You’re running multiple Amazon PPC campaigns, optimizing your listings, targeting high-converting keywords... but something’s off.
Your impressions are split, your best keywords are underperforming, and your ACoS is creeping up.
Welcome to the hidden enemy of Amazon sellers:
👉 Keyword Cannibalization
It’s a silent sales killer that most sellers don’t even realize is happening. In this post, you’ll learn what keyword cannibalization is, how it hurts your visibility and sales—and most importantly, how to fix it fast in 2025.
What Is Keyword Cannibalization on Amazon?
Keyword Cannibalization happens when multiple listings or ads compete for the same keyword, either in organic rankings or PPC.
That means:
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Two of your own ASINs show up for the same search term
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Your campaigns are bidding against each other for the same keyword
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Amazon can’t decide which product to rank higher—so both underperform
Think of it like trying to win a race... but you’re running against yourself.
Why It’s a Big Problem
Here’s what keyword cannibalization causes:
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💸 Higher ACoS: Your ads compete against each other, driving up cost
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👻 Reduced Organic Rank: Confused relevance signals hurt SEO
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📉 Lower CTR and Conversions: Shoppers see two similar products and choose neither
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❌ Wasted Budget: You’re paying for internal competition, not market growth
Real-Life Example
Let’s say you sell two types of protein powder:
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ASIN A: Vegan Protein 2lb
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ASIN B: Vegan Protein Chocolate 2lb
Both are targeting “vegan protein powder.” Your Sponsored Product ads for both products show up for the same search term. Now, instead of one product getting all the attention (and clicks), your visibility and conversion power are split.
Result? Your competitors win, and you pay for it.
How to Detect Keyword Cannibalization (2025 Method)
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Run a Search Term Report in Campaign Manager
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Look for repeated search terms across multiple ad groups or campaigns
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Identify if the same ASIN appears multiple times for the same term
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Check Organic Rankings using tools like:
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Helium 10 – Keyword Tracker
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DataDive – ASIN comparison view
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Jungle Scout Rank Tracker
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If multiple ASINs from your catalog rank for the same keyword, but none dominate, you’ve got a cannibalization issue.
How to Fix Keyword Cannibalization (Fast)
✅ 1. Define a Primary Keyword Strategy Per ASIN
Assign unique keyword clusters to each product.
Example:
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ASIN A: “vegan protein powder,” “plant-based protein”
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ASIN B: “chocolate vegan protein,” “vegan chocolate supplement”
Avoid overlapping main terms unless absolutely necessary.
✅ 2. Segment PPC Campaigns Clearly
Structure campaigns like this:
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1 ASIN per ad group or campaign
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Use exact match keywords to control targeting
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Avoid auto campaigns competing with manual ones on the same terms
💡 Bonus Tip: Use negative keywords at the campaign/ad group level to block overlap.
✅ 3. Use Portfolio Structure for Control
In Amazon Campaign Manager, group related campaigns into portfolios so you can:
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Better track keyword targeting
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Prevent duplication across campaigns
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Set shared budgets to avoid internal bidding wars
✅ 4. Optimize Listings with Unique SEO
Don’t use the same backend keywords or product titles for multiple products.
Make sure each ASIN has:
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Different keyword-rich bullet points
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Unique backend search terms
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Specific product positioning
✅ 5. Leverage Brand Analytics
Amazon Brand Analytics can help you understand:
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Which ASINs are appearing for which search terms
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Which keywords are cannibalizing performance
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Opportunities to dominate with 1 focused listing per term
Final Thoughts
Keyword cannibalization on Amazon is real, and it’s expensive.
In 2025, Amazon’s algorithm is smarter than ever—but so is the competition. If you're targeting the same keywords across multiple listings and campaigns, you're doing more harm than good.
✅ Fix it fast by auditing your ads and listings
✅ Assign unique keywords to each ASIN
✅ Use negative keywords and precise campaign structures
Don’t fight yourself. Dominate the shelf.
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