Amazon is currently testing a new “Simplified campaign creation” experience for auto Sponsored Products (SP) campaigns in smaller EU marketplaces. This beta update lets sellers skip manual bid settings. Amazon will now automatically optimize bids and targeting based on campaign performance.
Here’s what’s changing:
Amazon introduces automatic segmentation for auto campaigns
No need to set individual bids for match types (close match, substitutes, etc.)
Sellers can choose to let Amazon fully manage bids, or enable manual bidding within the automated targeting setup
Amazon recommends keeping the automated settings for at least 14 days to allow proper optimization
The goal is to increase efficiency and simplify campaign setup, especially for newer sellers
What this means for sellers:
You can launch auto campaigns faster, without needing to adjust bids manually
You lose some control. Bid optimization is now in Amazon’s hands
Performance tracking becomes more important, since you can’t fine-tune bid levels per match type
Manual segmentation is still available if you prefer full control
This test shows Amazon’s increasing push toward automated campaign management, similar to Smart Campaigns in Google Ads.
Need help deciding whether to switch to automated bidding? Our Amazon PPC experts can help you test, compare, and scale your ad strategy with the right level of automation.
