Amazon Marketing Cloud launches custom Audiences feature

Amazon Marketing Cloud (AMC) has unveiled a game-changing feature that allows advertisers to create and activate custom audiences. 

By leveraging SQL queries, advertisers can build highly relevant audiences using a wide range of signals from sponsored ads, Amazon DSP ads, Amazon Shopping Insights, and their own data in AMC. Moreover, advertisers have full control over the frequency of audience refreshes, ensuring that their created audiences stay up-to-date and aligned with their campaign objectives.

The launch of AMC Audiences enables advertisers to seamlessly transition from deriving insights to directly creating custom audiences for Amazon DSP campaigns, amplifying the impact of their advertising efforts. With policy and size restrictions aligned with other Amazon audiences, advertisers can monitor campaign performance and conduct custom analytics within AMC. 

This new capability opens up possibilities for creating tailored audiences based on specific advertising goals, such as awareness, consideration, conversion, and loyalty.

Examples include:

• Awareness: Engaged audiences with Streaming TV ads but no exposure to display ads, or audiences that are over-exposed to ads across multiple media channels (used for audience exclusion).
• Consideration: Audiences who have viewed product detail pages multiple times after ad exposure or audiences who have added advertised products to their wish list.
• Conversion: Audiences who have explored specific keywords after ad exposure or audiences who have added products to their cart but haven't completed the purchase.
• Loyalty: Audiences who made a purchase from the brand last year but have had no recent engagements or audiences with a high customer long-term value (CLV) based on past purchases.