If you’re running Amazon PPC campaigns, choosing the right bidding strategy can make or break your results. Amazon offers three main options, and picking the wrong one could mean wasting budget on low-conversion clicks or missing out on high-value sales.

Dynamic Bids – Down Only (The Safe Bet)

This is the go-to for most sellers – it’s controlled and low-risk.
Amazon starts with your set bid but automatically lowers it if the shopper seems unlikely to buy (based on their behaviour).
When to use it:Everyday campaigns where you want steady performance without surprises. It’s like setting a budget cap and letting Amazon play it safe. Most controlled, least drama.

 Dynamic Bids – Up and Down (The Adventurer)

Less common, but brilliant for campaigns with low impressions or when you’re testing new waters.
Amazon tweaks your bid both ways: down for dodgy conversions, but **up to 100% higher** if they spot a hot lead.
When to use it: Early-stage campaigns to help Amazon “learn” the right bid levels. Great for ramping up visibility, but watch your spend – it can get exciting (and pricey) fast.

Fixed Bids (The Power Player)

Forget Amazon’s opinion – you set a bid cap(say, £2 max), and they bid up to that in every auction, no matter what.
Examples: Auction bids might creep from £1.31 to £1.32… right up to your £2 ceiling. Your ad shows regardless of conversion odds.
When to use it: Only for your top keywords where you must dominate the rankings. Ideal for high-stakes terms, but risky if those clicks don’t convert.

Start with Dynamic Down Only for 80% of your campaigns – it’s forgiving. Test the others on smaller budgets to see what fits your products.