On a keyword where you already rank organically, your paid clicks can replace clicks you would have won for free. In the Market Share report, the gap between your click share and your impression share tells you when that is happening. This SOP shows you how to find those keywords and cut the wasted spend without losing rank.

First, know the ceiling. Impression share is capped at roughly 7% per child ASIN. A single customer search generates about 25 product impressions, and you can hold at most two placements (one organic and one sponsored), so 2 of 25 is about 8%, and 7% is realistic in practice. That is why a 4% impression share is already strong, not low.

When to use it: weekly.

Open the Market Share & Funnel report, go to the Market Share page, and use the SQP by Week or SQP by Keyword view so each keyword is a single row.

The clearest signal is that your click share is 2x to 3x (or more) higher than your impression share. That means organic is carrying the keyword and PPC is mostly duplicating clicks you would get anyway. A typical pattern looks like impression share around 4% or higher with click share of 15% or more.
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Exception, best sellers worth pushing: if impression share is only around 4% and the product is a best seller, you may have room to grow rather than cut. Push to aim for roughly 6% impression share, close to the ceiling, to capture more of the available placements.

Do not cut when impression share roughly equals click share. There, PPC is actually supporting the keyword and often your organic rank, so cutting can drop your rank. That case has its own playbook: see "How to Identify Keywords Fully Supported by PPC and Fix Them".

Close the loop: move the freed budget to keywords where you are under-invested. See "How to Find High-Relevance Keywords You're Under-Investing In".