Amazon DSP Ads Audiences - Step by Step Tutorial 2025

Published on February 27, 2025

About this video

Amazon DSP Ads Audiences Step-by-Step Tutorial 2025 - In this video, I dive into the powerful world of Amazon DSP audience creation, showing you how to strategically target users who have engaged with your competitors' products.

Amazon DSP (Demand-Side Platform) offers sophisticated targeting capabilities that most sellers aren't utilizing effectively. By creating custom audiences based on competitor ASINs, you can reach potential customers who are already in the market for products similar to yours - making your ad spend work harder and more efficiently.

## Why Custom Audiences Matter in Amazon Advertising

The key to successful Amazon advertising isn't just bidding higher - it's targeting smarter. Custom audiences allow you to:

- Reach users who have viewed competitor products but haven't purchased yet - Create exclusion audiences to avoid wasting spend on certain customer segments - Target based on specific user behaviors like product views, purchases, or searches - Refine your targeting with demographic data for maximum relevance

Amazon's DSP platform provides incredible flexibility with audience creation options. You can target based on demographics (age, gender), household information, income levels, browser types, and in-market audiences. This level of targeting precision simply isn't available in standard Sponsored Ads campaigns.

## Types of Product-Based Audiences You Can Create

When building product-based audiences in Amazon DSP, you have several powerful options:

- *Product Views* - Target users who viewed detail pages of selected competitor products - *Product Purchases* - Reach users who bought specific competitor products - *Similar Product Views* - Target a broader audience who viewed products similar to your selected items - *Product Searches* - Connect with users who searched for keywords related to your selected products - *Subscribe & Save* - Target users with active subscriptions to competitor products

For competitive targeting, the product views audience is particularly valuable. This allows you to reach users who have shown interest in competitor products but haven't committed to a purchase yet - making them prime candidates for your advertising.

## Strategic Audience Naming and Management

As you build multiple audiences, proper naming becomes crucial. Include the audience type and lookback period in your audience names (e.g., "Competitors-ProductViews-30days") to make them easily identifiable later.

For lookback periods, you can select different timeframes depending on your strategy. Product purchases can look back up to 365 days, while other audience types typically allow up to 90 days. For competitor targeting, a 30-day lookback is often appropriate since you want to reach users who have recently shown interest.

By thoughtfully building these custom audiences, you can ensure your Amazon DSP ads reach the most relevant potential customers at the optimal time in their buying journey - giving you a significant edge over competitors who are using less sophisticated targeting methods.

## Timestamps: 00:00 - Introduction to DSP audience creation 00:37 - Navigating the Amazon DSP console 01:00 - Overview of demographic audience options 01:52 - Household targeting capabilities 02:36 - Creating a new audience 03:21 - Product audience options explained 04:18 - Adding competitor ASINs 04:35 - Understanding different audience behaviors 06:08 - Naming your audiences effectively 07:21 - Setting lookback periods 08:20 - Creating multiple audience types 09:48 - Conclusion and next steps

For personalized assistance with your Amazon Advertising strategy, visit https://amazoniappc.com ------------------------------------------------------ Some product links are affiliate links, which means that if you make a purchase, we'll receive a small commission.

💡 If you need a *Helium 10* tool, which we strongly recommend as the industry standard, you can use this link to signup and get 20% OFF for 6 months: https://i.helium10.com/K05Qo9

💡 Use the *Amazon Reimbursements* program to return your money from Amazon for damaged and lost inventory. Any new seller that uses this referral link will get **$400 in free FBA reimbursements.** No promo code is necessary! Use this Getida Link: https://get.getida.com/i3t3sn8cj5x2

💡 If you're still not using *PickFu* you should definitely start! For a 50% OFF on your first PICKFU poll use the coupon AMAZONIA or visit this link: https://www.pickfu.com/#_r_amazonia

💡 Get *2 months* of Free Trial for *SellerBoard* using this link: https://sellerboard.com/?p=01820

Free offer

Get a Free Account Audit

Let our Amazon PPC experts review your account and show you exactly where you're leaving money on the table — no strings attached.

Transcript

hi guys and welcome to another video on Amazonia YouTube channel in today's video I'll be continued with the DSP Series so I'll be covering how to create an audience inside Amazon DSP now for this occasion I'll be creating an audience of users who viewed specific set of asens of our competitors and then build an audience off of them additionally after that we can also go one step further and create a looka but let's stick to the topic now once inside the Amazon DSP console on the left as usual you will see your orders line items creatives and there's also the audien sections once you click there you will be presented with this one you can go and browse everything that's available here because it will give you an Insight on what's possible and what's not for example the the very basic is demographic audience where you can for example limit uh your Audience by D and you do this uh during the creation of a light item as we did in our previous video when we created a line item for desktop so if you create an audience and also you add these demographics there for example if you know that your audience is typically aged uh 55 to 64 when you add this audience um you will only target those people so will you will not spend your precious advertising spent on people who are maybe 20 years old or 25 to 34 if you it's just a imaginary scenario but still if that's the case then you can Nar it down uh to your target demographics same goes for the gender same goes for the home own ownership which is very good what no sound it used to be um maybe it's it's for this specific account but typically uh you can have also that as a breakdown Like Home Ownership then this there's the the household you can see like customers in households with children it's kind of freaky how Amazon knows that knows this but they do it most probably because of the buying behaviors like if you are a parent and you keep buying like uh close for one year olds then close for next year close for two year olds and so on so they can quickly put you in a bucket and then you land as a demographic there's the income I'm not going to go through all of them but just show you that some of some of the uh audiences pre-built that you can use then you can also add different browsers different devices in Market audience so you can really go crazy for this for this specific use case scenario are we're going to Target the users who saw products of our competitors but didn't buy we'll go to click new audience and here you will be presented with the next screen these are all the options that you can use to create an audience the one that we will use is going to be products so Shoppers who engage with products on Amazon there are different kind of uh options here you can upload your lists uh email lists uh this would be like hashed audience data because Amazon will hash everything and hide the information about the specific users but anonymize the what you upload then there's the off Amazon conversions if you use some kind of um tag external tag then you can add that as well website traffic from Amazon ads tag etc etc so you can it's kind of visible clear from from what it written over here so let's go to the product section right now now here's where the the magic is going to happen Okay so now I already have a list some of the acents that I found using helium 10 blackbox and selected the number of of them that I want to use okay copy and enter list like here and add them bunch of household cameras here so now that we added 9 of them for a start um you can go up to th here then this goes for the every custom audience that you create you have an option to create these five different audience Behavior so um as you can see for product views over here similar product views product searches product purchases and sub subscribed and save product views consist of audiences that viewed any detail page of the selected products product purchase consists of audiences that purchased any of the selected products obviously similar product views that like really more more broad audience based on what you input over here as an is an as list consists of audiences that viewed any detail page of products that are similar to the select products it's kind of already you get a look like audience when you create this one and product searches consist of audiences that searched for keywords related to the select process this one is really really broad so I do create it but I've never seen great success with it maybe it's about me but still and subscribers say the last one consists of audiences that have active subscriptions of any of the selected products so it's with this subscribe and save audience you can Target the your competitors uh previous buyers who already have active subscrib and S subscription uh on them so to take the the buyers from them um similar as as with everything else we need to have an audience name that clearly defines what you can you what what you have here which you will see later on in your audience list try to be as specific as possible because as you build out many different audiences you will have difficulties finding the right one in the drop down list also it's recommended that you add a description but for this occasion I'm going to skip that but make sure to add that okay product purchase because these are the competitors I'm going to use something like um let's say every yeah every audience will have this addition like something something Dash product purchases something something Dash product views and then uh here you define the look back period um because look back period cannot be seen later on in the audiences I always add look back period in the audience name so let's do something like competitors uh for the look back let's go and use yeah let's use 30 days dash 30 days this is usually how I do it there are different look back periods here um some of them are longer than the others while some of them can be up to a year but most of them are up to 90 days if I'm not mistaken you can build a product purchases uh look back up to 365 days and for the rest of the Tre you can use up to 90 days so for competitors here because this is kind of a product where when somebody already bought it there are really minimal chances that they will again buy our product in next 30 days but nevertheless I'm going to create this list just because I want to have it because maybe we we can use it as exclusion list so exclude those who already bought for example so let's uh Che take that that one as as the because we want to create it then let's move to the product views so competitor 30 days yeah let's do also views here sales just for the sake that we are safe that we're going to have that as a as an audience name because it's going to be easier for us also to browse and search through the audience list later on similar product use let's do that as it look like competitors 30 days same same thing as before I'm going to call it look Al ey let's do product searches and let's do the last one subscribe and save why not maybe we can win some of these now that would be all now when you click save what you will be presented with uh that it's going to take some time for the audience to be created sometimes it's 5 minutes sometimes it's 15 minutes depending on the on the audience uh this is actually a prere prerequisite that you can now go ahead into the line item that we created and add this audience some of these audiences over there I'm going to do that uh when we start to build a line item for mobile devices H so stay tuned let me know if this wasn't clear but it's pretty straightforward process you select your uh audience type from from the product interactions and then you paste your as list and you build out an audience let me know if you have any further questions in the comment section and I'll be glad to answer them all stay tuned for the next videos on DSP bye-bye guys

Frequently asked questions

What are the five product-based audience types available in Amazon DSP, and when should each be used?

When you create an audience from a list of ASINs in Amazon DSP, you can choose from five behavior types. Product views targets shoppers who viewed the detail page of any of the selected products, which is the most commonly used type for competitor conquesting because it captures people who showed purchase intent without completing a sale. Product purchases targets shoppers who actually bought one of the selected products, which is most useful as an exclusion audience to avoid spending impressions on people who already converted. Similar product views casts a broader net by including shoppers who viewed products similar to your selected list, functioning almost like a lookalike audience. Product searches targets shoppers who searched for keywords associated with your selected products, which tends to produce a very large but less precise audience. Subscribe and Save targets shoppers with active subscriptions on any of the selected products, which is an interesting option for winning repeat buyers away from a competitor consumable.

How do you build a competitor-based audience in Amazon DSP?

Inside the DSP console, navigate to the Audiences section and click New Audience. Select the Products category, which covers shoppers who have engaged with specific products on Amazon. Paste your list of competitor ASINs, which you can gather using tools like Helium 10 Black Box or Cerebro. You can include up to 1,000 ASINs in a single audience. Then choose the behavior type you want to build, for example product views for the last 30 days. Name the audience in a way that includes the behavior type and lookback period, since this information is not visible in the audience list later and naming conventions become essential as your audience library grows. The audience typically takes between 5 and 15 minutes to be created after saving.

What lookback period should you use when building a competitor product audience?

The right lookback period depends on your product category and typical buying cycle. Most audience types support lookback windows up to 90 days, with product purchases extending to 365 days. For competitor product views, 30 days is a common starting point because it captures shoppers who were recently active and are still likely to be in a buying phase. Shorter windows like 7 days create a smaller but more recent and higher-intent audience. Longer windows like 90 days create larger audiences but include people who may have already made a purchase decision elsewhere. The lookback period cannot be seen in the audience list after creation, which is why it should always be included in the audience name itself.

Why is it useful to create a product purchases audience from competitor ASINs even if you plan to use it mainly as an exclusion?

A competitor purchases audience identifies shoppers who have already bought from a competing brand. In most cases, these buyers have satisfied their immediate need and are unlikely to buy the same type of product again soon, which makes them poor targets for conversion-focused remarketing. By building this audience and applying it as an exclusion in your line item targeting, you avoid spending impressions on shoppers who have low probability of converting. This allows your budget to concentrate on the more valuable product views audience, which consists of shoppers who considered but did not buy, and is therefore a much stronger candidate for winning a new sale.

What naming convention should you follow when building DSP audiences, and why does it matter?

As DSP accounts grow, audiences accumulate quickly across multiple products, campaigns, and objectives. When adding an audience to a line item, you select from a dropdown list with no visible metadata other than the name. If audiences are named generically or inconsistently, it becomes impossible to tell them apart when managing multiple accounts or revisiting a campaign weeks later. A practical convention is to include the targeting source such as competitors or your own brand name, the audience behavior type such as product views or purchases, and the lookback period in days. An example would be: Competitors-ProductViews-30days. This structure makes every audience immediately identifiable without needing to open it for inspection.