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Amazon Marketing Cloud Audience Creation Step by Step Tutorial 2025

Published on April 29, 2025

About this video

Amazon Marketing Cloud Audience Creation Step by Step Tutorial 2025 - In this video, we walk through the process of creating and using custom audiences-specifically cart abandoners-using Amazon Marketing Cloud (AMC). Learn how to segment your audience, set up rule-based and lookalike audiences, and optimize your campaigns to re-engage shoppers who added products to their cart but didn’t complete the purchase.

We start by demonstrating how to filter for cart abandoners in AMC, including additional variations like audiences who added items to a wishlist or registry, or those who interacted with specific Amazon DSP campaigns. You’ll see how to select the right audience type, whether rule-based or lookalike, and understand the different tiers of similarity and reach-from highly targeted segments to broader audiences, depending on your campaign goals.

Naming conventions are covered in detail, emphasizing the importance of including brand names and date ranges for clarity, especially when managing multiple accounts or brands. We discuss the value of detailed descriptions for each audience, particularly when targeting specific ASINs or product portfolios. The video explains the limitations you might encounter, such as the minimum audience size required (2,000 people) for use in Sponsored Ads and how to adjust your date range to expand the audience if needed.

Once your custom audience is created, we explain the waiting period before it becomes available in Campaign Manager and show you how to apply it in your campaigns. You’ll see where to find new audience options under bid adjustments, alongside placement and Amazon Business settings, and how to analyze performance for all shoppers versus your custom segments.

Throughout the video, we highlight best practices for Amazon listing optimization when retargeting cart abandoners. This includes segmenting audiences for more precise messaging, offering incentives like discounts, providing additional product information, and showcasing key benefits to drive conversions. We also touch on the importance of keeping your campaigns relevant by targeting only those shoppers who showed interest in specific products, ensuring your retargeting efforts are both efficient and effective.

Whether you’re new to Amazon Advertising or looking to refine your audience targeting and listing optimization strategies, this video provides actionable steps and expert insights to help you recover lost sales and improve your overall campaign performance.

Timestamps: - 0:00 Introduction to custom audiences and cart abandoners in AMC - 0:08 Filtering for cart abandoners and other audience variations - 0:41 Setting up rule-based vs. lookalike audiences - 1:19 Audience naming conventions and best practices - 2:13 Adding detailed descriptions and targeting specific ASINs - 2:56 Minimum audience size limitations and workarounds - 4:02 Audience creation and processing time - 4:20 Using custom audiences in Campaign Manager - 4:39 Bid adjustments and analyzing audience performance

#amc #amazonmarketingcloud #amazonads

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Transcript

Okay, for example, let's go here. So, I moved to instructional queries. I hit audience filter and uh let's do cart abandoners. So, audience that added to cart but did not purchase. Additional variations are like uh audiences who added to to a wish list or or registry. Um or maybe those who saw the Amazon DSP campaign but not not another one. So I'm going to select the cart abandoners because it's a sandbox environment. As I said, you cannot choose an advertiser here. So the I I cannot create the audience, but you'll get the picture. Now you can see you can set the of course select your your account that you're managing. Uh audience type, you can set like a rule based audience defined here or you can select a lookalike audience based on already existing audience. And there are several different tiers of how broad you want to let system go. So you can go like most similar one hover over here and it's going to be almost the same um with the same properties as already defined. So depending on relevance in a ge geography but most broad it's going to be like huge. So this is like up to 10 million and most solenoids it's only 1 million. So what uh to keep things yeah for this example cart abandoners if you take that sample audience and create a lookalike audience so it's going to be who based on your cart abandoners who are other people who who buy on Amazon who could potentially be your cart abandoners I don't know potential buyers um so you define the name of an audience and if If you manage multiple accounts or have multiple brands, I recommend due to the limitations that I will show you, I would recommend to add also the brand name here. So, uh I would call this AMC uh audience like brand whatever Lego then something like um cart abandoners. And now I I usually like to add like the date range last 30 days. You you can add a description if it's description is very useful because sometimes you will have multiple of these very often and if there are certain types of uh certain specifics like if if it's limited to the certain asens or certain um portfolio of products like like part of your catalog then you want to add that as as a description so you don't mix it up. Uh there's an option to option to auto adjust date. Uh but I just keep it usually at last 30 days. And if you want you can select only for certain asins but if not it's just going to be like all carter benders which is not that precise because you don't want to add audience of uh somebody who saw your if you're selling a a football you don't want to add your cart abandoners to the campaign that sells not only footballs but I don't know pencil cases or whatever else. So try to be as specific as you can here but with a limitation that audience cannot be used in um sponsor ads in campaign manager if it's less than 2,000 people. So that's a limitation. So this may not work if you add additional asens to include. This may not work if your account is not that big or if you don't have uh so many people in your audience of cart abandoners. If that's also limitation, you will see that only after you create the audience, Amazon's going to check the audience and create it. It goes pretty quick uh like 30 minutes, an hour depending on the audience size. Um and if it's too small, then what you can do, you can just increase the the date range. you can go up to 365 days. So that's that's like an a workar around. Then you hit create audience. And what's going to happen when you create that audience? You need to wait for a few days, typically 48 hours or 2 days until that audience as an option uh appears in your campaign manager. And this is how it's going to look like after a few days. So don't get worried if you don't see it that that quickly. So once you go to your campaigns under the bid adjustments used to be placement adjustments now bid adjustments you will see an option aside from all placements and Amazon business placements you will see additional option for audiences and there you're going to see only all shoppers and the stats for all shoppers and you will have an options to change audience

Frequently asked questions

What is the difference between a rule-based audience and a lookalike audience in Amazon Marketing Cloud?

A rule-based audience is defined by a specific behavior you specify, such as shoppers who added your product to cart but did not purchase within a selected date range. The audience consists exactly of those shoppers who meet that criteria. A lookalike audience starts from an existing audience you have already built and asks Amazon to find other shoppers on the platform who share similar behavioral characteristics. When creating a lookalike, you select a similarity tier ranging from most similar, which produces a smaller and more targeted group of roughly one million shoppers, to most broad, which expands the reach to up to ten million shoppers with looser behavioral matching. Lookalike audiences are useful for prospecting new customers who resemble your best existing audiences without requiring those shoppers to have previously interacted with your brand directly.

What naming convention should you use when creating AMC audiences, and why does it matter?

A clear naming convention is essential when managing multiple brands or accounts because AMC audiences accumulate quickly and the interface provides limited context once they are created. A practical format includes the source tool, such as AMC, followed by the brand name, the audience type such as cart abandoners or wishlist, and the date range used. For example: AMC-BrandName-CartAbandoners-30days. When an audience is limited to specific ASINs or a particular product portfolio rather than the full catalog, that should also be noted in the description field at creation time. Without this detail, it becomes difficult to identify which audience applies to which campaign when returning to the account days or weeks later.

What do you do when an AMC audience is too small to use in Sponsored Ads campaigns?

Amazon requires a minimum of 2,000 shoppers in an audience before it can be applied as a bid adjustment in Campaign Manager. If an audience built from cart abandoners over the last 30 days falls below this threshold, the most straightforward solution is to extend the date range. AMC allows lookback periods of up to 365 days, so expanding from 30 to 60 or 90 days will typically include enough additional shoppers to meet the minimum. If the audience is already scoped to specific ASINs, removing the ASIN filter to include all cart abandoners across the full catalog is another way to increase the size. The minimum size check happens after you submit the audience creation request, so you will only know whether it qualifies once Amazon has processed it, which typically takes 30 minutes to an hour.

How long does it take for an AMC audience to become available in Campaign Manager, and where do you apply it?

After an AMC audience is created and passes the minimum size threshold, it typically takes around 48 hours before it appears as an option in Campaign Manager. Once available, you find it under the bid adjustments section of a campaign, alongside the existing placement adjustments and Amazon Business settings. A new tab for audiences will appear there, showing all shoppers as the default segment and listing any AMC audiences that have been created for that account. You can then set a bid adjustment percentage for shoppers in that audience, increasing your bid when a shopper matching the audience criteria triggers your ad. Starting with a significant increase, such as 50 to 100%, is generally recommended to give the audience enough bid priority to generate meaningful data before optimizing the adjustment further.