MODERN SAAS PLATFORMS FOR BID MANAGEMENT IN AMAZON ADVERTISING CAMPAIGNS

This article examines the characteristics of contemporary SaaS platforms for automated bid and budget management in Amazon Advertising, built upon Machine-Learning-as-a-Service (MLaaS). We describe a three-tier architecture (Back-end, ML Modules, Front-end) and detail three core components: dynamic bid optimization, hybrid keyword recommendation, and budget-allocation forecasting. Our findings support the hypothesis that integrating MLaaS modules into a unified SaaS ecosystem enhances advertising effectiveness for small and medium-sized businesses. We discuss the study’s contributions, practical significance, and avenues for future development. Methodologically, the research is grounded in a comparative analysis of existing literature on SaaS bid-management platforms for Amazon Advertising, which enabled a comprehensive exploration of current platform features.