What is Amazon PPC dayparting?
Amazon PPC dayparting is the practice of adjusting Sponsored Products bids by hour of day and day of week based on when your ads actually convert. Instead of running a flat bid 24/7, you raise bids during high-performing hours and lower them during low-performing ones — protecting ACOS without cutting total ad revenue.
The AdLabs Dayparting Calculator is a free browser-based tool that does this analysis for you. Upload one or more Amazon Ads Sponsored Products hourly reports, and the calculator aggregates your data by day-of-week and hour-of-day, builds a 168-hour performance heatmap, and suggests bid adjustments driven by Revenue-Per-Click (RPC) — the most reliable single-metric signal for dayparting decisions.
How to use the dayparting calculator
- Pull an hourly report from Amazon Ads. Go to Measurement & Reporting → Sponsored ads reports. Create a report with Report type: Campaign and Time unit: Hourly. Pick a 2–4 week date range.
- Upload the CSV or XLSX. Drop the file above. You can upload multiple marketplaces at once — currency is auto-detected.
- Review performance tables and heatmaps. Check the day-of-week table, hour-of-day table, and the 168-hour heatmaps for conversion rate, RPC, CPC, and ACOS.
- Apply the suggested bid adjustments. Use the hourly, daily, 4-hour, and 8-hour bid multipliers as a starting point for Amazon Ads dayparting rules, or pass them to your PPC tool.
Why Revenue-Per-Click (RPC) drives the adjustments
Conversion rate alone ignores basket size. ACOS alone is noisy at small sample sizes. RPC — revenue divided by clicks — folds both conversion and order value into a single number that tells you how much a click is worth at each hour. The calculator ranks hours and days by RPC relative to your account average, then converts that delta into a bid multiplier.
How much data do I need?
At least 2–4 weeks of hourly data, ideally with more than 500 clicks per campaign you plan to adjust. Smaller samples produce unreliable hour-of-day estimates because Amazon's hourly traffic is volatile. The calculator flags low-confidence cells in the heatmap so you don't act on noise.
Frequently asked questions
Does Amazon allow dayparting?
Yes. Amazon Ads natively supports dayparting through campaign-level bid schedules in Sponsored Products. You can also automate hourly bid changes via the Amazon Advertising API or through third-party PPC software like AdLabs.
Is the AdLabs Dayparting Calculator actually free?
Yes — 100% free, no login, no email gate. It runs entirely in your browser, so your hourly report never leaves your device.
Which metric should drive dayparting adjustments?
Revenue-Per-Click (RPC). It combines conversion rate and average order value into one number, which is more stable at Amazon's noisy hourly granularity than ACOS or conversion rate in isolation.
How is dayparting different from Amazon's rule-based bidding?
Rule-based bidding reacts to performance thresholds (for example, lower bids when ACOS exceeds a target). Dayparting is schedule-based — it changes bids on a repeating time pattern regardless of real-time performance. Most accounts benefit from using both together.
Can I use this for Sponsored Brands or Sponsored Display?
This calculator is built for Sponsored Products hourly reports specifically. SB and SD hourly data can be directionally useful, but the bid-adjustment formulas here assume Sponsored Products auction dynamics. For multi-ad-type dayparting, AdLabs handles SP, SB, and SD together.
Does the calculator support international marketplaces?
Yes. Drop in reports from any Amazon marketplace. Currency is auto-detected from the uploaded file, and multi-marketplace uploads are aggregated for you.
Want dayparting done for you, every hour?
AdLabs is semi-automated Amazon PPC software that handles dayparting, bid optimization, and campaign structure with a human in the loop. Built by Amazon advertisers who actually run accounts.
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