Why did my ads do well and die?

Often when ads flatline, the ads algorithm has caught up to it and determined that it falls below their standards of a good ad. This can happen for a variety of reasons, and the answer is not always to create new ads. A new ad may perform for a while because Amazon may give it an artificial “newbie” boost but it will also eventually fail if it doesn’t pass the algorithm muster. The ad may stop serving at the same pace or worse, completely flatline in favor of a competing ad that is deemed more relevant to customers. This usually means the feedback loop from customers (using a CTR or CVR signal) is too low. Alternatively, if you have a strong converter (sending a strong positive signal back to the algorithm), it may just be a matter of a change in auction competition or in customer demand.

Creating a new ad that has the same flaws means that you are essentially promoting a weak ad – which is never good for your author brand.