You may have used the run campaign as quickly as possible feature in the past already in your AMS campaigns. You may now be surprised to find out that Amazon has deprecated this feature for unknown reasons.
The change happened a couple of weeks ago with no news from Amazon and it may affect any new campaigns that you are launching (especially if you have used this feature before and you know what it does).
What is/was run campaign as quickly as possible?
Delivery as quickly as possible is an AMS feature available for Headline Search Ads (and Product Display ads – for authors and sellers). Its purpose is to run an ad as quickly as it can during the time frame of a campaign. That means that if you have set a campaign to run for a month with a budget of 1,000 EUR, the campaign is likely to spend the budget before its end date. This is because the system will try to deliver the ad as fast as it can (i.e. as fast as the traffic on the Amazon sites allow).
In contrast to the “spread campaign evenly” feature that tries to deliver a campaign evenly during its flight dates, delivery as quickly as possible will set your campaigns to deliver in a time frame as short as possible (if there is enough traffic, as mentioned above).
The feature overcomes even the relevancy factor and it may deliver a campaign even if it is not as relevant as other ads belonging to competitors bidding for the same keywords. This makes it a great feature to have especially for high-peak seasons like Prime Day and Black Friday.
To be able to use the “run campaign as quickly as possible” feature, it is mandatory to use a campaign budget (vs a daily campaign budget) and to set an end date to the campaign.
Is it still available?
Delivery as quickly as possible is not available anymore for vendors that are running Headline Search Campaigns. The feature should still be available for sellers and authors that are running Product Display Campaigns.
Good news: If you are a vendor and you have launched a headline search campaign in the past using this feature, your campaign is still delivering as quickly as possible. To keep this feature on, you will need to continue fuelling your campaign with more money (i.e. increase the budget of the campaign). You must also ensure that you do not terminate your campaign (you can pause it and then restart it).
Will Amazon add it back in for vendors?
I am currently investigating the topic, but it seems that not even Amazon representatives know about the change. It must have been a change made by the developers and it wasn’t even communicated to the internal “Amazonian teams” (yeah, let’s call them that).
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