Precision meets proximity: Amazon Ads launches radius targeting for location-based advertising

In today's competitive advertising landscape, reaching the right customers in the right place has never been more critical. While digital advertising has mastered the art of reaching audiences based on demographics, interests, and behaviors, one fundamental question has persisted: How do you effectively reach customers who are physically near your business locations?

The new radius targeting capability on Amazon DSP answers this question, transforming location-based advertising into a resource for customer acquisition.

The growing location-based advertising market

The global location-based advertising market is projected to reach $356.67 billion by 2033, growing at an impressive 14.23% compound annual growth rate (CAGR).¹

Consumer behavior is driving the demand behind this growth: 80% of consumers today willingly share location data in exchange for personalized marketing benefits.²

Introducing radius targeting

The radius targeting feature in Amazon DSP allows advertisers globally to reach audiences within a specific distance from any location—enabling advertisers to set pre-defined areas between 2–100 miles or kilometers and up to 1,000 locations per line item.

Advertisers can define locations in several different ways through various methods. They can use address or business name searches for easy setup, input latitude and longitude coordinates for precise targeting, utilize interactive map pin placement for visual campaign planning, and perform bulk location uploads for enterprise-scale campaigns.

The visual interface clearly displays include and exclude areas, allowing advertisers to overlap included and excluded areas based on their needs.

Amazon's unique data advantage

Unlike standalone location-based advertising solutions, Amazon DSP radius targeting can be combined with Amazon's comprehensive understanding of customer purchase behavior, shopping patterns, and cross-device activity. This means advertisers aren't just reaching customers near their locations—they're reaching customers with demonstrated purchase intent and shopping behaviors that align with their business goals. Audience forecasting helps ensure campaign delivery, addressing one of the biggest challenges in location-based advertising: scale.

A complete suite of location targeting capabilities

Amazon DSP radius targeting represents just one pillar of a comprehensive location-based advertising suite designed to address every aspect of a geographic marketing strategy. For advertisers seeking strategic intelligence about where to focus their efforts, Geographic Insights and Activation (GIA) leverages Amazon's first-party retail signals to identify high-opportunity regions where brands underperform relative to category demand—transforming geographic variability into growth opportunities through data-driven market expansion. Meanwhile, location-based interactive video ads on Prime Video elevate geographic targeting into premium engagement experiences, allowing brands to customize streaming content by location while enabling direct customer interaction through features like "Send to Phone" directly from TV screens, reaching over 300 million monthly ad-supported viewers. Together with radius targeting, these three capabilities create a unified offering where advertisers can strategically identify opportunities, reach relevant audiences, and drive immediate action.

Getting started

The feature launched in open beta earlier this quarter and is available worldwide for advertisers and agencies.

Setup is straightforward: advertisers access the line item location targeting settings, switch from "Location" to "Radius" search type, and begin defining their areas using the interactive map interface.

To get started, access the line item location targeting settings in your Amazon DSP account and explore the new radius targeting capabilities.

Sources

¹ Straits Research - Location-Based Advertising Market Size, Share & Trends Report by 2033, Global, 2025.

² Gitnux-Location Based Marketing Statistics, Global, 2025.