New product with no direct competitors — 30-day data inside. Should I consolidate or expand traffic?

CTR 4.8% is solid. ACOS 24.5% at 30 days is healthy. You’re not in a “fix the listing” situation — you’re in a “traffic ceiling” situation. Here’s what I’d do:
Don’t just consolidate. You’ll cap out too fast. But also don’t brute force A or B broad terms — that’ll kill your CTR.
Instead, split the difference:

1. Keep your current A+B exact/phrase campaigns running. Those are your foundation. Don’t touch them.
2. Create small-budget test campaigns for:

• Scenario-based keywords (“gift for [person who likes A]”, “upgrade for [B user]”)
• Pain-point keywords (“problem that A doesn’t solve but A+B does”)
• ASIN targeting — put ads under top-selling A products and top-selling B products. Even if the correlation isn’t perfect, some buyers will see your product and realize “oh, this does both”

1. Fix your auto campaign. Don’t rely on it for volume, but use it for mining. Close match only, low bid, check search term report weekly. Add irrelevant terms as negative exact.
2. Clarify the value prop in your listing. Your CTR is already high, so your main image is working. But make sure the title and bullets clearly answer: “Why not just buy A? Why not just buy B? What problem does A+B solve that neither alone solves?”

You’ve got a rare situation — a product that clearly resonates (CTR doesn’t lie) but doesn’t have an existing keyword category. You need to create the association in Amazon’s algorithm by getting sales from multiple entry points.

Quick practical suggestion:
If your auto campaign is weak but your CTR on manual is high, check your search term report in auto. Sometimes auto finds weird long-tail combos that you wouldn’t think to add manually. Add those into your manual campaigns if they’re relevant.
Also, consider pausing the broad match on A+B stems for a week and see what happens. Broad can burn budget on irrelevant terms. If your exact/phrase campaigns are converting, shift budget there and use the search term data to expand slowly into new exact match keywords that are actually converting.
You’re in a good spot — solid product, solid metrics, just need to find the right traffic channels. Keep testing, but protect what’s already working.

One thing I haven’t seen mentioned: scenario keywords and gift keywords.
If A+B doesn’t have a direct keyword category, sometimes the best entry point is who it’s for or what problem it solves.
Examples:

• “Gift for [person who uses A]”
• “Upgrade for [B user]”
• “[Problem] solution”

These terms often have lower competition and higher intent. They won’t drive massive volume, but they can be a bridge to help Amazon understand who your customer is.
Also, check your brand analytics (if you’re brand registered). Look at the search terms that are driving impressions and clicks for your ASIN. Sometimes there’s a term in there you didn’t think of that’s quietly performing.
With 500 reviews, you have social proof. Use that. If you’re not already, add a section in your A+ content that clearly shows the “A+B” comparison vs buying A alone or B alone. Help customers self-identify.

Honest take: with those metrics, I’d be consolidating, not expanding — but with a twist.
Your CTR is great, ACOS is healthy, and you’re getting organic sales. That tells me the small set of keywords you’re targeting are working. The risk with expanding into A or B keywords is you dilute that.
Here’s what I’d do:

• Keep your current campaigns running exactly as-is. Don’t touch them.
• Add a separate, small-budget “expansion” campaign — test A adjacency, B adjacency, scenario keywords, etc. But keep it isolated. If it tanks, you cut it and your main campaigns are still healthy.
• Let your current winners run for another 30-60 days before deciding. Right now you’re at 43 total units. That’s a good start but not enough volume to know if you’ve hit a ceiling or if you just need more time to build momentum.

Your ACOS is low enough that you can afford to test new things without risking the whole launch. Just don’t cannibalize what’s already working.

I’ve launched a few combo products like this. Here’s what I learned:

1. Auto campaign is almost always useless for combos early on.** The system doesn’t know how to categorize you yet. Keep it running at low budget just for search term mining, but don’t expect it to drive volume.
2. Your best traffic source will be ASIN targeting.** People browsing A products are your audience — they just don’t know they want A+B yet. Same for B. Create separate product targeting campaigns:

• One targeting top A ASINs
• One targeting top B ASINs
• Bid conservatively at first, see what converts

1. Category placement matters.** Make sure you’re in the right subcategory — ideally one that sits between A and B’s categories. Sometimes Amazon lets you pick two browse nodes. Use that if you can.
2. Don’t consolidate too early.** If you pull back on testing now, you’ll never know if A or B adjacency could have worked. Keep testing new angles for at least 60-90 days while your current winners run.

With 500 reviews and that CTR, you have a real opportunity to build a new keyword category. Amazon rewards products that create their own demand — but it takes time and consistent spend.