Amz buyer behaviors changing a/o 4 days ago?

From Nov 11th - 21st, I had a steady 15% conversion rate (15% of those who clicked on my ad bought the book). Starting this past Saturday, it has fallen to almost nil!

I’m wondering if others have seen this recently (or in past holiday seasons)? Maybe the potential “buyers” are buying only specific things for others and not willing to deviate, as they would’ve if they were buying for themselves?

The thing is, along with this dive in conversion rates, my CTR also flipped - from 0.2% to 1.5%.

(Of course the very low CTR and high conversion rates made me VERY happy, and now the reverse has happened. I feel like my sales went from Mr Hot Christmas to Mr Cold Christmas over the span of a weekend.)

If you have any feedback about what you’re seeing with your Amz ads in the last 5 days, let me know! Thanks! 🤗