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- Amazon beta-testing a new "Automatically optimizing ROAS within budget" option for Sponsored Products
- You set a daily budget only. No base bid, no ROAS target. Amazon controls bid amounts per auction.
- Different from dynamic bidding: this replaces your bid entirely rather than adjusting it up or down
- Currently rolling out to select US accounts. No confirmed global launch date yet.
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What's Happening
Amazon is beta-testing a new Sponsored Products bidding option called "Automatically optimizing ROAS within the campaign budget." Instead of setting a target ROAS or choosing between fixed bids and dynamic bidding, you set a daily budget and let Amazon's algorithm adjust bids in real time to maximize return on ad spend. The way this plays out for sellers in our cohort: contribution margin moves first, ad spend adjusts second.
This is different from existing dynamic bidding strategies. With "dynamic bids, up and down," Amazon adjusts your base bid by up to 100%. With this new option, there's no base bid at all. Amazon controls the entire bid amount, auction by auction, optimizing purely for ROAS within your budget constraint.
The feature is currently rolling out to select accounts in the US marketplace. Amazon hasn't announced a full rollout date, but API documentation for bid controls already references the new optimization type.
Bidding Control
Budget Only
No bid or ROAS target needed
Optimization Goal
Max ROAS
Within daily budget
Availability
Beta
Select US accounts
Key Details
| Detail | What You Need to Know |
|---|---|
| How It Works | You set a daily budget. Amazon handles all bidding decisions to maximize ROAS within that budget. No base bid, no ROAS target input. |
| Where It Appears | Sponsored Products campaigns only. Not yet available for Sponsored Brands or Sponsored Display. |
| Difference from Dynamic Bids | Dynamic bidding adjusts your bid up/down. This replaces your bid entirely. Amazon decides the full amount per auction. |
| Current Status | Beta rollout to select US advertiser accounts. No confirmed global launch date. |
Impact on Sellers
For sellers comfortable with automation, this could simplify campaign management significantly. You don't need to research optimal bids, set ROAS targets, or constantly adjust. Just set a budget and let the algorithm work.
The risk? You're giving up granular control. If Amazon's algorithm doesn't perform well for your category, you can't course-correct at the bid level. Your only lever is the daily budget. That's a big ask for sellers running tight margins on competitive keywords.
Pro Tip
Don't move your entire ad budget into this new option. Start with 1-2 campaigns on mid-tier products where you have room for experimentation. Compare ROAS against your existing dynamic bidding campaigns over 14 days before scaling.
Who Should Test This First
Sellers with large catalogs and moderate margins. If you're spending $500+/day on Sponsored Products and struggling to optimize bids across hundreds of keywords, this automation could save hours of manual work. High-margin products give you a buffer if the algorithm underperforms initially.
What You Should Do Now
- 1.
Check If You Have Access
Open Campaign Manager in Seller Central. Create a new Sponsored Products campaign and look for the "Automatically optimizing ROAS" bidding option. If it's not there, you're not in the beta yet.
- 2.
Run a Controlled Test
Pick 2-3 campaigns with stable performance history. Duplicate them and switch the copies to the new ROAS auto-bidding. Run both versions for 14 days with identical budgets. Compare ACoS, ROAS, impressions, and total sales.
- 3.
Document Your Baseline Metrics
Before switching any campaigns, record your current ROAS, ACoS, and daily spend per campaign. You need this baseline to evaluate whether the new option actually improves performance.
- 4.
Watch for Budget Burn Rate
Since Amazon controls bid amounts entirely, your daily budget could exhaust faster than expected. Monitor spend pacing daily during the first week. If budget depletes by noon, consider increasing it or splitting across time-of-day scheduling.
How Nova Helps
Compare Bidding Strategies Side by Side
Nova's PPC Analytics Dashboard tracks ROAS, ACoS, and spend across all your campaigns. Compare your auto-bidding tests against manual campaigns in one view to see which strategy delivers better returns.
Use Day-to-Day Performance Tracking to spot budget pacing issues early. If the auto-bidding algorithm burns through your budget too fast, you'll see it in the daily spend trend before it impacts your weekly ROAS.
Sources
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