Sponsored Products now lets you run up to 10 audiences in one campaign, each wit
By Twillms · October 1, 2026 · Curated by George's Blog
Sponsored Products now lets you run up to 10 audiences in one campaign, each with its own bid adjustment.
It used to be one. That single slot made it hard to test audiences against each other. You had to spin up separate campaigns, which split your keywords, budgets and placements along with it. The comparison was never clean.
So far we had the best overall performance with Amazon's inbuilt audiences for SP, "High interest based on shopping history". (more on why it won for us: https://lnkd.in/p/eDiZdxhX).
What we're doing now that the cap is 10:
Layer in the remaining inbuilt audiences (including the new one "Similar to shoppers who engage with your or comparable products"), at a lower modifier % than "High interest based on shopping history". Audience modifiers don't stack with each other, so keep the proven audience on top.
In addition you can create and add some custom AMC audiences:
• Lookalikes of your top buyers
• Existing/Previous Buyers
• Additional ATC Audiences with varying lookbacks
If you run single-keyword or exact campaigns with dedicated targetshttps://lnkd.in/p/eDiZdxhX).
What we're doing now that the cap is 10:
Layer in the remaining inbuilt audiences (including the new one "Similar to shoppers who engage with your or comparable products"), at a lower modifier % than "High interest based on shopping history". Audience modifiers don't stack with each other, so keep the proven audience on top.
In addition you can create and add some custom AMC audiences:
• Lookalikes of your top buyers
• Existing/Previous Buyers
• Additional ATC Audiences with varying lookbacks
If you run single-keyword or exact campaigns with dedicated targets, two more AMC audiences are worth adding:
• Searched those keywords (you define them in AMC) and didn't purchase
• Clicked those keywords (you define them in AMC) and didn't purchase
We'll be testing across this over the coming weeks and sharing what we find. Follow along.