Overview

Amazon Advertising has introduced two fresh audience segments for Sponsored Brands ads, now live in more than 20 Amazon marketplaces worldwide. The additions—shoppers who have previously purchased a brand’s product and shoppers who added a brand’s product to their cart—expand the toolkit sellers have for tailoring bids based on shopper behavior. This change matters because it lets advertisers allocate spend more precisely, potentially boosting conversion rates and return on ad spend.

Key Points

• Purchased‑Customer Segment — Targets buyers who have already bought a product from the brand, enabling campaigns that focus on repeat purchases and brand loyalty.
• Cart‑Abandoner Segment — Re‑engages shoppers who placed a brand’s item in their cart but did not complete the purchase, capturing high‑intent traffic.
• Independent Bid Modifiers — Sellers can set separate bid increase or decrease percentages for each of the three audience types (new‑to‑brand, purchased‑customer, cart‑abandoner) within a single campaign.
• Global Rollout — The feature is available across Amazon’s major regions, including North America, Europe, and Asia‑Pacific, so sellers can apply the same strategy worldwide.
• API Integration — The new audience controls are exposed through the Amazon Advertising API, allowing third‑party platforms to automate bid adjustments at scale.
• Dedicated Reporting Tab — Campaign managers now see performance metrics broken out by audience segment, making it easier to evaluate the impact of each bid tweak.

How Audience Bid Adjustments Work

1. Layered Targeting — The audience filter sits on top of existing keyword or product targeting, so the base targeting remains unchanged while the audience condition adds an extra qualification. Example: A Sponsored Brand ad that targets “organic coffee” keywords will only receive the audience‑adjusted bid when the shopper also belongs to the “added to cart” segment.
2. Dynamic Bid Modification — During the ad auction, Amazon automatically raises or lowers the bid based on the audience rule you set.