What is Amazon ROAS auto-bidding for Sponsored Products?

It is a new beta bidding option where you set only a daily budget and Amazon automatically adjusts bids per auction to maximize ROAS. No base bid or ROAS target is required from the advertiser.

How is ROAS auto-bidding different from dynamic bidding?

Dynamic bidding adjusts your base bid up or down by up to 100%. ROAS auto-bidding replaces your bid entirely. Amazon decides the full bid amount for each auction based on its prediction of conversion likelihood.

Which ad types support ROAS auto-bidding?

Currently only Sponsored Products campaigns. Sponsored Brands and Sponsored Display do not support this bidding option yet.

Is ROAS auto-bidding available to all sellers?

No. It is currently in beta and rolling out to select US advertiser accounts. Amazon has not announced a full rollout date.

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Amazon Tests ROAS Auto-Bidding for Sponsored Products

Amazon is beta-testing a new Sponsored Products bidding option that maximizes ROAS automatically within your daily budget. No bid or ROAS target needed.

MatthieuCTO at Nova Analytics

Feb 18, 2026 · 4 min read · 834 words

Updated February 18, 2026

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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. Check contribution margin and advertising spend separately when evaluating the change.

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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Frequently Asked Questions

Common questions about this topic

It is a new beta bidding option where you set only a daily budget and Amazon automatically adjusts bids per auction to maximize ROAS. No base bid or ROAS target is required from the advertiser.
Dynamic bidding adjusts your base bid up or down by up to 100%. ROAS auto-bidding replaces your bid entirely. Amazon decides the full bid amount for each auction based on its prediction of conversion likelihood.
Currently only Sponsored Products campaigns. Sponsored Brands and Sponsored Display do not support this bidding option yet.
No. It is currently in beta and rolling out to select US advertiser accounts. Amazon has not announced a full rollout date.

Verified Sources

All information verified from official Amazon sources and trusted industry analysts as of publication date.

About the Author

Matthieu

CTO at Nova Analytics

Matthieu oversees product development at Nova Analytics, creating innovative tools that help Amazon sellers make smarter, data-driven decisions to grow their business.

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What's Happening

Bidding Control

Optimization Goal

Availability

Key Details

Impact on Sellers

Pro Tip

Who Should Test This First

What You Should Do Now

How Nova Helps

Compare Bidding Strategies Side by Side

Sources

Frequently Asked Questions

What is Amazon ROAS auto-bidding for Sponsored Products?

How is ROAS auto-bidding different from dynamic bidding?

Which ad types support ROAS auto-bidding?

Is ROAS auto-bidding available to all sellers?

Verified Sources

Matthieu

Related guides

See your Amazon business clearly.

What's Happening

Bidding Control

Optimization Goal

Availability

Key Details

Impact on Sellers

Pro Tip

Who Should Test This First

What You Should Do Now

How Nova Helps

Compare Bidding Strategies Side by Side

Sources