When setting up targeting for your DSP line items, you’ll see an optional setting: Reach Similar Audiences. This is an audience expansion feature powered by Amazon’s first-party data and machine learning.
When enabled, Amazon will extend delivery to new shoppers who behave similarly to the audience segments you've already selected—helping you scale your campaign reach intelligently and efficiently.
✅ How It Works
After you add one or more audience segments to a DSP line item, a checkbox labeled “Reach Similar Audiences”will appear.
When checked, Amazon’s DSP will automatically identify additional users with similar shopping, browsing, or streaming behavior to your targeted audience.
These similar users are found using Amazon’s proprietary signals—no cookies or external data required.
🎯 When Should I Use This?
Enable Reach Similar Audiences when your campaign goal involves:
Discovering new customers
Scaling awareness or consideration efficiently
Expanding your best-performing audiences to reach similar shoppers
This is particularly useful for upper- and mid-funnel campaigns (e.g., Awareness or Consideration), but it can also help drive new conversions in Purchase or Loyalty efforts when paired with exclusions (e.g., past purchasers).
📈 Performance Tips
Use KPI targets like DPVR or ROAS to help measure impact.
Consider layering negative targeting (e.g., past purchasers) to avoid wasted ad spend.
Monitor metrics such as reach, frequency, cost per detail page view, and conversions.
🧠 Summary
Feature | Description |
What It Does | Expands reach to shoppers with similar behavior to your selected audience |
How to Activate | Appears as a checkbox once at least one audience is added to your line item |
Powered By | Amazon first-party shopping, streaming, and browsing signals |
Best Use Cases | Awareness |
Availability | All major global markets supported |