Keys to the new hourly bid adjustment in Amazon Ads


Amazon Ads has finally released an update to its advertising console that gives advertisers greater flexibility and control over their bidding strategies. It is now possible to adjust bids based on peak conversion time slots, which represents a significant opportunity to align campaign performance with customer buying trends.


Operation and limitations

With this new feature, advertisers can experiment with minimum bids and apply custom rules based on the time of day, increasing bids by percentage. This adjustability is specifically targeted at Sponsored Products campaigns, both manual and automatic, and offers an effective way to maximize your return on investment.

However, it is important to note some limitations of this feature. First of all, as we said, it’s only available for Sponsored Products campaigns and doesn’t extend to brand or display campaigns. Additionally, this feature is set up at the campaign level, which means it can’t be applied to individual ad groups.

Another aspect to keep in mind is that this feature requires a minimum daily budget of €10 to activate and a minimum of 10 orders in the last 30 days. Campaigns that don’t meet these requirements won’t be able to take advantage of the benefits of time slot targeting.

The versatility of this tool is impressive, as it can be applied to campaigns that use different types of targeting, whether automatic, keyword, or product. This gives advertisers the freedom to tailor their bid strategies to their specific needs.

A smart strategy that advertisers can implement thanks to Amazon’s API is to analyze conversion patterns throughout the week and times of the day. The idea is to start with low or very low bids at times of low demand, such as evening hours, and gradually increase them until you reach the maximum bid during peak activity. This tactic makes it possible to maximize investment efficiency and ensure that resources are used optimally. At Nozama we have the competitive advantage of having access to the API, so we can strategically plan this part in great detail.


Tips for using time slot bid adjustments

  • Start with an analysis of your data. Before you start adjusting your bids, it’s important to understand how your customers behave. Analyze your data to see when your customers are most likely to search for your products.
  • Set realistic bids. Don’t go overboard with your bids. If you bid too high, you could end up spending more than you can afford.
  • Run tests. Once you’ve set your bids, monitor how your campaign is performing. If you’re not satisfied with the results, you can run tests to adjust your bids.


Hourly Results Report

After launching the hourly bidding feature, still in beta, Amazon Ads has launched the hourly report so that you can analyze the potential for your products of hourly bidding and increase the time slots in which your customers are and leave minimum bids in the lower conversion to sale brackets.

The handicap is that this report only shows the last 14 days, which can be considered a short window of time to make sound decisions. For this reason, Nozama’s Advertising team has been working for some time with personalized dashboards with which you can have information for periods of up to 180 days, much more reliable information.

Do not hesitate to contact us to start enjoying expert management to take advantage of the possibilities offered by this new Amazon Ads functionality.