Launch announcement

Amazon Attribution (AA) is launching a new custom audience feature, that provides AA customers with a new re-marketing capability. Amazon Attribution re-marketing allows you to reach audiences directed from your off-Amazon ad traffic into Amazon, in the last 30 days. This audience is available in Amazon DSP.

Advertisers can reach, re-engage and re-market to the Amazon Attribution audiences that have been directed to Amazon through their off-Amazon advertisements. This new audience segment enables advertisers to re-market within Amazon to help improve conversion, as these customers have already expressed interest in the product by clicking your off-Amazon ad. Advertisers can improve full funnel marketing effectiveness by combining AA campaigns with re-marketing through Amazon Ads. For eligible re-marketing conversions, US brand owning sellers enrolled in the Brand Referral Bonus will continue to receive the bonus. The Brand Referral Bonus (BRB) program gives eligible US brand owning Sellers a bonus credit worth an average of 10% of the sales price on sales generated from non-Amazon marketing efforts measured with Amazon Attribution.

• Audience will be available for all sellers, who are onboarded to Amazon Attribution and have directed enough traffic to Amazon using AA tags
• This new audience will be available in Amazon DSP, under Custom-Built high level category.
• New Amazon Attribution audience will be accessible through existing audience APIs

• Amazon DSP