US Amazon Sponsored Products Campaigns Can Select Up to 10 Audiences

What changed

A US-specific audience limit change

Amazon’s Sponsored Products help page, updated on 28 September, says advertisers can select up to 10 Amazon or AMC audiences for bid boosts in one US campaign. Outside the US marketplace, the stated limit remains one.

Oleksandr Kovalov reported on 30 September that campaigns had previously allowed one audience and described a new “similar shoppers” prebuilt audience. The help-page update supports the US limit. The practitioner report adds context, but advertisers should check current definitions and availability in their own account.

More selections create overlap questions

Selecting more audiences does not itself demonstrate better performance. Audiences may overlap, represent different stages of intent or respond differently to the same bid adjustment. The practical task is to understand inclusion logic before treating the higher limit as an expansion lever.

Create an inventory for every selected audience covering its definition, source, marketplace, expected overlap, adjustment and reason for inclusion. This makes later analysis possible without assigning a blended campaign result to the wrong group.

A useful selection rule is to add an audience only when it represents a distinct hypothesis. For example, a segment intended to capture product affinity should be evaluated separately from one intended to recover previous interest. This is a testing discipline, not an Amazon-prescribed structure.

Test controlled combinations

Begin with a limited set of distinct audiences rather than adding ten at once. Compare a documented baseline with a deliberate combination over a consistent period while monitoring spend, conversion and changes in audience composition.

“Similar shoppers” should be inspected as a defined prebuilt audience if it appears in the relevant account. Its exact construction, eligibility and performance are not established here, so it should not be treated as interchangeable with an advertiser-built segment.

Why it matters for advertisers

The US change gives Sponsored Products advertisers more audience choices per campaign, increasing both targeting flexibility and the need for disciplined overlap analysis.