Xmars wins Amazon Ads Partner Award in Technology Innovation 🎉!
Read more

Amazon DSP and AMC Audiences – What is the Difference?

March 19, 2024
Xmars Team

Are you new to Amazon Demand Side Platform (DSP)? If the answer is yes, then its detailed options for audience targeting will likely be an eye-opener. Amazon DSP provides you with a set of pre-made audiences, while also enabling you to whip up your own custom audiences from scratch. With the DSP Audience Builder, you're able to zero in on shoppers through various lenses, including those who have shown interest or bought your products (or even peeked at what your competitors offer). You can also craft custom groups that mirror your current customer base or target those similar to your competitors. There's even the option to leverage your own data to build audiences that resemble your existing shoppers based on their emails. This level of targeting definition shows how DSP advertising can be as pinpointed or as broad as you need it to be. However, there are limitations when you try to create audiences directly in DSP. These are hurdles you can overcome by first creating a custom audience in Amazon Marketing Cloud (AMC) and then moving it to DSP.

So, what sets the audience-building capabilities of AMC apart from DSP? What can you achieve with AMC that you can't with DSP?

AMC for Deeper Behavioral Insights

AMC offers the unique ability to target shoppers based on specific actions and behaviors not available through DSP. This includes targeting those who were close to purchasing by adding items to their cart or wish list but didn't complete the purchase. AMC excels in identifying and targeting these near-miss customers, a direct targeting approach that DSP lacks.

Consider trying to grab the attention of shoppers who looked up your brand or certain keywords but didn't make a purchase. You could use Sponsored Ads, but you'd be competing for visibility. Alternatively, a strategically timed DSP ad right after a user’s search could lead them right to your product page, possibly leading to a purchase. Unlike DSP, AMC can create audiences based on specific keyword searches, allowing for sharper targeting based on search habits.

If you’re looking to target people based on brand encounters, like viewing multiple ads, AMC allows you to map out the entire customer journey thanks to its comprehensive view of the shopper's path. Additionally, AMC's Audience Segment Insights, available through the Amazon Insights paid subscription, dives deep into audience analysis. This tool provides valuable data on the size of Amazon's audience segments and their overlap with your customer base.

For example, targeting a broad category like “Lifestyle: Fitness Enthusiasts” might spread your resources too thin. With Audience Segment Insights, you might discover that a portion of this group is also interested in “In-Market: Health Supplements.” By analyzing your existing customers for overlap with the “In-Market: Health Supplements” segment, you could find a useful connection.

‍Adjusting Ad Frequency for Better Targeting

A key difference between the audience targeting capabilities of AMC and DSP is AMC's comprehensive approach to crafting audiences based on how often they've encountered your ads.

In DSP, the platform allows for short term frequency capping, such as daily or hourly limits to avoid overwhelming potential customers with repeated ad views—imagine preventing your ad from appearing to the same user six times in a single day. However, DSP doesn't support setting frequency caps over a longer span.

If your goal is to apply a more extended or even lifetime frequency cap, AMC is the solution. It enables the application of more comprehensive frequency caps, ensuring that people who have frequently seen your ads can be excluded from being targeted in future DSP campaigns, reducing the risk of ad fatigue and optimizing your advertising effectiveness.

Reaching Further Back with AMC

One of the standout features of AMC is its ability to target based on interactions that happened back in time—farther back than DSP's time limits allow (90 days). Whether it's engaging shoppers who looked at your product pages months ago or reconnecting with past purchasers beyond the typical year threshold, this extended reach is crucial for products with longer life cycles and helps ensure you're not missing out on potential repeat customers.

Only AMC offers the ability to retarget shoppers from beyond a year ago. The critical factor for success in this retroactive targeting is the ongoing collection of historical data. This diligent accumulation allows for a comprehensive view of customer interactions over extended periods, far beyond the typical one-year timeframe, ensuring your retargeting efforts are as effective as possible.

Final Thoughts

The advanced targeting capabilities of AMC complement those of DSP, offering a more rounded strategy for reaching your audience effectively. By setting up and running AMC, you're not just preparing for future campaigns; you're gathering valuable historical data that can sharpen your targeting and overall marketing strategy down the line. So, even if you're not fully diving into AMC just yet, it's worth getting the groundwork laid out now!  

If you’re aiming to refine their audience targeting with DSP and AMC, Xmars AMC Hub offers a user-friendly solution, allowing you to segment your audience without any coding required. You can now identify new customers, analyze the impact of your ads, and gauge the decision-making timeline for purchases effortlessly.  

For more information on how Xmars AMC Hub’s Custom Audience Creation tool can enhance your advertising, please go to What is Xmars AMC Hub’s Custom Audience Creation Tool? Optimizing Your Brand Messaging and Ad Strategy or Speak to our Team for a free consultation and demo!

‍

Related content

What is the Impact of TACoS on Your Amazon Advertising and How to Make it Work for You?

Discover the power of TACoS in Amazon advertising and optimize your campaigns for profitability.
Xmars Team

Avoid Common Amazon Data Management Mistakes

Tackle Amazon's data challenges with Xmars AI & AMC solutions for effective ad campaign management and optimization.
Xmars Team

How to Use Amazon DSP in a Post-Cookie World

Adapt to a cookieless future with innovative Amazon DSP solutions.
Xmars Team

Is Amazon Marketing Cloud (AMC) Right for You? Learn How to Get Started

Unlock deeper insights into your Amazon ads with AMC. Perfect for those ready to dive into data and refine strategies.
Xmars Team

From DTC to Amazon: Connecting Multi-Platform Shoppers

Integrate DTC and Amazon strategies to boost sales and connect customer insights.
Xmars Team

Boost Your Amazon Advertising Performance Using AI

Examine AI’s impact on eCommerce, from deep personalization to improved Amazon ad efficiency.
Xmars Team

Can Dayparting Maximize Your Amazon PPC Success?

Explore dayparting in Amazon PPC to align ads with audience activity, boosting visibility and ad efficiency.
Xmars Team

Interpreting ACOS and TACOS for Improved Ad Performance

Balance ACOS and TACOS metrics to shape effective Amazon ad strategies.
Xmars Team

How Do I Launch New Products with Xmars AMC Hub?

Easily launch new products on Amazon with Xmars AMC Hub no-code audience creation and pre-built models.
Xmars Team

Effective Strategies for Improving CTR and CVR on Amazon

Learn simple tactics to enhance CTR and CVR for first-page rankings and boost conversions on Amazon.
Xmars Team

Kickstart 2024 on a High with Winning Amazon Advertising Tips

Start 2024 the right way! Key strategies for keyword selection and boosting sales.
Xmars Team

How to Convert Shoppers with Amazon DSP Remarketing

Remarket effectively with Amazon DSP. Boost sales by re-engaging with high value shoppers.
Xmars Team

What Can We Learn from Amazon's Advertising Insights and Strategies During BFCM 2023?

BFCM 2023 insights reveal key trends for Amazon sellers to enhance ad strategies and gain market edge.
Xmars Team

What is Post-Click Optimization? The Seller's Guide for Enhanced Amazon Ad Performance

Grow Amazon ad conversions with tailored post-click optimization strategies.
Xmars Team

How to Avoid Common PPC Mistakes: What Are the Key Strategies to Dodge PPC Pitfalls?

Discover key strategies for effective PPC advertising, from smart keyword choices to optimizing ad campaigns for peak performance.
Xmars Team

Amazon BFCM 2023 Tips for Maximized Sales Performance

Get ready for BFCM 2023 success on Amazon with our guide: strategic planning, data analysis, and effective ad management!
Xmars Team

How Do I Use Amazon Marketing Cloud (AMC)?

Amazon Marketing Cloud Simplified. Understanding AMC and what it can do for your business.
Xmars Team

What is Xmars AMC Hub’s Custom Audience Creation Tool? Optimizing Your Brand Messaging and Ad Strategy

Enhance your ad strategy with Xmars AMC Hub's Custom Audience Creation tool and stay ahead of your competition.
Xmars Team

Xmars Wins 2023 Amazon Ads Partner Award in Technology Innovation!

Xmars wins 2023 Amazon Ads Partner Award in Technology Innovation, showcasing our commitment to unparalleled advertising solutions
Xmars Team

Introducing Xmars AMC Hub: Effortless AMC Data

Boost Amazon sales effortlessly with Xmars’ AMC Hub. Unleash your ad potential & see ROI soar!
Xmars Team

Amplify Brand and Product Reach with Amazon Sponsored Display Ads

Amplify product visibility with Amazon PPC ads, leveraging Sponsored Display's smart targeting and prime ad placements.
Xmars Team

Winning Strategies for Amazon Niche Success

Master Amazon niche selection. Dive into analytics-driven strategies for top-tier results.
Xmars Team

Effective Amazon Advertising Strategies for Shifts in Seasonal Shopping Patterns

Ride the waves of seasonal advertising with Xmars. Optimize your campaigns for peak events and maximize ROI.
Xmars Team

Xmars Secures Finalist Recognition for 2023 Amazon Ads Partner Award in Technology Innovation!

Xmars is a finalist at the 2023 Amazon Ads Partner Tech Innovation Award for our pioneering AI-driven ad solutions!
Damon Gjording

Amplify Your Amazon Advertising Strategy with DSP and AMC

Get a closer look at the power of DSP and AMC in Amazon advertising. Transform your strategy and stand out!
Xmars Team

Grow Your Business with Amazon DSP

Optimize ad strategies, target specific audiences and expand your reach with Amazon DSP.
Xmars Team

Enhance Share of Voice and Visibility on Amazon with AMC

Elevate brand visibility on Amazon with SoV analysis & AMC integration. Optimize positioning, strategy, and dominate your market.
Xmars Team

Embracing the Rise of AI on Amazon with Xmars

Learn how Xmars' AI refines Amazon ads, ensures precision targeting, and helps sellers gain a competitive edge.
Xmars Team

Decoding Amazon's Sponsored Product vs. Sponsored Brand Ads

Understand Amazon's Sponsored Product & Brand ads. Explore their unique features and how to combine them for better brand results.
Xmars Team

Clean Rooms: The Strategic Advantage for Amazon Sellers

Discover the power of clean rooms, how they bolster Amazon business and why sellers should prioritize their implementation.
Xmars Team

How to Rank as a Best Selling Product on Amazon

Master the art of selling on Amazon with strategic planning, savvy pricing, standout listings, and AI-powered optimization.
Xmars Team

What Is Multi Touch Attribution and Is It Right For Your Business?

Optimize your marketing strategy and unlock deeper insights with Amazon's multi-touch attribution.
Xmars Team

Demystifying Amazon Advertising: A Quick Guide to PPC Campaigns

Gain a better understanding of Amazon PPC advertising! Dive into ad types, bidding strategies, and key metrics.
Xmars Team

Effective AMC Retargeting Strategies in 2023

Uncover 'Time to Conversion' via AMC for efficient ad optimization, retargeting and strategy planning.
Xmars Team

Supercharge Your Amazon Advertising ROI with AMC

Explore our guide on leveraging AMC for data-driven, personalized ad campaigns, enhancing ROI & driving Amazon success.
Damon Gjording

How to Use Amazon DSP to Drive Traffic Off-Amazon and to Your Website

Leverage Amazon DSP's unique data for targeted ads, increased brand visibility, and boosted website traffic.
Umberto Marsella

Insights for Amazon Prime Day Advertising 2023

Hot insights into trends for Amazon Prime Day 2023! Equip yourself with the tools to maximize sales and attract new customers.
Xmars Team

AMS's Transformative Impact on Advertising – The Power of Real-Time Data

Dive into Amazon Marketing Stream (AMS), a vital tool for real-time, granular data tracking and ad campaign optimization.
Xmars Team

Lock Ad Placements: A New Approach to Ranking High on Amazon

Master Amazon rankings with 'Lock Ad Placements', an automated system that optimizes product ad placement for more visibility.
Matt Yu

Gearing Up for Prime Day: Amplify Your Sales with Sponsored Ads on Amazon

Unlock the power of Prime Day with a robust strategy for sponsored ads, efficient budget allocation, and optimal use of tools.
Aaron Crider

Amazon DSP: Unmatched Data Insights for your Ecommerce Business

Explore Amazon DSP's potential for targeted advertising using Amazon's rich consumer data.
Xmars Team

Top Marketing Tactics Leveraged by Amazon Professional Beauty Brands

A comprehensive guide for beauty brands to navigate and optimize their presence on Amazon.
Xmars Team

A Quick Guide to Keyword Harvesting for Amazon Advertising

Boost product visibility and profitability on Amazon by employing positive and negative keyword harvesting techniques.
Xmars Team

XMARS provides full-funnel intelligent ads
management, from awareness to purchase, allowing
advertisers to continually optimize their ad spend
across various ad types.

Amazon awards & certifications

Amazon official certifications

amazon partner certificateAMC certificate