Start with traffic quality
The earlier view records 89,577 impressions and 765 clicks. Its 0.85% click-through rate and $0.42 average CPC sit beside a 31.00% ACOS. Together, they describe not just how much was spent, but the quality and cost of traffic being bought.
What the later view shows
The second screenshot reports 1.14% CTR, $0.24 CPC and 12.53% ACOS, along with 143 orders. The lower CPC and higher CTR are encouraging efficiency signals. Both screenshots use lifetime reporting, however, and may cover unequal windows. Their total sales and order counts should not be sold as a like-for-like growth rate.
The source screenshots
A grounded Amazon explanation
Amazon allows automatic, manual and negative targeting for Sponsored Products. Search-term and targeting reports would show whether more relevant queries or exclusions supported the shift. The supplied views do not reveal these levers, so this case reports the result without inventing a specific tactic.
Reading this result responsibly
These are two cumulative lifetime views from one account. Efficiency indicators can be compared directionally, but totals are not normalized to equal periods.
Amazon’s official documentation gives context for the metrics and platform rules. It does not establish the cause of this account’s result.