Amazon Announces Temporary Dynamic Bids Adjustment for Prime Day to Boost Advertiser Performance
To help advertisers maximize their visibility and sales potential during the highly anticipated Prime Day event, Amazon is implementing temporary enhancements to its dynamic bidding strategy. These changes are designed to increase the competitiveness of Sponsored Products campaigns by driving higher impressions and conversions across the platform.
Key Changes: Increased Bid Adjustments for Sponsored Products
During Prime Day, Amazon will temporarily increase the maximum bid adjustment for rest of search and product page placements from the current 50% to 100%. This adjustment applies exclusively to campaigns utilizing the dynamic bids – up and down strategy, allowing advertisers to capture more opportunities in high-traffic placements.
What This Means for Advertisers:
- Higher Bid Competitiveness: With dynamic bids – up and down, Amazon will automatically adjust bids by up to 100% for eligible placements, enhancing the likelihood of winning ad auctions and boosting visibility.
- Enhanced Reach: The increased bid flexibility aims to help brands secure more impressions in non-top-of-search placements, such as rest of search results and product pages.
- Optimized Sales Potential: By gaining more exposure during Prime Day, advertisers can capitalize on heightened consumer traffic and shopping intent.
Eligibility and Scope:
The temporary bid increase is specifically limited to:
- Sponsored Products Campaigns using dynamic bids – up and down bidding strategy.
- Ad Placements within rest of search and product pages, not affecting top-of-search placements.
- Duration: This change is active from the start of Prime Day and will remain in effect for the entire duration of the event.
Reversion After Prime Day:
Once Prime Day concludes, Amazon will automatically revert the maximum bid adjustment for rest of search and product page placements back to the standard 50%. Advertisers do not need to take any manual action, as the change will be seamlessly implemented by Amazon’s advertising platform.
Recommendations for Advertisers:
To make the most of this temporary change, advertisers should:
- Review and Optimize Campaigns: Ensure campaigns are set to dynamic bids – up and down to take advantage of increased bid adjustments.
- Monitor Performance: Keep a close eye on performance metrics during Prime Day to adjust strategies as needed.
- Leverage Budget Flexibility: Consider increasing daily budgets to prevent ads from going offline during peak traffic times.
By strategically aligning campaigns with Amazon’s temporary bid enhancements, advertisers can significantly enhance their Prime Day performance, driving more sales and amplifying brand reach.
