Hidden audience targeting option in Sponsored Products is cutting ACoS in early tests

A little-noticed feature inside Amazon Sponsored Products campaigns is reportedly lowering advertising cost of sale with a single tickbox, and few sellers appear to be using it yet. Amazon did not announce the addition: no rollout emails, no alerts.

An agency operator managing more than $2.8 million a month in pay-per-click spend spotted the option early and tested it in skincare, one of the most competitive categories on the marketplace. The reported results: a profitable launch within six weeks in a hyper-competitive consumables niche, with campaigns running at a 20 percent ACoS in a category where 80 percent or more is common.

The gains are attributed to a hidden audience targeting option Amazon quietly added in recent weeks. For sellers running Sponsored Products ads, and especially those planning a launch, the setting is worth checking before it becomes common knowledge.