How to Use Amazon’s Bid+ Feature for Competitive Bidding
Amazon’s Bid+ feature was a tool designed to help advertisers automatically increase their bids to gain more visibility in top ad placements, particularly on the first page of search results. However, Amazon has replaced Bid+ with “Dynamic Bidding – Up and Down”, which serves the same purpose but with more control and flexibility.
This new bidding strategy allows Amazon to adjust bids both upward and downward based on the likelihood of conversion. Understanding how to leverage this feature effectively can help improve ad placement, increase conversions, and optimize your return on ad spend (ROAS).
Understanding Amazon’s Dynamic Bidding (“Up and Down”)
Amazon’s “Dynamic Bidding – Up and Down” is the modern equivalent of Bid+. It increases bids by up to 100% when Amazon predicts a higher chance of conversion. If the conversion likelihood is lower, Amazon may decrease your bid to prevent unnecessary ad spend.
This feature is particularly useful when targeting highly competitive keywords or aiming for top-of-search placements, where visibility is crucial for driving sales.
How to Enable “Dynamic Bidding – Up and Down”
1.Log in to Amazon Seller Central or the Amazon Advertising Console.
2.Navigate to Campaign Manager and select an existing campaign or create a new one.
3.In the Bidding Strategy section, choose “Dynamic Bidding – Up and Down.”
4.Set your initial bid and budget.
5.Save your settings and monitor performance regularly.
Best Practices for Using Amazon’s Competitive Bidding Strategy
1. Use It for High-Intent, High-Competition Keywords
If you’re targeting highly competitive, high-converting keywords, this bidding strategy can help ensure your ads appear in premium placements, such as the top of search results.
2. Set a Competitive Base Bid
Since Amazon may increase your bid by up to 100%, ensure that your base bid is reasonable to prevent excessive spending. Start with a moderate bid and adjust based on performance data.
3. Combine With Placement Adjustments
To further refine your bidding strategy:
•Increase “Top of Search” bid adjustments if you want to prioritize premium placements.
•Adjust “Product Page” placements to capture shoppers browsing competitor listings.
4. Monitor Performance and Adjust Frequently
•Track impressions, CTR (click-through rate), and ACOS (advertising cost of sales) to determine whether increased bids are leading to better conversions.
•If ACOS is too high, lower bids or switch to “Dynamic Bidding – Down Only” to reduce ad spend on low-converting clicks.
5. Test and Optimize
Run A/B tests by experimenting with different bidding strategies. Compare “Fixed Bidding” vs. “Dynamic Bidding – Up and Down” to see which delivers better results for your specific campaign goals.
Final Thoughts
Although Amazon retired the Bid+ feature, the new Dynamic Bidding – Up and Down offers greater control and flexibility in competitive bidding. By targeting high-intent shoppers, adjusting placement bids, and monitoring performance regularly, sellers can maximize visibility and conversions while maintaining a profitable ad spend.