Topic
Amazon Ads
New AMC Audiences Amazon Sellers Should Know in 2025 (And How to Use Them)
Amazon Marketing Cloud (AMC) has evolved into one of the most powerful tools for Amazon advertisers—and in 2025, its audience-building capabilities are more useful (and accessible) than ever.
If you're only using retargeting based on page views or purchases, you're missing the full picture. With AMC, you can now build custom, behavior-based audiences that reflect the entire customer journey—not just the last click.
Here’s what’s new, what’s working, and how to activate smarter audiences this year.
What is AMC and why audiences are a game-changer
AMC is Amazon’s clean-room environment that allows brands to analyze event-level data across ad types, shopper behaviors, and time windows—using SQL or pre-built templates.
Why it matters:
You can build custom audiences based on real behaviors, like add-to-cart without purchase
These audiences can be used in DSP and some in Sponsored Display
It lets you go beyond Amazon’s native segments (which are often too broad or outdated)
In 2025, audience flexibility is one of AMC’s most valuable features—and a serious edge for sellers who know how to use it.
The newest AMC audiences available in 2025
Here are some of the most useful audience types you can now build inside AMC:
🛒 Add-to-Cart but Didn’t Buy
Shoppers who added a product to cart but didn’t complete the purchase
Great for retargeting during product launches or deal periods
🔎 Branded Search Without Purchase
Users who searched for your brand but didn’t buy
Ideal for mid-funnel retargeting to reinforce brand messaging
👀 Product Viewers by ASIN & Time Window
Viewers of specific ASINs in the last 7, 14, or 30 days
Highly targeted for remarketing campaigns
🔄 Multi-ASIN Customers (Cross-Sell)
Customers who bought Product A but never Product B
Perfect for introducing complementary or upgraded products
📹 Video Ad Viewers with No Action
Viewers who watched your Sponsored Brand Video or OTT ad
Can be retargeted to drive clicks or purchases
🔁 High-Frequency Product Page Visitors
Shoppers who visited the same ASIN 2+ times
Signals strong purchase intent—perfect for nudging conversions
🛍️ Past Buyers of Similar Category Products
Build category-level audiences for upselling or product launches
How to build and activate AMC audiences
You can build these audiences using:
SQL queries (if you have the expertise)
Or pre-built templates inside AMC (many now available via Amazon’s UI)
Once built, audiences can be:
Activated in Amazon DSP for display, OTT, or audio
Used in Sponsored Display (some audience types now supported)
You can set:
Lookback windows (e.g. last 14 days, last 90 days)
Exclusions (e.g. exclude customers who purchased recently)
Combinations (e.g. add-to-cart + no brand engagement)
AMC audience examples and how to use them
🎯 Example 1: Viewed but Didn’t Buy (Last 7 Days)
Use Case: Sponsored Display retargeting campaign
Creative Tip: Reinforce benefits + add urgency (“Selling fast”)
🔄 Example 2: Bought ASIN A, Not ASIN B
Use Case: Cross-sell via DSP (e.g. people who bought shampoo but not conditioner)
Creative Tip: “Complete your routine” or “Pairs perfectly with…”
🔁 Example 3: Repeat Buyers Window (60+ Days Ago)
Use Case: Reactivation campaign for consumables or seasonal items
Creative Tip: “It might be time to restock” or “Loved it before?”
🔍 Example 4: Branded Searchers with No Purchase
Use Case: Mid-funnel campaign for brand reinforcement
Creative Tip: Use testimonials or best-selling bundles to build trust
Tips to get the most from AMC audiences
🧠 Use rolling time windows (e.g. last 30 days) to keep audiences fresh
🧩 Combine behaviors (e.g. viewers + add-to-cart) for stronger targeting
🎯 Tailor creative to match the behavior behind the audience
📊 Measure performance in AMC using attribution and conversion lift reports
AMC isn’t just about retargeting—it’s about understanding where customers drop off and how to re-engage them with precision.
Final thoughts + How Atlisco helps brands activate AMC
If you’re not using AMC to build audiences yet, you’re missing the most advanced targeting Amazon offers.
At Atlisco, we help brands:
Set up AMC and audience queries
Activate audiences via DSP or Sponsored Display
Build full-funnel strategies based on real behaviors
🎯 Want to unlock your first custom audience?
