Feed | LinkedIn
By Klaidas Siuipys ยท December 1, 2025 ยท Curated by George's Blog
Amazon quietly rolled out a new predictive audience layer inside Sponsored Products.
It is similar to what we see in Sponsored Brands.
But now it sits directly inside SP bid adjustments.
It is often labeled as "๐๐ถ๐ด๐ต ๐น๐ถ๐ธ๐ฒ๐น๐ถ๐ต๐ผ๐ผ๐ฑ ๐ผ๐ณ ๐ฝ๐๐ฟ๐ฐ๐ต๐ฎ๐๐ฒ ๐ฏ๐ฎ๐๐ฒ๐ฑ ๐ผ๐ป ๐๐ต๐ผ๐ฝ๐ฝ๐ถ๐ป๐ด ๐ฎ๐ฐ๐๐ถ๐๐ถ๐๐."
And it is likely hiding in your bid adjustment settings right now.
๐๐ฒ๐ฟ๐ฒ ๐ถ๐ ๐๐ต๐ฒ ๐น๐ผ๐ด๐ถ๐ฐ ๐ฏ๐ฒ๐ต๐ถ๐ป๐ฑ ๐ถ๐.
Amazon analyzes shopper clicks, views, carts, and purchase patterns in real time.
๐๐ ๐๐ฎ๐ฟ๐ด๐ฒ๐๐ ๐ต๐ถ๐ด๐ต-๐ถ๐ป๐๐ฒ๐ป๐ ๐ฏ๐๐๐ฒ๐ฟ๐ ๐ถ๐ป๐๐๐ฎ๐ป๐๐น๐.
Instead of increasing bids for everyone searching a keyword, you increase bids only for shoppers who show strong purchase intent.
This helps you keep your base bids lower for general traffic.
๐๐บ๐ฝ๐ผ๐ฟ๐๐ฎ๐ป๐ ๐ป๐ผ๐๐ฒ ๐ฎ๐ฏ๐ผ๐๐ ๐ป๐ฎ๐บ๐ถ๐ป๐ด.
Different accounts report different versions of this feature.
Some see โHigh likelihood of purchase based on shopping activity.โ
Others see โHigh interest based on shopping history.โ
There are also versions like โHigh purchase intent based on shopping signalsโ or shorter labels such as โHigh interest shoppers.โ
Amazon is A/B testing the naming and descriptions across accounts during the rollout.
All versions come from the same underlying machine learning signals and behave the same way.
๐ง๐ต๐ฒ ๐๐ณ๐ณ๐ถ๐ฐ๐ถ๐ฒ๐ป๐ฐ๐ ๐๐ฎ๐๐ฎ
Amazon tested this across 1,700 campaigns and saw a median ROAS lift of 77% for shoppers in this audience.
This does not mean you should activate it everywhere.
๐ฆ๐๐ฟ๐ฎ๐๐ฒ๐ด๐ถ๐ฐ ๐๐ฝ๐ฝ๐น๐ถ๐ฐ๐ฎ๐๐ถ๐ผ๐ป
This audience works best in broad environments where you need more precision.
Think broad match keywords, auto campaigns, or category targeting.
๐๐ ๐ฒ๐ฐ๐๐๐ถ๐ผ๐ป ๐๐ต๐ฒ๐ฐ๐ธ๐น๐ถ๐๐
๐ถ Identify the right campaigns
Broad match, auto, or category targeting.
๐ถ Go to โAdjust bidsโ
Look for the โAudiences built by Amazonโ section in your campaign settings.
๐ถ Start conservative
Select the high-intent audience and use a 20 to 30% bid adjustment.
Avoid large jumps.
๐ถ Verify with data
Compare โin audienceโ and โout of audienceโ ROAS inside your reports.
๐ง๐ต๐ฒ ๐ฆ๐ต๐ถ๐ณ๐ ๐ถ๐ป ๐๐ผ๐ด๐ถ๐ฐ
Most brands optimize bids by placement, device, or hour.
This lets you optimize based on purchase intent.
It is a strong lever, but like any lever, it requires data checks to confirm it improves efficiency.
Have you tested this new SP audience already?
Share your results below.
#amazonads #ppc #sponsoredproducts #ecommerce #adstrategy #amazonsellers #digitaladvertising