Amazon Ads Launches Audience Bid Boosting for Sponsored Products and Brands

October 16, 2024 at 5:51:58 PM

TL;DR Amazon Ads has launched a new feature allowing advertisers to create and target custom audiences with adjustable bids. Advertisers can define specific audience segments using Amazon Marketing Cloud, modify bids for these groups to increase product discovery and sales, and track performance through a new field in AMC. Available for Sponsored Products and Sponsored Brands campaigns, it is open to AMC advertisers globally.

Amazon Ads Launches Audience Bid Boosting for Sponsored Products and Brands

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.

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