The default bid is the bid Amazon uses for every keyword or target in an ad group that has no bid of its own, and for the whole of an auto campaign ad group. The suggested bid is Amazon's estimate, with a range, of recent winning bids for that keyword. Neither knows your margin, so set your own bid from target ACoS.
When you create an ad group, Amazon asks for a default bid. Any keyword or product target you add without a bid of its own uses it. In an auto campaign it is the bid for every match group unless you set them separately. Change the default bid and every target without its own bid changes with it, which is useful for a quick test and dangerous in an ad group with fifty keywords that you thought had their own bids.
Good practice is to give every keyword in a manual campaign its own bid and keep the default bid as a floor, so a keyword added later without a bid does not overspend.
Amazon shows a suggested bid and a range next to each keyword. Amazon's help page describes the suggestion as based on bids that won auctions for similar ads recently. It moves with competition and season, and it is often higher during sale events. It does not know your price, margin or conversion rate, so it can be profitable for one seller and a loss for another on the same keyword.
Amazon also offers to apply suggested bids in bulk. Accepting them everywhere is one of the quicker ways to double an account's CPC.
Break-even ACoS minus the margin you want to keep. The break-even calculator does this from price and fees.
Use the keyword's own history if it has thirty or more clicks; otherwise the ASIN's organic rate from Business Reports.
Bid = price x conversion rate x target ACoS. A ₹999 product at 8% and 25% target supports about ₹20.
If your number is above the range, bid your number or the top of the range, whichever is lower. If it is well below, the keyword may not be affordable at your margin; try it at your number for two weeks and see if it wins any impressions.
Raise bids where ACoS is below target and orders are steady; lower where it is above.
Sellers often see a suggested bid of ₹40 on a keyword for a ₹399 product. At a 10% conversion rate that is ₹400 per order in ad spend, more than the price. The suggestion is not wrong about what wins; it is telling you that the keyword belongs to sellers with a higher price or a better conversion rate. Bid what you can afford and accept fewer impressions, or target longer, cheaper phrases. Our CPC guide collects reported India ranges; our keyword research guide covers finding cheaper terms.
A campaign that is not spending often has bids below the low end of the range. Our not spending guide covers that case. Raise bids on your five or ten best keywords to the low end first, not across the board, and check the effect after a week.
A bid well under the range is not always a mistake. On long-tail phrases with little competition, a low bid can win enough impressions at a much lower CPC than the head term. Judge it by impressions and orders over two weeks, not by where it sits against the suggestion.
The console shows one suggested bid at a time. BlooprintAI lists every Amazon India keyword with its current bid, the suggested bid, CPC, conversion rate and ACoS, so you can filter the keywords whose bid is above your target-ACoS bid and bring them down, or raise the ones below the suggested range that convert, in one action after a summary. It suggests; you choose and apply.
Filter every keyword and target by ACoS, CPC, CVR or spend and change bids in one go.
Learn more →Turn target ACoS, price and conversion rate into a starting bid in ₹.
Learn more →Down only, up and down, or fixed bids: what each does to your CPC.
Learn more →Why a campaign shows almost no spend and the checks that fix it.
Learn more →The bid Amazon uses for every keyword or target in an ad group that has no bid of its own, and for auto campaign ad groups. It is set when you create the ad group.
Amazon's estimate of what has been winning auctions for similar ads recently, shown as a number and a range. It does not account for your margin or conversion rate.
As a reference, not a target. Work out your own bid from price, conversion rate and target ACoS, then compare it with the range.
Price times expected conversion rate times target ACoS. A ₹999 product converting at 8% with a 25% target supports about ₹20 per click.
No. It shows your bid beside the suggested bid and your performance so you can change bids in bulk after a summary. Every change is yours.
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