Rule Engine for Amazon Ads
Krishna Rohit avatar
Written by Krishna Rohit
Updated over a week ago

On this page:

Access the Rule Engine

The Rule Engine can be found under the Management & Optimizations tab in the main menu. Once you click on "View and Create Strategies" you'll be taken to the Strategies page of Rule Engine, where you will be able to find any strategies that you created in the past.

To create a new strategy, click on the 'Create A Strategy' option, which is located under the 'Add Strategy' dropdown on the top right. This will open the Rule Engine Strategy Wizard, which will guide you through the process of creating a new Rule Engine strategy.

This wizard works in the same way as the Rule Engine for Google Ads

Pre-built Strategies

The Rule Engine for Amazon Ads has some previously created strategies that have already been configured for use. You can find all these strategies listed when you select the 'Use Pre-built Strategy' option present under the 'Add Strategy' dropdown on the home page. You can read more about them here.

Filter out the strategies based on your desired goals such as managing your bids to get the most performance out of your budget.

You can also find some Pre-built strategies listed when you select a scope while creating a new strategy. The strategy will depend on your chosen scope, for example, the following screenshot contains strategies that aim at search terms.

Custom Strategies

First Settings

The first step is to choose which level the rule should run on and what it should analyze:

  • Campaigns,

  • Campaign Placements,

  • Ad Groups,

  • Product Ads/ASINs,

  • Purchased Products (ASIN)

  • Search Terms, or

  • Targets

Please note that this setting cannot be changed after the rule is created.

Rule Engine for Amazon Ads offers support for three different Amazon campaign types: Sponsored Brands, Sponsored Products, and Sponsored Display.

The Target Scope supports all three campaign types, while all the other scopes only work with Sponsored Brands and Sponsored Products.

Strategy Details

In the final step, you'll be able to see the details of the actions that can be taken using this strategy, as highlighted in the screenshot below. Clicking on the 'Create Strategy' button will allow you to edit the name of the strategy before proceeding to configure it.

Select the Metric to Use

In the next step, you’ll define the metrics to be analyzed as part of the condition. To help get you started we've added a few sample rules to your strategy. You can edit them to customize your needs, or delete them and begin from scratch. 

At this level, you can create simple conditions that analyze one metric, like finding keywords with a Cost greater than X and zero conversions, or create complex rules that use formulas. 

The metrics available are grouped by Attributes, Performance, Conversions, Orders, and Sales. ASINs and Product Ads are supported in the Rule Engine, but only through reporting actions (and pause/enable for Product Ads), as the Amazon Ads API doesn't support making other changes right now.

Create an Action

Start by defining the type of value to be used in bid changes. This can be a constant number, a percentage, a metric, or an expression. Then choose a minimum and maximum bid. This ensures that even if the condition is met, the system won’t set the bid below or above a designated limit.

Preview Suggestions

Detailed User Guides

You can find detailed user guides on how to use the Rule Engine here:


Automation for Amazon Ads Rule Engine strategies is now available through the interface. Read more about how it works and how to set it up here.

Did this answer your question?