AMC audiences

Create and manage Amazon Marketing Cloud audiences from pre-built templates. AMC audiences let you build custom audience segments for retargeting and activation campaigns based on shopper behavior.

Prerequisites

• At least one Amazon account connected
• An Amazon Marketing Cloud instance linked to your advertising account

note

AMC is an advanced Amazon feature that requires separate enrollment. If you're not sure whether your account has AMC access, use the check button described below. AMC Audiences is hidden when beginner mode is enabled.

Check for AMC instance

When you open the AMC Audiences page, AdTrix checks whether your selected account has an AMC instance. If none is detected, you'll see an empty state with a Check for AMC Instance button.

1. Click Check for AMC Instance
2. AdTrix queries Amazon for your account's AMC status
3. If an instance is found, the page loads your audiences
4. If the instance is being provisioned, you'll see an info message — check back later
5. If no instance exists, you'll need to set up AMC through Amazon's Advertising Console

The instance ID displays in the page header once connected.

Audience templates

AdTrix provides five pre-built audience templates based on common advertising strategies:

Template	Description	Use case
Cart Abandoners	Users who added items to cart but didn't purchase	Retarget shoppers who showed purchase intent
High-Value New-to-Brand	First-time customers with purchase value above threshold	Identify and retain valuable new customers
Multiple Detail Page Views	Users with 2+ product page views who didn't purchase	Re-engage interested but undecided shoppers
Sponsored Ads Clickers	Users who clicked your sponsored ads but didn't convert	Retarget ad-engaged shoppers who need another touchpoint
High-Value Customer Segments	Top percentile purchasers by total spend	Retain your most valuable existing customers

Template-specific parameters

Some templates have additional configuration fields:

Template	Extra fields	Defaults
Cart Abandoners	ASINs (optional)	All products
High-Value New-to-Brand	ASINs (optional), Minimum Purchase Value	$50
Multiple Detail Page Views	ASINs (optional), DPV Floor (1–10)	2 views
Sponsored Ads Clickers	None — uses common fields only	—
High-Value Customer Segments	ASINs (optional), Percentile Threshold (1–100)	90th percentile

ASINs can be entered as a comma-separated list or one per line. Leave blank to include all products.

Create an audience

1. Click a template card on the AMC Audiences page
2. Fill in the configuration form:
   • Audience Name (required, max 120 characters)
   • Description (optional, max 999 characters)
   • Audience Type — Rule-Based (default) or Lookalike
   • Time Window — how far back to look for user activity (7, 14, 30, 60, 90, 180, or 365 days; default 30)
   • Template-specific fields — see the table above
   • Auto-Refresh Rate — how often to refresh the audience (no auto-refresh, weekly, bi-weekly, or every 3 weeks; default bi-weekly)
3. Click Create Audience to submit

The Create Audience button stays disabled until you enter a name.

tip

Audience processing typically takes 2 to 24 hours. You'll be able to use the audience in your campaigns once processing is complete.

Lookalike audiences

Select Lookalike Audience to find new users similar to your rule-based segment. Lookalike audiences require a minimum 7-day refresh rate, so the "No auto-refresh" option is hidden when this type is selected.

Choose a reach level to control the similarity–reach tradeoff:

Reach level	Description
Most Similar	Smallest audience, closest match to your seed
Similar	Slightly broader, still high similarity
Balanced	Default — balances reach and relevance
Broad	Larger audience, moderate similarity
Most Broad	Maximum reach, lowest similarity

Manage audiences

Your audiences appear in a sortable table with the total count shown in the heading (e.g., "Your AMC Audiences (29)").

The table displays nine columns:

Column	Description
Audience Name	The name you gave the audience
Status	Processing state — see statuses below
Type	Rule-Based or Lookalike
Ad Type	Sponsored Products or Sponsored Display
Audience Size	Number of users in the audience
DSP Canonical ID	Identifier for DSP campaign targeting
Last Refreshed	When Amazon last updated the audience data
Refresh Rate	How often the audience refreshes (e.g., "7 days", "14 days")
Created	When the audience was first created

Click any column header to sort. The table loads more audiences as you scroll down.

Audience statuses

Status	Meaning
Succeeded	Audience is ready and can be used in campaigns
Pending	Audience was just created and is waiting to process
Running	Amazon is currently processing the audience
Failed	Processing failed — try recreating the audience
Deactivated	Audience has been deactivated by Amazon

Sync from Amazon

Click Sync from Amazon to pull the latest audience data from your AMC instance. This updates audience sizes, statuses, and refresh timestamps.

info

Syncing is rate-limited to once per 60 seconds per account. If you click too quickly, you'll see a "Please wait before syncing again" message.

Apply audiences to campaigns

You can apply AMC audiences as bid adjustments to Sponsored Products campaigns directly from the Campaign Manager:

1. Select one or more SP campaigns using the checkboxes
2. Click Actions and choose Apply AMC Audience (SP)
3. Select an audience from the dropdown
4. Enter a bid adjustment percentage (1–900%)
5. Click Apply

note

AMC audiences can only be applied to Sponsored Products campaigns. If your selection includes other campaign types, they'll be skipped automatically.

What's next

• Managing campaigns — apply AMC audiences to your campaigns using bulk actions
• Custom reports — include audience performance in your reports