Zero impressions almost always means your ad is never entering the auction, not that it is losing it. The usual causes are a bid far below the going rate for your keywords, a listing that is not indexed for the terms you are targeting, no Buy Box on the advertised ASIN, the campaign not actually being live because of dates or budget, or ineligibility such as needing Brand Registry for Sponsored Brands.
Work through these in order
Check the campaign is genuinely running: status Delivering, start date in the past, no end date already passed, and daily budget not exhausted early in the day.
Check Buy Box. If you do not hold the Featured Offer on that ASIN, Sponsored Products will generally not serve at all. This is the single most common cause people miss, because the campaign looks perfectly healthy.
Check indexing. If your listing is not indexed for the keyword, targeting it produces nothing. Search the exact keyword plus your ASIN in the Amazon search box to confirm.
Check the bid against reality. A bid well under the suggested range for a competitive term will simply never win a placement. Raise it temporarily to test whether impressions appear at all.
Check eligibility. Sponsored Brands and Sponsored Display require Brand Registry. A campaign created without it can sit there looking active and never serve.
Low impressions is a different problem
If you are getting a trickle rather than nothing, you are entering the auction and losing it. That is a bid and relevance issue, not an eligibility issue, and the fix is bid strategy rather than the checklist above.
Give it time before concluding anything
New campaigns can take up to about 48 hours to begin serving consistently, and reporting itself lags. Judging a campaign a few hours after launch produces a lot of false alarms.
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