👉 This strategy helps get better and sustainable ROI from bid adjustments

After years of managing Amazon ads, we’ve seen what works and what doesn’t with bidding strategies.

And some of the biggest mistakes we see on accounts we audit?
- Either changing bids too often, or
- setting and forgetting.

➡️ Here’s what we’ve learned:

What Doesn’t Work:
❌ Changing bids daily (or every other day) – it’s too frequent. Ads need time to gather data, and constant changes reset that process.
❌ Set it and forget it – leaves campaigns drifting without the tuning they need to succeed.

What Does Work:
✅ Small, regular adjustments every 5-7 days. This cadence allows your campaigns to:

Gathering Meaningful Data: Giving campaigns a few days to run provides the time needed to collect enough data on performance, keyword impact, and audience behavior, making your next decisions more informed.

Factoring in Attributed Sales: Waiting 5-7 days lets Amazon’s sales attribution update more fully, reflecting actual conversions tied to your ads. This provides a more accurate picture of campaign ROI, so you know where your spend is working hardest.

Reacting to Market Shifts: Shopping trends, seasonal spikes, and competitor moves all impact your ads’ effectiveness. Regular adjustments ensure your bids stay responsive to these shifts, maximizing visibility when demand is highest.

Staying Competitive without overspending: By making small tweaks, you can remain competitive while controlling costs.

Finding the sweet spot for Each Keyword: Incremental adjustments help you identify the optimal bid for each keyword. This balance between cost and visibility enhances overall performance and ensures your ads are reaching the right audience efficiently.


👉 And yes, monitor daily for anything going unexpected, e.g. KW overspending or underspending. These minor tweaks help to keep things running smoothly.


On the other hand,
with small changes, you prevent the risk of completely changing the metrics. A lot could change if you increase or decrease a bid drastically. Simply because it's not always proportional.

Sudden bid jumps—like from $1 to $2—can throw off your metrics and lead to unpredictable results. A high ROAS at $1 could look very different at $2, and you could end up overspending or losing placements, in case of bid drop.

What's better is to cap it up to 0.15 at once, gradually increasing as performance improves. Likewise, if lowering bids, make small decreases to avoid losing valuable placements or impressions altogether.

This keeps your ACOS in check and maintains healthy click-through and conversion rates.

In today's newsletter, we’re covering bid optimization in detail. Subscribe so you don’t miss out! (link in comments)