A suggested bid is the platform's estimate of the bid that would win impressions for a keyword, product target or ad group, based on recent winning bids from advertisers competing for similar traffic. Amazon Ads shows it with a low-to-high range next to each target, and Flipkart Ads shows a recommended bid when you create or edit a PLA campaign.
Amazon calculates the suggested bid from bids that recently won auctions for similar ads, and shows a range to indicate how much those winning bids varied. A high range means strong competition; a wide range means the price depends a lot on placement and timing. The figure updates as competition changes, so the same keyword can show ₹9 in a quiet month and ₹18 in the week of a big sale event. Flipkart's recommended bid works the same way for PLA.
Worked example: Amazon suggests ₹14 (range ₹10 to ₹19) for the exact keyword cotton bedsheet double. Your product sells at ₹499 and converts at 8%, and your target ACoS is 28%. The most a click can cost to hit the target is ₹499 x 8% x 28% = ₹11.18. Bidding the suggested ₹14 would, at the same conversion rate, push ACoS to about 35%. Bid ₹11 and accept fewer impressions, or improve conversion first.
Blooprint's guides on blooprint.in cover campaign setup; this page is about reading the number.
The suggested bid tells you what the market is paying. That is useful when a keyword gets no impressions, because a bid well below the range is the usual reason, and when entering a new category, because it shows how expensive the traffic is before you spend.
It does not know your margin or your conversion rate. It is the price to compete, not the price that makes money. Sellers who set every bid at the suggestion often find ACoS well above break-even, especially on generic keywords where the winning bidders are large brands buying visibility.
Work out the CPC you can afford from price, margin and conversion rate.
Learn more →Holding your own bid rather than the suggestion.
Learn more →How the default bid and suggestions interact when you set up campaigns.
Learn more →Bulk PLA creation, placement bids, keyword control and reports Flipkart Ads Manager does not show.
Learn more →It is Amazon's estimate of the bid needed to win impressions for a keyword or target, based on recent winning bids for similar ads. It is shown with a range in the campaign console.
Use it as a view of competition, not as your bid. Work out the bid you can afford from price, conversion rate and target ACoS, then compare it with the range.
Because recent winning bids on that target were high, often from brands paying for visibility on generic terms. Long-tail and exact keywords usually carry lower suggestions.
Yes. Flipkart Ads shows a recommended bid for PLA campaigns during setup and when editing bids, based on competition for the listing's traffic.
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