Build your AMC Audiences for DSP and Sponsored Ads

Quick Links:

Introduction
Factors to Consider
Audience Creation Flow
Locate your AMC ID in Perpetua
Assign an Audience to a Sponsored Ad Goal
Track Performance
FAQ
- Can I edit/delete an Audience?
- How can I request my AMC Instance ID?
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Introduction

Amazon has introduced the ability to leverage custom AMC Audiences within Sponsored Ads to complement the existing integration within the DSP.

This integration marks a significant advancement in Amazon advertising, allowing brands to target highly refined audience segments across different ad formats.

By combining the rich behavioral and demographic insights from DSP with the flexibility of Sponsored Ads, advertisers can enhance campaign efficiency, improve relevance, and drive better performance.

DSP Integration - In the DSP, custom AMC Audiences are used just like any other targeting strategy, but with far more advanced customization.

Sponsored Ads Integration - In Sponsored Ads, custom AMC Audiences are bid multipliers that apply on top of keyword bids for Sponsored Products and Sponsored Brands. This combines the where (keywords on Amazon) with the whom (customers within custom AMC audiences). Custom AMC audiences are not unique placements from your keyword targeting on these campaigns, your bid is just adjusted if a customer searching for your keywords is within an audience.

Factors to Consider

Supported Goals: SP Classic Multi-Campaigns, Custom Single-Campaign and any SB goal (except for PAT).
Currently, AMC Audiences may be used as Bid Adjustments for Sponsored Products and Sponsored Brands campaigns.
Although Amazon does offer AMC Audiences to be used as targets for Sponsored Display campaigns, Perpetua does not support the assignment of those in the application. If you wish to use an audience as a Sponsored Display target, simply assign any of your Sponsored Ads audiences as targets to an SD campaign in the Amazon Advertising UI.
After audiences are built, we typically observe a period of up to four days before Amazon allows Sponsored Ads Audiences to be attached to a campaign. When an audience is built, but not yet synced by Amazon for use in Sponsored Ads, you will see the status of Pending Approval
When the status is updated to Approved, an Audience is ready for use in Sponsored Ads!
For Sponsored Ads, Audiences can be added to all already existing goals and campaigns for Sponsored Products and Brands
In Sponsored Products and Sponsored Brands, campaigns are currently limited to having one custom AMC audience assigned per campaign.
An existing goal is required to be active to assign the desired audience.
Review the Amazon Audience Policies to learn more about Prohibited Audience Categories, Audience Naming Conventions and Audience Usage Policy.

Audience Creation Flow

1️⃣ Go to the "AMC Audiences" tab on the left-side panel of your Perpetua account (1), and click on the purple "Get Started" button (2).

2️⃣Select the Advertisers for your AMC account among the DSP and Sponsored Products options (1), and click on "Continue" (2).

3️⃣ The AMC account setup will follow these two steps/modules:

🚨 Note 🚨
It can take up to 2 business days for Amazon to approve + create the instance ID.

4️⃣ Once the account is created, click on the "Create AMC Audiences" purple button on the new module to start:

5️⃣ Select a template based on your funnel strategy to target audiences in SP, SB, and DSP Goals categorised by Awareness, Consideration, Conversion and Loyalty (learn more here).

Awareness

Consideration
Conversions

Loyalty

6️⃣ The creation flow differs from one to another according to the audience you pick, and whether you have DSP enabled or not. Audiences are specific to DSP or Sponsored Ads. If you check both boxes, and audience will launch for each. If DSP is disabled, the creation flow will propose the DSP button greyed out.

7️⃣ Set up your audience according to your strategy and click on the "Create" purple button to confirm the Audience configuration.

🚨 Notes 🚨

If you don't have an AMC instance ID on file with Perpetua yet, the "Create" button will be greyed out until you have one. Please reach out to your Data Strategist to request one.
Amazon will reject any AMC audience under 2,000 unique shoppers.
The approval process can take up to 3 days.

8️⃣ A confirmation message will pop up on the top-right corner of the dashboard to confirm audience creation.
You can access your created audiences in the "Review Audiences" tab (1), where you can view their statuses and other details (2). Use the table below to explore this information, scrolling left to right as needed.

Locate your AMC ID in Perpetua

1️⃣Access the "Account Settings" of your Account.

2️⃣Navigate to the "AMC Settings" tab within it and locate your AMC instance ID

Assign an Audience to a Sponsored Ad Goal

The audiences which you could apply to your campaign will be highlighted with an "Approved" status:

Let’s walk through the steps to assign one to a campaign.

1️⃣ In the "Review Audiences" tab, check a box of an audience (1) and select "Add to Goal/Campaign" (2). Currently, only one audience may be added to each campaign, so only the selection of one audience is allowed.

🚨 Note🚨
After approval, we typically observe a period of up to four days before Amazon allows Sponsored Ads Audiences to be attached to a campaign.

💡 We are expecting Amazon to allow multiple audiences per campaign sometime in 2025.

2️⃣ Select the campaigns you wish to link to the audience (1), and set the Bid Multiplier you wish to assign them (2) and confirm the selection (3).

The Bid Adjustment you wish to apply can be assigned to all campaigns selected, or you can select each one individually.

🚨 Note 🚨
Audiences are assigned at the campaign level, not the goal level. For Classic Multi-Campaign goals, if you wish to assign to all campaigns in a goal, you must select each campaign.

Track Performance

In this initial release, users won’t be able to track performance through the Perpetua dashboard. To monitor results, access your Amazon Ads console and navigate to the campaign where you applied the audiences.

Access "Bid Adjustments" from the left-side panel (1).
Select the "Audiences" tab (2).
Check the metrics in Table (3) for performance insights.

FAQ

Click on the ▶️ icon to expand and view the answer:

Can I edit/delete an Audience?

These actions are not currently supported.