In this article you'll learn about the dynamic bidding strategy and bids by placement.
Dynamic Bidding Strategy
You may choose one of the following three strategies:
1. Dynamic (down only)
Amazon will lower your bids in real-time when your ad may be less likely to convert to a sale. Any campaigns created before January 2019 used this setting.
2. Dynamic (up and down)
Amazon will increase your bids (by a maximum of 100%) in real-time when your ad may be more likely to convert to a sale and lower your bids when less likely to convert to a sale.
3. Fixed bids
Amazon will use your exact bid and any manual adjustments you set, and will not make adjustments to your bids based on the likelihood of a sale.
To learn more which bidding strategy you should use, please read our case study about: Amazon dynamic bidding strategies
Adjust bids by placement
In addition to your bidding strategy, you can increase bids by up to 900% based on a certain placement. This option replaces the Bid+. You may increase the bids for:
- Top of search (first page) and
- Product detail pages.
All other results are referred to as rest which can not be increased.