How to Find Where Your Amazon Customers Really Come From Using DSP & AMC

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.