Serious Sellers Podcast: Learn How To Sell On Amazon FBA & Walmart

#687 - Amazon Audience Targeting with AMC

Jul 29, 2025

In this engaging discussion, Destaney Wishon, an Amazon ads expert, shares her wealth of knowledge on leveraging Amazon Marketing Cloud (AMC) for successful advertising. She reveals how swapping traditional keyword strategies for demographic targeting can elevate conversion rates and reduce costs. Destaney also emphasizes the balance between narrowing audience targets and maintaining broad reach. Learn about effective bidding strategies, the power of audience segmentation, and the use of data tools to optimize ad performance in today's competitive marketplace.

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INSIGHT

AMC Transforms Amazon Ads

Amazon Marketing Cloud (AMC) shifts advertising from keyword-based to audience demographic targeting.
This improves ad alignment with customer needs, boosting conversion rates and profitability despite higher costs.

ANECDOTE

AMC Audience Boosts ROAS

Targeting top keywords with AMC audiences doubled conversion rate and ROAS on a $100 product.
Focusing bids on viewers who engaged but didn't purchase increased likelihood to convert significantly.

ADVICE

Use Top of Search Campaigns

Create specific campaigns targeting Top of Search with AMC audiences for highest visibility.
Manage CPCs by adjusting base bids and modifiers to maintain profitability.

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In this episode, discover how to access Amazon Marketing Cloud, create custom audiences, and launch high-impact ad campaigns using AMC’s powerful data tools.

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Unlock the potential of your Amazon advertising with insights from expert Destaney Wishon. Discover how the Amazon Marketing Cloud (AMC) is revolutionizing the way sellers approach their strategies by shifting from traditional keyword-based ads to advanced audience demographic models. By tapping into AMC's rich customer data, sellers can align their ads more closely with audience needs, leading to increased conversion rates, reduced costs, and enhanced profitability in an ever-competitive marketplace.

Explore the art of balancing audience targeting with bidding strategies to maximize the impact of your advertising campaigns. While targeting specific audiences offers unmatched precision, it's crucial to avoid overly narrow strategies that may limit your reach. Learn the advantages of aiming for the Top of Search placements, where higher CPCs can translate to greater visibility and conversion rates. We'll also dive into techniques for calculating bid boosts and setting base bids that drive optimal results, leveraging Amazon's proprietary audience data to elevate both ad revenue and product sales.

Finally, we discuss the strategic use of high-traffic search terms to enhance organic rankings, especially for premium brands. By targeting audiences who have interacted with your brand through channels like TV ads or registries, you can significantly boost conversion rates. With tools like Helium 10 Ads, sellers can customize their AMC instances for more precise audience targeting, leveraging exact match campaigns and keyword harvesting for greater accuracy. Whether you're a seasoned Amazon seller or a beginner, our conversation provides hands-on tips and strategies to help you navigate the intricate world of Amazon PPC with confidence and creativity.

In episode 687 of the Serious Sellers Podcast, Carrie and Destaney discuss:

00:00 - Unlocking Amazon Marketing Cloud (AMC) for Sellers
07:14 - Amazon Advertising Audience Targeting Options
10:53 - Optimizing Amazon Marketing Cloud Audiences
15:40 - Optimizing Amazon Ads for High-Traffic Terms
16:15 - Leveraging Amazon Marketing Cloud Audiences
18:42 - Targeted Advertising Strategies for Brands
23:04 - Creating Audiences for Amazon Ad Console
24:51 - Optimizing Amazon Advertising Audience Targeting

Enjoy this episode? Be sure to check out our previous episodes for even more content to propel you to Amazon FBA Seller success! And don’t forget to “Like” our Facebook page and subscribe to the podcast on iTunes, Spotify, or wherever you listen to our podcast.

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