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 Optimizations tab in the main menu. Once you click on "View and Create Strategies" you'll be taken to the Rule Engine's Wizard, which will guide you through every step of the way for creating Rule Engine strategies.

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

Prebuilt Strategies

The Rule Engine for Amazon Ads has some previously created strategies which have already been configured for use. The strategy will depend on your chosen goal, for example, the following screenshot contains strategies that aim at keywords. You can read more about them here.

Custom Strategies

First Settings

The first step is to choose which level the rule should run on and what it should analyze: Campaigns, Ad Groups, Keywords, Product Ads, ASIN or Search Terms. 

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

Strategy Details

In the final step you'll see a confirmation of Strategy Name (editable field), and a detail of the actions that can be taken using this strategy, as highlighted in the screenshot below.

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 find keywords that have Cost greater than X and zero conversions, or you can 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.

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