Launch announcement

Similar audiences (beta) 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. This feature helps you serve ads to these highly relevant prospective customers more efficiently at scale, without relying on third-party cookies or ad identifiers. With this beta launch, advertisers can activate similar audiences on any line item that includes custom-built audiences based on Amazon shopping interactions.

Similar audiences are valuable for advertisers with precise targeting parameters or specific ideal customer profiles. By leveraging the best of Amazon Ads AI technology and proprietary signals, similar audiences enables advertisers to serve ads efficiently at scale to consumers with similar interests and behaviors as their existing audiences. With similar audiences, advertisers can reach new, highly relevant potential consumers while maintaining precision in targeting settings.

This launch streamlines the experience of reaching similar audiences in Amazon DSP and integrates it into the line item page, unifying it behind a single opt-in checkbox that takes into account all audiences included in the line item.

• 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