Launch announcement

Similar audiences utilizes the latest in AI to enhance your campaign reach to consumers exhibiting similar shopping, streaming, or browsing behaviors or interests as your selected audiences. Advertisers can now activate similar audiences on any line item using custom-built audiences based on Amazon shopping interactions or Amazon in-market, interest-based, and lifestyle audiences.

Similar audiences is one of the tactics enabled by Amazon DSP Ad Relevance - an innovative approach to deliver relevant ads to consumers wherever they're spending their time, regardless of ad ids. It uses the latest in AWS-powered AI to analyze billions of browsing, buying, and streaming signals in conjunction with real-time information about the content being viewed to understand where customers are in their shopping journeys, and serve them relevant ads across devices, channels, and content types.

Similar audiences enable advertisers to efficiently reach new, highly relevant customers who share similar interests or behaviors with their existing audience. This feature allows you to define your targeting parameters or specific ideal customer profiles and then expand ad reach to new-to-brand or high-conversion customers at scale, without relying on ad identifiers

This launch further simplifies reaching similar audiences in Amazon DSP by consolidating it into a single opt-in checkbox, conveniently located within the line item page, and accounting for all included audiences.

• When setting up a campaign in Amazon DSP, self-service advertisers should go to the “Line item” page, and then click Audiences to select their audiences. To opt in to similar audiences, tick the Reach similar audiences checkbox. The checkbox will only be available if advertisers have selected at least one audience. See the example UI experience below:

• Amazon DSP
• Public API