Dynamic bids down only is a Sponsored Products bidding strategy in which Amazon lowers your bid in real time when it judges a click less likely to lead to a sale, and never raises it above your bid plus any placement adjustment. It is the default strategy on new campaigns and the most conservative of Amazon's three options.
Every Sponsored Products campaign has a campaign bidding strategy. Under down only, Amazon's model estimates, auction by auction, how likely a click is to lead to a sale. Where the chance looks low, it enters the auction with a reduced bid; where it looks normal, it uses your full bid. It never goes above the bid you set, adjusted by any placement percentage.
Worked example: a keyword bid of ₹10 with a 30% top-of-search adjustment. For a top-of-search auction the most Amazon will bid is ₹10 x 1.3 = ₹13. For a product-page auction on a shopper who rarely buys in the category, Amazon might enter at ₹6. Across a week the average CPC might land at ₹7.50 with the same number of orders a fixed ₹10 bid would have brought, because the saved rupees came from clicks that were unlikely to convert anyway.
Amazon does not publish the model or show per-auction bids; the effect is visible only as a lower average CPC against your bid.
Down only puts a hard ceiling on cost per click, which makes it the safest choice for new campaigns, tight budgets and products close to break-even. Sellers surprised by a CPC far above their bid are almost always on up and down, or on a high placement adjustment; under down only that cannot happen beyond the adjustment.
The trade-off is reach. Because Amazon never raises the bid, you may lose high-intent auctions to competitors on up and down, especially at the top of search during sale events. Blooprint's glossary on blooprint.in introduces dynamic bidding; this page covers the down only setting.
The strategy that can also raise bids.
Learn more →The strategy where Amazon changes nothing.
Learn more →Why a click can cost more than you bid and how to stop it.
Learn more →Filter keywords by ACoS or CVR, compare with suggested bids and update hundreds of bids at once.
Learn more →It is an Amazon Sponsored Products bidding strategy where Amazon lowers your bid in real time for auctions less likely to convert, and never raises it above your bid plus placement adjustment.
Yes. New Sponsored Products campaigns start on dynamic bids down only unless you choose up and down or fixed bids.
Only through a placement adjustment. A ₹10 bid with a 50% top-of-search adjustment can cost up to ₹15 there. Without adjustments, down only never pays more than the bid.
It is safer, not always better. Down only protects margin; up and down can win more top-of-search orders on proven keywords. Most accounts use down only by default and up and down on selected exact campaigns.
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