Overview

Helium 10 introduced a Custom Rules Engine for its Adtomic platform on April 30, 2024, giving Amazon advertisers a programmable layer to automate PPC decisions. The feature lets sellers set condition‑driven actions—such as bid adjustments, keyword pauses, or budget reallocations—so campaigns can react instantly to performance signals without daily manual intervention.

Key Points

• Rule‑Based Automation — Sellers may configure up to 25 independent rules per account, each triggered by metrics like ACOS, ROAS, impressions, or sales velocity.
• Pre‑Built Templates — Twelve ready‑made rule templates (for example, “Lower bids on high‑ACOS keywords”) can be activated in seconds, cutting initial setup time by roughly 70 %.
• Real‑Time Execution — The engine polls Amazon’s Advertising API every 15 minutes, applying bid changes or pauses almost immediately after a threshold is met.
• Granular Targeting — Actions can be scoped to a single keyword, an entire ad group, or a full campaign, giving sellers precise control over spend at any structural level.
• Performance Dashboard — A dedicated view logs each rule fire, displaying before‑and‑after metrics so advertisers can audit impact and fine‑tune thresholds.
• Safety Controls — Users define maximum bid‑change percentages and daily caps, preventing runaway spend while the engine operates autonomously.
• API Integration — The engine leverages Amazon’s Advertising API, ensuring that rule evaluations use the same data source as native campaign reporting.
• Scalable Across Accounts — Because rules are stored at the account level, agencies managing multiple seller accounts can replicate successful rule sets with a few clicks.

How the Custom Rules Engine Works

1. Define a Trigger — Choose a performance metric and condition, such as “ACOS > 35 % for three consecutive days.” Example: A seller creates a trigger that flags any keyword whose ACOS remains above 35 % for three days in a row.