Audience Targets
Audience targets are groups of users, which are defined by Amazon, that can be targeted with ads. There are three main types of audience targets:
- Amazon Audiences: A set of predefined users that can be targeted based on their amazon shopping behavior.
- Views Remarketing: Targets users who have already viewed your advertised product, viewed products that are similar to your advertised product, or viewed products in a category of your choosing.
- Purchases Remarketing: Targets users who have previously purchased a product. Useful for promoting related or complementary products.
Amazon Audiences, Views Remarketing and Purchases Remarketing can be used together in a single Ad Group. As we know each Ad Group can only have one target type, but these are all considered to be subsets of the same target type Audience Targets.
Availability
Audience targeting is available for the following ad types:
| Ad Type | Audience Targeting |
|---|---|
| Sponsored Products | ❌ |
| Sponsored Brands | ❌ |
| Sponsored Display | ✔ |
Amazon Audiences
Amazon Audiences are a set of predefined users that can be targeted based on their amazon shopping behavior. Amazon Audiences are broken down into four categories:
Lifestyle: Audiences whose shopping and streaming behaviors suggest certain lifestyle preferences and affinities.
Interests: Audiences whose shopping activity suggests a durable interest in specific categories.
Life Events: Audiences with recent activity around life moments such as moving or getting married.
In-Market: Audiences whose recent activity suggests they are likely to buy products in a certain category.
For example here we have picked two audiences, In Market > Headphones and Interests > Music enthusiasts
Views Remarketing
Targets users who have already viewed your advertised product, viewed products that are similar to your advertised product, or viewed products in a category of your choosing.
For example here we have picked three audiences, Views Remarketing > Wireless Headset category, Views Remarketing > Similar Products and Views Remarketing > Advertised Products.
Purchases Remarketing
Targets users who have previously purchased the advertised product, or related products. This is mostly useful for consumable products which we can expect a user to purchase multiple times. Like laundry detergent, toothpaste etc.
