For the Amazon Great Indian Festival, start ramping ads about two weeks before the sale, raise budgets 2 to 3x for the opening days, lift bids on the exact-match terms that already convert, and keep campaigns running for one to two weeks after. Agency guides estimate CPCs rise 40 to 80% during the event. This page turns that into a schedule and a checklist.
Amazon's own seller forum thread Tips for success during the Amazon Great Indian Festival and the Amazon Ads Diwali guide both stress readiness before the event: deals submitted, stock in FBA, listings clean. For ads, the reason to start early is data. A campaign that has two weeks of impressions and conversions before the sale has the relevance history to win auctions when CPCs spike. A campaign created on day one competes with everyone else's brand-new campaigns and pays more.
One agency guide (HRL Infotech) claims advertisers who kept campaigns running through the event, rather than pausing and restarting, did far better. We cannot verify the multiple they quote, but the direction matches every forum reply: do not switch ads off and on around the sale.
Blooprint's Great Indian Festival seller playbook covers deals, stock and listings. This page is ads only.
| When | What to do with ads |
|---|---|
| 3 weeks before | Top up the ads wallet for the whole event plus a buffer; wallet invoices need a Seller Support case if they go missing. Clean negatives. Note current CPC and ACoS as a baseline. |
| 2 weeks before | Launch any new campaigns now. Raise budgets 20 to 30% so nothing runs out by noon. Add Sponsored Brands for the store if you have Brand Registry. |
| 1 week before | Lift bids 20 to 30% on exact-match terms with proven conversion. Set placement adjustments for top of search on your best campaigns. Check every hero ASIN is in stock and eligible. |
| Days 1 to 3 | Budgets 2 to 3x. Check spend twice a day. Watch for campaigns out of budget by mid-morning and raise them. |
| Mid-sale | Pull bids back on terms whose ACoS has doubled without sales; keep budgets on the winners. Add negatives from the sale's search terms. |
| 1 to 2 weeks after | Keep campaigns live; 7-day attribution means sale-week orders post after the sale. Step budgets down over a week, not in one cut. |
Raise bids on what already works, not across the board. A 20 to 30% lift on exact-match terms that convert is the common advice from agency guides; some suggest 50 to 70% on the very best. Broad and auto campaigns get a budget increase but a smaller bid change, because their job is discovery and their CPC rises on its own with demand.
Budgets are where sellers get caught. Amazon can spend up to twice the daily budget on a strong day, according to an Amazon staff post on the India forum, and during a sale every day is strong. A ₹1,000 budget can cost ₹2,000. Size the wallet accordingly.
Placement adjustments deserve a caution. A 400% top-of-search multiplier turns a ₹10 bid into ₹50, as an Amazon staff reply explains on the forum. During a sale that multiplier is applied to already-inflated bids. Keep top of search at or below 100% unless the campaign's history says it pays.
The week after is where ACoS looks worst: bids are still high, demand has dropped, and returns start. Step bids and budgets down in two or three moves over a week. Do not judge the sale until attribution closes, seven days after the last day. Then compare ACoS and TACoS for the sale fortnight with the fortnight before.
Making these moves across fifty campaigns twice a day is the case for a bulk tool. In BlooprintAI you filter campaigns by budget utilisation or ACoS, change budgets or bids on the selected set, and confirm after a summary. Every change is logged, so you can roll back the sale settings in one step afterwards. Nothing is scheduled or automatic; you decide each move.
Filter every keyword and target by ACoS, CPC, CVR or spend and change bids in one go.
Learn more →Work out the ACoS at which an Amazon ad sale makes zero profit, from price, fees and cost.
Learn more →Balance, recharge, negative balance and refunds for the seller ads wallet.
Learn more →The six usual causes of an overnight ACoS jump and how to check each.
Learn more →Two weeks before. Campaigns need conversion history before CPCs spike, and new campaigns created on day one pay more to compete.
Agency guides suggest 2 to 3x for the opening days. Remember Amazon can spend up to double a daily budget on a strong day, so fund the wallet for that.
No. ACoS rises for everyone as CPCs climb. Cut bids on terms that stop converting, keep the winners, and judge the event after the seven-day attribution window.
Yes. Agency estimates put the rise at 40 to 80% as more sellers bid on the same searches.
Step them down over a week, not at once. Keep campaigns live for one to two weeks so late-attributed orders are captured and rank is held.
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