Did you know that you can now integrate custom audiences created in the Amazon Marketing Cloud (AMC) with Sponsored Ads?

Announced during unBoxed 2024 in Germany, this new capability lets advertisers use AMC to define and activate rule-based or lookalike audiences for their campaigns. It extends the power of AMC beyond the DSP platform, allowing more advanced targeting strategies within Sponsored Products, Sponsored Brands, and Sponsored Display campaigns.

Why is this important?

• With AMC, you gain granular insights into customer journeys across Amazon's ecosystem.
• These insights can now be actioned directly in Sponsored Ads campaigns to target or re-engage audiences more effectively.
• For example, you can boost bids to reach audiences who interacted with your streaming TV campaigns or create lookalike audiences resembling your most valuable customers.

By using AMC audiences, sellers and brands can fine-tune their strategies to leverage a full funnel approach, increase conversions, and enhance campaign ROI across Amazon's advertising touchpoints.