Soil amelioration in coastal saline areas plays an important role in alleviating land resource shortages, improving regional ecological environments, ensuring food security, and promoting economic development. Plastic mulching (M) and the combination of freezing saline water irrigation and plastic mulching (WIM) are successful amelioration practices that dramatically reduce the salinity of surface soil and facilitate plant growth in coastal saline soil. However, the bacterial responses that are closely related to these amelioration practices in coastal saline soil remain poorly understood. In this study, bacterial richness and diversity, community composition, and potential ecological functions in the rhizosphere and bulk soils of cotton in M and WIM treatments, along with a control treatment, were investigated using high-throughput sequencing in a coastal saline field. The results showed that both the M and WIM treatments increased bacterial richness and alpha diversity, which were in general significantly higher in bulk soil than in rhizosphere soil. Non-metric multidimensional scaling and the Bray-Curtis dissimilarity analysis revealed that the bacterial community in rhizosphere soil was assembled far from those in the control and bulk soils and behaved more specifically in rhizosphere soil than in bulk soil. The relative abundances of most of the dominant phyla showed opposite trends of variation in bulk and rhizosphere soils compared to those in control soil in both M and WIM treatments; in particular, the specific bacterial groups of Proteobacteria and Actinobacteria decreased in bulk soil but significantly increased in rhizosphere soil. Functional groups of chemoheterotrophy, aerobic chemoheterotrophy, and nitrate reduction were predominant in rhizosphere rather than bulk soil, according to the Functional Annotation of Prokaryotic Taxa. These findings improve the understanding of the mechanism of bacterial responses to amelioration practices M and WIM in coastal saline soils and provide valuable information for the development of amelioration techniques based on agricultural practices and soil microbiome to enhance plants' adaptability to saline soil in the future.