Amazon’s New Suggested Bid Visualization

Amazon's latest update within the Advertising Console, focusing on Suggested Bids, can it be a game-changer for advertisers? Let’s dive in 👇🏼

🔍 What’s New?

Amazon has rolled out a broader range of Suggested Bids, with bids ranging from as low as $0.50 to as high as $9.80, depending on the category. However, these Suggested Bids don’t always reflect what you’ll end up paying per click. If you're not yet a category leader, you might need to bid 2x, 3x, or even 4x higher just to start getting impressions.

💡 The Strategy Behind It

At btr media, we’ve noticed that higher initial bids help capture impressions, and as your click-through rate improves, Amazon’s algorithm begins to favor your ads. Over time, this leads to cheaper clicks and a more stable cost-per-click (CPC), giving you the chance to optimize your campaigns for maximum impact.

🔥 Next Steps?

Once you hit that desired CPC, the new Suggested Bid visualization really starts to make a difference. Amazon now shows the potential impressions associated with different bid levels, which makes it easier to fine-tune ranking campaigns.

At BTR Media, we've seen success by going just slightly above the Suggested Bid to dominate rankings.

💬 Is This New Feature Helping You Optimize?

Right now, it’s only available for Sponsored Products, but expect to see it roll out to Sponsored Brands and Sponsored Display soon. How are you using this feature in your campaigns?

Would love to hear your thoughts in the comment section below.