Amazon's revolutionary new feature, lookalike audiences via Amazon Marketing Cloud (AMC), allows brands to take precision targeting to a whole new level. Unlike standard AMC Audiences, which are rules-based, lookalike audience offer brands the ability to clone past audiences to reach audiences that behave in a similar manner.
In this episode, Gloria Steiner and Andrew Fox break down how lookalike audiences work and how AMC lookalike audience differ from Amazon DSP audiences. Plus they share tips for how to select a seed audience and discuss 3 strategies where using lookalike audiences can come in handy, including targeting:
- Shoppers with a high long-term value
- Shoppers with high repeat-purchase rate
- Similar audiences based on holiday shopping dynamics
