Adjust bids

On this page you adjust bids — the biggest lever for moving ACoS toward your target. From lowering and raising bids at the keyword level, to surfacing keywords worth re-bidding, following the trend of Amazon’s suggested bid, improving top-of-search impression share, and tuning or directly setting placement bid multipliers, this page offers 9 patterns.

Register this first to save time

If you register a target ACoS in Set targets for sales, ad spend, and ACoS, later prompts reference it automatically — you won’t need to write it every time.

About this page

Item	Details
What you can do	Create bid and placement-multiplier reduction / increase proposals from performance data, surface keywords worth re-bidding, make adjustments in line with Amazon’s suggested bid and top-of-search impression share, and directly set or roll back placement multipliers
Applies to	Mainly Sponsored Products (SP)
Data & connection needed	Performance data from a connected account (no extra setup). If you have registered KPI targets, the target ACoS is referenced automatically
Scope	Varies by prompt. Most are proposal only and are not applied to your ads until you approve. However, Prompt 3 does not change bids — it only carves out exclusion candidates (executed on another page) — and Prompt 7 applies a placement-multiplier preview via manual execution after approval. Each prompt states its own in “Changes”

Terms used on this page

• Bid … the maximum amount you’re willing to pay per click. This is the lever you control.
• CPC (cost per click) … the ad spend actually incurred for one click. The bid is the ceiling; CPC is the result.
• CVR (conversion rate) … the share of clicks that turned into a purchase.
• ACoS (Advertising Cost of Sales) … ad spend ÷ ad-attributed sales. Lower is more efficient.
• ROAS (Return on Ad Spend) … ad-attributed sales ÷ ad spend. Higher is more efficient.
• Top-of-search impression share … the share of the top ad slots in search results in which your ad was shown.
• Placement bid multiplier … the multiplier added on top of the base bid for each placement, such as top of search or product pages.
• Amazon’s suggested bid … Amazon’s reference bid amount (a market signal; it does not guarantee results).

When to use this

• You want to lower bids on keywords whose ACoS is above target
• You want to surface, from keywords with click and purchase history, the ones whose bids should be reviewed
• You want to carve out search terms and product targeting that get clicks but no sales as exclusion candidates
• You want to adjust bids in line with how Amazon’s suggested bid is moving or with top-of-search impression share
• You want to tune bid multipliers per placement (top of search, product pages, etc.)
• You want to set a placement’s bid multiplier directly to any value, or undo a past adjustment
• You want to bulk-lower bids on low-ROAS campaigns or high-ACoS keywords

Before you run

• Target account … if you handle multiple accounts, the account that creates the proposal and the account you apply it on must match.
• Target period … such as “the last 30 days.” Today’s and yesterday’s data may not be finalized, so a recent, finalized period is safest (for Prompt 5, specify a finalized week).
• Target ACoS / ROAS … if you register them in Set targets for sales, ad spend, and ACoS, the judgment criteria are referenced automatically and you can skip specifying them each time.

Quick reference

Goal	What you get	Changes	Prompt
Lower bids on keywords above target ACoS	A list of reduction candidates with suggested bids	Applied after approval (bid reduction)	Prompt 1
Review keywords with proven clicks and purchases	A list of review candidates with suggested bids	Applied after approval (bid review)	Prompt 2
Carve out zero-sales targets as exclusion candidates	A list of exclusion candidates	No change (only carves out exclusion candidates; executed on another page)	Prompt 3
Follow the trend of Amazon’s suggested bid	A list of current / suggested bids and trend verdicts	Applied after approval (bid adjustment)	Prompt 4
Optimize bids by impression share and CVR	Raise / lower adjustment proposals	Applied after approval (bid adjustment)	Prompt 5
Tune placement multipliers by CVR	Current / suggested multiplier proposals	Applied after approval (multiplier adjustment)	Prompt 6
Set or roll back placement multipliers directly	A before/after multiplier comparison preview	Applied via manual execution after approval (direct multiplier set / rollback)	Prompt 7
Identify low-ROAS campaigns and adjust bids	A list of target campaigns and recommended actions	Applied after approval (bid adjustment)	Prompt 8
Bulk-lower bids on high-ACoS keywords	A list of reduced bids and expected ACoS	Applied after approval (bulk bid reduction)	Prompt 9

Most prompts are not applied to your ads until you approve

Prompts 1, 2, 4, 5, 6, 8, and 9 only create proposals; ad settings do not change until you approve. Prompt 3 does not change bids — it only carves out exclusion candidates, and the actual exclusion happens in Add negative keywords. Only Prompt 7 is applied by reviewing a preview that directly sets the multiplier and then running it manually after approval.

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Prompt 1: Lower bids on keywords above target ACoS

Safely lower bids, with justification, on keywords whose ACoS is above target.

When to use — when you want to lower bids, based on performance, on keywords exceeding your target ACoS.

What you need — target ACoS (auto-referenced if KPI targets are registered), target period (defaults to the last 30 days).

For keywords whose recent ACoS is trending high against the target ACoS,
among those with 10 or more clicks in the last 30 days and with sales,
list the candidates whose bid could be lowered, including a suggested bid amount.

What you can change — the target period (e.g., the last 30 days) / the minimum number of clicks to evaluate (e.g., 10 or more) / the condition of having sales. If you register a target ACoS in KPI targets, it is referenced automatically.

What you get back — a table of keyword × current bid × suggested bid × expected ACoS (5–20 items).

Changes — lowers bids after approval (nothing is applied until you approve).

Next steps — apply the proposal through the approval flow in Save rules to systematize proposal approval and monitoring.

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Prompt 2: Surface keywords whose bids should be reviewed

Surface, in one pass, the keywords that have a meaningful number of clicks and purchases and are worth re-bidding.

When to use — when you want to list, for keywords with a track record, both raise and lower review candidates in one pass.

What you need — the target period (defaults to the last 30 days), and the minimum-clicks / minimum-purchases conditions.

Using the last 30 days of data, with 10 or more clicks and 1 or more purchases,
list the "keywords whose bid should be reviewed."

What you can change — the target period (e.g., the last 30 days) / the minimum number of clicks (e.g., 10 or more) / the minimum number of purchases (e.g., 1 or more).

What you get back — a table of keyword × current bid × suggested bid × expected ACoS.

Changes — reviews bids after approval (nothing is applied until you approve).

Next steps — apply the proposal through the approval flow in Save rules to systematize proposal approval and monitoring.

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Prompt 3: Carve out zero-sales keywords and product targeting as exclusion candidates

List keywords and product targeting that are getting clicks but no sales as exclusion candidates — rather than lowering their bid. This prompt does not change bids; it only carves out exclusion candidates.

When to use — when you want to organize, as exclusion candidates, targets that only consume clicks without turning into sales.

What you need — the target period (defaults to the last 30 days), and the minimum-clicks condition.

Using the last 30 days of data, list targets that have 10 or more clicks
but zero sales as candidates for negative keywords.

What you can change — the target period (e.g., the last 30 days) / the minimum number of clicks (e.g., 10 or more).

What you get back — a table of candidate (search term / product targeting) × type × clicks × ad spend × sales.

Changes — no change (only carves out exclusion candidates). Bids do not change. The actual exclusion is done on the next page.

Next steps — after approval, register them for execution through the approval flow in Add negative keywords.

Known issue

A known bug can show the same target duplicated (up to 3 times). You can ignore the duplicates (fix in progress). See Troubleshooting for details.

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Prompt 4: Adjust bids in line with the trend of Amazon’s suggested bid

Even for targets that don’t have actual ACoS data yet, this proposes bid changes that follow a stable trend, based on how Amazon’s suggested bid is moving. CPC is an outcome metric, so here the bid you can actually control takes the lead.

When to use — when you want to adjust bids for targets with thin history, using how Amazon’s suggested bid is moving as a cue.

What you need — the range of keywords and product targeting (ASIN targeting) to cover.

For your main keywords and ASIN targets, look weekly at how Amazon's suggested bid
has been moving recently (rising, falling, or flat), and propose bid adjustments
that follow that movement. Exclude anything that's swinging wildly.

What you can change — the range of keywords and product targeting to cover / whether to exclude anything that’s swinging wildly.

What you get back — a table of target × current bid × suggested bid (recent) × trend direction × recommended action. You can also choose to apply only some of the targets.

How to read the results — each target shows its “direction” (suggested bid rising / falling / flat), “size of the swing” (the larger it is, the more likely it’s driven by short-term factors), “current bid,” “latest Amazon suggested bid,” and a “verdict” (raise / lower / hold / skip).

Changes — adjusts bids after approval (nothing is applied until you approve).

Next steps — apply the proposal through the approval flow in Save rules to systematize proposal approval and monitoring.

Don’t over-chase

Amazon’s suggested bid is only a market signal — it doesn’t guarantee results. Even when the suggestion is rising, don’t over-chase targets with weak CVR, inventory, reviews, or price. A sharp spike can be a short-term factor like a sale or a competitor’s move. For zero-sales targets, prioritize checking exclusion candidates or search terms before strengthening bids.

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Prompt 5: Optimize bids by top-of-search impression share and CVR

This combines the top-of-search slots you’re still missing (impression-share headroom) with the week-over-week change in CVR, and simultaneously surfaces the keywords whose exposure should grow and those that should be reined in.

When to use — when you want to decide, from both impression share and CVR, which keywords to raise and which to hold back at the same time.

What you need — the target period (specify a recent, finalized week).

Using the most recent finalized week, compare top-of-search impression share and CVR
against the previous week, then propose adjustments: raise bids on keywords that still
have impression-share headroom, and lower bids on keywords whose CVR is dropping.

What you can change — the target period (a finalized week) / the criteria for raising and lowering.

What you get back — a table of keyword × current bid × top-of-search impression share × CVR week-over-week × recommended action.

The idea — even if you keep raising bids to grow impression share, past a certain point CVR stops keeping up (and even starts to fall). This adjustment finds “the impression-share ceiling at which CVR holds,” grows the keywords that still have headroom, and reins in the keywords that have gone past the ceiling.

Changes — adjusts bids after approval (nothing is applied until you approve).

Next steps — apply the proposal through the approval flow in Save rules to systematize proposal approval and monitoring.

Keeping it accurate

Specify a finalized week as the target period. If you specify the current, unfinalized week, it can’t be compared with the previous week and accuracy drops sharply. Targets with too few clicks or impressions are excluded automatically.

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Prompt 6: Tune placement bid multipliers by CVR

Compare CVR per placement (top of search, product pages, etc.) against the campaign average and propose leaning multipliers into the higher-performing placements.

When to use — when you want to look at the performance gap per placement and lean bid multipliers into the higher-performing slots.

What you need — the target period (defaults to recent daily data), and the minimum-clicks condition.

Using recent daily data, compare CVR per placement (top of search, product pages, etc.)
against the overall average for each campaign, and propose adjustments that lean the bid
multiplier into the higher-performing placements. Exclude anything with too few clicks
or with almost no difference from the current multiplier.

What you can change — the target period / the minimum-clicks condition / the minimum difference from the current multiplier.

What you get back — a table of campaign × placement × current multiplier × suggested multiplier × CVR vs. campaign average (multipliers range 0–900%).

Changes — adjusts placement bid multipliers after approval (nothing is applied until you approve).

Next steps — apply the proposal through the approval flow in Save rules to systematize proposal approval and monitoring. To set a specific placement to any value directly, use Prompt 7.

Current limitation

For campaigns with zero order data, CVR can’t be computed and a suggested multiplier may not be returned. Wait for data to accumulate, or lower the minimum-clicks condition and re-run.

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Prompt 7: Set placement bid multipliers directly

Generate a preview that directly sets the bid multiplier to any value for one campaign × one placement (including rolling back a past adjustment). Unlike the other, proposal-based prompts, it is applied by running it manually after approval.

When to use — when you want to set a specific placement’s multiplier to a targeted value, or undo a past adjustment.

What you need — account ID and campaign ID (needed to identify the target), the placement, and the bid multiplier to set.

Show a preview of changing the bid multiplier for placement
"{{Placement (e.g., Top of Search)}}" of account ID {{Account ID (e.g., 7)}},
campaign ID {{Campaign ID (e.g., cmp_XXXXXX)}} to {{Multiplier (e.g., 50)}}%.
(To undo a past adjustment, specify 0%.) I'll run it manually after reviewing the preview.

What you can change — Account ID / Campaign ID (needed to identify the target), Placement (e.g., Top of Search), Multiplier (integer 0–900; specifying 0 rolls it back).

What you get back — a before/after multiplier comparison table (account / campaign / placement / before / after).

Changes — applied via manual execution after approval by reviewing the preview. Unlike the other prompts, approval alone does not apply it — a manual execution step is required.

Next steps — to review multiple placements at once with CVR-based auto-proposals, use Prompt 6.

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Prompt 8: Identify low-ROAS campaigns and adjust bids

Identify SP campaigns whose ROAS is low (on the verge of running at a loss) over a recent period, and propose bid adjustments.

When to use — when you want to narrow down inefficient campaigns and build bid adjustment proposals.

What you need — the target period (defaults to the past 30 days), the ROAS threshold (default is under 2x), the minimum ad spend (over ¥50,000 in the example).

Identify SP campaigns whose ROAS is under 2x over the last 30 days,
narrow to those with ad spend over ¥50,000, and propose bid adjustments.

What you can change — the target period (e.g., past 30 days → past 14 days) / the ROAS threshold (e.g., under 2x → under 3x) / the minimum ad spend (e.g., over ¥50,000). Reword the numbers to adjust.

What you get back — a table of campaign × ROAS × spend × ACoS × recommended action.

Changes — adjusts bids after approval (nothing is applied until you approve).

Next steps — apply the proposal through the approval flow in Save rules to systematize proposal approval and monitoring.

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Prompt 9: Bulk-lower bids on high-ACoS keywords

Identify keywords whose ACoS is high over a recent period, and build a proposal to lower their bids in bulk.

When to use — when you want to lower, all at the same rate, keywords that have exceeded your ACoS benchmark.

What you need — the target period (past 14 days in the example), the ACoS threshold (over 40% in the example), the reduction rate (12% in the example), the minimum clicks (10 or more in the example).

Identify all keywords whose ACoS exceeds 40% over the last 14 days,
and build a proposal to lower their bids by 12%. Limit to keywords with 10 or more clicks.

What you can change — the target period (e.g., past 14 days) / the ACoS threshold (e.g., over 40%) / the reduction rate (e.g., 12%) / the minimum clicks (e.g., 10 or more). Reword the numbers to adjust.

What you get back — a table of keyword × ACoS × current bid × reduced bid × expected ACoS.

Changes — bulk-lowers bids after approval (nothing is applied until you approve). The prompt specifies that a single reduction stays within -30%.

Next steps — apply the proposal through the approval flow in Save rules to systematize proposal approval and monitoring.

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Related categories

• Set targets for sales, ad spend, and ACoS — pre-register a target ACoS to skip specifying it every time
• Save rules to systematize proposal approval and monitoring — approve and apply the proposals each prompt produces
• Add negative keywords — where the exclusion candidates carved out in Prompt 3 get executed
• Adjust budgets — optimization combining bids and budgets
• Move search terms from Auto to Manual — candidate extraction as a precursor to bid adjustment