Amazon is making a big shift: More and more DSP audiences are being moved to Amazon Marketing Cloud (AMC).

One key change? Customers who purchased a specific ASIN can now only be retargeted via AMC Audiences.

This means retargeting campaigns will become less effective without leveraging AMC.

Why should you care about AMC?

Beyond its analytical power to better understand the customer journey, AMC is becoming the go-to solution for audience targeting. Over the past months, Amazon has gradually transitioned key DSP audiences exclusively to AMC - and this trend is set to continue.

One major update: Product Purchase Lookalike Audiences will be discontinued!

After February 28, 2025, existing first-party lookalike audiences will no longer be available. Instead, advertisers will need to use alternative solutions like similar audiences and Performance+ to drive conversions.

So, if you rely on DSP retargeting, it's time to explore AMC.

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