New AMC Rules. New Bids. Are You Ready?

If you sell on Amazon, your PPC strategy is about to upgrade. Amazon just launched Audience Bid Boosting, a new feature in Amazon Marketing Cloud (AMC) that lets advertisers increase bids for high-value shoppers. This means you can focus your ads on buyers who are more likely to purchase, making your ad budget work smarter, not harder. Why does this matter? Because it combines search-based ads with audience targeting, something sellers have wanted for a long time. And with AMC’s powerful data insights, you can now make better, more profitable bidding decisions. ??

?? Want to stay ahead in Amazon advertising? Subscribe to our newsletter for weekly expert insights ?

?? What Is Audience Bid Boosting & Why Does It Matter?

Before now, Amazon’s PPC system was almost entirely keyword-based—if a shopper searched for something relevant, your bid determined if your ad appeared. But not all shoppers are equal.

Now, with Audience Bid Boosting, you can layer audience data on top of your keyword targeting.

? How It Works:

• Identify high-value audiences—such as repeat buyers, brand store visitors, and subscribers.
• When these shoppers search for relevant keywords, Amazon automatically increases your bid to make sure they see your ad.
• This means higher conversion rates, better ad efficiency, and stronger sales growth.

?? The Data Backs It Up: According to Amazon Marketing Cloud data, shoppers who see multiple ad types (Sponsored Products, Sponsored Brands, and Sponsored Display) have a 133% higher conversion rate than those who see only one.

With bid boosting, you can now prioritize these high-intent buyers, ensuring they see your ads first.

?? Who Should Use Audience Bid Boosting?

Not every brand needs to jump in right away, but if you:

? Sell in a competitive niche and need a smarter way to win against bigger brands

? Have a strong repeat customer base (like supplements, pet products, or beauty)

? Want to maximize ad spend without increasing your budget

? Run both Sponsored Ads and DSP campaigns and want better integration

… then this is for you.

?? Example: A supplement brand selling protein powder could boost bids for shoppers who previously bought from them, increasing their chances of winning repeat business.

?? Why does this work? Studies show that repeat customers spend 67% more than new ones, making them a goldmine for your brand (Source: Bain & Company).

?? The Future of Amazon Advertising: More Control, More Profit

Audience Bid Boosting is just the latest move in Amazon’s bigger plan to make advertising more data-driven and effective for brands of all sizes.

?? What’s Next?

?? More AI-driven ad optimization to automate and improve ad targeting

?? More audience insights—Amazon is already rolling out brand store visit data in Amazon Marketing Cloud (AMC), allowing for even more precise targeting

?? No-code tools for better accessibility—Amazon is working on more features to make these insights easier to use without technical skills

According to eMarketer, Amazon’s ad business is growing faster than Google’s and Meta’s, expected to hit $50 billion in revenue by 2025. This means more competition—but also more tools to help sellers succeed.

?? The Bottom Line

Amazon’s Audience Bid Boosting is a game-changer for PPC, giving sellers more control over who sees their ads and when. By targeting high-value shoppers more effectively, you can increase conversions, reduce wasted spend, and maximize your ROI. Amazon is advancing — smart sellers advance with it. The question is: Are you in? ??        

At aNavigator, we help brands like yours take full advantage of the latest Amazon advertising strategies to maximize sales and profits. ?? Need help implementing Audience Bid Boosting? Let’s talk ??

Stay Winning! The aNavigator Team ??