Completely Stop Advertising?

Been an FBM seller for almost 12 years and have always heavily used ads. Recently, with all the raised Amazon fees including cpc’s, we’ve had to raise prices of course. Some months, ads equate for sometimes 1/4th to sometimes up to 1/2 of sales. We organically rank pretty well but def not on the first few pages. I’m getting pretty sick of paying Amazon so much in fees, and especially ads. My question is, if we completely stop ads, we can significantly lower prices. I’m afraid to stop ads because we’ve always used them and they end up being a significant portion of our total sales. I’m wondering if lowerimg prices quite a bit could help us sell much more organically whereas, ads aren’t needed. I’d honestly like to lower prices anyway, but Amazon takes so damn much. Anyone have large revenue numbers by just having great prices and not utilizing ad spend? Thanks for any input!