Launch announcement
Introducing new audiences for bid adjustment for Sponsored Brands worldwide
August 26, 2025
What launched?
Sponsored Brands introduces two additional Amazon-built audiences to help advertisers re-engage with valuable shopper segments: "Purchased brand's product" and "Clicked or Added brand's product to cart." These audiences complement the existing "New-to-brand shoppers" audience, giving advertisers more options to optimize their campaigns through audience bid adjustments. With these new options, advertisers can fine-tune their audience bid strategies to drive stronger performance and maximize return on ad spend.
When creating a new campaign in the advertising console, you see a "Campaign Bid Adjustments" card that allows you to increase bids for audiences built by Amazon.
In the campaign management interface, you’ll see a “Bid Adjustments” tab at campaign level to review audience level performance and also update or apply bid boost on existing campaigns using the “Change audience” or “Add new audience” buttons.
Why is it important?
These new audience segments help advertisers improve campaign performance by reaching shoppers at different stages of their purchase journey. With the “Purchased brand’s product” audience, advertisers can boost bids to encourage repeat purchases from existing customers. The “Clicked or added brand’s product to cart” audience enables brands to re-engage high-intent shoppers who have shown interest but haven’t yet converted. The "New-to-brand shoppers" audience continues to help advertisers acquire new customers who haven't purchased from their brand in the last 12 months.
Sponsored Brands advertisers that increased bids for "Clicked or Added brand's product to cart" saw an average improvement in conversion rate of 16.3% vs. on clicks in the same campaign outside of the audience. (Amazon internal data, WW, May-June 2025).
Sponsored Brands advertisers that increased bids for "Purchased brand's product" saw an average improvement in conversion rate of 24.9% vs. on clicks in the same campaign outside of the audience (Amazon internal data, WW, May-June 2025).
Where is the feature available?
- North America: United States, Canada, Mexico
- South America: Brazil
- Europe: United Kingdom, Germany, Spain, Italy, France, Belgium, Poland, Netherlands, Sweden, Turkey
- Middle East: Egypt, United Arab Emirates, Saudi Arabia
- Asia Pacific: Australia, Japan, India, Singapore
Who can use it?
- This feature is available to all advertisers that use Sponsored Brands.
Where do I access it?
- This feature can be accessed via both the advertising console and Amazon Ads API. Bid boosts can be applied to both existing and new campaigns. To assess the performance of their bid-boosted audiences, advertisers can access the Audience Report in the campaign management page under the Bid Adjustments tab.