Launch announcement

Re-engage with your audiences directed to the Amazon store ad traffic from anywhere with Amazon Attribution re-marketing

13 September 2023

What’s launched?

Amazon Attribution (AA) is launching a new custom audience feature, that provides AA customers with a new re-marketing capability. Amazon Attribution re-marketing allows you to reach audiences directed from ad traffic anywhere customers spend their time into Amazon, in the last 30 days. This audience is available in Amazon DSP and Sponsored Display.

Amazon Attribution audience in ADSP

Amazon Attribution audience in Amazon DSP

Amazon Attribution audience in Sponsored Display

Amazon Attribution audience in Sponsored Display

Why is it important?

Advertisers can reach, re-engage and re-market to the Amazon Attribution audiences that have been directed to Amazon advertisements from anywhere. This new audience segment enables advertisers to re-market within Amazon to help improve conversion, as these customers have already expressed interest in the product by clicking your ad. Advertisers can improve full funnel marketing effectiveness by combining AA campaigns with re-marketing through Amazon Ads. For eligible re-marketing conversions, US brand owning sellers enrolled in the Brand Referral Bonus will continue to receive the bonus. The Brand Referral Bonus (BRB) program gives eligible US brand owning Sellers a bonus credit worth an average of 10% of the sales price on sales generated from non-Amazon marketing efforts measured with Amazon Attribution.

Where is the feature available?

  • North America: United States

Who can use it?

  • Audience will be available for all sellers, who are onboarded to Amazon Attribution and have directed enough traffic to Amazon using AA tags
  • This new audience will be available in Amazon DSP, under Custom-Built high level category.
  • This new audience will also be available in Sponsored Display, under ‘Audience Targeting → Amazon Audiences → Custom Built. The Amazon Attribution audience in Sponsored Display will include on-Amazon look-alike audiences as well (Audiences directed from ads anywhere customers spend their time)

Where do I access it?

  • Amazon DSP

You spoke, we listened

This launch or feature update is as a result of advertiser driven feedback