Amazon Ads Budget and Bidding settings

With our Amazon Ads connection, you can easily create dynamic Sponsored Products ad campaigns for Amazon. This article explains the budget and bidding settings of your Amazon Ads campaign in Channable.

The campaign template includes budget and bidding settings, which enable you to set specific budgets and bidding options for each campaign generator. This allows you to optimize the efficiency of your campaigns by setting different budgets for each campaign.

Daily Budget

Under "daily budget" you can choose a daily budget in the local currency of your account, for each campaign, based on your advertising goals and the average amount you're willing to spend each day on your campaign.

Daily budget image

Important: On Amazon, there are budget constraints based on the marketplace, and Channable validates these as well. You can find the exact budget limits here: https://advertising.amazon.com/API/docs/en-us/reference/concepts/limits#sponsored-products

Campaign Bidding Strategy

Bids determine the maximum amount spent for your ads on Amazon. In Channable you can choose between three bidding strategies:

• Dynamic Bids — Down Only
• Dynamic Bids — Up and Down
• Fixed Bids

The bidding strategy dictates how Amazon should adjust bids for ad positioning and how the bid settings are used to win impressions. This applies to all bids within your campaign.

Dynamic Bids — Down Only

When using Dynamic Bids — Down Only, Amazon may reduce your bids for clicks that are less likely to result in a sale. For example, Amazon might lower your bid for a less relevant search query or for a placement with lower performance.

Dynamic Bids — Up and Down

With Dynamic Bids — Up and Down, Amazon may increase bids for clicks that have a higher likelihood of converting into a sale and reduce bids for clicks that are less likely to convert.

Fixed Bids

With Fixed Bids, Amazon will use your exact bid for all opportunities without adjusting it. Compared to dynamic strategies, this may result in more impressions but fewer conversions for your ad spend.

Adjust bids by placement

In addition to the bidding strategy, you can optionally set bid adjustments based on ad placements. For example, you may want to pay up to 10% more for your ad to be displayed at the top of the search results.

By default, the same bid will apply regardless of positioning. You can set three different percentage-based adjustments for:

• Top of Search
• Product Pages
• Rest of Search

These adjustments are a percentage of the default bid and must be a number between 1% and 900% of the default bid.

Top of Search

This adjustment increases the bid for ads shown at the top of the first page of search results.

Top of search image

Product Pages

This adjustment increases the bid for ads displayed on other product pages.

Product pages image

Rest of Search

This adjustment increases the bid for ads shown on the rest of the search pages (not Top of Search).

Rest of search image

Default Bid

The Default Bid is the bidding value you are willing to spend for the ad when it wins the auction. This value is used when no other bid is set. Channable currently does not support setting a custom bid at the target level; you can set custom target-level bids directly in Amazon if needed.