25 October 2023

Amazon Marketing Cloud now supports flexible audience segment insights (beta)

Announced at unBoxed 2023

What’s launched?

Brands can now use Amazon Marketing Cloud (AMC) to generate more comprehensive audience segment insights and create a wider range of custom audience options. The newly launched Audience Segment Insights (beta) feature, in addition to the Flexible Shopping Insights (beta), is available through the Amazon Insights subscription. Brands can use the feature with other AMC paid features and free-tier functionalities to further customize their AMC experience.

Why is it important?

This new feature allows advertisers to expand the types of aggregated and anonymized insights and the audiences they can generate from AMC, complementing the standard advertising reporting and audience building functionalities in Amazon DSP. Currently offered as part of the monthly Amazon Insights subscription, the feature gives brands flexibility to try the feature and tailor their AMC experience based on their business needs.

Here are just a few of the ways in which brands can utilize the new feature:

  • Gain a richer perspective on audience performance: Advertisers can evaluate audience performance by advertising metrics as well as shopping metrics in Amazon stores and other outlets. This allows advertisers to determine high-performing segments, optimize audience strategy and create new Amazon DSP audience groups.
  • Discover audiences with unique brand relation and shopping patterns: Advertisers can assess attributes of audiences with unique shopping patterns, such as new-to-brand customers, seasonal shoppers and repeat purchasers. This allows advertisers to develop unique audiences that support specific campaign or business purposes, and serve more relevant ad experience to their customers.
  • Quantify the potential of extending brand reach: Advertisers can measure the penetration of their advertising investments among relevant audience segments. This provides advertisers with additional ways to measure reach performance, and to uncover opportunity areas to drive additional ad exposure and engagement.
  • Form a more holistic understanding about advertiser’s own audience base: Advertisers can bring their first-party signals into AMC and join their pseudonymized information with insights from this feature. This allows advertisers to obtain more comprehensive understanding of their customers, and build custom Amazon DSP audiences via AMC based off cross-source analysis.

Example insights and actions enabled by the new feature

Analysis and insights

Example insights and actions enabled by the new feature

Where do I access it?

  • AMC UI (via the “Paid Features (beta)” tab

Who can use it?

  • AMC customers

Where is it available?

North America
  • CA
  • US
  • DE
  • ES
  • FR
  • IT
  • UK
Asia Pacific
  • AU
  • JP