Amazon ads audiences target shoppers by behaviour rather than by search: people who viewed or bought your product or similar ones, and Amazon-built segments such as in-market, lifestyle and interest audiences. Self-service sellers reach them through Sponsored Display; larger advertisers get more options through Amazon DSP. For most Indian sellers, views remarketing on Sponsored Display is the one audience worth starting with.
| Audience | Who is in it | Where you get it |
|---|---|---|
| Views remarketing | Shoppers who viewed your product, or similar ones, and did not buy | Sponsored Display |
| Purchases remarketing | Shoppers who bought your product or a related one | Sponsored Display |
| In-market | Shoppers Amazon judges likely to buy in a category soon | Sponsored Display, DSP |
| Lifestyle and interests | Shoppers grouped by long-term behaviour and interest | Sponsored Display, DSP |
| Life events | Shoppers around events such as moving house | Sponsored Display, DSP where available |
| Custom audiences | Built from Amazon Marketing Cloud queries or your own data | DSP, AMC |
Availability of individual segments differs by marketplace. Check the Sponsored Display console for Amazon India before planning around a specific segment.
Keyword and product targeting wait for a shopper to search or land on a page. Audience targeting finds the shopper wherever they are on Amazon, and for remarketing, on some sites off it. The upside is reach: you can show your product to someone who is not searching right now. The downside is intent: a shopper browsing the home page is less ready to buy than one who has just typed your keyword, so audience campaigns usually run at a higher ACoS. Our Sponsored Display guide covers the campaign setup and the cost-control setting.
Audiences and keywords work best together rather than as alternatives. Search campaigns bring shoppers to the listing; a remarketing audience brings back the ones who left. Without the search traffic there is nobody to remarket to, which is why audience campaigns come after Sponsored Products is running, not instead of it.
These shoppers already chose to look at your product. It is the warmest audience you have and usually the lowest ACoS.
Shoppers who viewed competitors. Wider reach, lower intent; a separate campaign with a lower bid.
Refills, repeat purchases and add-ons. Pointless for products bought once in years.
Only once remarketing is profitable and you want reach. Separate budget, higher ACoS target.
Amazon Marketing Cloud lets advertisers with access run queries across Amazon ad and shopping data and build custom audiences from the results, such as shoppers who saw a Sponsored Brands ad but did not buy. It is aimed at larger advertisers and agencies working through DSP or the Amazon Ads API. For most Indian sellers the self-service remarketing and Amazon audiences in Sponsored Display cover what is useful. Our DSP guide covers when the bigger tools make sense.
A practical test before reaching for either: if views remarketing on Sponsored Display has not produced orders at an acceptable ACoS, a more sophisticated audience is unlikely to fix it. The problem is usually the listing, the price or too little traffic, and those are cheaper to fix than a data platform.
BlooprintAI creates Sponsored Display campaigns for Amazon India from one CSV and shows each audience target with spend, orders and ACoS next to your Sponsored Products keywords, so you can compare what a remarketing order costs against a search order. Bids on audience targets can be changed in bulk after a summary. It does not build Amazon Marketing Cloud audiences.
Build Amazon SP, SB and SD campaigns from one CSV instead of one at a time in the console.
Learn more →Work out the ACoS at which an Amazon ad sale makes zero profit, from price, fees and cost.
Learn more →Retargeting, audiences, placements and the cost-control settings that matter.
Learn more →What DSP advertising is, how it differs from Sponsored ads and when it makes sense.
Learn more →Groups of shoppers defined by behaviour, such as viewing or buying your product or similar ones, or Amazon segments like in-market and lifestyle audiences. Sellers use them through Sponsored Display.
Not directly. Sponsored Products targets keywords and products. Audience targeting for self-service sellers is in Sponsored Display, which needs Brand Registry.
Shoppers Amazon judges likely to buy in a category soon, based on their recent shopping behaviour. It is available in Sponsored Display and DSP.
Views remarketing on your own products. Those shoppers already looked at your listing, so it is usually the cheapest audience per order.
It creates Sponsored Display campaigns with audience targets and lets you change their bids in bulk after a summary. It does not build Amazon Marketing Cloud audiences.
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