Overview

Amazon’s budget‑rules feature in Campaign Manager lets sellers automatically raise daily ad budgets based on calendar schedules or real‑time performance triggers. The tool is designed for Sponsored Products, Sponsored Brands and Sponsored Display campaigns, helping advertisers keep ads running during peak shopping windows without constant manual adjustments.

Key Points

• Automatic budget lifts — Daily budgets can be increased by a set percentage when a rule fires, eliminating the need to log in multiple times a day.
• Schedule‑based triggers — Rules can be tied to specific dates or recurring weekly windows, such as the weekend surge before a product launch.
• Performance‑based triggers — A rule can raise the budget when a campaign meets a chosen metric, for example an ACOS ≤ 20 % or a ROAS ≥ 4.0.
• Look‑back window — Performance rules evaluate the most recent seven days of data, ensuring the trigger reflects current trends rather than outdated results.
• Stacked rule capability – Multiple rules can be applied to the same campaign, allowing a schedule increase to work together with a performance boost.
• Resource support – Amazon provides step‑by‑step videos inside Seller Central that demonstrate rule creation and illustrate real‑world use cases.
• Reduced “out‑of‑budget” alerts – Campaigns that would normally stop at midday stay funded, capturing afternoon and evening shoppers who often convert at higher rates.
• Scalable automation – Sellers managing dozens of campaigns can rely on rules to allocate spend where it matters, freeing up time for strategic tasks.
• Risk mitigation – Because budget lifts are tied to measurable thresholds, overspending on underperforming ads is minimized.

How Budget Rules Work

1. Create a rule — In Campaign Manager, select a campaign and open the “Budget Rules” tab; choose either “Schedule‑based” or “Performance‑based.” Example: A seller selects a Sponsored Products campaign for a new kitchen gadget.