Amazon Tailored Audiences: Target Your Ideal Customers with Precision

Feb 24, 20234 min read Nick Heethuis

In today’s highly competitive e-commerce landscape, finding the right audience for your products is critical to the success of your business. The right audience can make or break your advertising campaigns

Amazon recognized this and developed a powerful tool to help advertisers precisely reach their ideal audience – Amazon Tailored Audiences.

In this article, we’ll explore what Amazon Tailored Audiences are, why they are essential, and how to use them effectively to maximize your advertising efforts on Amazon.

What are Amazon Tailored Audiences?

Amazon Tailored Audiences is a marketing solution offered by Amazon Advertising that allows advertisers to create custom audiences for targeting their ads on Amazon. Tailored Audiences are built by using Amazon’s customer data to create custom audiences based on their behaviors and interests on Amazon.

Advertisers can use these audiences to target specific groups of customers, such as those who have previously interacted with their brand on Amazon, made a purchase, or viewed specific products. Advertisers can also use these audiences to exclude certain groups of customers from their ad campaigns, which can help them avoid showing irrelevant ads to customers who are unlikely to convert.

Why are Amazon Tailored Audiences important?

There are several reasons why Amazon Tailored Audiences are essential for advertisers looking to optimize their ad targeting on Amazon:

1. Increased Precision: By using Tailored Audiences, advertisers can target their ideal customers with greater precision, resulting in higher click-through rates (CTR), higher conversion rates, and a better return on investment (ROI).

2. Better Personalization: By using customer data to create Tailored Audiences, advertisers can deliver more personalized ads that speak directly to the needs and preferences of their target audience.

3. Greater Efficiency: By excluding certain groups of customers from their ad campaigns, advertisers can reduce ad spend and improve their campaigns’ efficiency.

How to use Amazon Tailored Audiences

Now that we’ve covered what Amazon Tailored Audiences are and why they are important, let’s take a closer look at how to use them effectively. Here are three customer groups you can engage with Tailored Audiences:

Repeat Customers

One of the most effective ways to use Tailored Audiences is to target your repeat customers. These customers have ordered your brand’s products more than once in the last 12 months, indicating a high level of loyalty and interest in your products. By targeting them with relevant ads, you can increase their loyalty and encourage them to make additional purchases.

High-Spend Customers

Another way to use Tailored Audiences is to target your high-spend customers. These are the highest spending 25% of your brand’s customers in the last 12 months. By targeting these customers with exclusive deals, personalized recommendations, or new product launches, you can incentivize them to continue to make large purchases and become even more loyal to your brand.

Recent Customers

The third way to use Tailored Audiences is to target your recent customers. These are the most recent 20% of customers who have purchased from your brand. By targeting these customers with personalized ads that showcase related products, you can encourage them to make additional purchases and become loyal customers.

By targeting these three customer groups with relevant and personalized ads, you can maximize the effectiveness of your ad campaigns and drive better results for your business.


Amazon Tailored Audiences is a powerful tool that can help advertisers reach their ideal customers with precision. By using Amazon’s customer data to create custom audiences, advertisers can deliver more personalized and relevant ads, increase brand loyalty, and improve the efficiency of their ad campaigns. By targeting the right customers with the right ads, advertisers will drive higher click-through rates, higher conversion rates, and ultimately, a better return on investment.

To use Amazon Tailored Audiences effectively, advertisers should start by understanding their customer data and identifying the most valuable customer segments. They should then create custom audiences that target these segments with personalized and relevant ads. Advertisers should also use Amazon’s reporting and analytics tools to monitor the performance of their ad campaigns and make adjustments as needed to optimize their results.

In addition to these best practices, Amazon is constantly updating and improving its advertising tools, including Tailored Audiences. By staying up-to-date on the latest features and capabilities, advertisers can take full advantage of the tools available to them and stay ahead of the competition.



At TripleShot, we provide expert assistance in launching, growing, and scaling brands on Amazon. Both established and emerging brands benefit from our services.


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