We explore the subtle update that could change how we optimise performance…
Spotted by Elfie Brocklehurst, one of our award-winning Amazon Ads team is an update that’s being quietly rolled out right now, and brings greater transparency and control at the search-term level, with target-level bidding now editable directly within search term reports.
It’s not a flashy launch – but for teams focused on performance discipline?
There’s no doubt that it’s a meaningful step forward.
What’s changed?
Historically, search term reports have been diagnostic rather than actionable, but with this update:
- Advertisers can now adjust bids at the individual search-term level.
- Bid control is visible and editable within search term reports.
- There’s a clearer link between query performance and optimisation decisions.
In short, Amazon is narrowing the gap between insight and action.
Why it matters
This is an update that subtly reframes how advertisers think about optimisation because, instead of it being a binary choice between to include or exclude, we can ask how aggressively we want to be competing for this query – and this opens the door to:
- Retaining visibility on marginal or high-cost queries at controlled bids.
- Reducing unnecessary negative targeting.
- Preserving data and learning while protecting efficiency
It’s a move towards precision over blunt exclusion – one which aligns perfectly with how Amazon Ads has been evolving in broader terms.
Where the real opportunity lies
As our Paid Ads expert Elfie Brocklehurst points out, the challenge now is in the execution.
If bid updates remain manual and one-by-one, the value of this new level of control will be limited to teams who can operationalise it efficiently, with:
- Clear rules for when and how search terms are adjusted.
- Strong governance to avoid over-tinkering.
- And systems and workflows that scale this level of granularity across accounts
Without that structure, more control could easily turn into more complexity.
Looking at what this signals from Amazon, it’s an update that fits a wider pattern – one showing a push towards greater transparency, more performance-led decision making and better control – all things that raise the bar for advertisers.
And what should you do now?
To make the most of the update, you can start:
- Reviewing your search term reports with a bid-first mindset.
- Revisiting the logic behind your negative targeting and assessing where bid modulation could make more sense.
- Defining clear rules for bid adjustment at query level.
- And making sure your teams have the time, tools and processes to manage this granularity so they can optimise as intelligently as possible.
The Bottom Line
This might not be a headline-grabbing change, but it is a meaningful one.
It shows that Amazon Ads is continuing its shift towards precision, transparency and performance-driven optimisation, and it means that the advertisers who can operationalise that precision are the ones who’ll be best placed to benefit.
If you’d like support building a scalable Amazon Ads strategy that will see your brand thrive through 2026 and beyond, our award-winning Paid Ads team is here to help – book a strategy call today.