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

1. 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).
2. 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.
3. 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.