A pair of bid settings recommended specifically for the launch window, when the goal is data collection and top-of-search visibility rather than efficiency.
Over-bidding: set bids roughly $1 above Amazon's suggested bid range (or use odd-cent amounts) to outbid the next-highest competitor and near-guarantee top placement. Because Amazon PPC only charges per click, a high bid ceiling doesn't cost more unless it wins auctions.
Dynamic bids — up and down: of the three bidding-strategy options (up and down / down only / fixed bids), select 'up and down' during launch so Amazon can automatically raise bids further when conversion likelihood is high; fixed bids are avoided entirely.
Both settings trade efficiency for maximum competitiveness during the PPC Honeymoon Period, and are expected to be walked back once the ACOS optimization pass begins.
Bidding in odd cent amounts (e.g. $0.53 rather than $0.50 or $0.55) is framed as a way to edge out competitors who bid in round multiples of five, winning the marginal auction tie-break for a fraction more spend.
Odd-penny overbidding: deliberately overbid Amazon's suggested bid on exact-match, high-intent keywords (e.g. +$1, or an odd-penny amount like $1.13) to near-guarantee top placement during the PPC Honeymoon Period launch window — since Amazon only charges per click, not per impression, overbidding accelerates data collection without paying for exposure alone. Odd-penny amounts are chosen specifically to beat competing sellers who default to round bid increments.
Dynamic bidding strategy choice: Amazon offers three modes — 'up and down' (Amazon can raise or lower your bid in real time based on conversion likelihood), 'down only' (Amazon can only lower it), and fixed. Use 'up and down' during launch for aggressiveness; use 'down only' for a tighter budget or outside the launch window. Fixed bids are avoided entirely.
Overbid using odd, non-round penny amounts (e.g. $1.13 rather than $1.15) rather than round increments. Most competing sellers set bids in round multiples of five cents, so an odd-cent bid is a cheap way to win bid ties against them without materially raising cost.
Из тем: PPC Campaign Structure & Bidding