How to Find Where Your Amazon Customers Really Come From Using DSP & AMC
You are investing heavily in Amazon Ads.
But do you know where your customers are actually coming from?
Spoiler: Sponsored Ads won’t tell you.
But DSP + Amazon Marketing Cloud (AMC)?
Now that’s where the magic happens.
Here’s a ridiculously simple way to get geo-level insights
Step 1: Build 3 Audiences in AMC
Break down your funnel inside AMC like this:
Searchers – They searched for your keywords but didn’t click.
Page Visitors – They visited your product page.
Cart Abandoners – They added to cart… but ghosted at checkout.
Push each of these into DSP as a separate campaign.
Now you're not just targeting “shoppers.” You're tracking behavior.
Step 2: Fire Up Your DSP Geo Reports
Once campaigns are live, go to your geo reports in Amazon DSP.
You’ll see data by state, city, even zip code.
Here’s what each audience tells you:
Searchers → where interest is bubbling
Page Visitors → where people are actively considering
Cart Abandoners → where they are ready to buy (but something’s off)
That’s insight you can act on.
Step 3: Compare Metrics by Location
Check these by audience and location:
Reach & Cost per Reach
Clicks, CPC
Conversions, Revenue
ROAS / ACOS
Detail Page Views
Add to Cart + Cost per Add
If a region is seeing you but not buying?
That’s a red flag. It could be shipping delays, low stock, or poor product page experience.
Fix that → win that region.
Make this your weekly ritual:
Refresh AMC audiences
Rerun DSP campaigns
Dive into geo reports
Adjust based on what the data tells you
This is how you stop wasting ad spend.
And start scaling what actually works.
It’s not about more data.
It’s about better decisions.
