A PPC bid modifier covering three Amazon-defined purchase-intent audience segments: shoppers highly likely to purchase based on recent activity, shoppers who clicked or added the brand's product to cart, and shoppers who already purchased the brand's product. Distinct from Placement Bid Adjustments (Top of Search / Rest of Search / Product Pages), which segments by ad placement rather than shopper intent.
Recommended workflow: start all three segments at a zero adjustment, let the campaign run, then analyze which segment converts best and apply a bid adjuster to concentrate spend there. Used on Automatic Campaign Four-Way Split (Close Match, Loose Match, Substitutes, Complements) auto campaigns alongside the Auto Campaign Four-Bid Ladder Strategy bid-ladder test.