Imagine being able to show your Amazon ads only when your customers are most likely to buy.
That’s the idea behind Amazon PPC Dayparting — also known as ad scheduling.
In simple terms, dayparting means setting specific times of day, or days of the week, when your ads are eligible to show. Instead of running your ads 24/7, you control when they appear, based on data-driven performance insights.
The goal of dayparting is simple:
The desired outcomes are powerful:
In short, dayparting helps your ads work smarter, not harder, by being visible when it truly matters.
Shoppers don’t behave the same way at all hours. Some browse lazily in the morning while commuting. Others do serious buying late at night after work. And weekends? Those can shift patterns entirely.
Amazon’s competitive landscape only adds more pressure. With CPCs (Cost-Per-Click) steadily rising, advertisers can no longer afford to waste even a few dollars on poorly timed clicks.
When done right, it brings several key benefits:
A premium supplements brand implemented dayparting and saw their ACOS drop from 26.7% to 18.5% within 60 days.
Meanwhile, a consumer electronics seller reallocated 60% of their daily budget to their top 8 performing hours and enjoyed over 50% more sales month-over-month.
Dayparting isn’t guesswork. It’s not about feeling like evenings are better.
It’s a methodical, data-backed strategy rooted in real campaign numbers.
Here’s how it generally works:
First, you need to analyze your historical performance — ideally from the past 30 to 90 days. Look closely at hourly and daily patterns:
Next, spot the trends.
You may find, for example, that your CTR and CVR spike between 5am and 8am, while evenings deliver clicks but no purchases.
Once you have the patterns mapped out, you can adjust your bids and budgets accordingly.
Finally, implement your schedules.
This can be done manually inside Amazon Seller Central (with some limitations) or through automation tools for more precise, hourly control.
And remember: Dayparting is not “set it and forget it.”
You should monitor the results post-implementation, making refinements as behaviors shift.
The biggest advantage?
Granular control.
Unlike auto-campaigns, dayparting lets you target specific hours with precision.
Before you change anything, you need to understand your data.
These are the core metrics you should study by hour and by day:
Here’s a typical example based on Pacific Time (PST):
| Time Slot | Behavior Observed |
| 5am – 8am | Peak CVR (high buying intent) |
| 5am – 7pm | Strong sales across categories |
| 9pm – 1am | Low conversions, browsing only |
| Weekends | More browsing, lower ROAS |
Keep in mind: behavior changes by category.
If you skip this data review, your dayparting decisions will be blind guesses — and that’s worse than no dayparting at all.
There are three main ways sellers implement dayparting today: manually, using Amazon Marketing Stream, or via third-party AI tools.
Inside Amazon Seller Central, you can set up Campaign Budget Rules based on times or days.
You can also manually pause and reactivate campaigns during selected periods.
However, manual controls are limited.
You can’t set bids hour-by-hour easily without heavy lifting. It’s fine for small catalogues but not scalable.
In 2022, Amazon launched Marketing Stream, which opened a new era for dayparting.
Marketing Stream provides real-time hourly performance data via API pushes.
This allows near-instant optimization, enabling sellers (or their tools) to adjust bids dynamically throughout the day.
If you want true hourly dayparting without guesswork, you need Marketing Stream access — either directly or through a third-party tool integrated with it.
Today’s leading Amazon PPC tools leverage AI and Amazon Marketing Stream data to optimize bids hour-by-hour, automatically.
Some top players include Adbrew, Ad Advance Pulse, Profit Whales, Seller Labs Ad Genius, and Eva Commerce.
Key features typically include:
The big benefit here is automation without losing control. You still define goals — the AI just ensures you hit them smarter and faster.
Once you’ve implemented Amazon PPC dayparting, it’s time to measure its effectiveness. The true value of dayparting comes from tracking the changes it brings to your core key performance indicators (KPIs).
These are the metrics that will give you a clear picture of your campaign’s performance. Focus on:
It’s essential to compare your metrics before and after implementing dayparting. Track the performance over 30, 60, and 90-day periods. You’ll want to spot any patterns that suggest improvement in sales volume, click-throughs, or other key metrics. For example, if you manage to drop your CPC from $0.34 to $0.31 during peak hours, that could be a clear sign that you’re reaching your target audience more effectively.
Amazon PPC campaigns, like any marketing strategy, need constant monitoring and refinement. Dayparting is no exception.
Dayparting is not a “set it and forget it” tactic. You need to check in on your campaigns regularly to ensure they continue to perform at their peak. A minimum review every two weeks is recommended.
E-commerce trends fluctuate, and so does customer behavior. Seasonal shifts, holidays, or even new market trends can drastically impact how and when your audience shops. Keep an eye on industry changes and adjust your strategies accordingly.
Avoid making extreme changes all at once. Instead, adjust your bids incrementally. For example, if you’re seeing higher conversion rates between 7 a.m. and 10 a.m., start by adjusting your bid by 5-10%. Small tweaks can yield big results over time.
Rather than treating each hour independently, group time slots into tiers. For example, classify top, medium, and low-performing hours. Then, apply different bidding strategies to each tier. This can help streamline your dayparting strategy and make your ad spend even more efficient.
Dayparting works best when you test and validate. As you make changes to your ad schedules, monitor the performance closely and adjust your approach based on real-world results. Testing regularly (every 2-4 weeks) ensures that your strategy evolves in line with your audience’s behavior.
When it comes to implementing AI-driven dayparting, choosing the right tool is crucial. Several solutions offer advanced functionality, but not all of them may be suitable for your needs.
These AI-powered solutions can automate your bid adjustments, track real-time data, and even integrate with Amazon Marketing Stream to ensure optimal performance throughout the day.
As you’ve seen, optimizing your Amazon PPC campaigns with strategies like dayparting can significantly improve your advertising efficiency and ROI. But to truly take your Amazon business to the next level, you need actionable data and insights that go beyond basic PPC tactics.
This is where Seller Contacts can help. With our vast, data-rich database of Amazon and eCommerce sellers, you can gain access to accurate, real-time insights into your competition, trends, and customer behaviors. Whether you’re looking to optimize your ads further, enhance your product listings, or find new growth opportunities, Seller Contacts provides the tools and expertise you need to scale your business.
Ready to leverage the most comprehensive seller database in the industry? Get started today and unlock the data-driven insights that will help you succeed in the competitive world of Amazon PPC and beyond.
