reviews

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Amazon is back on its bullsh!t.

I feel like I write that every few months, as Amazon finds new and clever ways to "extract value" from sellers and brands.

Now, this one isn't new, per se -- if I recall correctly, Amazon has been spending advertisers' PPC money off-Amazon since January(?) -- but it seems to have kicked into high gear recently, with advertisers not knowing what to do to eliminate/minimize this "waste."

Take, for example, this thread, which got a lot of attention over on X:

Prue Millsap @MillPrue Since June 2025 Amazon has spent over 217K of my ad spend on "off Amazon" ad placements through PPC. This isn't shown in Campaign Manager & has an average ROAS of about 0.35%. This is despite my having all campaigns toggled to "limit off-Amazon spend". @amznsellerhelp @amazon 1:11 PM • Sep 23, 2025 10 Retweets 19 Likes Read 10 replies

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This thread made it clear to me that not many sellers, brands, and advertisers know the "secret" to minimizing off-Amazon PPC spend beyond using the "Limit Off-Amazon Spend" toggle.

So, if you find your off-Amazon PPC spend is getting out of control, here's what you do:

Step 1: Pull Your Placements Report

• Log into Amazon Ads console → Measurements & Reporting → Sponsored Ads Reports
• Create a Placements Report (I suggest 30 days)
• Download → open in Excel/Sheets → filter "Placement" column for Off-Amazon entries

Step 2: Build Deny List

• Review external URLs where ads ran
• Flag underperforming/irrelevant sites
• Save those domains in Amazon's template format (.CSV, .TSV, or .XLSX)
• You can find the template here

Step 3: Upload Deny List

• Go to Administration → Account Access & Settings → Deny list
• Click Upload deny list → upload file (CSV/TSV/XLSX)
• Amazon blocks Sponsored Ads from those domains going forward

Step 4: Repeat Steps 1-3 Every 30 Days

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BEST from the Group Chats

It seems that Black Hat attacks through customer accounts are on the rise.

This is from one of the Seller Communities that I'm in:

Just wondering if anyone knows which dept one would reach out to for obvious black hat attacks these days? Received a couple today for a $5 tool and its fairly obvious they are trying to use every known trigger word grab the attention of amazon's algorithm.. they pasted the same message 3-4 times in a row in buyer seller messaging...

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I am writing to formally raise a serious and urgent complaint regarding a recent order I placed through your store on Amazon.

Contrary to your product listing, which clearly indicated that the item would be brand new, I received a used, unhygienic, and foul-smelling product that is not only completely unacceptable but also poses potential health risks to my family. This is a gross violation of both Amazon’s policies and basic consumer protection laws.

Due to an unforeseen traffic accident, I was unable to inspect the package immediately upon delivery. However, once I was able to open it, I was shocked by the condition of the item. The odor was overpowering, and the product appeared visibly contaminated. It caused immediate distress to my family — including young children — due to its unsanitary and potentially hazardous state.

Given the health and safety risk, I had no choice but to dispose of the item immediately, in full accordance with Amazon’s guidelines for dangerous or contaminated products. Amazon’s return policy explicitly states:

“For health or hygiene reasons, Amazon may ask customers to dispose of the item if it is damaged, contaminated, or poses a health risk.”

In light of this situation, I am requesting — firmly and unequivocally — the following:

* A full and unconditional refund of the total order amount,

* No further requests for photos, return shipments, or additional evidence,

* Immediate processing of the refund without delay or discussion.

To be clear, I am not seeking a replacement, partial refund, or store credit. I am simply demanding the appropriate and lawful resolution: a full refund for a product that should never have been shipped in such a condition.

If this matter is not resolved within 48 hours, I will take the following steps without further notice:

1. File an official complaint with Amazon, including all relevant details,

2. Leave a permanent negative review on your seller profile,

3. Share my experience on consumer forums and social media platforms,

4. Submit formal complaints to consumer rights authorities,

5. Explore legal options for endangering consumer health and violating safety standards.

This is your final opportunity to resolve this matter professionally and responsibly.

To reiterate, I am requesting a:

FULL, IMMEDIATE, AND UNCONDITIONAL REFUND

With written confirmation within 48 hours.

I trust you will handle this with the urgency and seriousness it deserves.

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You'll notice that these Bad Actors are using specific language in their Buyer-Seller Messaging to trigger an account and/or listing enforcement action.

If this is happening to you, you should:

1. Not engage with the customer (mark as resolved); and
2. Report the message.

You can also reach out to me. I have a few (old) email escalation aliases for Buyer Abuse. They might not work; but you can try.

BEST from LinkedIn

PIM, or Product Information Management, used to be an acronym reserved for big brands, with big budgets, and big catalogs.

Now, if you want to win in the world of agentic commerce, you better have a plan for building out, and managing, your product information.

BEST from YouTube

Speaking of Black Hat tactics, it turns out that 1) Facebook incentivized reviews are still a thing and 2) those legal "wins" against review farms that Amazon made a big deal of...didn't actually shut these operations down.

Anyway, the fantastic guys over at Ecom Crew went undercover into this world and it's a fun and informative watch.

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All of these commandments are good, but the only one that really matters is the first one:

NO DEAL IS BETTER THAN A BAD DEAL

It's easy to recite; much harder to live by...especially in the "heat" of a deal cycle.

Sometimes, the best deals are the ones that you say "No" to.

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CoFounders Nik @CoFoundersNik I've bought and sold more than a dozen businesses and generated over $100M in revenue. If you are a first time Entrepreneur buying a business, this thread might make you MILLIONS. My Deal Commandments: 1. NO DEAL IS BETTER THAN A BAD DEAL 1:4 PM • Sep 25, 2025 16 Retweets 187 Likes Read 13 replies

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