Summary
Amazon have launched suggested bids for Sponsored Display. These recommendations will be provided for Sponsored Display views re-marketing and product targeting within the Amazon Ads console.
Propel Your Product’s view
Amazon continue to develop their Display Advertising function with the addition of Suggested Bids, bringing the user functionality closer to Sponsored Products and Sponsored Brands. The machine learning powered bid recommendations can help Advertisers understand suitable bids levels and a bids likely effectiveness. It’s also likely that these same algorithms will be aimed at increasing competition between advertisers, thus optimising Amazon’s revenue not just the Advertisers. Time will tell wether this leads to increased competitive bidding levels that benefit Amazon or better returns for Sellers.
Key Details
Announcement: 20th September 21
Effective Date: 20th September 21
Feature: Amazon Advertising
Type: Display Advertising
Regions: CA, DE, ES, FR, IT, JP, UAE, UK and the US.
Accounts: Seller and Vendor Accounts
Customer Benefit: Low
Seller Benefit: Low
Impact For Effected Sellers: Low/Medium
Most Effected Sellers: Sellers who have limited resources to test, evaluate and optimise their Display Advertising may find it easier to run effective campaigns. Other may find the competitive bid prices increase.
Important: If you’re unsure which bid to start with, we recommend advertisers select the suggested bid; this is the bid that our algorithms suggest will most likely help deliver impressions for an ad similar to yours.
Tell us your thoughts? Whether a Seller, Vendor, Brand or Customer – we’d love to know your thoughts, questions and feedback in the comments section. Check out the latest news here.
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Full Announcement
Here’s Amazon’s full announcement below (links in this post may require a relevant Seller Account):
Sponsored Display launches bid recommendations
20 September 2021
What’s been launched?
We’ve launched suggested bids for Sponsored Display. These recommendations will be provided for Sponsored Display views remarketing and product targeting within the Amazon Ads console across CA, DE, ES, FR, IT, JP, UAE, UK and the US.
Why is it important?
Bid recommendations help remove the guesswork when selecting a bid. Now, when you create any CPC-based Sponsored Display product targeting or views remarketing campaign, you’ll receive machine learning powered bid recommendations. These recommendations are presented as a suggested bid and a bid range, and both are calculated by analysing a group of winning bids for recent, similar ads within your category. Suggested bid and bid range update daily, based on the increase or decrease in competing bids and ads in each auction. If you’re unsure which bid to start with, we recommend advertisers select the suggested bid; this is the bid that our algorithms suggest will most likely help deliver impressions for an ad similar to yours.
Bid recommendations are also available in the Amazon Ads API. For full technical details, please see our updated Sponsored Display recommendations developer guide.
Where is the feature available?
- North America: United States, Canada
- Europe: Germany, Spain, France, Italy, United Kingdom
- Middle East: United Arab Emirates
- Asia Pacific: Japan
Who can use it?
- Vendors
- Registered Sellers
Where do I access it?
- Advertising console
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