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Amazon DSP Ads: How to Target Third-Party Audiences Using Amazon Audience Builder

When it comes to digital advertising, Amazon has become one of the most prominent. To achieve this, Amazon has been investing in its eCommerce marketing tools, particularly its demand-side platform, Amazon DSP (Demand Side Platform). This platform provides advertisers with more targeting options and allows them to make the most of their ad spend. Among these targeting options are the third-party audiences in Amazon DSP.

This blog will explore the world of third-party Amazon DSP audiences and how they can be leveraged to improve your advertising campaigns. We will also discuss how to create and use these audiences, as well as best practices for integrating them into your overall advertising strategy. 

By the end of this blog post, you will have a strong understanding of how to use third-party DSP audiences to drive conversions and maximize the ROI of your Amazon DSP campaigns.

Amazon DSP Ads: How to Target Third-Party Audiences Using Amazon Audience Builder

What are third-party Amazon DSP Audiences?

Third-party Amazon DSP audience refers to a group of users that are targeted through programmatic advertising on Amazon’s platform. These audiences are typically defined by specific characteristics, such as demographics, interests, or browsing behavior, and are created and managed by third-party companies that use Amazon DSP to place ads. 

These audiences can be targeted with display ads across the Amazon Advertising network, including on Amazon.com and other websites and apps, as well as through video ads on Amazon’s streaming platforms like Fire TV.

READ MORE: Here are tried and tested advertising strategies to try with Amazon DSP

How to create third-party Amazon DSP audiences

To create third-party Amazon DSP audiences, you can make use of the Amazon Audience Builder, a tool that allows advertisers to create and manage custom audiences for their Amazon Advertising campaigns. 

With Audience Builder, advertisers can create and segment audiences based on:

  • Browsing behavior
  • Keyword searches
  • Purchase history
  • Other data from Amazon’s platform
  • Third-party data sources

Using Amazon’s first-party retail data, this tool offers Amazon DSP users a range of targeting options such as demographics, interests, and behaviors. It also allows advertisers to create lookalike audiences based on their existing customer data. With its detailed analytics and reporting features, advertisers can measure the performance of their campaigns and optimize their targeting strategies.

Another important aspect to note is that only shoppers who are considered “active” will be eligible for the audience being targeted, allowing DSP advertisers to only focus on customers who interact more frequently with Amazon.

Once an audience is created, advertisers can use it to target their ads across Amazon’s advertising network, including on Amazon.com, as well as other websites and apps, and through video ads on Amazon’s streaming platforms like Fire TV.

UPDATE: A recent 2021 update has allowed Amazon DSP users to use the Amazon DSP Audience Builder with the following:

Prime Video

Allows audience creation with Amazon Prime Video users’ viewing behaviors and specific ASINs for particular content genres


Allows audience creation based on Twitch interactions within 30 days and specific ASINs for particular gaming genres

Whole Foods

Allows audience creation based on purchase behavior in physical Whole Foods stores over a 360-day period; available only in the US

How to get started with using third-party Amazon DSP audiences

To use third-party audiences on Amazon DSP, you will first need to create an account with a DSP provider that is approved by Amazon. Once you have an account, you can access the provider’s audience segments and targeting options and use them to create and run campaigns on Amazon’s DSP.

Here are the general steps for using third-party Audiences on Amazon DSP:

  • Sign up for an account with an approved DSP provider
  • Integrate your Amazon DSP account with the DSP provider
  • Access the provider’s audience segments and targeting options
  • Use the audience segments and targeting options to create and run campaigns on Amazon DSP
  • Monitor the performance of your campaigns and make adjustments as needed

It’s worth noting that the specific process may vary depending on the DSP provider you choose and the level of integration they offer with Amazon DSP.

READ MORE: Here’s how you can integrate Amazon DSP into your ad campaigns

How to use Amazon Audience Builder to target third-party Amazon Audiences

  • In your Amazon DSP platform, click on Audiences
  • Click on New Audience to create a new audience
  • Click on Products to create an audience based on their shopping interactions with particular ASINs
  • Select the ASINs you want to use for your new audience (you can add up to 1,000 ASINs)
  • Select the Amazon Marketplace the products are being sold in
  • Click on Add
  • Select the shopping interactions box (viewed, purchased, similar views, or product searches). The boxes you check will create individual audiences.
  • Name your new audiences. Make sure to use a standard naming convention for easy reference
  • Click Create (The new audiences you create will be available for use in DSP about 24 hours after creation)
  • Check the status of each new audience after 24 hours. The audiences will either be marked as Active or Failed (audiences with Active status can be used with Amazon DSP campaigns)

How to target competitors using Amazon DSP third-party audiences

Amazon DSP offers a number of targeting options, such as demographics, location, and interests. By combining these options with third-party audience data, you can create highly targeted campaigns that are more likely to reach the right people.

Here are a few more strategies you can try to utilize those targeting options to ensure that you are reaching the right people with the right message:

  • Use third-party audiences to supplement first-party data: If you already have data on your own customers, you can use third-party audience data to find similar people who may be interested in your product. This can help you expand your reach and find new customers.
  • Use third-party audiences to target specific interests or behaviors: Many third-party data providers offer audience segments based on people’s interests or behaviors. By targeting these groups, you can reach people who are more likely to be interested in your product.
  • Test different third-party audiences: If you have multiple third-party audiences that you want to reach, you can use Amazon’s targeting options to test which audience performs best. This can help you optimize your campaigns and get the best return on your advertising spend.
  • Use third-party Amazon DSP audiences to create Lookalike Audiences: This type of audience is composed of groups of people who are similar to the members of a third-party audience in terms of their characteristics and behaviors. Lookalike Audiences can be a useful way to reach new people who are likely to be interested in your products or services.

Who can use third-party Amazon DSP Audiences?

Third-party Amazon DSP audiences can be used by any advertiser who has an account on the Amazon Advertising platform and has access to third-party data providers.

Where is the feature available?

  • North America: Canada
  • Europe: Spain, Italy, France, Germany, United Kingdom
  • Asia Pacific: Japan

Who can use it?

  • Self-service advertisers (United Kingdom, France, Italy, Spain, Germany, Canada, Japan)
  • Managed service advertisers (Canada, Japan)

Where can you access it?

  • Amazon DSP

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