Amazon is implementing a significant change to its advertising system for the upcoming Prime Day event, scheduled for July 16-17, by temporarily increasing bid adjustments for certain ad placements. For advertisers using the "dynamic bids - up and down" strategy, the maximum bid adjustment will rise from 50% to 100% for ads on "rest of search" or product pages. This change will be effective throughout Prime Day.
Key Details
- Bid Adjustment Increase: Normally, a $1 bid could increase up to $1.50. During Prime Day, it could increase up to $2.
- Objective: The change aims to help advertisers gain more impressions and sales during the high-traffic event.
- Potential Impact: While offering increased visibility, it may also lead to higher advertising costs if not managed carefully.
Advertisers should be aware of this temporary change and monitor their campaigns closely during Prime Day. While it offers the potential for increased visibility, it may also lead to higher advertising costs if not managed carefully.
This update underscores the competitive nature of Prime Day advertising and Amazon's efforts to balance advertiser opportunities with the increased consumer activity during the event.
