Amazon Marketing Cloud - Using AMC High Value Audiences to Build Targeted Customer Segments

Published on January 30, 2026

About this video

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This is part 2 of my Amazon Marketing Cloud series where I show you how to use the high value audiences solution to create targeted audiences for your Amazon advertising campaigns. This tool makes it easy to segment your customers and build look alike audiences that you can add to your sponsored ads campaigns.

In this video, I walk through the process of creating audiences based on customer purchase behavior inside Amazon Marketing Cloud. You'll see how to work with the purchases section and missed opportunities section to identify valuable customer segments. I explain how you need at least 500 people in a segment to create an audience from it.

I show you how to select different percentile segments based on your product sales data and average product sales. You can choose segments like the 70 to 95 percentile or group multiple segments together if individual ones don't meet the 500 person minimum. The key is finding the right baseline segment that matches your business goals.

When creating your audience, you have options to filter by new to brand customers only or include existing customers. You can also adjust the similarity settings to create either a most similar audience or a broader one if you want to expand your reach. I stress the importance of naming your audiences properly and adding descriptions so you can keep track of them as you scale.

This Amazon Marketing Cloud feature integrates directly with your Amazon PPC campaigns and sponsored products, making it a powerful tool for Amazon advertising optimization. In my next video, I'll cover the missed opportunity section and show you additional strategies for creating audiences to capture those potential customers.

Contents: 00:00 Introduction to High Value Audiences Solution in Amazon Marketing Cloud 00:23 Understanding Purchase Percentages and Missed Opportunities Overview 00:47 Creating Audiences from Cart Abandoners and Baseline Requirements 01:27 Selecting Customer Segments Based on Product Sales Data 02:15 Customizing Audience Settings and New to Brand Filters 02:52 Audience Similarity Options and Naming Best Practices 03:34 Next Steps for Missed Opportunity Section

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Transcript

Hey guys, this is part two of my previous video where I want to talk about this highvalue audiences solution inside Amazon marketing cloud because I think most of you will like it because it's so easy to use and you can create multiple audiences of very very valuable um root audience. Um so uh just as a reminder as a summary you have this overview of how many people you reached and what was the uh percentage of them who purchased and percentage of the missed opportunity and you can see here the actual numbers and then you can you can then move on to creating audiences based of people who purchased and then based on people we who fall into missed opportunity section. Now last video I covered how to use uh how to use this tool to create audience of people who were cart abandoners. You can create additional ones. If you have more than 500 people here in the audience size the create audience button will be will become available. Now this is the section I was talking about. You have purchases and you have missed opportunities. Each one of these can be used as a source as a base of creating additional audiences off of that. Now each section each how do I call it? Yeah, let's say each uh segment can be used to create additional audience of the same users of or you can create a lookalike audience uh with different granularities and sizes based off of that only if the total customers in that segment is higher than 500 people. So here for example if we select the top five percentile uh total customers is less than 133 and therefore we cannot create the audience while if we select the the the next then it's available because it's higher as I said than 500 people. Now you can based on what your business is doing and what's your average product sales over here. You can then choose the segment that you want to use as a baseline for creating additional lookalike audiences which again you will then add to your uh sponsor ads campaigns. Here we can see that this 70 to 95 percentile segment uh you have a lot of product sales but average product sales is is quite good. it's not as high as 95 to 100 but it can be a good baseline for creating similar lookalike audiences uh then uh we can proceed or maybe we can even group these two together if that makes sense for you or maybe you know you can group these two and then create because as I said single the single top 5% one is not enough to create an audience so you can group them together and then create a lookalike audience of those uh it's not it wouldn't be the same you know but you need to sacrifice some some sometimes you know for the sake of creating good audiences. Uh so just select whatever you like to use as a baseline segment to creating an audience and then hit create audience. You will be presented with the same screen as in my previous video. You can it's pretty self-explanatory. You can also customize here if you want to select additional ones. But additional uh option that's available here that wasn't available in my previous video when I was talking about the audiences. uh you can select new to brand only or all people inside. So that's very useful uh for creating additional audiences and look alikes. Then choose your products, choose your account and then again similar as in the last video. This is the same basically for every audience that you create. You can select uh for it it to be most similar one or most broad one. If you want to really expand your reach, name them properly. Put a description. That's a must. Even though it says optional, believe me, when you create tents of different audiences, you want to be sure what is it um about and if you is it auto adjusted or not. Then once you're satisfied with that, just hit create audience. That should be it for this video. I don't want to crowd it too much. And in my next video, we're going to cover missed opportunity section and how you can use that one for some additional views and additional strategies, how to create um additional audiences and grab those missed opportunities. Stay tuned and see you on Monday in the next video. Bye-bye.

Frequently asked questions

How do the "Purchases" and "Missed Opportunities" sections differ in the AMC High Value Audiences solution?

The Purchases section shows segments of customers who completed a purchase, organized by spending percentile (for example, top 5%, 70 to 95 percentile). These can be used as the baseline for creating lookalike audiences of shoppers similar to your highest-value buyers. The Missed Opportunities section contains segments of people who showed strong purchase intent but did not convert, such as cart abandoners or product page viewers. Each section serves a different strategic purpose: Purchases audiences target reach expansion among likely new buyers, while Missed Opportunities audiences target re-engagement of warm leads.

What do you do when a customer percentile segment has fewer than 500 people and cannot be used as a lookalike seed?

Combine adjacent segments together to reach the 500-person minimum threshold required to create an audience. For example, if the top 5 percentile has only 133 customers, you can group it with the 70 to 95 percentile segment to reach a sufficient combined size. The resulting lookalike audience will be based on a slightly broader behavioral profile than the pure top tier alone, but it is still a high-quality seed compared to starting from your entire customer base.

Why is it important to name and describe AMC audiences carefully when creating multiple segments?

As you build out audiences across different percentile tiers, behavioral segments (purchases, cart abandoners, page viewers), similarity levels (most similar, most broad), and new-to-brand filters, the number of audiences in your account can grow quickly. Without clear names and descriptions, it becomes difficult to remember which audience was built from which baseline, whether it auto-adjusts over time, or whether it targets all customers or new-to-brand only. Proper naming prevents mistakenly applying the wrong audience to a campaign and makes it easier to evaluate which segments are performing best when reviewing results.