Purchases remarketing and Purchases
Purchases remarketing and Purchases
The purchases remarketing and purchase strategies enable you to engage audiences based on their historical purchase behaviors during a lookback window that you can specify.
Advertisers that sell on the Amazon store
Purchases remarketing can help you achieve different campaign objectives, including to drive repeat purchases and build customer loyalty, cross-sell to existing customers, and reach new audiences.
Lookback windows allow you to reach audiences based on their purchase behaviors on Amazon during a specific window of time. For example, customers who purchased specific products over the past 14 days. For purchases remarketing, we support the following lookback window options: 7 days, 14 days, 30 days, 60 days, 90 days, 180 days, and 365 days.
You can show your ads to the following audiences:
- Customers who have purchased your advertised products on Amazon during your selected lookback window.
- Customers who have purchased products related or complementary to your advertised products during your selected lookback window.
- Customers who have purchased products within a specific category on Amazon during your selected lookback window (for example, household supplies). You can further refine these audiences using product attribute refinements, such as brand, price band, Prime eligibility, or star rating. For example, you can reach an audience who has purchased household supplies that belong to a specific brand under $50 in the past 14 days.
Categories
You can build audiences using Amazon categories to help increase your reach and drive discovery. You can achieve this by remarketing to audiences who have purchased products from a specific category within your defined lookback window. You can further refine by brand, price range, star rating, and shipping eligibility.
If you select a category audience that is too small, you’ll receive a message indicating that the audience is too narrow. In this case, you must broaden your audience. To broaden your category audience, consider a different category, remove some refinements, or increase your lookback window.
Once your category audience is successfully added, you’ll see a potential reach range for that audience. This estimate isn't a dynamic forecast for impressions or unique daily reach. The potential reach range is a high-level estimated range of the unique devices reachable in a particular audience that's eligible to see your ad. We recommend that you start by selecting larger audiences to help achieve greater reach and campaign scale.
Dynamic segments
If you’re using purchases remarketing, we recommend adopting dynamic segments. The advertised products and related advertised products segments can help you launch your campaigns easily and effectively. Specifically, related to advertised products uses our machine learning algorithms to help discover and reach audiences who bought products that are related or complementary to your advertised products in the past. You can directly remarket to these audiences using the advertised products segment.
Product attribute refinements aren’t available for dynamic segments in audiences campaigns.
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