AMC Audience Hub

Introduction

AMC Audience Hub is a centralized workspace that helps advertisers create and manage Amazon Marketing Cloud (AMC) audiences efficiently.

With Audience Hub, you can:

·       Build audiences using pre-configured templates for common marketing scenarios

·       Create custom audiences without writing SQP queries, including:

o   Advertising conversion audiences

o   AMC subscription-based audiences such as FSI, ASI, and BSI

·       Create and manage audiences for both Sponsored Ads and Amazon DSP in one place

Audience Hub is designed to reduce AMC complexity while still supporting advanced audience strategies.

Who Needs Audience Hub

Audience Hub is built for teams that want to use AMC audiences without friction or coding knowledge, whether you are just getting started with AMC or running advanced full-funnel strategies.

This is useful for you if you:

• Don’t have deep SQP or audience-building expertise
• Don’t have a dedicated data team to write or maintain AMC queries
• Want to build audiences beyond Amazon’s default segments (such as in-market or standard remarketing)
• Need more precise, behavior-based audiences, for example:
• Shoppers who purchased your brand in the last 5 years
• Users who clicked your ads more than 3 times within a month
• High-intent shoppers based on combined view, click, and purchase behavior

Audience Hub enables you to create these audiences visually and efficiently, without writing queries, while still leveraging the full power of AMC data.

How to Use Audience Hub

Through Audience Hub, you can choose from 15+ pre-built audience templates, grouped by different marketing goals, to quickly create audiences that align with your campaign objectives.

Each template category is designed to support a specific stage of the Amazon marketing funnel, from acquisition to retention.

 

Step 1: Choose an Audience Template

From the Audience Hub main page, you can:

·       Select an audience template directly to get started quickly, or

·       Click Go to View to explore the full template library

In the template library, all templates are grouped by marketing goal, helping you quickly identify the right audience for your campaign objective.

 

 

Step 2: Select a Template Based on Your Marketing Goal

Audience templates are categorized into four main marketing goals:

 

Marketing Goal	Use Case	KPI
Drive Repeat Purchases	Use this category to retarget previous purchasers and encourage repeat buying behavior. Best for: Increasing customer lifetime value (CLTV) Running evergreen retention campaigns Re-engaging past buyers during promotions or sales events Recommended as: Evergreen retention campaigns and post-purchase remarketing	CLTV ROAS Sales
Convert Ready Buyers	Use this category to retarget shoppers who have shown recent engagement with your brand but have not yet converted. Best for: Add-to-cart retargeting Re-engaging ad clickers or product detail page viewers Driving lower-funnel conversions Recommended as: Always-on lower-funnel retargeting to capture high-intent demand	ROAS Sales
Acquire New Shoppers	Use this category to reach shoppers who have not purchased your brand, based on relevant activity signals. Best for: Brand awareness campaigns New customer acquisition Supporting new product launches Recommended as: Upper- to mid-funnel acquisition strategies, where shopper consideration cycles are longer and performance is measured over time.	Impressions  Clicks New to Brand Traffic
Grow High-Intent Lookalikes	Use this category to expand your reach by targeting shoppers similar to your high-intent or high-value audiences. Best for: Scaling successful campaigns Expanding prospecting beyond keyword targeting Growing upper-funnel reach efficiently Recommended as: Upper- to mid-funnel acquisition strategies, where shopper consideration cycles are longer and performance is measured over time.	Impressions  Clicks New to Brand Traffic

 

 

 

Step 3: Create a Custom Audience (Optional)

If you don’t find a suitable audience from the templates, or if you have a specific audience strategy in mind, you can create a Custom Audience.

Custom Audiences allow you to define your own audience logic using AMC behavior and conversion signals—without writing queries.