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Your Amazon PPC ROAS is Lying Inside the Search Query Report
Description
Lucas and Luna expose the silent ROAS killer hiding in plain sight on Amazon: the 'other' search term row in your Search Query Report. Most sellers optimize only the top 100 search terms and ignore the long tail — a bucket that can represent 60% of total spend with a ROAS 40% below account average. Lucas walks through a real client example where a pet-supply brand was bleeding $14,000 a month on 1,700 unanalyzed queries. They discuss how Amazon's own attribution model favors the 'other' row, why high-ACoS terms often have better lifetime value, and the simple export-and-filter technique that recovers 20-30% of wasted budget. No new tool needed — just a weekly spreadsheet habit that most brands skip. If your Amazon PPC dashboard shows a 3.5x ROAS but your P&L tells a different story, this episode explains why.