One of Amazon's three PPC bidding strategies, alongside Dynamic Bids Down Only (Default Steady-State Bidding Strategy) and Fixed Bids (Amazon PPC Bidding Strategy). Amazon may raise the entered bid by up to 100% — doubling it — or lower it, based on the ad's assessed likelihood to convert and placement competition.
Best suited to campaigns struggling to get impressions: a brand-new keyword or a newly launched product with no performance history yet. This overlaps with the broader Aggressive Launch Bidding Strategy (Over-Bidding + Dynamic Up/Down), which pairs over-bidding with this mechanism specifically during the launch phase.
Once the campaign starts collecting impressions and its CPC/CTR become known, switch it back to Dynamic Bids Down Only (Default Steady-State Bidding Strategy) — up-and-down is a temporary bootstrapping mode, not a steady state.
Because Amazon can only double an up-and-down bid, a $3 up-and-down entry is roughly equivalent in reach to a $6 down-only entry — useful for translating a starting bid (e.g. from the PPC Starting Bid Formula (Target ACoS × Price × Conversion Rate)) between strategies.
Use dynamic bids up and down to fix an impression problem, not just a bid problem: switch a campaign to this strategy when a new keyword, new product target, or product launch is struggling to get impressions. Amazon reads the up-and-down setting as license to prioritize the ad for impressions — "giving Amazon more leeway so that it can use its algorithm to optimize everything about your ads" — because it can raise the entered bid by up to 100%. Once the campaign has run long enough to reveal its real cost-per-click and click-through rate, switch back to Dynamic Bids Down Only (Default Steady-State Bidding Strategy) for steady-state spend control.
Because Amazon's ceiling is +100%, a bid entered as down-only is roughly equivalent in worst-case spend to half that bid entered as up-and-down (e.g. $6 down-only ≈ $3 up-and-down) — the two strategies aren't really about the bid ceiling, they're about how much impression-allocation leeway Amazon is given. See AI Ad Platform "Buffer" Reward Principle.
Up-and-down bidding suits auto campaigns specifically because a single bid there covers many different search terms of varying competitiveness — letting Amazon raise the bid for higher-competition terms and lower it for easier ones captures matches that a single fixed bid would miss on one side or overpay on the other.
Well suited to auto campaigns because a single default bid spans many search terms of varying competitiveness (Automatic Campaign Four-Way Split (Close Match, Loose Match, Substitutes, Complements)); Amazon can push up to 100% extra spend on the terms most likely to convert rather than under-bidding them at the flat default.
Из тем: PPC Campaign Structure & Bidding