Fixed bids is a Sponsored Products bidding strategy in which Amazon uses your exact bid, adjusted only by any placement percentage you set, in every auction, without raising or lowering it based on the likelihood of a sale. It is the strategy that gives the seller full control of the bid and hands none of it to Amazon's model.
Under fixed bids, Amazon takes your keyword or target bid, applies the placement adjustment for the slot being auctioned, and uses that number as it is. There is no real-time reduction for low-intent auctions and no increase for high-intent ones. You still usually pay less than the bid, because the auction charges just enough to beat the next advertiser, but the ceiling is always exactly what you set.
Worked example: a keyword bid of ₹8 with a 25% top-of-search adjustment. Every top-of-search auction is entered at ₹8 x 1.25 = ₹10, and every rest-of-search and product page auction at ₹8. Under down only, many of those product page auctions would have been entered at, say, ₹5, and under up and down the best top-of-search auctions could have reached ₹20. Fixed bids give up both, in exchange for predictability.
Fixed bids do not mean a fixed CPC; the price per click still varies with competition, but it can never exceed the bid you set.
Fixed bids make the bid a clean experiment. If you want to know what a keyword does at ₹8 versus ₹10, dynamic strategies blur the answer because Amazon changes the bid underneath you. Fixed bids remove that noise, which is why they are useful for tests and for accounts where bids are set from a formula such as break-even ACoS times conversion rate times price.
The cost is efficiency. Fixed bids pay full price for low-intent clicks that down only would have cut, so on broad and auto campaigns they usually produce a higher ACoS than down only.
The default strategy that trims bids on weak auctions.
Learn more →Amazon's estimate of a competitive bid for a target.
Learn more →Work out the CPC you can afford from price, margin and conversion rate.
Learn more →Filter keywords by ACoS or CVR, compare with suggested bids and update hundreds of bids at once.
Learn more →It is a Sponsored Products bidding strategy where Amazon uses your exact bid, adjusted only by placement percentages, in every auction. Amazon does not raise or lower it based on the chance of a sale.
With fixed bids the bid never changes auction by auction. With dynamic bids, Amazon lowers it for unlikely sales (down only) or also raises it for likely ones (up and down).
No. You pay the auction price, which is usually just above the next advertiser's bid and often below yours. Fixed bids only guarantee the ceiling.
Usually not. New campaigns contain untested targets, and down only saves money on their weak auctions. Fixed bids suit tests and proven keywords.
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