Amazon Sponsored Products ads now support dynamic bidding, bid adjustments – 2024 Update

Amazon Sponsored Products ads have always been a powerful tool for e-commerce businesses looking to increase their visibility and drive sales on the platform. And now, with the latest update in 2024, Amazon has introduced support for dynamic bidding and bid adjustments, giving advertisers even more control over their ad campaigns.

What is dynamic bidding?

Dynamic bidding is a feature that allows advertisers to automatically adjust their bids based on the likelihood of a conversion. This means that if Amazon’s algorithm determines that a particular shopper is more likely to make a purchase, the bid for that ad will be automatically increased, giving it a better chance of being displayed to that shopper.

How do bid adjustments work?

Bid adjustments allow advertisers to fine-tune their bids based on various factors such as device type, time of day, and even the shopper’s previous interactions with their brand. This level of granularity gives advertisers the ability to optimize their ad spend and maximize their return on investment.

Benefits of dynamic bidding and bid adjustments

  • Increased flexibility and control over ad campaigns
  • Ability to reach high-intent shoppers more effectively
  • Better utilization of ad spend through granular bid adjustments
  • Potential for higher conversion rates and return on ad spend

How to make the most of these new features

Now that dynamic bidding and bid adjustments are available for Amazon Sponsored Products ads, it’s important for e-commerce businesses to understand how to leverage these features effectively. Here are some tips for making the most of these new capabilities:

1. Use bid adjustments strategically

Take advantage of bid adjustments to tailor your bids based on factors such as device type, time of day, and shopper behavior. By doing so, you can ensure that your ad spend is being allocated in the most efficient way possible.

2. Monitor performance closely

With the introduction of dynamic bidding, it’s crucial to closely monitor the performance of your ad campaigns. Keep an eye on key metrics such as conversion rates, click-through rates, and return on ad spend to identify any areas for improvement.

3. Test and iterate

As with any new feature, it’s important to test different strategies and iterate based on the results. Experiment with different bid adjustments and dynamic bidding settings to find the optimal configuration for your specific business and target audience.


The introduction of dynamic bidding and bid adjustments for Amazon Sponsored Products ads represents a significant opportunity for e-commerce businesses to further optimize their advertising efforts on the platform. By leveraging these new features effectively, businesses can increase their visibility, reach high-intent shoppers more effectively, and ultimately drive more sales. As with any new feature, experimentation and iteration will be key to maximizing the potential of these capabilities.