Sebastian Hargreaves takes the mic solo this week while Hamish Conway enjoys a well-earned break, unpacking why rule-based automations often fail in Amazon advertising. He reveals how rigid look-back windows, over-optimisation, and limited bid adjustments can actually create more work and weaker results and why success on Amazon requires both art and science. With actionable insights and practical case studies, this episode delivers strategies to help sellers sharpen their bidding approach, improve campaign performance, and drive profitable growth on Amazon.