Amazon has launched a beta feature called "Unspent Campaign Budget Sharing," which automatically reallocates unspent daily budgets within a portfolio to optimize ad spending. If a campaign does not fully utilize its budget, the remaining funds can be redirected to another campaign that has reached its daily limit. For example, if Campaign 1 has $30 unspent and Campaign 3 reaches its budget cap, Campaign 3 can utilize that $30 for additional clicks and impressions. This redistribution resets monthly.
However, this feature may not be suitable for everyone. It is less beneficial for small portfolios, as it could complicate budget management without significant value. Additionally, it may disrupt campaigns focused on long-term growth or testing, potentially limiting their effectiveness. There's also a risk of overspending, as campaigns can exceed their daily budgets by up to 100% if not closely monitored.
Large advertisers with multiple high-performing campaigns and stable ACOS are likely to benefit the most from this feature, while small to medium sellers or those running test campaigns may experience wasted spending and inconsistent performance. Ultimately, while the feature can enhance ad spending efficiency, maintaining manual budget control and strategic optimization remains crucial for effective ad performance.
