How audience bid adjustments work

In a Sponsored Products campaign, you choose audiences and set a percentage bid increase for each one. According to Amazon Ads help, the increase can go up to 900% (10 times the base bid). When a shopper belongs to more than one audience in the campaign, only the highest increase applies — they don't stack with each other.

The audience adjustment does stack with the placement adjustment. In Amazon's own documentation example: a $1.00 bid with +50% for top of search goes to $1.50; add a +60% audience boost and it becomes $2.40.

Which audiences exist

In April 2025, Amazon Ads launched three Amazon-built audiences for Sponsored Products:

  • Purchased brand's product;
  • Clicked or Added brand's product to cart;
  • High likelihood of purchase based on recent shopping activity.

Current Amazon Ads help also describes in-market, lifestyle, interest and life-event audiences, plus custom audiences from Amazon Marketing Cloud — those require an active AMC account.

For the third audience, Amazon reported a median +77% ROAS across 1,700 campaigns, and in Sponsored Brands, a 16.3% conversion lift for the click/cart audience and 24.9% for brand purchasers. These are results Amazon reported for its own campaign samples, not a guarantee for yours.

How many audiences per campaign

Amazon Ads help says that in the US you can choose up to 10 audiences per campaign — while advertisers outside the US marketplace can select only 1 audience for now. On amazon.com you can layer several audiences in the same campaign and give each its own increase; remember that when a shopper matches more than one, only the highest increase applies.

Which audience to pick

Which audience deserves the biggest boost depends on the product and the campaign's goal:

  • Repeat-purchase products (consumables like supplements, pet, beauty, cleaning): the purchased from the brand audience tends to justify the increase, because the shopper already knows and approved the product.
  • Longer-consideration products (higher price, comparing offers): the clicked or added to cart audience works shoppers who were close to deciding.
  • Reach or launch campaigns: the high likelihood of purchase audience is colder — use a smaller increase and only when your margin has room.

If you run more than one campaign for the same product, you can test different audiences or increases in each and compare the results.

Remarketing in Sponsored Display

Sponsored Display does remarketing differently: it shows your ad on and off Amazon to people who viewed the product page (lookback of up to 90 days) or purchased (up to 365 days). It's available to sellers enrolled in Brand Registry.

How much to boost

A bid increase pays more for a click that's more likely to convert — it only makes sense if your margin can handle it. A practical rule: apply the increase only to campaigns with ACoS within target, start moderate, and compare ACoS and conversion for the weeks before and after. If it gets worse, roll it back.

How EcomVision helps

Audience Bid Boost suggests the increase per audience with a margin guardrail (campaigns already losing money are left out), applies it in bulk and lets you undo it campaign by campaign. To be prudent, Audience Bid Boost caps the increase at 200% — below Amazon's 900% limit. After 14 days, a review compares before and after and recommends keeping, reducing or removing the boost.

Definitions follow Amazon's official documentation listed in the sources below, read on September 24, 2026. Amazon can change names, metrics and dashboards at any time.

Sources