A change was not applied

A change can stop at four different points between being decided and reaching your account. Check them in this order — each one rules out the ones below it.

1. Nobody has applied it

The most common answer, and not a fault.

A rule run produces a preview of what it would change. The run evaluated, decided, and listed the result there. Nothing is wrong; nothing has been sent either.

A change reaches Amazon when somebody applies it from that list.

The same is true of a Decision Brief: it is a proposal until somebody applies it.

2. Permission

Being able to see a prepared change and being able to send it are separate rights.

Ads Manager · Edit is what allows approving a proposal and sending it to Amazon. Automation · Edit is what allows configuring and enabling rules. Without them, the change is visible and cannot be delivered.

See Roles and permissions.

3. The rule never produced it

Worth separating from “it was produced and not sent”. If the run shows no change for that target at all, the rule excluded it — and the run records which check did.

That is a different question with its own page: Why didn’t my rule run?

4. Amazon rejected it

The change was sent and Amazon declined it. The usual causes:

The wrong targeting kind. Sponsored Brands fixes whether an ad group targets keywords or products at creation. A negative keyword cannot be added to a product-targeting Brands ad group, and Amazon rejects it rather than adapting.

The value is outside Amazon’s limits. Bids have floors and ceilings that differ by ad product and cost type. A calculated bid outside them is clamped before sending, but a direct edit can still be refused.

The entity changed underneath. Something paused, archived or deleted in Amazon between the decision and the delivery.

The connection lapsed at the moment of sending. See Connection problems.

A case that looks like a failure and is not

Dayparting. Its hourly bid and state changes are a transient overlay. They reach Amazon but write no Change History entry, so looking for them there finds nothing.

Read the Dayparting run instead. See the Dayparting rule.

Where to look

Question	Where
Did the rule decide anything?	The run
Was it excluded, and by what?	The run’s skip reason
Did it reach Amazon?	Change History
Did it help afterwards?	ASIN Automation Review

Still not applied?

If the change is in the preview, you have permission to apply, and applying does not stick, get in touch with the entity, the change you expected, and the time you tried.

Contact Vendlen