Why Every Amazon Advertiser Should Use Add to Cart Audiences
Even if you’re spending the smallest amount on Amazon Ads— there’s one thing you must do.
Create “Add to Cart” audiences for the last 7, 14, or 30 days.
No matter how big or small your spend is, this single move can significantly improve your campaign’s conversion rate — and give you a stronger ROAS overall.
Here’s why:
In Amazon Marketing Cloud (AMC), you can create an audience only when you have at least 100 “Add to Cart” events.
So depending on your traffic, conversion rate, and spend — choose your lookback window (7, 14, or 30 days).
Once your audience is ready, here’s what to do next:
Add this audience to every single Sponsored Product and Sponsored Brand campaign.
Apply bid adjustments for this audience — whether it’s an auto, category, keyword, or product targeting campaign.
Make sure your audience matches the parent ASIN that the campaign is built around (this part is critical).
How to set your bid adjustments:
Start by increasing bids for this audience by 30%.
If you don’t see results, go up to 50%.
If your base bids are very low, you can even push it to 100%.
Your CPC will increase by the exact percentage of your bid adjustment — but your conversion rate will typically rise enough to offset that cost, giving you better ROAS.
And about Sponsored Display:
Bid adjustments are not available in Sponsored Display campaigns.
However, you can still use this same Add to Cart audience to create a dedicated Sponsored Display campaign and see how it performs for you.
Why this matters:
When someone who already added your ASIN to cart searches again, your higher bid ensures your ad appears in front of them.
You capture a warmer audience with higher buying intent.
The result? Higher conversion rates and stronger ROAS across your Sponsored Product and Sponsored Brand campaigns.
If you’re running those campaigns without an Add to Cart audience, you’re leaving money on the table.