Amazon Marketing Cloud (AMC) Audiences can now be used in Sponsored Ads

With AMC, advertisers gain in-depth understanding of customers’ journeys across Amazon Ads media and channels. This launch helps advertisers take action on these insights across Amazon Ads vs previously only in Amazon DSP. This helps advertisers build strategies that span Amazon Ads touch-points. With this launch, advertisers that use sponsored ads, can build audiences tailored to their brand and products. Advertisers can utilize eligible signals across sponsored ads, Amazon DSP, Amazon Insights (beta) and advertiser signals brought into AMC to create audiences. This gives advertisers a tool to increase the relevance of their ads. For example, an advertiser can build an audience similar to their high value shoppers to expand reach of their campaigns or reengage audiences reached through Amazon DSP Streaming TV campaigns. Through this launch, advertisers can leverage granular AMC insights to more efficiently move customers along their journey, down the funnel. Leveraging AMC Audiences to adjust bidding controls for Sponsored Products and Sponsored Brands, helps advertisers build full-funnel strategies and focus their investments on customers who are most likely to convert.