How does one leverage Amazon Marketing Cloud to create audiences for off-Amazon advertising?

Leveraging Amazon Marketing Cloud (AMC) to create audiences for off-Amazon advertising involves analyzing aggregated and anonymized Amazon customer data to identify specific audience segments based on their shopping behavior. With AMC, brands can use SQL queries to analyze customer interactions with their products on Amazon, such as product views, purchases, and search queries. This analysis allows for the creation of custom audience segments based on various criteria, such as customers who have purchased a specific product, viewed a product category, or searched for related keywords. Once these audience segments are defined, they can be activated for use in off-Amazon advertising campaigns through integrations with demand-side platforms (DSPs) or other advertising platforms. This enables brands to target potential customers on websites, mobile apps, and other digital channels with tailored ads based on their demonstrated interest in the brand's products on Amazon. AMC provides a powerful tool for extending the reach of Amazon advertising efforts and driving incremental sales through targeted off-Amazon campaigns.