On October 15, 2024, Amazon announced that it was expanding the use of Amazon Marketing Cloud Audiences to Sponsored Ads. This has been one of the largest developments for Amazon advertisers in recent years, and will make a huge difference in a brand’s ability to target buyers at the right time.
What is AMC?
AMC (Amazon Marketing Cloud) is a “data store” of shopper information. This goes beyond order information and provides insights to behaviors, demographics, lifestyle changes, and so much more. A closest comparison would be third-party cookies that track users across web activity.
Historically, the AMC data was primarily available for Demand Side Platform targeting, so the opportunity to also pull this into your more standard Sponsored Ads is a complete game changer.
Custom audience campaigns delivered 2.6× higher CVR and 35% lower ACoS than interest-based or lookalike targeting.
Custom audiences let you target shoppers who have already interacted with your brand—through past purchases, product views, or website traffic. Sponsored Display supports views remarketing (30-day lookback) and purchases remarketing (up to 12 months). For more advanced targeting, like off-Amazon audiences, you’ll need Amazon DSP. Custom audiences help you re-engage high-intent shoppers and improve both ROAS and retention.
Sponsored Ads without AMC are Obsolete
Beyond having a better understanding both of your customer and your customer’s journey, this new functionality unlocks so much potential in strategic advertising.
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- Competitive Advantage: Being able to reach high-value customer segments can lead to a better RoAS, allowing brands to advertise more efficiently.
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- Enhanced Targeting Precision: With custom audiences from AMC, advertisers can now layer search term targeting with shopper behavior trends to target shoppers who are more likely to convert.
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- Better Data Integration: With more data about customers who are both purchasing or visiting your products, you can make improvements to your advertising campaigns and products alike.
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- More Sophisticated Campaigns: Utilizing these audiences allows advertisers to target every stage of the funnel based on behaviors and intent instead of focusing on search terms or ASIN targeting.
Popular Use Cases for AMC Custom Audiences
Ali and Denis took a deep dive into some of the most common use cases we’ve encountered while implementing these audiences for our clients. Things like cross-selling, brand loyalty, customer acquisition, and more. For more details on these use cases and strategic recommendations, watch the replay below.
Want to see how Trellis can help you level-up your ads and tap into custom audiences from AMC? Book a demo with our team! See how AMC audiences pairs well with automated advertising, and even make the most of dynamic pricing strategies.
Note: This was initially recorded on November 20, 2024, and all information provided was accurate as of that time. If you’re watching the replay after that date, there may be even more opportunities available for Amazon sellers.