Top 3 Audiences to Exclude in Amazon DSP Ads
When running Amazon DSP campaigns, excluding specific audience segments is a strategic move to maximize ad spend efficiency and improve ROAS. Here are the top three audience types you should consider excluding and why.
1. Existing Customers (Including Subscribe & Save Subscribers)
Why exclude them?
These individuals have already purchased your products or subscribed through Amazon’s "Subscribe & Save" program. Serving them acquisition-focused ads wastes the budget and adds little value.
Benefits:
Keeps your campaigns acquisition-focused, saving budget and avoiding redundancy.
2. D2C Customers
Why exclude them?
D2C customers often purchase directly from your website. Targeting them on Amazon may not align with your sales strategy or margins.
Benefits:
Ensures Amazon ad spend is directed toward acquiring new customers, while D2C customers can be targeted through other platforms like email or retargeting.
3. Specific Geography
Why exclude them?
Not all regions generate conversions equally. Ads shown in areas where your product isn’t available or performs poorly can dilute your budget.
Benefits:
Boosts ad localization, reduces irrelevant clicks, and optimizes budget usage.
Excluding these audiences allows you to:
✅ Focus on high-value prospects
✅ Improve ROAS
✅ Refine targeting for maximum impact
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