Between 110mm to 170mm of rain is expected with the largest accumulations in the ranges east of Whakatāne.
Further bursts of rain may also fall later on Saturday afternoon and evening.
Earlier MetService had issued a heavy rain watch, stating the region was set for a "very wet" few days.
The watch was in place for areas east of Te Puke between 6am and 9pm today, where periods of heavy rain could approach warning criteria, MetService said.
Meteorologist Stephen Glassey said a moist northerly flow over the area would bring the heaviest rain to the Eastern Bay of Plenty, with lesser amounts in western areas.
"It's looking very wet in Bay of Plenty for the next few days.
"Tomorrow, there is a low-pressure system approaching the North Island from the north and the rain should become heavier in Western Bay of Plenty, where some places could get between 50 and 100mm in 24 hours.
"The rain looks like it eases across the region on Sunday and turns to showers on Monday before clearing as the low starts moving away from the North Island on Tuesday."