A Beginner's Guide to Amazon Audiences

If you're looking to make your Amazon ads smarter and more effective, you've come to the right place. This guide will demystify the three types of audiences available for Amazon Sponsored Products campaigns, helping you understand how to reach the right shoppers at the right time.

In the world of Amazon advertising, an "audience" simply refers to a specific group of shoppers that Amazon has identified based on their recent behaviour on the platform. The primary benefit of using these audiences is to make your ads more relevant, ensuring you spend your budget reaching shoppers who are most likely to be interested in your products. Best of all, these powerful tools are available by default and do not require special access to advanced platforms like Amazon Marketing Cloud.

Three Core Audience Types Explained

Amazon provides three powerful, pre-built audience segments you can use to refine your ad targeting. Let's break down who is in each group and how you can use them strategically.

• Purchased Brand’s Product: This audience consists of shoppers who bought your brand’s products in the past three months.

  Strategic Value: This is your ideal audience for encouraging repeat business. It’s especially effective for products with a limited shelf life or consumables (like coffee, supplements, or pet food), as these shoppers are likely to need to buy again soon.

• Clicked or Added to Cart: This audience includes shoppers who have either clicked on your brand’s products or added them to their cart in the last three months but did not complete a purchase.

  Strategic Value: These shoppers have already shown direct interest in your products but haven't converted yet. This audience is perfect for retargeting campaigns that gently remind them of the item or present them with a special offer to encourage them to finalize their purchase.

• High Interest Shoppers: This audience is made up of people whose shopping history shows a strong interest in your products, even if they haven’t bought from your specific brand or added your items to their cart yet.

  Strategic Value: This group represents a powerful opportunity to find new customers who are already actively looking for products like yours. Targeting them allows you to introduce your brand to highly qualified shoppers at the exact moment they are considering a purchase in your category.

Comparing the Audiences at a Glance

To make it even clearer, here is a simple table that summarizes the three audience types and their primary advertising goals.

Audience Type	Who They Are (Last 3 Months)	Primary Advertising Goal
Purchased Brand’s Product	Shoppers who bought your brand’s products.	Encourage repeat purchases (especially for consumables).
Clicked or Added to Cart	Shoppers who clicked your products or added them to their cart but didn't buy.	Retarget interested shoppers to complete a purchase.
High Interest Shoppers	Shoppers with a history of strong interest in your product category.	Reach new, highly relevant customers with strong purchase intent.

Key Takeaways

As you begin to explore using audiences in your own campaigns, keep these three core concepts in mind.

• Audiences are pre-built shopper groups: Amazon provides three distinct segments (past purchasers, cart abandoners, and high-interest shoppers) based on their on-platform behaviour over the last three months.

  
  

• Each audience serves a different strategic purpose. Whether you want to drive repeat business, recover lost sales, or acquire new customers, there is an audience tailored to that goal.

  
  

• A three-part bidding strategy is key to success. You can isolate a specific audience by pairing a low base bid with 0% placement modifiers and a high "Audience Bid Adjustment" to focus your budget only on the most valuable traffic.

Here's a video that shows step-by-step process of how we built an audience for our of our Clients :

Amazon Advanced Strategy : How to Create Amazon Audiences