Why Are AMC Custom Audiences So Powerful?
AMC has the ability to bring together Amazon Ads signals, first-party data, and third-party provider insights to create highly customizable audience segments. These audiences can be tailored to every stage of the advertising funnel — from initial brand awareness to fostering long-term customer loyalty. No matter what your goals are, there is likely an untapped audience you can create to achieve them.
One of the standout features is AMC lookalike audiences, which allows advertisers to identify and target Amazon shoppers who share similar characteristics with their existing customers. The process begins with creating a ‘seed audience’ using AMC rule-based criteria. This seed is then fed into a lookalike model, which finds matching audiences in the Amazon DSP. This feature is a game-changer for expanding reach and driving new customer acquisition.
Reaching High-Intent Shoppers
Among the many advancements in audience targeting, another noteworthy is the Multiple Detail Page Views audience. This audience segment allows advertisers to engage with shoppers who have shown a strong interest in products — browsing product detail pages more than once - but not yet making a purchase. This provides a golden opportunity to re-engage high-intent shoppers and guide them toward conversion.
Alternatively, custom audiences can be used as an exclusion. Keep this in mind depending on your campaign goal. For example, we can now build Add-to-Cart audiences to retarget shoppers who've added a product to the cart but not yet purchased. However, we've found that implementing this audience as an exclusion for views retargeting helps refine our campaigns. This prevents overlap in targeting and PDP-view retargeting campaigns can continue driving consideration with shoppers who have yet to add to their shopping cart.
The Power of Locked Date Ranges
Customization doesn’t stop at audience selection. Another major advantage of AMC is the ability to utilize locked date ranges when building audiences. Traditionally, DSP audiences relied on auto-adjusting date windows such as a trailing 90-day period for product detail page views or a rolling 365-day purchase window. However, with AMC custom audiences, advertisers can now specify custom date ranges, making it easier to plan around key promotional events, seasonal campaigns, and major shopping occasions like Prime Day.
AMC Custom Audiences Expand Beyond DSP
Previously, these powerful audience insights were exclusive to the DSP platform, but now, AMC custom audiences have made their way to Amazon Sponsored Ads as well. Advertisers can apply bid boost rules to these audiences, allowing for strategic bid adjustments on top of standard keyword and product-based bidding. This means advertisers can dynamically optimize their campaigns and bid more aggressively for high-value shoppers. This allows for a more cohesive advertising strategy across platforms. By tapping into audiences across Sponsored Ads and the DSP advertisers can maximize efficiency and impact, leveraging the best of both worlds to capture shopper intent at every stage of the journey.
The Future: Extended Look-Back Windows
Looking ahead, there’s even more to be excited about. Amazon is currently testing extended look-back windows for custom audiences, expanding purchase audience tracking to an impressive five-year window. While this feature is still in closed beta, it promises to unlock deeper historical insights and long-term customer behavior trends.
Once a difficult to use platform, AMC has come a long way and should be a big part of any advertising strategy - both on and off Amazon. AMC is transforming the way advertisers engage with shoppers, offering deeper audience customization, expanded reach, and enhanced bidding strategies. Whether you're looking to build brand awareness, re-engage high-intent shoppers, or maximize campaign efficiency, AMC’s evolving capabilities are paving the way for smarter, more effective advertising strategies.