Overview

New Amazon advertising accounts start with a daily spend ceiling that usually falls between $50 and $150. This restriction lasts through an initial review phase that can stretch from a week to several weeks, depending on how quickly the account proves its reliability. Sellers who grasp the mechanics behind the limit can accelerate the lift, gaining access to larger budgets in as little as ten days instead of waiting the full evaluation period.

Key Points

• Initial daily caps — New ad accounts are automatically limited to a $50‑$150 budget per day during the first assessment window.
• Trust‑based scoring — Amazon treats advertising accounts like credit lines, raising limits only after sellers demonstrate consistent, low‑risk behavior.
• Five performance signals — Billing reliability, campaign simplicity, spend stability, conversion rates, and inventory health are the metrics Amazon monitors.
• Typical lift timeline — Most sellers see a budget increase after two to six weeks; top‑performing accounts can see a raise within seven to ten days.
• Missteps cost time — A single declined payment or erratic spend pattern can extend the restriction by weeks or even months.

How Amazon’s PPC Spend Limits Operate

1. Account onboarding — When a seller creates a new ad account, Amazon assigns a default daily budget of $50‑$150.

   • Example: A brand launching a new kitchen gadget begins with a $75 daily cap, regardless of the $5,000 launch budget they intended.

2. Trust signal monitoring — Throughout the evaluation window, Amazon continuously records five key indicators.

   • Example: The system logs that the seller’s credit card paid all charges on time, the campaign contains only two ad groups, daily spend stayed within $70‑$80, the product’s conversion rate sits at 12%, and inventory remains above the safety stock threshold.

3. — When the collected data meets Amazon’s internal thresholds, the platform automatically raises the daily cap, often in $25‑$50 increments.