Launch announcement

Sponsored TV launched standard pre-packaged Amazon audiences to reach lifestyle, interests and life events based audiences. This launch gives you access to pre-built audiences using Amazon’s first-party shopping and streaming signals through Sponsored TV.

Through Amazon audiences, advertisers can reach new prospective audiences to drive awareness and consideration of their brands. These audiences fit into four segments—each informed by billions of first-party shopping and streaming signals:

• Lifestyle: Positioned for awareness campaigns, these audiences reflect a variety of shopping and viewing signals, including shopping on Amazon, browsing on IMDb, streaming on Prime Video, or streaming on Twitch. These behaviors reflect shared preferences and map to lifestyle segments such as “Foodies,” “Sports Enthusiasts,” “Tech Enthusiasts,” and more.
• Interests: Interest-based audiences allow advertisers to help raise awareness with prospective buyers based on what they frequently browse and buy. Examples of these audiences include “Interested in Canadian History” and “Interested in Interior Design.”
• Life Events: Life Events audiences give brands the opportunity to drive awareness and consideration for relevant products based around life moments, such as “Traveling Soon” for shoppers going on vacation.
• In-market: In-market audiences allow advertisers to engage audiences who have been recently shopping for products in a given category. Advertisers can reach audiences in the same category as their advertised products to drive consideration, as well as try out entirely new audience segments to help drive product awareness. These audiences supplement the in-market categories that are currently supported for Sponsored TV, while ensuring there is no duplication of top-level categories.

• All Sponsored TV eligible advertisers

• Advertisers can use the endpoint /st/targets and expression types AUDIENCE_SAME_AS_INTEREST, AUDIENCE_SAME_AS_IN_MARKET, AUDIENCE_SAME_AS_LIFESTYLE, AUDIENCE_SAME_AS_LIFE_EVENT to add Amazon audiences to their Sponsored TV campaigns.