SellerMate.AISign in

AMC Audience Creation


What is AMC Audience Creation?

AMC (Amazon Marketing Cloud) Audience Creation allows you to build custom audience groups based on how customers interact with your ads and products.

Instead of targeting everyone broadly, you can segment users based on actions such as:

  • Viewing a product
  • Clicking on an ad
  • Adding to cart
  • Purchasing

Using SellerMate, you can create these audiences and later use them in your campaigns to retarget high-intent users, reach new-to-brand shoppers, or optimize performance based on behaviour.

This helps you move from general targeting to more data-driven and precise advertising.


Why Use AMC Audience Creation?

AMC Audience Creation helps you better understand and target your customers based on their journey and behaviour.

For example:

  • You can retarget users who showed interest but didn’t purchase
  • You can identify and target new customers separately
  • You can focus more budget on high-value or high-intent users

This leads to:

  • Better conversion rates
  • Reduced wasted ad spend
  • More efficient campaign scaling

It is especially useful for brands that are growing and want to build a stronger, more structured advertising strategy.


How to Create AMC Audience

Step 1

Go to Menu → AMC → Create AMC Audience


Step 2

If you are setting this up for the first time, accept Amazon AMC terms and click on Sync Instance.

Once synced, SellerMate will fetch your existing audiences and allow you to create new ones.


Step 3

Click on Create Rule-Based Audience to start building a new audience.


Step 4

Enter the basic details:

  • Audience Name – Give a clear name so it’s easy to identify later
  • Description – Optional, but helpful for understanding the audience purpose
  • Time Window (Date Range) – Select the period from which user data will be considered


Step 5

Set the Refresh Rate (in days)

This defines how often your audience data will be updated.

For example:
If you set a refresh rate of 7 days, the system will re-evaluate and update the audience every 7 days based on your conditions.


Step 6

Configure the Time Window Type

You have two options:

  • Fixed Time Window (Disabled)
    The audience will always be based on the selected date range.
    Example: April 1 – April 30 will remain the same on every refresh.
  • Rolling Time Window (Enabled)
    The audience will keep updating with new data over time.
    Example: April 1 – April 30 → after refresh becomes April 7 – May 7

This is useful when you want your audience to stay updated with recent user behavior.


Step 7

Choose how you want to build the audience

Option A: Rule-Based Audience

This is the simplest method where you define conditions based on user actions.

You can choose from metrics like:

  • Impressions
  • Clicks
  • Detail Page Views
  • Add to Cart
  • Orders
  • Order Value

You can combine up to two conditions using AND logic.

Example:
Users who have:

  • Clicks ≥ 2
    AND
  • Add to Cart ≥ 1

This helps you target high-intent users.


Option B: Raw Query (Advanced)

For advanced use cases, you can create audiences using SQL queries.

  • Suitable for users familiar with AMC queries
  • Allows deeper and more customized audience creation
  • You can also use SellerMate AI to help generate queries based on your requirement


Step 8

Click Save Audience

  • Audience creation usually takes 24–48 hours
  • If the audience size is too small, it may fail to generate


Step 9

Once the audience is successfully created, it can be used in your campaigns
(Refer to the “How to Apply AMC Audience” guide for next steps)


Best Use Cases & Scenarios

1. Retarget Interested Users
Create an audience of users who clicked or added to cart but didn’t purchase, and target them again to improve conversions.

2. Target New-to-Brand Customers
Identify users who have not purchased your brand before and run separate campaigns to acquire new customers.

3. Focus on High-Value Users
Create audiences based on higher order value or repeat purchases to drive more profitable campaigns.

4. Segment by Customer Journey
Create different audiences for:

  • Viewers
  • Clickers
  • Add-to-cart users
  • Purchasers

And target them differently based on intent.


Best Practices

  • Start with simple conditions to ensure a healthy audience size
  • Avoid adding too many strict filters initially
  • Use rolling time windows to keep audiences updated
  • Allow at least 24–48 hours before using the audience
  • Regularly review and test different audience segments


FAQs

1. How long does it take to create an AMC audience?
It typically takes 24–48 hours for the audience to be processed and available.

2. Why did my audience creation fail?
This usually happens when the audience size is too small based on the selected conditions.

3. Can I edit an existing audience?
No, you will need to create a new audience if changes are required.

4. What is the difference between a fixed and rolling time window?
A fixed window uses the same date range, while a rolling window updates the date range over time.

5. Where can I use these audiences?
Once created, AMC audiences can be applied to your Sponsored Ads campaigns for targeted advertising.