Operator glossary
Budget rules
Native campaign budget automation — schedule-based raises for events and performance-based boosts when a campaign is converting — the built-in defense against ads dying at 2 PM.
Sponsored ads budget rules automate the most common budget interventions: schedule rules raise budgets for date ranges (Prime Day, BFCM week) automatically; performance rules increase budget when a campaign beats a threshold, letting winners keep spending instead of capping out mid-afternoon.
They answer the classic silent killer — campaigns exhausting budget by early afternoon and dark until midnight, invisible unless you look at hourly delivery. The floor-level move for every account: event-schedule rules on the calendar, and a performance rule on hero campaigns so a good day is allowed to stay good.
The numbers
- Two rule types: schedule-based (event date ranges) and performance-based (boost while metrics beat thresholds).
- Solves midday budget exhaustion — check hourly delivery to see if you have the disease.
Primary sources: Amazon Ads guides
Related terms