What’s New?

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The key feature here is the ability to increase or decrease bids depending on how certain audiences have previously interacted with your brand or products. The new targeting options include:

  • Clicked or Added to Cart: Shoppers who clicked on your product or added it to their basket within the past three months but have not completed a purchase. These users are already familiar with your offering and may just need a little nudge to convert.
  • Purchased Brand’s Product: Shoppers who bought from your brand in the last three months. This segment is ideal for remarketing campaigns or introducing new products to existing customers.
  • High Likelihood to Purchase: Based on browsing and purchasing behaviour, Amazon identifies shoppers who show strong intent to buy. This audience is especially valuable for acquisition and conversion-focused campaigns.

Why It Matters

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This update is particularly powerful for advertisers looking to scale efficiently. By applying different bid adjustments to audiences based on where they are in the buying journey, brands can prioritise spend on the shoppers most likely to convert. It also enables more nuanced strategies, such as:

  • Re-engaging cart abandoners
  • Cross-selling or upselling to past buyers
  • Capturing high-intent traffic without wasting budget on low-propensity audiences

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This level of granularity brings Amazon’s advertising capabilities closer in line with those seen on platforms like Google and Meta, and it’s a welcome move for marketers focused on performance, efficiency, and customer lifetime value.

What You Should Do Next

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If you’re running ads on Amazon and aren’t yet leveraging audience targeting, now is the time to put a strategy in place. This new functionality offers a strong competitive advantage, particularly as more brands begin to adopt and optimise around it.

Make sure your campaigns are structured to take advantage of these audience signals, and monitor performance closely to see where the most effective bid adjustments can be made.