Amazon AMC Audiences Tier List

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Amazon AMC Audiences Tier List

My Amazon Guy 19.03.2026 328 просмотров 16 лайков

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Amazon AMC audience targeting ranked from S to D tier to improve ad performance and results This video breaks down Amazon Marketing Cloud (AMC) audiences and how they perform. Noah Wickham reviews retargeting, new-to-brand, and high-value audience segments. Viewers will see which audiences are worth using for Amazon ads and which ones are not effective. Get better sales and grow your brand with My Amazon Guy: https://bit.ly/4jMZtxu Try the AMC audience tier list here: https://tiermaker.com/create/amc-audience-tier-list-19222889 #AmazonAds #AmazonDSP #EcommerceMarketing #AmazonFBA #AmazonStrategy -------------------------------------------------------------------------- Want free resources? Dowload our Free Amazon guides here: Growth Email Marketing Strategies: https://hubs.ly/Q04457QF0 Amazon Proft Margin Defense 2026: https://hubs.ly/Q042trRH0 Amazon SEO Toolkit 2026: https://bit.ly/4oC2ClT Amazon Seller Strategy Report 2026: https://bit.ly/3YN1RME 2026 Ecommerce Website & SEO Readiness Checklist: https://hubs.ly/Q040Jg0M0 Amazon Crisis Kit: https://bit.ly/4maWHn0 Timestamps 00:00 - AMC audiences overview and tier list intro 00:28 - Prime Video audience and sponsored TV relevance 01:22 - Ready to upgrade audience explained 02:05 - High value audience targeting strategy 02:51 - Optimal frequency and retargeting limits 04:09 - Custom audience with AI review 05:06 - List and registry audience value 05:42 - DSP campaign retargeting audiences 07:09 - Add to cart but no purchase (top retargeting) 08:05 - New to brand high value customers 08:56 - Frequently exposed audience analysis 09:38 - Fire TV and lookalike audiences 10:10 - Multiple detail page views retargeting 10:55 - Clicked ads but did not purchase 12:01 - Sponsored keyword audience targeting 12:45 - Seasonal and off Amazon engagement 13:39 - Subscribe and save audience strategy 14:47 - Sponsored ads exposure audience 14:58 - Brand store visitors retargeting 15:28 - Accessories and product pairing audiences 15:56 - Final rankings and closing thoughts -------------------------------------------------------------------------- Follow us: LinkedIn: https://www.linkedin.com/company/28605816/ Instagram: https://www.instagram.com/stevenpopemag/ Pinterest: https://www.pinterest.com/myamazonguys/ Twitter: https://twitter.com/myamazonguy Subscribe to the My Amazon Guy podcast: My Amazon Guy podcast: https://podcast.myamazonguy.com Apple Podcast: https://podcasts.apple.com/us/podcast/my-amazon-guy/id1501974229 Spotify: https://open.spotify.com/show/4A5ASHGGfr6s4wWNQIqyVw

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AMC audiences overview and tier list intro

AMC launched for all sellers last year. And one of the major things that I constantly just hear people talk about is they don't know what AMC audiences are useful for them. And so I actually had somebody go through and make me this, which if anybody has ever seen this, this is essentially a tier ranking system. And so it's S to D. And I thought I would go through all of the different AMC audience types, talk about them, and which ones I would rank where.

Prime Video audience and sponsored TV relevance

So, the very first one that we're going to start off with is audience of subscribers that show low or no engagement with prime video channels. So, this is one of those that I think is kind interesting because it is not going to be for the average brand in general because a big thing that you have to think about is that only if you're running either sponsored TV or sponsored display ads is this highly relevant to you in any way, shape, or form. Now, if you're not running those, it is actually something you may want to utilize in some capacity, oddly enough. Now, the big thing that I'm going to look at with this, and I'm going to be probably a pretty big shocker on this very first one, I would throw this at a solid B tier. — I mean, it's all right. — I don't think it's bad. necessarily great in any way, shape, or form. If you're a brand that, like I said, doesn't run any sponsored TV, then this, yeah, it doesn't really do anything for you. But if you're somebody who does run sponsored TV, this could be a great audience segmentation

Ready to upgrade audience explained

for you. Now, second one, audience ready to upgrade. If you're not aware what the ready to upgrade is, it essentially is a bunch of audiences where people have purchased from you historically and they have some kind of product and you have different variations or it's a product that is used at some point in time. And so, this is a great one in my opinion if you fall into that bracket. But then at the same time, this has zero relevancy to a lot of different brands out there that don't have any form of upgrading. For an audience like this, I think again solid B tier. It is a decent one, but it's not going to give you much bang for your buck and it's a pretty limited segmentation, but doing retargeting with it towards this audience can be good in some cases. Now, we have high value

High value audience targeting strategy

audiences solution. If you're unaware of highvalue audiences, essentially highv value means people on the Amazon platform who essentially spend the most amount of money are typically utilizing Amazon the most and buying different types of products in different categories on Amazon all the time. So audience solution is very high value overall. There are people who are willing to spend money. They will spend money at any given chance. And so when I'm looking at something like highv value audience solution, I am going to typically rate this probably in a tier fashion. I think a tier is where realistically this falls just because the aspect that again it's people who have money and everyone wants to try and essentially go after the people who have money and are willing to actually buy

Optimal frequency and retargeting limits

products. Now we have optimal frequency solution. So an interesting one primarily because it is for people where you have essentially targeted them prior but you're trying to essentially retarget them in some capacity. So a lot of people don't understand that is actually a granularity I think is the biggest way to put it of different types of targeting. You're trying to target them at one point then you target them again and the hope is that after you target them a certain number of times they will eventually convert. This works really well in practice for direct consumer brands. This is what we would consider to be retention marketing in some way, shape, or form. You're trying to obviously with retention more so retain customers you have already gotten, but this is essentially trying to get new to brand customers after targeting them a certain number of times. The way that Amazon is structured, in my opinion, I don't think that this is a good audience. The reason that I don't think that optimal frequency is good is because largely on Amazon, you're going to be sitting around and you're going to have typically speaking a lot of people who are either going to buy right now or they're not going to buy at all. You're not going to have a lot of people who are like thinking about it and then they think about it again and again. So, this is one that honestly I'm probably going to throw like optimal frequency. I want to throw a D tier. I might just throw it C for right now, though. Next, we have create a custom audience with AI. This one

Custom audience with AI review

right now, I'm just going to I'm just B tier. — That is one big pile of — Amazon's AI for creating like a custom audience is trash. Like, can you do it? And can you utilize Amazon's AI for creating a custom audience? Yes, but it's just not good and it's not great at actually targeting the correct audience type. I think that realistically, this could be an S tier. Amazon puts some focus in how you're able to actually granularly target with AI and how AI can build out SQL queries, I think it can be an S tier. But for the average brand out there, it's not going to be an S tier because they don't understand SQL and they don't understand audience targeting enough to actually utilize this in a proper fashion. And so it's either going to be S tier or it's going to be Dtier. And there's no in between really. And so I'm going to throw a D because majority of the people probably watching this going to use majority just the plug-andplay here. Audience that added

List and registry audience value

to list or registry. I'm going to say that this is a high A tier. That's pretty good, — right? Actually, I might even put this almost above highv value audience. And that's because when you're looking at audience that added a list or registry, it means that they like your product. They want your product either now or later or potentially they're trying to get somebody else to buy your product for. And so when people create lists for themselves, they do it because these are things that they like, they're planning on buying sometime in the future. They need a little extra edge. This is absolutely something that I would consider like an A tier retargeting type of audience. We have audience exposed to

DSP campaign retargeting audiences

Amazon DSP campaigns. Again, retargeting. This is definitely a retargeting audience segment. And I think this is going to be the surprise here. Realistically, I actually am going to put it high B. And the reason I'm putting it high B instead of low A is because when we're looking at audiences exposed to DSP campaigns, I'm going to look at DSP campaigns as also trying to obviously push through the funnel, but you shouldn't have to theoretically utilize this specific audience to fully convert someone into the funnel. Now, this is great for a fullfunnel marketing approach, but for an average campaign or audience segmentation, you should set up specific campaigns for this. It's really good at its very specific use case. It doesn't have a lot of broad variety in that use case though. Next we have audience exposed to one Amazon DSP campaign but not another. So this is a very much a DSP specific one. Has not that much versatility to it. I'm going to throw this down into C tier. It's okay. And you know what? I'd actually probably put this below optimal frequency. It's okay, but at the end of the day, it's not a great one because you're essentially just at this point utilizing a specific audience segmentation to AB test different types of commercials to hopefully see, well, not commercials, but specifically ads to see if you are getting different traction with that same audience from one to the other, but it doesn't have a lot of versatility when it comes to like a full market approach to your actual DSP advertising. Audience that added to

Add to cart but no purchase (top retargeting)

cart but did not purchase. This, my friends, is an S tier. Perfect. Everything down to the last minute details. — This is perfect remarketability. Right? When we're thinking about retargeting and remarketing people from an advertising perspective, this is exactly what we're talking about. They added it to their cart. They didn't buy it. Why didn't they buy it? It was in their cart. Maybe they just didn't purchase it right then, but they're thinking about purchasing in the future. Again, this is real close to audience that added to a list or registry, but this specific audience is just so easy to remarket towards, and I have not seen somebody utilize this in a capacity that did not work for them so far. It is such a good just retention play when it comes to audience targeting that it is easily S tier in my opinion. Next, we have audience of high value, new to brand customers. Again, with the backtoback S.

New to brand high value customers

This is in my opinion the best or one of the best I should say. I actually might put it above the retargeting and that is because new to brand customers is always going to be useful to every single brand out there. There is not a single brand on the planet who does not want new customers to find and buy their product. And it's just very specific. Right? If you want to grow on Amazon, you have only a few different ways to do it. Obviously, increase your overall customer base and your market share. increase the number of people who are frequently and consistently buying your product. Get new people to do exactly those two first things. Those are the ways that you grow realistically in a very dumb down fashion. When we're looking at audience segmentation, this highv value new to brand customers is just such a huge uplift in my opinion. It's something that I would encourage for everyone. Next, we have audience frequently exposed to your

Frequently exposed audience analysis

campaigns. I'm going to throw this low B tier. I think, you know, I'll throw it like middle of B tier. I think that it's a good one. it it's a decent one, but again it's more so just a trying to get in front of the customer as long as possible. The retail explanation of this is similar to when you would have your products on like an end cap in aisle and this is what this campaign is. But the question would then remain of why is it they haven't clicked and purchase your product thus far and so it's why I wouldn't consider this like an A tier retargeting but it's definitely in the you know middle of the B pack. It can be useful. I can see good conversions out of it, but it depends. Audience of Fire TV and Fire tablet usage for app store advertisers. This one is not important

Fire TV and lookalike audiences

realistically to 99% of brands that actually care about like moving the needle. This is good for supplemental targeting. I throw it like bottom of C. Introduction to AMC lookalike audiences. So, this is just AMC's built-in lookalike audience. This is as middle of the road as you can possibly get. I'd just throw it B because it literally is that. I'd throw it middle of B actually because it is as middle of the road as you possibly can get when it comes to any form of just audience targeting.

Multiple detail page views retargeting

Audience with multiple detail page views. Okay, so this is another really powerful retargeter. I'm throwing this A tier, probably bottom of A tier, but it's great for retargeting. It's great for trying to get people who have looked at your product multiple times. It's very, very similar, honestly, to the idea of people to add to list. The difference is that these people probably don't know they can add to the list. These people are looking to come back to the product later. These are a great target segmentation if you're trying to essentially capitalize on the idea of people that are looking at your product in depth. It's also really good for specifically brands that have more technical products and it tells you that people are frequently coming back to your product prior to purchasing. They are doing a lot of their due diligence on your product and your brand. Next we

Clicked ads but did not purchase

have audience that clicked sponsored ads but did not purchase. I'm kind of split on this one to be entirely frank, especially when it comes to like retargeting people. It, you know, it is one of those I'd probably put this like maybe higher up and be to be entirely frank. It's one of those that this is a decent one, but it comes down to the question of why did they not convert the first time? And a lot of times the reason they didn't convert is going to come down to either the product they clicked on yours was not what they were looking for. It was too high priced so on and so forth. This is a very much a hit or miss audience. I you know I'm not actually even comfortable with like a high B. Again I'm going to go a little bit lower B on this one but it is a odd one to say the least. And it's either hit or miss on how well it works. It does work actually and I could consider this an A specifically only for like branded search campaigns. For people who are looking branded search-wise, this is a great audience type. And so I actually for that I'll move it up to highb specifically for branded search audience based on sponsored ads

Sponsored keyword audience targeting

keywords. This one right here I think is fairly easy to say this is just an A because it's exactly what we want. It's people who are searching your uh sponsored ad keywords. you want to essentially focus very heavily on those ones. It's based off of what their shopping intentions are more so. And this gets into the realm of like Amazon's new algorithm with AI, but this is a great uh segment of I would say for the most part seasonal advertising exposure off- peak audience. I would put this to be entirely honest like top of C tier. It's one of those that it can be good, but it's very infrequent that I would utilize this even for like off- peak seasonality products over just regular uh targeting of one of these other retargetable audience types. So, I

Seasonal and off Amazon engagement

would put this probably like as Ctier audience of users that have engaged with brand off Amazon. Ooh. This is going to be easy S. So, the reason that this is an easy S in my opinion is that essentially this is the perfect type of situation. So right now on e-commerce as a whole, 58% of online purchases start with a search on Amazon. So if we're looking at that as the metric here, we can know that if somebody has engaged with our account or with our brand off Amazon, they are heavily likely to be somebody who is now on Amazon searching for our brand or wanting to buy our brand. And so this is the perfect audience to try and target on a branded search campaign. This is who exactly I want my branded terms to be showing up for. It's who we want to essentially put the product right in front of their face. So easy S tier in my opinion.

Subscribe and save audience strategy

Audience of frequent purchasers not enrolled in subscribe and save. Again, easy S tier. This is just like a audience where your goal as a brand on Amazon is build up your customer lifetime value as much as possible and you want to decrease your customer acquisition cost. This campaign of itself pays for itself if it gets even just a couple of people who click who end up turning on subscribe and save. Because if they turn on subscribe and save, their customer lifetime value is just going to multiply by itself every single month and the cost of this campaign just goes lower and lower. Now, there is an argument to be made that these are people who already frequently purchase, but it's a lot more of a stickiness factor where you don't have to worry about them potentially clicking on your ads in the future, which is something that a lot of people don't think about. They think about the aspect of, oh, they're already buying my product, but you don't know if they're already clicking on your actual ads as well when they're doing that. So every time they come back, they're probably clicking a sponsored and you're paying for every single one of those purchases regardless of the fact that they are a frequent purchaser. Next, we have audience exposed to sponsored ads campaigns. I'm going to just throw this

Sponsored ads exposure audience

Btier. I don't think it's that great. I think it's about on the level of sponsored keywords, but I'm just going to throw it like Btier. It's as Btier as you get. Audience of brand store visitors who did not purchase. This one

Brand store visitors retargeting

I would throw like high A. If somebody goes to your brand store on Amazon, it's very rare, right? The number of people who actually visit brand stores is exceptionally low. And so if somebody goes to your brand store, you really do want to try and remarket towards those people and show up again for those people cuz it means that they had enough interest to go from your product to your brand store. They didn't purchase. The question is why? They were looking at your catalog. They wanted to see what you offered. So, it's a chance that you can try and get them to convert. Again, we're coming to the end here. audience

Accessories and product pairing audiences

who purchased main products but not accessories. This is I think not useful for everyone, but I would put this like at middle road, probably high B. I like this at high B, maybe low A. For people who have accessories for their products, this is great. Those that don't have any accessories, it's not a useful audience in Slay, so you probably don't even have access to it. Let's see. Audience exposed to Amazon Live broadcast purchased brands products, high interest based on shopping history, and new to brand shoppers. Okay, new to brand

Final rankings and closing thoughts

shoppers always S tier. Anything new to brand is always S tier. High interest based on shopping history. I'm going to throw at like an A tier. And then we have purchased brands products. I'm going to throw it like a B tier. And then we have another one of these. And I'm just going to keep this. I don't know. I'll throw that down there for lookalike. Who cares? So, this is my tier list of AMC audiences. I I'm kind of curious on what everyone's thoughts on AMC audiences are. I know there's a lot of testing that goes on out there, but based on what I've kind of seen and just general shopping habits of people and how audience it how audiences are built and what they are built off of, right, is a big thing. There are obviously more audiences than what we have here. Special shout out my team member Adrian who put this together and he was really interested in seeing me do this. So, thought it would be a fun little experiment overall. But, let me know what your rankings are. I'll leave the uh actual link to this tier maker. If you want to make your own one, throw a comment down below with what your actual ranking is for all of these. Anyways, if you like videos like this and you like content like this that's a little left field compared to our normal stuff, feel free to let us know in the comments below. Like this video and subscribe for the next one. Thanks everybody.

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