Build your AMC Audiences for DSP and Sponsored Ads (Closed Beta)

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Introduction
Factors to Consider
Audience Creation Flow
Assign an Audience to a Sponsored Ad Goal
Apply Bid Multiplier to an Audience
FAQ
- Can I edit/delete an Audience?
- How can I request my AMC Instance ID?
Other related Articles

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.
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.

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).

3️⃣Select a template based on your funnel strategy to target audiences in SP, SB, and DSP Goals categorized by Awareness, Consideration, and Conversion (learn more here).

4️⃣The 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.

5️⃣ 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.

6️⃣ 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.

Assign an Audience to a Sponsored Ad Goal

1️⃣ In the Audiences tab, check a box of an audience and select "Add to goals/campaigns". Currently, only one audience may be added to each campaign, so only the selection of one audience is allowed.

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

2️⃣ Select the campaigns you wish to link to the audience, and set the Bid Adjustment to all at the top of the screen, or set each individually and confirm the selection.

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.

Apply Bid Multiplier to an Audience

1️⃣ Access the SP or SB goal and navigate to the Campaign & Audiences tab (1). In the table, locate the campaign where you want to apply a bid multiplier to the audience. When you hover over the bid multiplier value (2), a ✏️ icon will appear.

2️⃣ Apply the desired multiplier and click "Confirm".

FAQ

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

Can I edit/delete an Audience?

These actions are not currently supported.

How can I request my AMC Instance ID?

Please contact your Perpetua's Data Strategist or request assistance through our Live Chat Support team.