Amazon DSP Brand-Level Audience Creation

Another powerful audience type you can create on Amazon DSP to supercharge your campaigns both on and off Amazon. 

In one of my recent posts, I shared insights about the types of audiences you can create on Amazon DSP: Check it out here.

In another post, I talked about building audiences like competitor ASIN viewers, purchasers, searchers, and more: Read that here.

Now, let’s dive into another exciting option: creating audiences based on users who viewed specific categories of products within a brand you select.

Here’s an example:
Say you know your competitor’s brand name but don’t know all the ASINs they have in your product category. You want to target viewers and purchasers of those ASINs.

With Amazon DSP's Brand-Level Audience Creation, you can do exactly that! Simply:

1. Input the competitor's brand name.

2. Choose the product category relevant to your campaign.

3. Generate audiences of users who have viewed or purchased products from that brand.

You can even take it a step further and target similar brand viewers - customers who engage with products in similar categories and brands.

Here are the 3 types of brand-level audiences you can create on Amazon DSP:

Brand Viewers: Customers who view detailed pages of products in the categories and brands you specify.
Brand Purchasers: Customers who purchased products in those same categories and brands.
Similar Brand Viewers: Audiences who viewed products similar to the categories and brands you specified.

As I mentioned before, if these types of audiences were available on Meta or Google Ads, we’d already be squeezing their potential to the max. But here’s the kicker:

Amazon audiences are 100% deterministic - more precise and relevant than the probabilistic audiences you find elsewhere.

So, when planning your TOF, MOF, or BOF brand campaigns, make sure Amazon audiences are part of your media mix.

Here’s a recent example to show how impactful this can be:
I analyzed first-party data from a brand’s offline and brand.com purchasers. After uploading it to Amazon Marketing Cloud (AMC), we discovered that:

• 57% of their customers (online + offline) exist on Amazon.

• 65% of them had seen their Sponsored Products (SP) Ads.

• 35% had seen their Sponsored Brands (SB) Ads.

Yet, their last brand campaign didn’t include Amazon audiences.

The result? Their next brand campaign now has a substantial budget allocated to Amazon audiences.