Managing Amazon PPC at scale requires bulk operations. Whether you're adjusting bids across thousands of keywords, creating multiple campaigns simultaneously, or making portfolio-wide changes, bulk files are the most efficient approach.
Understanding Bulk Files
Amazon's bulk files are Excel spreadsheets that let you view, create, and modify campaigns, ad groups, keywords, and product targets in bulk. They're available for Sponsored Products and Sponsored Brands.
How to Access Bulk Files
- Go to Campaign Manager in Seller Central or Advertising Console
- Click "Bulk Operations" in the left sidebar
- Download the bulk file for campaigns you want to modify
- Make changes in Excel or Google Sheets
- Upload the modified file and process
Important
Always download a fresh bulk file before making changes. Working with outdated files can overwrite recent changes or cause errors.
Bulk Bid Changes
Changing Bids at Scale
The most common bulk operation is adjusting bids. Here's how to do it efficiently:
Percentage-Based Bid Adjustments
To increase all bids by 20%:
- Download the bulk file
- Add a formula column:
=CurrentBid * 1.20 - Copy the formula results as values to the Bid column
- Delete the formula column
- Upload
Conditional Bid Changes
More sophisticated bid changes based on performance:
Excel Formula Examples
- Increase bids where ACoS < 20%:
=IF(ACoS<0.20, Bid*1.15, Bid) - Decrease bids where ACoS > 40%:
=IF(ACoS>0.40, Bid*0.85, Bid) - Set minimum bid of $0.50:
=MAX(0.50, Bid*0.90)
How Often Should I Run Bulk Bid Changes?
Weekly is ideal for most accounts. This gives enough data to make informed decisions without constant churn. High-volume accounts ($10K+/month spend) may benefit from twice-weekly optimization.
Bulk Campaign Creation
Creating Multiple Campaigns
Use bulk files to create campaigns at scale. The key is understanding the row structure:
| Record Type | Purpose | Key Fields |
|---|---|---|
| Campaign | Create new campaign | Name, Budget, Start Date, Targeting Type |
| Ad Group | Create ad group within campaign | Campaign Name, Ad Group Name, Default Bid |
| Product Ad | Add product to ad group | Campaign Name, Ad Group Name, SKU/ASIN |
| Keyword | Add keyword targeting | Campaign Name, Ad Group Name, Keyword, Match Type, Bid |
Sample Bulk File Structure
When creating new campaigns via bulk:
| Record Type | Campaign Name | Ad Group Name | Keyword | Match Type | Bid |
|---|---|---|---|---|---|
| Campaign | SP_B08XYZ_Exact | ||||
| Ad Group | SP_B08XYZ_Exact | Main | 1.00 | ||
| Product Ad | SP_B08XYZ_Exact | Main | |||
| Keyword | SP_B08XYZ_Exact | Main | yoga mat | exact | 1.50 |
| Keyword | SP_B08XYZ_Exact | Main | exercise mat | exact | 1.25 |
Common Bulk Operations
1. Pausing Low-Performing Keywords
Workflow
- Download bulk file with performance data
- Filter for keywords with: Clicks > 20 AND Orders = 0
- Change Status to "paused" for these rows
- Upload
2. Adding Negative Keywords
Add negative keywords in bulk by creating rows with:
- Record Type: Negative Keyword
- Campaign Name: Target campaign
- Keyword: Term to block
- Match Type: negative exact or negative phrase
3. Budget Adjustments
Seasonal Budget Increase
For Prime Day or holiday periods:
- Download bulk file
- Filter to Campaign record types only
- Multiply Budget column by 2-3x
- Upload before the event starts
- Download and revert after event ends
4. Copying Campaign Structure
To replicate a campaign structure for a new product:
- Download the source campaign
- Find and replace the campaign name
- Replace the product ASIN/SKU
- Clear any ID fields (these are auto-generated)
- Upload as new
Bulk File Best Practices
Before You Start
- Always download fresh: Never work with old bulk files
- Create backups: Save the original before making changes
- Test small: Upload a subset first to verify formatting
Working With the File
- Don't add columns: Amazon ignores unknown columns but may error
- Preserve formatting: Keep numbers as numbers, not text
- Watch for Excel auto-formatting: SKUs like "123E10" become scientific notation
- Use CSV format: More reliable than XLSX for uploads
Excel Auto-Format Warning
Excel automatically converts some SKUs and ASINs to dates or scientific notation. To prevent this: format columns as Text before pasting, or prefix values with an apostrophe ('B08XYZ123).
After Upload
- Check processing status: Most uploads complete in minutes, but large files may take hours
- Review error reports: Amazon provides detailed error messages for failed rows
- Verify changes: Spot-check a few campaigns to confirm changes applied
Automation and Third-Party Tools
For more advanced bulk operations, consider:
- Amazon Advertising API: Programmatic access for developers
- Third-party tools: Perpetua, Pacvue, Quartile, and others offer automated bulk operations
- Custom scripts: Python or R scripts can process bulk files with complex logic
When to Use Tools vs. Manual Bulk Files
Manual bulk files: One-time changes, simple percentage adjustments, small accounts (<50 campaigns).
Third-party tools: Ongoing optimization, rule-based automation, large accounts, time savings worth the cost.
Common Errors and Fixes
| Error | Cause | Fix |
|---|---|---|
| "Campaign not found" | Typo in campaign name or using old file | Download fresh file, copy exact names |
| "Invalid bid" | Bid below minimum ($0.02) or formatted as text | Format as number, check minimum bid |
| "Duplicate keyword" | Same keyword/match type already exists | Remove duplicate rows |
| "Invalid ASIN" | ASIN doesn't exist or isn't eligible | Verify ASIN in catalog |
Key Takeaways
- Always download fresh bulk files before making changes
- Use formulas for percentage-based changes—faster and more accurate
- Test with small uploads first when trying new operations
- Watch for Excel auto-formatting that corrupts ASINs and SKUs
- Check processing status and error reports after every upload
- Consider automation tools for large accounts or complex rule sets
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