Audience Label

Author: Kadence
Last Update: 2026/04/19

 

Introduction

Standard ad reports tell you how your campaigns are performing, but they don't always tell you exactly who is responding to them. The Audience Labels model breaks down your Amazon DSP delivery by specific shopper segments—such as Demographics, Lifestyle, and In-Market behaviors—so you can see exactly who is engaging and converting.

By clearly profiling your audiences, you can double down on high-performing segments and discover completely untapped groups of shoppers to target next.

(Note: This model requires an AMC instance with an active DSP advertiser account).

Use this data to answer:

• What are the actual demographic and lifestyle traits of the shoppers seeing my DSP ads?

• Which audience segments are currently not being targeted, but are still interacting with my brand?

• How do different shopper personas perform against one another in terms of ROAS and conversion efficiency?

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When to Use This Report

Pull this report when you need to optimize your DSP targeting strategy, adjust your bidding, or build out precise buyer personas for your creative team:

• Optimize DSP Campaigns: Give your account managers actionable data to reallocate budget or adjust bids toward the most efficient audience segments.

• Discover Untapped Audiences: Identify "hidden" shopper segments that you aren't actively targeting, but who are naturally discovering and buying your products.

• Refine Brand Personas: Move beyond assumptions. Use hard data to understand exactly who your brand attracts, allowing you to tailor your creative messaging and product positioning.

• Differentiate Product Lines: Prove that the audience buying your premium ASIN is completely different from the audience buying your entry-level ASIN, and adjust your targeting accordingly.

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Strategic Scenarios

Use the table below to set up specific queries based on your targeting goals:

 

Goal	How to Set Up	What to Look For	Strategic Action
Untapped Segment Discovery	Filter by Target Status: Not Targeted and set a minimum Audience Size. Look at the bubble chart.	The "dotted bubbles" (untargeted segments) in the lower-left corner showing strong ROAS and Reach UV.	Add these high-potential, untargeted segments to a new DSP test campaign to drive incremental growth.
Product Line Differentiation	Build a Custom Model filtered to a specific "Hero" ASIN.	Which specific labels (e.g., "Fitness Enthusiasts" vs. "Bargain Hunters") drive the highest DPV and Purchase UV for that exact product.	Build distinct, highly specific targeting personas and creative assets for each of your major product lines.
Creative Persona Deep Dive	Filter strictly by Audience Type: Demographic or Lifestyle.	The segments with the highest Reach UV and Impressions, regardless of direct ROAS.	Use these broad insights to guide your creative team on brand storytelling, imagery, and overall messaging tone.