Overview

Amazon has introduced a new automation option called budget rules inside Campaign Manager. The feature lets Sponsored Ads daily budgets rise automatically based on a calendar schedule or on real‑time performance signals. Sellers who currently adjust budgets manually around events such as Prime Day can now rely on the system to keep ads running when demand spikes, reducing missed sales and overspending.

Key Points

• Automation inside Campaign Manager — Budget rules are built directly into the existing campaign interface, so no external tools are required.
• Two rule types — Sellers can choose schedule‑based rules for known traffic peaks or performance‑based rules that react to metrics like ACoS, CTR, or conversion rate.
• Only upward adjustments — The system never reduces a campaign’s daily budget; the original budget remains the minimum spend floor.
• Threshold‑driven triggers — For performance rules, a campaign must meet a preset metric threshold before the budget is increased, ensuring spend only grows on proven efficiency.
• Safety net of base budget — Even if a rule fires, the campaign will never spend below the base daily amount you set, protecting margins on low‑performance days.
• Monthly review recommended — Because advertising baselines evolve, Amazon advises sellers to revisit rule thresholds at least once each month.

How Budget Rules Work

1. Select rule type — In Campaign Manager, choose either “Schedule‑Based” or “Performance‑Based.” For example, a seller planning a Black Friday promotion picks schedule‑based, while a seller aiming to capitalize on low ACoS selects performance‑based.
2. Define increase parameters — Specify the percentage by which the daily budget should rise when conditions are met. A typical setup might be a 50 % boost for a three‑day holiday window or a 25 % boost when ACoS falls below 15 %.
3. Set triggering condition — For schedule rules, enter start and end dates (e.g., 2024‑11‑29 to 2024‑11‑30). For performance rules, input the metric and threshold (e.g., “ACoS < 12 %”). The system monitors these criteria in real time.