Announced at unBoxed 2024, Amazon Ads has launched a new feature allowing advertisers to create and target custom audiences with adjustable bids.

Key Features:

1. Custom Audience Creation:

   • Advertisers can define specific audience segments (e.g., new customers, streaming TV ad viewers)
   • Utilizes Amazon Marketing Cloud (AMC) for audience building

2. Bid Adjustment:

   • Allows bid modification for specific audience groups
   • Aims to increase product discovery and sales

3. Integration with Sponsored Ads:

   • Available for both Sponsored Products and Sponsored Brands campaigns

4. Performance Monitoring:

   • New field in AMC sponsored_ads_traffic table for tracking bid increases

Technical Implementation:

• Uses Targetable Entities API for audience retrieval
• Sponsored Products: SP V3 Campaigns API for audience management
• Sponsored Brands: SB Campaign API for audience management

Availability:

• Open to Sponsored ads advertisers with active AMC accounts
• Available in multiple regions across North America, South America, Europe, Middle East, and Asia Pacific

Significance:

This feature enables more efficient audience engagement, allowing advertisers to refine their targeting strategies and potentially improve conversion rates by adjusting bids for specific audience segments.