Budget Reallocator

The Budget report: Amazon Advertising → Measurement & Reporting → Sponsored Ads reports → create a report with type Budget. It is not the same as the Campaign report, which looks similar and carries budget and spend but has no Average Time in Budget column. That single column is what makes the difference between knowing a campaign ran out of money and guessing. If you upload the Campaign report by mistake, the tool recognises it and says so rather than producing confident nonsense.

Because that ratio breaks the moment a budget changes. If you raised a campaign from $10 to $50 two weeks ago, its average daily spend is measured against both budgets but the report shows only today's — and the result can exceed 100%, which is impossible. Amazon's time-in-budget is measured each day against whatever cap was live that day, so it survives the change. When the tool sees utilisation above 100% it tells you the budget moved mid-period instead of pretending the number means something.

Only if it was making money while it ran. A campaign returning better than your target ACOS that exhausts its budget by mid-afternoon is genuinely costing you sales every day, and more budget is the right fix. A campaign converting at three times your target that exhausts its budget is being stopped by its own safety rail before it can lose more — raising the cap buys more of the clicks that were the problem. Lower the bid instead: the same money then buys more clicks, spread across the whole day, at a price the campaign can actually afford.

Sometimes, and the tool tells you which times. Amazon populates that column when it calculates your cap is costing impressions. That calculation is about delivery volume and contains nothing about your margin, your target ACOS, or whether those impressions convert profitably. On a campaign already inside your target it is usually good advice. On one above target it is an instruction to lose money faster, and the tool shows you exactly how much faster in dollars per month.

Because unspent budget is not money. If a campaign has a $20 daily cap and spends $0.40, cutting the cap to $5 frees nothing — you were never spending the other $19.60. A plan that treats nominal headroom as a funding source is balancing itself with money that does not exist. Real funding can only come from campaigns actually spending more than their sales justify, which is what this tool draws on.

It holds your total daily budget constant. Every dollar added to a capped, profitable campaign has to come from one taken off a campaign spending above what its sales justify — and if there is nothing worth cutting, nothing is added. It also never cuts more than it redeploys, so the plan cannot quietly reduce your account's total spend while presenting itself as a reallocation. Switch to fund winners fully when you want every capped, profitable campaign to get its whole ask regardless of what the cuts free up — in which case the total can end up higher or lower, and the tool tells you which.

Yes, if you also loaded your bulk file — the Budget report contains campaign names but no campaign IDs, and a bulk upload needs the IDs. With both files loaded the export is a proper bulk sheet with Operation = Update and only the Daily Budget column changed. Without the bulk file you still get the full plan as a CSV to work from by hand.

Weekly at most, on 30 days of data, and always after your bids are in reasonable shape rather than before. Budget is the coarsest lever in the account — it decides how long a campaign runs, not how efficiently. Reallocating budget on top of bids that are wrong just moves the inefficiency somewhere else.

No. Both files are read by JavaScript in your browser and discarded when you close the tab. There is no server and no account. Load the page, disconnect from the internet, and everything still works.