Sellers, have you noticed that advertising before Christmas has started to heat up more and more? This is likely not due to competition, but rather the default bid for advertising campaigns has been increased by 50%!

Recently, when you log in to the backend to create or manage ads, be sure to check the "Campaign bidding strategy". This is where you do bid optimization. Click to open "Other bidding strategies", and then select "WITH SCHEDULE RULES". Many sellers will see that from December 11th to 25th, during the Christmas shopping peak, Amazon's default activated rule is "Increase bids by 50% All day", which means the bid is increased by 50% by default.

However, during this period, for many products, consumers buy them as gifts, and naturally there are many purchase behaviors, often not requiring such a high bid to grab traffic.

If sellers all increase their bids by 50% according to the default rules, it is obvious that the cost will be much higher!

It's not the first time that Amazon has increased its advertising bids by 50% by default before peak seasons or major promotions. In March 2025, before Amazon's spring promotion, sellers also discovered a similar situation.

Sellers, in the "Additional changes" interface of the advertising backend, open "Automated tasks using rules", and on the New rule, you will see that the box for "Increase bids for high-traffic days" is checked by default. And this default bid increase rule is for Amazon's upcoming spring promotion in March, with the bid increased by 50% by default!

Amazon's advertising can increase your bid by 50% during peak seasons, before and after major promotions, and during the period without the seller's confirmation! No wonder sellers find that the bids for popular keywords are ridiculously high around major promotions and peak seasons, like Prime Day and Black Friday, some big words even have their CPC explode a month in advance. From this small detail of default bid increase, it can indeed be seen that the platform is adding fuel to the flames in terms of rules.

Therefore, if you don't want your ads to explode, remember to check all the "default" rules and settings clearly, and remove the checkmarks from rules like the ones in the screenshots above.

Sellers, Amazon's update speed is too fast, and the overall operation and advertising capabilities need to be at the forefront of the industry to maintain the competitiveness of the company!

Remember to forward this hidden detail to your colleagues in the company to avoid unnecessary losses!

Source: Cross-border E-commerce Cross-border House