Skip to main content

Dayparting

Dayparting automatically adjusts your bids based on the time of day and day of the week. If your ads perform better at certain hours, dayparting increases bids during those times and reduces them when performance drops.

Prerequisites​

  • At least one Amazon account connected
  • Active campaigns (Sponsored Products, Sponsored Brands, and/or Sponsored Display)
  • At least 25 days of Amazon Marketing Stream data
  • Minimum 5,000 clicks across your campaigns

How it works​

Dayparting analyzes your Sponsored Products performance data to calculate a bid adjustment for every hour of every day — a 168-cell grid (24 hours x 7 days).

  • During high-performance hours, the adjustment is positive (bids increase)
  • During low-performance hours, the adjustment is negative (bids decrease)
  • Your baseline bid stays the same — dayparting only adjusts it temporarily
  • Adjustments are calculated from Sponsored Products data but applied to all campaign types — Sponsored Products, Sponsored Brands, and Sponsored Display

Example: If your baseline bid is $1.00 and the 8 AM Monday adjustment is +32%, your bid becomes $1.32 during that hour. At 2 AM when the adjustment is -44%, the bid drops to $0.56.

Adjustments recalculate automatically every day at 2 AM UTC using the most recent 30 days of data. Hours with 75 or more clicks use actual performance data, while hours with fewer clicks use a stable fallback formula to avoid unreliable results from small sample sizes.

Enable dayparting​

  1. Navigate to Dayparting in the sidebar
  2. Click the toggle switch at the top of the page

Once enabled, bid adjustments start applying within the next hour. Your timezone is displayed next to the toggle (set at the account level).

The bid adjustment grid​

The main view is a color-coded heatmap grid showing bid adjustments across all 168 hour-day combinations.

Reading the grid​

  • Rows represent hours of the day (12 AM through 11 PM)
  • Columns represent days of the week (Sunday through Saturday)
  • Cell values show the bid adjustment as a percentage (e.g., +32%, -44%, 0%)
  • Green cells indicate positive adjustments — bids increase during these hours
  • Red cells indicate negative adjustments — bids decrease during these hours
  • Color intensity increases with the size of the adjustment

Hover over any cell to see a tooltip with the bid adjustment percentage, the Revenue Per Click (RPC) for that hour, and whether the value is auto-calculated or a manual override.

Legend​

At the bottom of the grid, a legend shows:

  • Green gradient — Positive adjustments
  • Red gradient — Negative adjustments
  • Blue border — Manual override (you edited this cell)

Header statistics​

Above the grid, four statistics summarize your dayparting status:

  • Overall RPC (30d) — average Revenue Per Click across all hours and days
  • Last Calculated — timestamp of the most recent recalculation
  • Manual Overrides — count of cells you have manually edited
  • Timezone — your profile's timezone (read-only, set at account level)

Edit a cell​

To override an auto-calculated adjustment:

  1. Click any cell in the grid
  2. Type a new value (e.g., 10 for +10% or -15 for -15%)
  3. Press Enter to save, or Escape to cancel

Edited cells get a blue border to indicate they are manual overrides. The daily recalculation preserves your manual edits — it only updates auto-calculated cells.

The minimum allowed value is -99% (a multiplier floor of 1%). There is no upper limit.

View RPC data​

To see the raw performance data behind your adjustments, click the View RPC Data button in the header. This opens a modal with a separate 24x7 heatmap showing actual Revenue Per Click values for each hour and day.

The modal includes summary statistics:

  • Overall RPC, Overall CVR (conversion rate), Overall AOV (average order value)
  • Total Clicks and Total Sales for the 30-day period

Cell colors indicate performance relative to the average RPC:

  • Green — above 120% of average (strong performance)
  • Yellow — between 80-120% of average (normal)
  • Red — below 80% of average (weak performance)
  • Grey — no data for that time slot

Disable dayparting​

  1. Click the toggle switch to turn dayparting off
  2. A confirmation dialog appears warning that all bids will revert to their baseline values
  1. Click Disable & Revert Bids to confirm, or Cancel to keep dayparting active

When disabled, a background process sends your original baseline bids back to Amazon. The grid becomes semi-transparent and editing is disabled. Your adjustment data is preserved for when you re-enable.

What's next​