Increase Efficiency of campaigns with Amazon Built Audiences in SP

What launched?

Sponsored Products is launching the capability of increasing bids for high value shopper segments. With this advertisers can increase impression share and sales from highly relevant cohorts of shoppers. Three new audience, “Purchased brand's product”, “Clicked or Added brand's product to cart”, and “High likelihood of purchase based on recent shopping activity” will be made available as part of this release to all Sponsored Products advertisers in the console and through the API to attach a bid boost.

New Campaign Creation:

New Report in Campaign Management:

Why is it important?

Amazon built audience bid boosting offers advertisers several advantages to improve the reach and efficiency of their campaigns. The audience comprised of “high likelihood of purchase based on shopping activity” provides advertisers the ability to engage with shoppers most ready to purchase based on their recent clicks and purchase activity. This audience helps advertisers increase efficiency on broad keywords and auto targeted campaigns. Based on 1,700 campaigns that increased bids for this audience, they observed a median lift of 77% in ROAS in audience v out of audience. The Brand audience (considered or added to cart but not purchased), can help advertisers re-engage with shoppers who are considering their brand in their purchase journey. The “purchased brand’s products” audience helps advertisers to remarket to shoppers who have already bought the advertiser’s brands. This is particularly valuable when advertisers want to introduce a new product or promote special deals and events.

Where is the feature available?

Who can use it?

• This feature is available to all Sponsored Ads advertisers that use Sponsored Products.

Where do I access it?

• Advertising console
• Amazon Ads API