Overview

Helium 10 introduced Dynamic Bidding in early 2024, a tool that automatically adjusts Sponsored Products bids throughout the day based on real‑time keyword performance. The automation aims to keep ad spend aligned with a seller’s profitability targets while capturing fleeting sales opportunities. Amazon advertisers who rely on tight margins need to understand the mechanics to avoid overspending and to stay competitive in the auction.

Key Points

• Performance‑Driven Adjustments — Bids increase when a keyword’s conversion rate surpasses the seller‑defined target and drop when the ACoS climbs above the set ceiling.
• Bid Boundaries — Users can lock bids between a floor (for example $0.30) and a ceiling (for example $1.20) so the algorithm never exceeds acceptable spend limits.
• Hourly Data Ingestion — The system pulls Amazon’s hourly impression, click, spend, and sales metrics, allowing a surge at 3 p.m. to trigger a bid change within minutes.
• Adjustment Modes — Sellers choose “Aggressive,” “Moderate,” or “Conservative,” each applying a different maximum percentage shift such as +30 % or –20 % per change.
• Cross‑Campaign Application — The same dynamic rules can be applied to several campaigns at once, ensuring high‑performing keywords receive uniform treatment across the account.

How Dynamic Bidding Works

1. Set Profit Targets — The seller enters a desired ACoS (e.g., 15 %) and a minimum conversion rate (e.g., 8 %); a keyword delivering a 10 % conversion at a 12 % ACoS is flagged as “under‑target.”
2. Define Bid Limits — A floor of $0.35 and a ceiling of $1.00 are established, guaranteeing that any upward adjustment stays below $1.00 while any downward move never falls beneath $0.35.
3. Pick an Adjustment Mode — Selecting “Aggressive” instructs the engine to move bids up to +30 % when metrics are strong and down to –20 % when they weaken; “Conservative” would cap changes at +10 % and –5 % respectively.
4. Receive Hourly Signals — Each hour Amazon supplies the keyword’s impressions, clicks, spend, and sales; if that hour shows a 12 % conversion (above the 8 % goal) and a 13 % ACoS (below the 15 % goal), the algorithm prepares a bid increase.