Advertisers using Amazon Ads can now customize bids for both top of search and rest of search placements with increased flexibility. Bid adjustments for top search placements in Sponsored Brands campaigns can be raised up to 900%, a significant increase from previous limits. Similarly, bid adjustments for rest of search placements, formerly capped at 99%, can also be adjusted up to 900%. These changes apply to all ad formats, including video, and all targeting types such as keyword and product targeting. They can be combined with existing bidding controls like manual bidding, cost controls, and audience-level bid adjustments.
The enhanced placement-level bid adjustment controls enable advertisers to better optimize campaign performance by tailoring bids for different search placements. Advertisers can analyze placement-level metrics through the advertising console or Sponsored Brands Placement reports to assess campaign performance in specific placements. Using these insights, they can fine-tune bids for top of search and rest of search placements to achieve their campaign objectives.
These updated bid adjustment controls are accessible for Sponsored Brands campaigns via the Amazon Ads API. For detailed technical information, advertisers can refer to the updated Sponsored Brands API specification.
