Should you really cut advertising in a crisis?

Rising fuel costs, tighter margins, and uncertain demand tend to trigger the same reaction in boardrooms: reduce marketing spend. It’s seen as the quickest lever to protect profitability.
But history—and data—tell a different story.
During the oil crisis of the 1970s, when much of Europe was dealing with severe shortages and economic strain, Coca-Cola launched what became one of the most iconic campaigns ever created: “I’d Like to Buy the World a Coke.” While others pulled back, they leaned in. The result wasn’t just short-term impact—it helped cement long-term brand equity that still exists today.

Fast forward to today’s environment, and the same principles apply—especially on Amazon.
When brands reduce spend, the auction doesn’t disappear—it simply becomes less competitive. That creates a window where cost-per-clicks soften, share of voice becomes easier to win, and visibility at the top of search becomes more accessible. In practical terms, it’s often one of the most efficient times to invest in growth, not step away from it.

At the same time, consumer behaviour shifts rather than stops. Shoppers become more deliberate, more value-driven, but they are still buying. Established brands have an opportunity to reinforce loyalty through pricing and presence, while newer or more agile brands can capture attention from customers actively reconsidering their usual choices. Visibility in these moments matters more, not less.
There’s also a longer-term dynamic at play. Amazon’s ecosystem rewards consistency. Pulling back too far can mean losing hard-earned keyword rankings, organic momentum, and overall discoverability. Rebuilding that position later is rarely as efficient as maintaining it through tougher periods.

What we consistently see at Tambo is that brands who continue to invest—strategically, not blindly—come out of downturns in a stronger position. A longitudinal study by McKinsey supports this too: companies that prioritised long-term growth over short-term cost-cutting significantly outperformed their peers after the last major financial crisis.
So the question isn’t whether to spend or not. It’s whether your strategy is set up to take advantage of the moment while others hesitate.
For brands operating on Amazon right now, this is less about defence and more about opportunity.