Overview

Amazon has added a new “event‑based bid rule” feature to Sponsored Products campaigns for UK advertisers. The tool lets sellers set automatic bid multipliers that kick in during major shopping events such as Prime Day, Black Friday, Cyber Monday, Boxing Day, bank‑holiday weekends and back‑to‑school periods. Sellers benefit by eliminating manual bid changes while still capturing the heightened traffic that these events generate.

Key Points

• Pre‑set bid multipliers — Advertisers can define a percentage increase (for example, 50 % higher bids on Prime Day) that the system applies automatically during the event window.
• Event library — The platform recognises a calendar of UK‑specific high‑traffic days, including Prime Day, Black Friday, Cyber Monday, Boxing Day, Easter bank holidays and the back‑to‑school season.
• Automatic activation and rollback — Once an event starts, the rule raises bids to the chosen level and reverts to the original bid as soon as the event ends, without any seller intervention.
• Granular scope — Rules can be attached to an entire campaign or narrowed to individual ad groups, allowing different multipliers for different product lines or events.
• Full control — Sellers can pause, edit or delete any rule at any time from the Sponsored Products settings.
• Margin‑aware planning — Because higher bids raise cost‑per‑click, the feature encourages sellers to verify that profit margins can sustain the temporary cost increase.

How Event‑Based Bid Rules Work

1. Locate the feature — In the Amazon Advertising console, open a Sponsored Products campaign and click the “Event‑Based Bid Rules” tab under campaign settings.
2. Choose campaigns or ad groups — Select one or more campaigns, or drill down to specific ad groups, that you want to govern with event rules. For instance, a seller of seasonal garden tools might apply rules only to the “Outdoor Power Tools” ad group.
3. Pick the target event — From the built‑in list, choose an event such as “Prime Day 2024” and set the desired bid multiplier, e.g., +45 %. Sellers can also create a custom rule for a one‑off promotional weekend.