AMC audiences
Create and manage Amazon Marketing Cloud audiences from pre-built templates. AMC audiences let you build custom audience segments for retargeting and activation campaigns based on shopper behavior.
Before you start
- At least one Amazon account connected
- An Amazon Marketing Cloud instance linked to your advertising account
AMC is an advanced Amazon feature that requires separate enrollment. If you're not sure whether your account has AMC access, use the check button described below. AMC Audiences is hidden when beginner mode is enabled.
Check for AMC instance
When you open the AMC Audiences page, SellerJar checks whether your selected account has an AMC instance. If none is detected, you'll see an empty state with a Check for AMC instance button.
- Click Check for AMC instance
- SellerJar queries Amazon for your account's AMC status
- If an instance is found, the page loads your audiences
- If the instance is being provisioned, you'll see an info message, so check back later
- If no instance exists, you'll need to set up AMC through Amazon's Advertising Console
The instance ID displays in the page header once connected.
Audience templates
SellerJar provides a library of pre-built audience templates based on common advertising strategies:
| Template | Description | Use case |
|---|---|---|
| Cart Abandoners | Users who added items to cart but didn't purchase | Retarget shoppers who showed purchase intent |
| High-Value New-to-Brand | First-time customers with purchase value above threshold | Identify and retain valuable new customers |
| Multiple Detail Page Views | Users with 2+ product page views who didn't purchase | Re-engage interested but undecided shoppers |
| Sponsored Ads Clickers | Users who clicked your sponsored ads but didn't convert | Retarget ad-engaged shoppers who need another touchpoint |
| High-Value Customer Segments | Top percentile purchasers by total spend | Retain your most valuable existing customers |
Template-specific parameters
Some templates have additional configuration fields:
| Template | Extra fields | Defaults |
|---|---|---|
| Cart Abandoners | ASINs (optional) | All products |
| High-Value New-to-Brand | ASINs (optional), Minimum Purchase Value | $10 |
| Multiple Detail Page Views | ASINs (optional), DPV Floor (1-10) | 2 views |
| Sponsored Ads Clickers | None (uses common fields only) | None |
| High-Value Customer Segments | ASINs (optional), Percentile Threshold (1-100) | 50th percentile |
ASINs can be entered as a comma-separated list or one per line. Leave blank to include all products.
Create an audience
- Click a template card on the AMC Audiences page
- Fill in the configuration form:
- Audience name (required, max 120 characters)
- Description (optional) (max 999 characters)
- Type: choose Rule-based (default) or Lookalike
- Time window: how far back to look for user activity (7, 14, 30, 60, 90, 180, or 365 days; default 90)
- Template-specific fields: see the table above
- Auto-refresh rate: how often to refresh the audience (no auto-refresh, weekly, bi-weekly, or every 3 weeks; default weekly)
- Click Create audience to submit
The Create audience button stays disabled until you enter a name.
Audience processing typically takes 2 to 24 hours. You'll be able to use the audience in your campaigns once processing is complete.
Lookalike audiences
Select Lookalike to find new users similar to your rule-based segment. Lookalike audiences require a minimum 7-day refresh rate, so the "No auto-refresh" option is hidden when this type is selected.
Choose a reach level to control the tradeoff between similarity and reach:
| Reach level | Description |
|---|---|
| Most Similar | Smallest audience, closest match to your seed |
| Similar | Slightly broader, still high similarity |
| Balanced | Default: balances reach and relevance |
| Broad | Larger audience, moderate similarity |
| Most Broad | Maximum reach, lowest similarity |
Manage audiences
Your audiences appear in a sortable table with the total count shown in the heading (e.g., "Your AMC Audiences (29)").
The table displays 7 visible columns:
| Column | Description |
|---|---|
| Audience | The name you gave the audience, with the DSP canonical ID shown as secondary text underneath |
| Status | Processing state (see statuses below) |
| Type | Rule-Based or Lookalike |
| Ad type | Sponsored Products or Sponsored Display |
| Audience size | Number of users in the audience |
| Last refreshed | When Amazon last updated the audience data, with the refresh rate (e.g., "7 days", "14 days") shown in the tooltip |
| Created | When the audience was first created |
Click any column header to sort. The table loads more audiences as you scroll down.
Audience statuses
| Status | Meaning |
|---|---|
| Succeeded | Audience is ready and can be used in campaigns |
| Pending | Audience was just created and is waiting to process |
| Running | Amazon is currently processing the audience |
| Failed | Processing failed, try recreating the audience |
| Deactivated | Audience has been deactivated by Amazon |
Sync from Amazon
Click Sync from Amazon to pull the latest audience data from your AMC instance. This updates audience sizes, statuses, and refresh timestamps.
Syncing is rate-limited to once per 60 seconds per account. If you click too quickly, you'll see a "Please wait before syncing again" message.
Apply audiences to campaigns
You can apply AMC audiences as bid adjustments to Sponsored Products campaigns directly from the Campaign Manager:
- Select one or more SP campaigns using the checkboxes
- Click Actions and choose Apply AMC Audience (SP)
- Select an audience from the dropdown
- Enter a bid adjustment percentage (1-900%)
- Click Apply
AMC audiences can only be applied to Sponsored Products campaigns. If your selection includes other campaign types, they'll be skipped automatically.
Related
- Managing campaigns: apply AMC audiences to your campaigns using bulk actions
- Custom reports: include audience performance in your reports