Do Facebook/Meta ads actually work for Amazon products? Here's the honest answer after running them for years

Short version: yes, but only if you measure them correctly, and most people don't.

The mistake is judging Meta-to-Amazon traffic on the direct ROAS inside Ads Manager. That number is almost always disappointing, because Amazon doesn't report the organic rank lift, the repeat purchases, or the sales that happen days later back to Meta. So a campaign that looks break-even on the click can be genuinely profitable once you count everything.

What actually makes them work:

• Run the traffic through an Amazon Attribution link so the external sales are credited and eligible for the Brand Referral Bonus (roughly 10% back on average for brand-registered sellers).
• Judge on blended numbers across Meta and Amazon, and give it time to lift organic rank. The halo is a big part of the return.
• Start small, $20 to $50 a day, and retarget people who already visited the listing. Retargeting traffic converts far better than cold.
• Lead the creative with one clear hook and one obvious benefit. Amazon shoppers buy fast when the offer is clear.

The honest caveat: not every product has Meta fit. Impulse-friendly, visually demonstrable, clear-benefit products do best. A product that only sells because someone is already searching for it on Amazon can struggle to interrupt a feed. Test, iterate the creative, kill what doesn't work.

Full write-up: https://spillovercommerce.com/post/meta-ads-for-amazon-sellers