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We are always looking to improve Sponsored Products. Keeping track of all the latest updates can be challenging so we’ve created this resource to help. This guide will detail the latest rules and recommendation updates, where you can find them, and how you can implement them across your entire book of business.
Before that, here’s a quick refresher on rules and recommendations.
A set action or guardrail that once applied will affect a Sponsored Products campaign (i.e., a budget rule).
A suggestion to take an action that can apply to a Sponsored Products campaign.
Amazon Ads creators can access and apply rules and recommendations ads manager. It all depends on what works best for your business. Here are the channels in which rules and recommendations can be accessed:
| Partner Opportunities (PO) | Amazon Ads API | Partner Advertising Manager (UI) | Amazon Marketing Stream (AMS) |
|---|
| Name | Description | What phase to use? |
|---|---|---|
|
Budget rules |
You can set budget rules for your client’s to reduce the manual effort adjusting budgets. Budget rules are further broken into schedule-based and performancebased.
|
Optimization |
|
Budget rules: schedule-based |
Schedule-based rules allow you to increase your clients’ campaign’s budget by a certain percentage during a date range (i.e., Black Friday, Prime Day)
|
Optimization |
|
Budget rules: performance-based |
Performance-based rules enable you to create budget rules that increase your client’s budget when a specified condition is met. For example, you can create a rule to increase your budget when Amazon advertising cost of sales (ACOS) is greater than 30%.
|
Optimization |
|
Keyword rules |
Keyword rules refers to the broad best practices of setting up and analyzing keywords including: match type, negative keywords, etc. |
Set-up, Optimization |
|
Rules-based bidding |
Rules-based bidding allows you to set a return on ad spend (ROAS) guardrail on your client’s campaigns. Note: campaigns must be running for at least 30 days prior to setting a rule and you must meet the minimum daily budget threshold.
|
Optimization |
|
Bid rules: schedule-based |
Set bid rule increases at an hourly, daily, or weekly level to help make sure that your client’s campaigns can serve ads at specific times of the day, days of the week.
|
Set-up, Optimization |
| Name | Description | What phase to use? |
|---|---|---|
|
Partner Opportunities |
Recommendations surfaced through Partner Opportunities are dynamic and can be applied across your entire book of business.
|
Optimization |
|
Budget recommendations and missed opportunities |
Budget recommendations give you the recommended daily budget and estimated missed opportunities metrics for campaigns. Metrics include: recommended daily budget, percent time in budget, sales and clicks for all campaigns, and estimated missed impressions.
|
Optimization |
|
Theme Based Bid Suggestions |
Theme Based Bid Suggestions (TBBS) can help your clients set the right bid for ad campaigns tied to key shopping events and holidays to potentially generate more sales. You can access the bids from the specific theme and use the estimated weekly clicks and conversions as guidance to choose the bid that aligns with your client’s campaign.
|
Optimization |
|
Keyword recommendations |
Keyword recommendations allow you to retrieve bid suggestions for keyword targets along with impact metrics for a given list of ASINs or a specified campaign identifier and associated ad group identifier. Recommended keywords are ranked using your chosen sort dimension while providing bid suggestions for the keywords from different themes.
|
Set-up, Optimization |
|
Product targeting recommendations (category and ASIN) |
Product targeting can be applied at either the product, category, or brand level. For example, you can target a specific running shoe product by ASIN, or running shoes as a category using the category ID.
|
Set-up, Optimization |
|
Consolidated recommendations (beta) |
Consolidated recommendations aggregate the top recommendations across bid, budget, and targeting for an SP campaign given an advertiser profile ID. Recommendations are refreshed daily. Beta available in the US only. |
Optimization |
