Amazon has launched Sponsored Display Amazon Audiences, which is available for Sponsored Display audiences campaigns on the Amazon Advertising API and Amazon advertising console, for all vendors and sellers in the United States, Canada, the United Kingdom, Germany, France, Spain, Italy, and the United Arab Emirates.
Amazon Audiences offers thousands of pre-built audience segments to help your clients reach new prospective customers through awareness and consideration campaigns. Amazon Audiences is comprised of four targeting strategies, each informed by a variety of first-party shopping and streaming signals:
1. In-market: In-market audiences allow advertisers to engage audiences who are “in-the-aisle” and have been recently shopping for products in a given category. To capture share-of-mind, advertisers can reach audiences in the same category as their advertised products to drive consideration, as well as try out entirely new segments to help drive product awareness.
2. Lifestyle: Positioned for awareness campaigns, these audiences reflect a variety of aggregated shopping and viewing behaviors, including shopping on Amazon, browsing on IMDb, and streaming on Prime Video or Twitch. These behaviors reflect shared preferences and map to lifestyle segments such as “foodies”, “sports enthusiasts”, “tech enthusiasts”, and more.
3. Interests: Interest-based audiences allow advertisers to help raise awareness with prospective customers based on what they frequently browse and buy. Examples of these audiences include “interested in Canadian history” and “interested in interior design”.
4. Life events: Life events audiences give brands the opportunity to drive awareness and consideration for relevant products based around life moments, such as “traveling soon” for shoppers going on vacation.
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