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By Mansour Norouzi · September 8, 2025 · Curated by George's Blog
Amazon has rolled out Rules inside Advertising Console and honestly looks good but not great.
Now you can set up automated rules for Bids, Budgets, and Targeting.
👉 The first thing that stood out to me:
you can finally select multiple campaigns at once. Before, rules only worked on one campaign at a time. This is a big deal.
For targeting, it’s especially cool. You can choose your source campaigns and your destination campaigns. That makes automation for keyword harvesting much more powerful.
But… here’s my issue.
Amazon still only lets us increase bids and budgets (1–100%), never decrease. That’s not very practical. For example:
Want to do dayparting? Can’t lower bids in off-hours.
Running an event? Sure, you can double your Prime Day budget… but what if you need a 3x increase? The cap is 100%. and what. if I need to decrease after?
So while this is a great step forward, I’d love to see Amazon open it up with both increase + decrease options, and remove the 100% cap.