If you’re running ads on Amazon, you’ve probably seen the term Suggested Bid. It sounds official. Maybe even a little mysterious. But what is it really? And should you follow it?
No worries! We’re going to break it down in a fun and simple way.
So, What Is Amazon Suggested Bid?
When you create a Sponsored Products or Sponsored Brands campaign, Amazon gives you a little helper — the Suggested Bid. It’s a number, usually in dollars and cents, that tells you how much Amazon thinks you should bid for a keyword.
Think of it like a helpful friend whispering, “Hey, most people bidding on this keyword are offering around $1.20. You might want to match that.”
Amazon looks at bids from other sellers, how competitive the keyword is, and recent trends. Then it says, “Here’s a good place to start.”
Where Can You See the Suggested Bid?
If you’re setting up or editing a campaign, the Suggested Bid appears right next to the keyword. It’s often in a format like:
- Suggested bid: $1.20
- Range: $0.90 – $1.50
Pretty neat, right?
Is It Just a Suggestion?
Yes! That’s important. It’s called “suggested” for a reason. You’re not forced to use that number. You can go higher. You can go lower. Amazon won’t mind.
So… Should You Follow It?
This is the million-dollar question. And the answer is…
Sometimes yes, sometimes no!
Here’s when it can be super helpful to follow the suggestion:
- You’re new to Amazon Ads. Great starting point when you’re unsure what to bid.
- You’re targeting competitive keywords. You might need to match what others are paying to show up.
- You want quick results. Higher bids can often speed things up.
And here’s when you might want to think twice:
- You’re on a tight budget. Suggested bids can be high in some niches.
- You know the keyword isn’t a strong converter. No use paying a high price for weak results.
- You want to test different strategies. Starting lower to see what works best can stretch your dollars.
Pro Tip:
Try starting somewhere in the middle of the suggested range. See how that performs. Then adjust based on your results.
Amazon ads aren’t a set-it-and-forget-it deal. Keep testing and tweaking!
Does a Higher Bid Mean Better Results?
Not always. Higher bids can get you more visibility, but if your product listing isn’t great or your price is too high, people won’t click or buy.
You’ve gotta optimize your listing first. Great images, clear descriptions, and good reviews help your ads work better!
Use Suggested Bids as a Guide, Not Gospel
Amazon Suggested Bids are smart, but they don’t know everything about your goals. They don’t know your profit margin, your product quality, or your budget.
That’s your job!
Use the suggestions as a helpful tool, but mix in your own strategy. Maybe that means bidding lower and increasing slowly. Or maybe that means going higher temporarily to gain traction.
Final Thoughts
You don’t need a PhD in advertising to use Amazon Suggested Bids. Just treat them like advice from a clever friend. Good advice, but not always perfect.
Test. Analyze. Adjust. Repeat.
That’s the way to win with Amazon ads. And now you know exactly what a Suggested Bid is — and how to make it work for you!