Amazon introduces lapsed-purchaser targeting for Sponsored Brands
Amazon continues to expand its audience targeting capabilities with a new feature that allows advertisers to specifically target customers who haven’t purchased in the last 12 months. Quietly launched in the US last month, this update to Sponsored Brands gives advertisers the ability to increase bids for lapsed purchasers without needing to create new campaigns. It’s a notable shift in Amazon’s approach to customer re-engagement, opening up fresh opportunities for brands looking to win back lost customers and drive repeat purchases.
- Launched last month in US at the moment, Sponsored Brands allows you to bid towards customers who haven’t purchased in the last 12 months.
- This feature is available on existing campaigns so there isn’t a requirement for you to create a new campaign
- You can find this by navigating to you campaign > bid adjustments > audiences > change audiences > Increase bids for audiences built by Amazon.
Senior Advertising Manager at Tambo, Tom Osborn, had the following to say on this development: "It’s great to see Amazon giving advertisers more control with audience-based modifiers. Being able to target people who’ve added to cart, shown affinity, or even purchased is a smart move and opens up new strategic layers, especially for brands with strong recognition or repeat purchase cycles.
"That said, while this could boost performance when used well, advertisers should be cautious. These audiences are likely to be highly competitive, which means CPCs could inflate quickly if not managed carefully. It’ll be essential to test gradually, monitor results closely, and compare against your baseline to understand the real value."
Tom Osborn – Senior Advertising Manager
