Build High-Value Amazon Audiences in Minutes, Not Hours

Published on January 29, 2026

About this video

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Learn how to create Amazon Marketing Cloud audiences in just a few clicks and add them to your DSP campaigns. This tutorial shows you how to build high-value lookalike audiences based on customer behavior like cart abandoners, previous purchasers, and high-value shoppers. Amazon Marketing Cloud provides a powerful way to expand your reach by finding similar audiences to your best customers. In this video, I walk through the complete process of accessing AMC Use Cases, creating rule-based and lookalike audiences, and making them available for your Amazon advertising campaigns. You'll see how to navigate Campaign Manager, select the High Value Audience Solution, and understand the difference between rule-based audiences (targeting the exact people who took specific actions) and lookalike audiences (targeting similar people across Amazon). I explain the importance of audience size requirements, how long the initial data load takes, and how to customize your audiences with conversion metrics and product-specific filters. Whether you're working with cart abandoners, previous purchasers, or want to create audiences of the most similar shoppers to your existing customers, this step-by-step guide makes it simple. Amazon DSP advertising becomes more effective when you can target these custom audiences built from your actual customer data. The video covers everything from the 1-2 hour initial load time to the 10-15 minutes it takes to generate your final audience. You'll learn how to select between most similar, moderately similar, and most broad lookalike options, with audience sizes ranging from 300K to potentially 10 million shoppers. This is essential knowledge for anyone running Amazon ads campaigns and wanting to improve targeting with Amazon demand side platform. If you're managing Amazon PPC ads or working with an Amazon advertising agency, understanding how to build and deploy AMC audiences will help you reach the right customers more efficiently.

Contents: 00:00 Introduction to Amazon Marketing Cloud Audience Creation 00:23 Accessing AMC Use Cases in Campaign Manager 00:50 Understanding High Value Audience Solution and Initial Load Time 01:29 Creating Cart Abandoner Audiences with Rule-Based vs Lookalike Options 02:17 Selecting Lookalike Audience Similarity Levels and Size Estimates 03:15 Adding Custom AMC Audiences to Your DSP Campaigns

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Transcript

Hi guys, what if I told you that you can create Amazon marketing cloud audiences in just a few clicks. This will be the audience for your previous purchasers and you want to create audience of most similar people around the globe who are shopping on Amazon. So that's very useful and after that you can add them with a few clicks to your present campaigns. Stay with me. So once inside campaign manager just navigate to the left select Amazon marketing cloud then navigate to use cases and in the search bar type hi then select this one high value audiences solution once you click that be careful once you click that it doesn't mean that it's not working it takes one to two hours for initial load because Amazon is gathering data about your previous purchases your uh history um customer shopping behavior etc. Once that loads, go back and in a few hours, refresh the page and you will see something like this. It's called highv value audiences and you get the opportunity to select the proper country and the date range that you want to analyze. Then after some initial um data, you will see some predefined audiences already ready for you to select and create just in a few clicks. For example, this is a quick audience of highv value customers in top 30 percentile. So then you get the information on the total customers and audience size. This is very important because as soon as you have more than 500 people in certain audience, you can create uh that kind of audience. So let's do something like that. Let's do this one. It's more uh interesting. So missed customers who added to cart. So audience with customers who added to cart but did not purchase. And you see the size of this. Once you hit hit create audience, you will be presented with this one. Of course, there's the size. you have the opportunity to select additional conversion metrics and that will expand your audience but also it's going to dilute it you know because you want to be laser focused and and had this um greatest only add to cart audiences you have the abilities to select if you want to only adex exposed or non adex exposed and you can select also for specific products but for the sake of simplicity let's skip all of that you choose your advertiser that that would be your account and the target marketplace and you have these uh two options so you have audience type that is already selected lookike audience and you have rule-based audience. The main difference is if you want to create an audience of the previous so these guys who actually uh abandoned card you want to select a rule-based audience and name it properly. But let's say that you want to create an audience of people similar to those who already were highly interested in your uh in your products then you will you're going to select lookalike and then based on your preference you can select most similar which will be the the smallest one but still it's going to be big. uh Amazon estimates it's going to be up from 300K to 1 million. It's rarely that high, but still most similar lookalike audience is the smallest one, but again the most similar. And it goes like if you select most broad, it says it's going to be up to 10 million. For this occasion, I'm going to select most similar. And I'm going to say add to cart abandoners here and hit create audience. And that's it. Once it finish finishes with creating the audience, it's going to take 10 to 15 minutes. that audience is going to be available in your campaign manager and you can select the audience and bid more aggressively on those people who are similar to the previous users who were really interested in buying your products. This is going to be it. I'm going to continue with the Amazon Marketing Cloud series in coming days. So, I don't want to put everything in one place. Stay tuned for more Amazon Marketing Cloud tips and tricks. See you tomorrow in the next video. Bye-bye.

Frequently asked questions

What is the Amazon Marketing Cloud High Value Audiences solution and how do you access it?

The High Value Audiences solution is a no-code interface within AMC that generates pre-built audience segments from your account's customer behavior data, such as cart abandoners, previous purchasers, and high-spending customers, without requiring SQL queries. To access it, go to Campaign Manager, navigate to Amazon Marketing Cloud on the left, select Use Cases, and search for "high value audiences solution." The first time you open it, allow one to two hours for Amazon to load your historical purchase and shopping behavior data before the audience options appear.

What is the difference between a rule-based audience and a lookalike audience in the AMC High Value Audiences solution?

A rule-based audience targets the exact shoppers who performed a specific action, such as the actual customers who added your product to cart but did not purchase. A lookalike audience targets a broader group of Amazon shoppers who share behavioral characteristics with those customers, allowing you to reach people who have never interacted with your brand but who closely resemble your highest-intent visitors. The rule-based option is appropriate when you want to retarget known warm leads, while the lookalike option is appropriate for expanding reach to new, similar shoppers at scale.

What lookalike similarity tiers are available and how do they affect audience size?

There are three tiers: most similar, moderately similar, and most broad. Most similar produces the smallest audience (estimated 300,000 to 1 million shoppers) but the closest behavioral match to your seed customers. Most broad can reach up to 10 million shoppers but includes people who are less closely matched. Choosing most similar is recommended when you want high-intent targeting for DSP campaigns, while most broad is better suited for awareness-stage reach where volume matters more than precision. Once created, the audience is available in Campaign Manager within 10 to 15 minutes and can be applied to DSP campaigns with an aggressive bid adjustment.