Insights and planning
Audiences
Make connections that matter
Discover and reach relevant audiences through tailored campaigns informed by insights. With billions of proprietary audience signals and a breadth of simple tools, we can help you build an insight-driven audience strategy to make more meaningful connections.
Reach audiences where they are
Be where audiences are shopping, browsing, and streaming, and use our breadth of signals to understand how to reach them at the right place and time.
Connect through messages that matter
Amazon Ads harnesses billions of unique, proprietary signals to help you reach relevant audiences on Amazon and beyond, even when ad identifiers are not present.
Have a flexible audience strategy
Build your audience strategy based on your unique business objectives. Discover new audiences, leverage our robust menu of segments, and combine our signals with your insights to make better connections.
Featured solutions
Audience insights
Compare brand-specific insights with existing market research to analyze the difference between your audiences on- and off-Amazon. Identify new campaign opportunities and look for audience behaviors to inspire new ideas.
Persona Builder
Dive deeper to understand which products and categories interest your audience. Brands of all sizes can create and get insights on custom, composite audience expressions that reflect today’s complex purchase pathways.
Amazon Audiences
Access thousands of à la carte audience segments fueled by our billions of unique and proprietary signals. We then apply these signals to reach relevant audiences and drive high-value outcomes on Amazon.com and beyond.
Advertiser Audiences
Incorporate your own audiences into your Amazon Ads campaigns by onboarding directly into Amazon DSP or through Amazon Marketing Cloud (AMC). Reach new audiences, extend reach, remarket to loyal customers, or optimize campaigns.
FAQs
A target audience is a set of signals and conditions used to reach a group of consumers with relevant media and/or creative.
Your campaigns will be more successful if you have identified target audiences with a considered strategy of how to engage with them. Ads that are sent to broad audiences without considering relevance tend to have less engagement than ads sent to relevant audiences. Identifying target audiences also helps you optimize your media budget by only reaching audiences who might be interested your product.
Audience segmentation is a strategy defined as the organization of various types of audiences, to reach them with your ads and campaigns. By dividing your customers into audience segments, it becomes easier to reach them with relevant ads. In contrast, creating ads with a broad or generic statement can make them less likely to appeal to customers.
Identifying your audience will vary by advertiser, but in general you will want to understand all of the signals available, evaluate past campaign behavior and your current campaign goals in order to identify what audiences you want to reach on a given campaign.