Back to Resources

Amazon’s recent expansion of its AMC Audience Bid Adjustments feature to include Sponsored Brands marks a potentially lucrative milestone for advertisers, offering a game-changing opportunity to strategically fine-tune ad campaigns. 

Previously available for Amazon Sponsored Products, this feature now makes it possible for Amazon brand entrepreneurs to engage high-value audiences and maximize ROI through custom targeting and bid optimization. 

Here’s how this development can help Amazon sellers to reach new levels of success in 2025.

Key Features and Benefits of AMC Audience Bid Adjustments

1. Custom Audience Creation

Amazon Marketing Cloud (AMC) now enables advertisers to create highly specific audience segments. For example, you can target:

• New customers who are exploring your product category for the first time.
• Streaming TV ad viewers who have engaged with your brand through Amazon’s OTT ads.
• Engaged shoppers, such as those who’ve viewed your product detail pages but haven’t converted.

This ability to define nuanced audience segments helps entrepreneurs move beyond generic targeting, crafting campaigns that resonate with precise customer groups.

2. Bid Adjustments for Specific Audiences

Entrepreneurs can now adjust bids for these custom audiences, allowing for strategic allocation of ad spend. For instance:

• Increase bids for high-value prospects like returning customers or recent ad viewers to drive conversions.
• Lower bids for less-engaged audiences, optimizing your ad spend for better efficiency.

This flexibility ensures that every dollar spent is aligned with your goals, whether it’s driving awareness or converting intent into sales.

3. Performance Monitoring with AMC Data

To make informed decisions, entrepreneurs can now track the impact of their bid adjustments through a new field in the AMC sponsored_ads_traffic table. By analyzing data such as click-through rates (CTR), impressions, and conversions, advertisers can refine their strategy in real time.

Data-driven insights allow you to quickly identify what works and pivot when needed, a crucial capability for scaling your Amazon business.

Unlocking Opportunities with Sponsored Brands

The inclusion of Amazon Sponsored Brands campaigns in this feature is particularly exciting.

Sponsored Brands are a powerful way to showcase your product catalog and establish brand identity through headline ads and custom creatives. With AMC Audience Bid Adjustments, you can:

• Target audiences who have previously interacted with your brand via streaming TV ads and increase bids when they search for your products.
• Leverage custom audiences like cart abandoners to re-engage shoppers at a critical stage of the purchase journey.
• Fine-tune ad spend to boost product discovery and drive traffic to your storefront, creating a more holistic brand experience.

For example, an Amazon brand entrepreneur selling eco-friendly home decor or kitchen ware could create a custom audience of shoppers interested in sustainability, adjust bids to prioritize this audience, and direct them to their curated storefront with complementary product bundles.

The Road Ahead: Potential for Sponsored Display Campaigns

While Amazon Sponsored Display isn’t yet fully integrated with AMC Audience Bid Adjustments, Amazon’s trajectory suggests it may be the next frontier. Sponsored Display campaigns already take advantage of audience targeting, and Amazon has introduced AMC audience integration for this ad type.

Entrepreneurs can use this as a stepping stone by:

• Creating custom audiences through AMC for retargeting (e.g., views remarketing or purchase remarketing).
• Leveraging Sponsored Display’s retargeting tools to maintain top-of-mind awareness and recapture lost sales.

This emerging synergy between AMC and Sponsored Display campaigns is likely to give entrepreneurs even greater precision in reaching and converting audiences.

Why This Matters for Amazon Brand Entrepreneurs in 2025

1. Enhanced Campaign Efficiency: The ability to customize bids for specific audiences ensures that ad spend is optimized to achieve maximum impact.
2. Scalable Growth: By engaging high-value customers through granular targeting, entrepreneurs can accelerate their sales while maintaining profitability.
3. Data-Driven Success: Access to AMC insights allows brand owners to base decisions on performance data rather than guesswork, paving the way for consistent improvements.

Action Plan for Amazon Brand Entrepreneurs

To take full advantage of AMC Audience Bid Adjustments, consider the following steps:

1. Set Up AMC: If you haven’t already, integrate AMC into your Amazon Advertising strategy and familiarize yourself with its capabilities.
2. Define Your Audience Segments: Use AMC to create audiences tailored to your brand’s unique goals, such as new customers, loyal shoppers, or ad viewers.
3. Experiment with Bid Adjustments: Start with modest increases or decreases in bids for different segments and monitor their impact on sales and ad performance.
4. Track and Refine Campaigns: Use AMC’s data to identify top-performing audiences and continuously optimize your strategy.
5. Stay Ahead of Updates: Keep an eye on Amazon’s advertising tools, particularly as AMC expands its integration with other ad types like Sponsored Display.

How Canopy Management Can Help

In 2025, success for Amazon brand entrepreneurs could very well pivot on the ability to harness powerful tools like AMC Audience Bid Adjustments. 

By enabling precise audience targeting, bid optimization, and data-driven campaign adjustments, this feature empowers sellers to outperform the competition, capture high-value customers, and drive sustainable growth. 

For entrepreneurs looking to scale their Amazon brand – that don’t have the time or experience to master this new tool – there’s Canopy Management. 

Canopy Management is a full-service marketing agency for Amazon, Walmart, and TikTok sellers. Our team consists of multi-million dollar, omni-channel entrepreneurs, industry leaders, and award-winning experts.