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Create a Custom Audience

Introduction

Custom Audience allows you to create tailored AMC audiences based on specific shopper behaviors and characteristics, without writing AMC or SQP queries.

Instead of using pre-built templates, Custom Audience gives you full control to define:

·       Which shopper behaviors to include, such as impressions, clicks, or conversions

·       How often those behaviors occurred

·       How different behaviors are combined, using AND / OR / Exclude logic

·       Lookback windows for each condition, from the last 7,30, 60, or 90 days up to 5 years

·       Whether the audience is fixed or automatically refreshed over time

Custom Audience supports both rule-based audiences and lookalike audiences, enabling highly precise targeting as well as scalable audience expansion.

Who Needs Custom Audience

Custom Audience is ideal for teams that need more flexibility than pre-built templates.

This feature is especially useful if you:

·       Have a specific audience strategy that isn’t covered by existing templates

·       Want to combine multiple shopper behaviors into a single audience

·       Have a unique product lifecycle or marketing strategy that requires a custom lookback window

·       Want to build advanced audiences without relying on a data or engineering team

·       Need to scale high-performing audiences using lookalike expansion

How to Use It

Enter Custom Audience Creation

You can access this page by:

·       Clicking a template and customizing it, or

·       Clicking Create Audience directly from Audience Hub

The page has two sections:

·       Top section: Basic audience setup (name, update method, audience type)

·       Bottom section: Audience rule configuration (behavior logic)

After clicking Save, the audience will appear in the Audience List.

A screenshot of a computer AI-generated content may be incorrect.

 

Audience Basic Settings (Top Section)

This section defines how your audience behaves over time and where it will be used.

A screenshot of a computer AI-generated content may be incorrect.

Section 

Goal 

Tips 

Target Account

Select the Sponsored Ad Entity or  DSP advertiser where this audience will be pushed.

  

Update Audience + Auto Adjust Date

This controls whether the audience stays fixed or continuously refreshes.

Turn OFF Auto Update

Use this when:

·       You want a fixed historical cohort

·       You are analyzing a past promotion period

·       You need a one-time test audience

The audience will be captured once and will not change.

 

Turn ON Auto Update

Use this when:

·       Running always-on retargeting

·       Building evergreen lower-funnel audiences

·       Scaling lookalike audiences

·       Supporting ongoing acquisition campaigns

The system will automatically refresh the audience based on your selected frequency

Audience Type

You can choose between:

- Rule-Based Audience

- Lookalike Audience

Rule-Based Audience

·       Pulls users exactly matching your conditions

·       Best for precise retargeting

·       Ideal for lower-funnel and conversion-focused strategies

Use case examples:

·       Add-to-cart but not purchased

·       Purchasers of ASIN A in last 90 days

·       Users who clicked 3+ times

 

 

Lookalike Audience

·       Starts with your defined rule-based audience

·       Expands to similar users using Amazon’s algorithm

·       Best for scaling and prospecting

Use case examples:

·       Expand high CLTV purchasers

·       Grow Subscribe & Save audience

·       Scale strong-performing seed audiences

 

Proximity Level

- Most Similar >  Highest precision, smaller scale

- Similar > Balanced precision with moderate expansion

- Balanced > Good mix of scale and quality

- Broad > Larger reach for growth campaigns

- Most Broad > Maximum scale, upper-funnel expansion

Start with Most Similar for performance-driven campaigns. Use Broad or Most Broad for awareness or scaling phases. Audience size will vary depending on geography and seed size.

 

Audience Rule Configuration (Bottom Section)

This section defines who qualifies for your audience.

You build your audience using:

·       Lookback window ( Optional: Different time windows per group)

·       Audience Base (the core behavior)

·       Configuration frequency

·       AND / OR / Exclude logic

Think of this section as building filters layer by layer.

 

 


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Last modified: 2026-02-13Powered by