Hi @Seller_9wAxuCEdk25om,

Thanks for posting about this subject on the forums. CPC and how the cost is determined can be tricky sometimes and I know many sellers can get confused by it.

It's important to remember that the cost of keywords is dynamic. How much a keyword or phrase that you bid on will be determined by the demand of that keyword. Keywords that are high in demand will have a higher cost and will therefore require a higher bid (your CPC).

That being said, there is no real way to influence the cost of a keyword, but can you can adjust your bidding strategies to lower CPC:

• Custom bid – allows you to apply custom bids to keywords or apply a custom bid to a set of keywords or product targets at scale.
• Suggested bid – use Amazon's bid recommendations that are calculated from a group of recent winning bids similar to yours. This bid type is recommended for advertisers who are new to advertising on Amazon.
• Default bid – allows you to link multiple keywords to a single bid value. As you change the bid value, it affects all linked keywords. This option isn’t available for Sponsored Brands and Sponsored Display campaigns.

Be aware though, that adjusting or lowering your bid could affect your ability to win the bid for that keyword. However, adjustments and optimization are always recommended. You could try lowering your bids and find that you win certain keywords just fine, while others might not be won as often. This could be an opportunity to try other keywords that have a lower cost associated with them.

For more information on this topic I would suggest reading through the following help pages:

• Keyword targeting best practices
• Cost-per-click bids

Let me know if you have any other questions!

Tatiana