Understanding Timezones and Dayparting Schedules in Amazon Advertising

The Quick Version

Amazon Advertising runs all campaigns and dayparting schedules based on the marketplace's time zone, not your local time zone.

So when you’re creating a dayparting schedule in AdLabs, you should use the timezone of that marketplace or “Profile”.

Time Zones by Marketplace

North America

• Amazon.com (US): Pacific Time (PST/PDT)

• Amazon.ca (Canada): Pacific Time (PST/PDT)

• Amazon.com.mx (Mexico): Pacific Time (PST/PDT)

Europe

• Amazon.co.uk (UK): GMT/BST (London time)

• Amazon.de, .fr, .es, .it, .nl: CET/CEST (Central European Time)

Asia

• Amazon.co.jp (Japan): JST (Japan Standard Time)

Understanding the "Current Time" Indicator in AdLabs

When you're using AdLabs' dayparting scheduler, you'll see a blue dot showing the current time in the Profile’s timezone.

Example:

• You're in New York (Eastern Time) at 5:25 PM

• Managing campaigns for Amazon.com (Pacific Time)

• The blue dot shows 2:25 PM

This is normal. The blue dot reflects where you currently are in Amazon's operational day, not your local time.

Technical note: Amazon stores all data internally in UTC (Coordinated Universal Time) but converts it to the marketplace's local timezone for display in the advertising console, reporting, and schedule execution.

The Right Way to Set Dayparting Schedules

Use your actual hourly performance data, not assumptions about when customers shop.

AdLabs has a handy calculator to help you do this quickly and easily!

Get the Calculator here.

And the full tutorial video is below.