Why did Amazon Ads campaign approval time increase to 24 hours?

Introduction

Amazon Ads campaign approval time increasing to 24 hours represents a significant shift in operational efficiency, potentially impacting advertiser satisfaction and platform performance. In this analysis, I'll systematically investigate the root cause, considering both internal and external factors that could contribute to this extended approval timeline.

My approach will involve clarifying the context, ruling out external factors, understanding the product and user journey, breaking down the metric, gathering relevant data, forming hypotheses, conducting root cause analysis, and proposing validation methods and solutions. This structured process will ensure a comprehensive examination of the issue while prioritizing actionable insights.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking there might be a recent change in the approval process. Has there been any modification to the ad review system in the past month?

Why it matters: Recent changes could directly impact approval times. Expected answer: Yes, there was a system update. Impact on approach: If confirmed, I'd focus on the system change as a primary factor.

• Considering user segments, I'm curious about the distribution of this delay. Is the 24-hour approval time consistent across all advertiser types and ad categories?

Why it matters: Helps identify if the issue is universal or specific to certain segments. Expected answer: The delay varies across segments. Impact on approach: If varied, I'd investigate segment-specific factors.

• Thinking about volume, has there been a significant increase in ad submissions recently?

Why it matters: A surge in submissions could overwhelm the existing approval system. Expected answer: Ad submissions have increased by 30% in the last quarter. Impact on approach: If confirmed, I'd explore scalability solutions.

• Regarding performance metrics, has the ad rejection rate changed alongside the increased approval time?

Why it matters: Could indicate changes in policy enforcement or review criteria. Expected answer: Rejection rates have remained stable. Impact on approach: If stable, I'd focus on process efficiency rather than policy changes.