Amazon Launches Automated Event-Based Bid Rules for Sponsored Products Campaigns
Amazon’s Advertising Console now supports event‑based bid rules for Sponsored Products, automatically raising bids by a seller‑chosen percentage (e.g., a 12% boost for a US earbuds campaign) when events like Prime Day, Black Friday or regional holidays start, and reverting them at event end. Rules can be recurring (e.g., 10% lift for China’s Singles’ Day each year) or one‑time, and can be applied in bulk to hundreds of campaigns.
Overview
Amazon has introduced automated, event‑driven bid rules for Sponsored Products, letting sellers raise bids automatically when major shopping events such as Prime Day, Black Friday, or regional holidays begin, and revert them when the events close. The capability removes the need for manual bid tweaks across dozens of campaigns and marketplaces, a time‑saver for sellers who run large, multi‑market PPC portfolios.
Key Points
- Automatic bid lift — During a defined event, bids are increased by a seller‑chosen percentage; for example, a 12 % boost applied to a US campaign for wireless earbuds when Prime Day starts.
- Curated event calendar — Amazon supplies a pre‑populated list of major events per marketplace, including Prime Day, Black Friday, Cyber Monday and country‑specific holidays such as Diwali in India.
- Recurring rules — Sellers can set a rule that repeats each year, so a 10 % increase for the annual “Singles’ Day” promotion in China activates automatically without further input.
- One‑time rules — For non‑recurring promotions, a seller can target a single date, such as a flash‑sale on March 15 for a new kitchen gadget, and the rule will fire only that day.
- Bulk application — A single rule can be attached to multiple Sponsored Products campaigns at once, enabling a seller with 250 campaigns to apply a 15 % bid raise for Black Friday across all of them in seconds.
How Event‑Based Bid Rules Work
- Create rule in the console — In the Sponsored Products campaign settings, navigate to the “Bid rules” tab and select “Add event rule.” Choose either a recurring calendar event (e.g., Prime Day) or set a custom date range (e.g., March 1‑5 for a brand‑specific launch).
- Define percentage increase — Enter the desired uplift, such as 8 % for a UK campaign selling garden tools. The system records this as an overlay on the existing base bid.
- Automatic activation and reversion — When the event’s start time arrives, Amazon adds the specified percentage to every eligible keyword or product ad bid. At the event’s end, the platform removes the overlay, returning bids to their original levels while preserving any dynamic‑bidding adjustments already in place.
Analysis & Recommendations
Why This Matters
The automation removes manual bid tweaks across dozens of campaigns, preventing inflated ACoS from forgotten reverts and freeing hours of work. Sellers can instantly apply a 15% uplift to 250 Black Friday campaigns, ensuring consistent exposure during high‑traffic events.
Key Takeaways
- Automatic bid lift lets sellers set any percentage increase, e.g., a 12% boost for a US campaign on Prime Day.
- Amazon provides a curated event calendar that includes Prime Day, Black Friday, Cyber Monday, Diwali (India) and Singles’ Day (China).
- Recurring rules repeat annually, such as a 10% uplift for the annual Singles’ Day promotion in China.
- A single rule can be bulk‑attached to up to 250 campaigns, applying the uplift in seconds.
Recommended Actions
- →In Seller Central > Advertising Console > Sponsored Products > Campaigns, go to the ‘Bid rules’ tab, click ‘Add event rule’, select a holiday (e.g....
- →Use the bulk edit option to attach the new rule to all relevant campaigns (e.g., all Black Friday campaigns) and after the event, compare ACoS, imp...
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