Audience Bid Boosting via bulk sheet: a Sponsored Products feature

What Audience Bid Boosting does

Audience Bid Boosting is a Sponsored Products feature that increases your bid by a specified percentage when an ad would serve to shoppers in a specific audience. If you set up a +35% boost for "High Interest Based on Shopping History" and your base bid is $1.00, your effective bid becomes $1.35 whenever Amazon identifies the shopper as belonging to that audience.

The feature has existed in the advertising console UI for a while — you'd navigate to a campaign, open the Audiences tab, and adjust bids audience-by-audience. What's new is bulk-sheet support. The Bidding Adjustment entity row now accepts three additional fields that together configure an audience bid boost. That means you can apply audience boosts across many campaigns in a single upload instead of clicking through them one at a time in the console.

The three new bulk sheet fields

On the Sponsored Products Campaigns sheet, the Bidding Adjustment entity rows now include three new columns that together define an audience bid boost:

• Audience ID — the numeric ID of the audience you want to boost. Each audience available to your account has a unique 18-19 digit ID (e.g., 412978094962770620).
• Shopper Cohort Percentage — the bid boost percentage as a whole number. 35 means +35%. The same field that already controls placement bid modifiers, just applied to audiences instead of placements.
• Shopper Cohort Type — defines what kind of cohort this row applies to. For Audience Bid Boosting, this is always AUDIENCE_SEGMENT exactly — uppercase, with the underscore.

These three fields are required together. A row missing any one of them is treated as an incomplete bidding adjustment and rejected on upload.

The row structure

A complete Audience Bid Boost row in your bulk sheet looks like this (showing only the relevant columns):

• Product: Sponsored Products
• Entity: Bidding Adjustment
• Operation: Update
• Campaign ID: the actual numeric ID of the campaign (from your downloaded bulk sheet)
• Audience ID: the audience's numeric ID
• Shopper Cohort Percentage: the bid boost % (e.g., 35)
• Shopper Cohort Type: AUDIENCE_SEGMENT

The Campaign Name, Ad Group ID, State, Bid, and most other Bidding Adjustment fields stay blank — this is its own bidding adjustment row, not an update to an existing keyword or placement.

Important: you need a separate row for each campaign × audience combination. To apply the same +35% boost on "Purchased Brand's Product" across 50 campaigns, that's 50 rows. To apply boosts for three different audiences across those same 50 campaigns, that's 150 rows.

Finding the Audience IDs

The Audience IDs you need aren't visible in the bulk sheet itself — Audience ID is an input column, not an output. To find the IDs, look them up in the advertising console:

1. Open any Sponsored Products campaign in the advertising console
2. Click into the campaign's Targeting view and select the Audiences tab
3. Open the "Adjust bids" dialog (or "Change audience" if you don't have any audiences applied yet)
4. The dropdown shows each available audience along with its numeric ID — typically displayed as "Audience name — 1234567890123456789"

Amazon-defined audiences are available in every Sponsored Products campaign. The three most common (and their general purpose):

• Purchased Brand's Product — shoppers who have previously purchased a product from your brand on Amazon. Useful for promoting complementary products, new launches to existing customers, or repurchase cycles.
• Clicked or Added Brand's Product to Cart — shoppers who have engaged with your brand's products but not necessarily purchased. Often retargeting-style intent.
• High Interest Based on Shopping History — shoppers Amazon classifies as high-intent based on browsing and shopping behavior across the category. Broader reach than the brand-specific audiences.

Custom audiences created in Amazon Marketing Cloud (AMC) also appear in this dropdown, each with their own numeric ID. The same ID works across all campaigns in your account — Audience IDs are account-level identifiers, not per-campaign.

One thing worth flagging: the Audience IDs displayed in the dropdown vary by what's eligible for the campaign you opened. If a particular audience doesn't appear, it may not be available for that campaign type, marketplace, or category. Custom AMC audiences may also have minimum-size requirements before they become eligible.

Walkthrough: applying a boost across multiple campaigns

End-to-end, here's what the workflow looks like for applying a +35% boost on "Purchased Brand's Product" across, say, 20 Sponsored Products campaigns.

Step 1 — Download a bulk sheet. On the Bulk Operations page, configure: your date range, Sponsored Products targeting (Enabled and/or Paused), check the Sponsored Products data box, then Create spreadsheet for download. Wait for it to generate, then download.

Step 2 — Find the Audience ID. In the advertising console, open any SP campaign, navigate to Audiences, and copy the Audience ID for "Purchased Brand's Product." It'll look something like 430778787414928818.

Step 3 — Identify the campaigns. Open the downloaded bulk sheet. Filter the Sponsored Products Campaigns tab to show just the Campaign rows for the 20 campaigns you want to update. Note their Campaign IDs.

Step 4 — Add the audience boost rows. At the bottom of the Sponsored Products Campaigns tab, add 20 new rows. For each row, fill in:

• Product: Sponsored Products
• Entity: Bidding Adjustment
• Operation: Update
• Campaign ID: the campaign's numeric ID
• Audience ID: 430778787414928818
• Shopper Cohort Percentage: 35
• Shopper Cohort Type: AUDIENCE_SEGMENT

Step 5 — Save and upload. Save the file (keep .xlsx format). Upload via the Bulk Operations upload form. Wait for processing. Download the result file and check that all 20 rows show success.

The whole thing takes 10-15 minutes if you're comfortable with bulk sheets and have the Campaign IDs handy. Most of the time is the manual cell-filling for each of the 20 rows.

Updating or removing existing boosts

If you already have an Audience Bid Boost set up on a campaign and want to change it:

• To change the percentage: the existing boost shows up as a Bidding Adjustment row in your downloaded bulk sheet, with the Audience ID and Shopper Cohort fields populated. Change the Shopper Cohort Percentage to the new value, keep Operation as Update, and re-upload.
• To remove a boost: the cleanest path is the advertising console UI — remove the audience from the Audiences tab. Via bulk sheet, setting the percentage to 0 may not always remove the boost cleanly; sometimes it persists with a 0% modifier. Test on a single campaign first if you're going the bulk route.

Common errors

The validator catches a few specific issues for these new fields:

• "Invalid value for column: Shopper Cohort Type" — the value isn't AUDIENCE_SEGMENT. Most often a typo (AUDIENCE_SEGMNET, missing underscore, or lowercase). The string must match exactly.
• "Could not find audience with id: OBJECT_ID" — the Audience ID doesn't exist, isn't accessible to your account, or doesn't apply to the campaign type. Verify the ID by re-opening the Audiences dropdown in the console.
• "Invalid value for column: Shopper Cohort Percentage" — the percentage isn't a valid number. Common causes: percentage sign in the cell (35% fails, 35 works); decimal values when Amazon expects whole numbers; values outside the allowed range (Amazon documents the range as 0-900% but minimums vary by marketplace).
• "Missing required field" — one of the three Audience Bid Boost fields is blank. The row needs all three: Audience ID, Shopper Cohort Percentage, AND Shopper Cohort Type.

When this workflow makes sense

Audience Bid Boosting via bulk sheet pays off most clearly when:

• You're applying the same boost to many campaigns at once. A single campaign is easier in the UI; 20+ campaigns is much faster in bulk.
• You're testing audiences systematically — e.g., adding +25% on "Purchased Brand's Product" across all your active campaigns, then measuring lift over the next month.
• You're rolling out audience strategy changes that you've already validated on a small set, and you want to apply them broadly without manual clicking.

For a single campaign, the console UI is faster — you don't need to look up Audience IDs or build a bulk sheet. The bulk approach pays off at scale.

The BulkSheet Pro shortcut

The manual workflow above involves several steps that are easy to get wrong — looking up Audience IDs, building rows for each campaign-audience combination, getting the column values exact. BulkSheet Pro's bulk audience placement tool automates this end to end:

1. Select the audience (the tool reads available Audience IDs from your uploaded bulk sheet — no console lookup required)
2. Choose the bid boost percentage
3. Select which campaigns to apply it to (filter, multi-select, or apply to all)
4. Click export

The output is a clean, validated bulk sheet with one correctly-formatted row per campaign — Audience IDs filled in, AUDIENCE_SEGMENT set, percentages applied. The export is independent of your main optimization queue, so you can apply audience bid boosts without entangling them with other pending changes (bid edits, negatives, harvests).

If you're applying audience bid boosts across more than 3-4 campaigns at a time, the BulkSheet Pro shortcut saves real time and eliminates a class of errors. Try BulkSheet Pro free →