When Amazon PPC automation earns its keep
Direct answer: Xnurta, Teikametrics Flywheel, and Jungle Scout Cobalt can harvest and rebid at catalog scale. They earn the seat only after campaigns are split (brand / generic / competitor / discovery) and a contribution floor exists (Sellerboard + FBA Fee Preview). Unsupervised “target ACOS” on a blended campaign is how you buy junk faster. AI chat tools (Claude, Codex, Kimi, Cursor) never bid.
When automation is honest
| Seat | Honest job | Kill it if |
|---|---|---|
| Xnurta | Sponsored + DSP + AMC execution inside rails | It bids through the floor or harvests junk into exact |
| Teikametrics | Profit-aware goals per campaign type | One catalog-wide TACOS goal on a blended account |
| Cobalt | 1P+3P+Ads intelligence; supervised harvest/daypart | You only needed Keyword Scout and bought enterprise |
Software fees are software fees. This desk is a flat operator retainer — not a stacked percent of spend. Details: Xnurta, Teikametrics, Cobalt.
FAQ
Do I have to buy one of these to hire the desk?
No. Most catalogs stay in the Ads Console plus Helium 10 / JS. Enterprise seats are used when the catalog or an existing login makes them the right layer.
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