DocumentationExperience PlatformDestinations Guide

Amazon Ads v2 connection amazon-ads-v2

Last update: Mon Apr 06 2026 00:00:00 GMT+0000 (Coordinated Universal Time)

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Overview overview

Amazon Ads v2 enables advertisers to efficiently ingest, manage, activate, and reuse audience data across Amazon Ads products.

IMPORTANT
Amazon Ads v2 is the current destination for all new Amazon Ads connections. If you have an existing (Legacy) Amazon Ads connection, it continues to function without any required changes. Amazon Ads v2 connects to Ads Data Manager, which provides support for expanded identity types, address-related fields, and data-sharing across Amazon Ads products, improving targeting and audience match rates compared to (Legacy) Amazon Ads.
After the end of April 2026, Amazon Ads v2 will be renamed to Amazon Ads, and the legacy card will be hidden, leaving a single destination card in the catalog. Existing legacy dataflows will continue to work and you can manage them in the Browse tab beyond that date.

The Amazon Ads v2 integration with Adobe Experience Platform provides a direct connection for ingesting audience members into Amazon Ads. The uploaded audiences are available in the Ads Data Manager (ADM) console within Amazon Ads. You can use the Ads Data Manager console to share data across different Amazon Ads products.

To learn more about Ads Data Manager, see:

IMPORTANT
This destination connector and documentation page are created and maintained by the Amazon Ads team. For any inquiries or update requests, contact them directly at amc-support@amazon.com.

Use cases use-cases

To help you better understand how and when you should use the Amazon Ads v2 destination, here are sample use cases that Adobe Experience Platform customers can solve by using this destination.

Audience ingestion and activation activation-and-targeting

An athletic apparel brand wants to reach its existing customers with relevant ads across Amazon Ads. The brand can ingest customer email addresses from its CRM into Adobe Experience Platform, build audiences using its first-party offline data, and activate these audiences to Amazon Ads through the Amazon Ads v2 destination. After activation, you can use these audiences to target ads to those customers across Amazon Ads inventory, helping the brand re-engage known customers and drive repeat purchases. To learn more, see Manage data.

Prerequisites prerequisites

To use the Amazon Ads v2 connection with Adobe Experience Platform, you must have access to Amazon Ads Data Manager using a Manager Account. See Get started with Amazon Ads Data Manager for details.

Accept Amazon Ads Data Manager terms and conditions accept-terms

Before configuring the Amazon Ads v2 destination, log in to your Amazon Ads account and accept the Ads Data Manager terms and conditions. Navigate to the Ads Data Manager console within Amazon Ads and accept the terms when prompted. If you do not accept the terms and conditions, audiences are not created in Amazon Ads.

Supported identities supported-identities

The Amazon Ads v2 destination supports the activation of the following identities. Learn more about identities.

Target Identity
Description
Considerations
phone
Phone numbers hashed with the SHA256 algorithm
Both plain text and SHA256 hashed phone numbers are supported by Adobe Experience Platform. When your source field contains unhashed attributes, check the Apply transformation option to have Experience Platform automatically hash the data on activation.
email
Email addresses (lowercased) hashed with the SHA256 algorithm
Both plain text and SHA256 hashed email addresses are supported by Adobe Experience Platform. When your source field contains unhashed attributes, check the Apply transformation option to have Experience Platform automatically hash the data on activation.
firstname
First name of the user
Both plain text and SHA256 hashed first names are supported by Adobe Experience Platform. When your source field contains unhashed attributes, check the Apply transformation option to have Experience Platform automatically hash the data on activation.
lastname
Last name of the user
Both plain text and SHA256 hashed last names are supported by Adobe Experience Platform. When your source field contains unhashed attributes, check the Apply transformation option to have Experience Platform automatically hash the data on activation.
address
Street address of the user
Both plain text and SHA256 hashed streets are supported by Adobe Experience Platform. When your source field contains unhashed attributes, check the Apply transformation option to have Experience Platform automatically hash the data on activation.
city
City of the user
Both plain text and SHA256 hashed cities are supported by Adobe Experience Platform. When your source field contains unhashed attributes, check the Apply transformation option to have Experience Platform automatically hash the data on activation.
state
State or province of the user
Both plain text and SHA256 hashed states are supported by Adobe Experience Platform. When your source field contains unhashed attributes, check the Apply transformation option to have Experience Platform automatically hash the data on activation.
zip
ZIP or postal code of the user
Both plain text and SHA256 hashed zips are supported by Adobe Experience Platform. When your source field contains unhashed attributes, check the Apply transformation option to have Experience Platform automatically hash the data on activation.
countryCode
Country of the user (2-character ISO code)
Supports plain text input.
experianId
Identifier assigned by Experian
Supports plain text input.
kantarId
Identifier assigned by Kantar
Supports plain text input.
liveRampId
Identifier assigned by LiveRamp
Supports plain text input.
maId
Identifier assigned by a mobile application
Supports plain text input.
merkleId
Identifier assigned by Merkle
Supports plain text input.
neustarId
Identifier assigned by Neustar
Supports plain text input.
realId
Identifier assigned by the Real ID identity graph
Supports plain text input.
sambaTvId
Identifier assigned by Samba TV
Supports plain text input.

Supported audiences supported-audiences

This section describes which types of audiences you can export to this destination.

Audience origin
Supported
Description
Segmentation Service
Yes
Audiences generated through the Experience Platform Segmentation Service.
All other audience origins
Yes

This category includes all audience origins outside of audiences generated through the Segmentation Service. Read about the various audience origins. Some examples include:

  • custom upload audiences imported into Experience Platform from CSV files,
  • look-alike audiences,
  • federated audiences,
  • audiences generated in other Experience Platform apps such as Adobe Journey Optimizer,
  • and more.

Supported audiences by audience data type:

Audience data type
Supported
Description
Use cases
People audiences
Yes
Based on customer profiles, allowing you to target specific groups of people for marketing campaigns.
Frequent buyers, cart abandoners
Account audiences
No
Target individuals within specific organizations for account-based marketing strategies.
B2B marketing
Prospect audiences
No
Target individuals who are not yet customers but share characteristics with your target audience.
Prospecting with third-party data
Dataset exports
No
Collections of structured data stored in the Adobe Experience Platform Data Lake.
Reporting, data science workflows

Export type and frequency export-type-frequency

The table below describes the destination export type and frequency.

Item
Type
Notes
Export type
Audience export
You are exporting all members of an audience with identifiers supported by Amazon Ads.
Export frequency
Streaming
Streaming destinations are “always on” API-based connections. Audience updates in Experience Platform are immediately sent to Ads Data Manager.

Connect to the destination connect

IMPORTANT
To connect to the destination, you need the View Destinations and Manage Destinations access control permissions. Read the access control overview or contact your product administrator to obtain the required permissions.

To connect to this destination, follow the steps described in the destination configuration tutorial. In the destination configuration workflow, fill in the fields listed in the two sections below.

Authenticate to destination authenticate

To authenticate to the destination, fill in the required fields and select Connect to destination.

  • Account name: Enter a name that helps you identify this destination account. This is especially useful if you have multiple connections to the same destination.
  • Description (optional): Add details that help you or your team distinguish between accounts, such as the purpose of the connection or relevant business context.

Connect to destination dialog in Experience Platform for Amazon Ads

You are redirected to the Amazon Ads v2 interface. Select Allow to sign in to your Amazon Account.

Amazon Ads OAuth authorization prompt asking the user to Allow

After authentication, you are redirected back to Adobe Experience Platform with your new connection.

Fill in destination details destination-details

To configure details for the destination, fill in the required and optional fields below. An asterisk next to a field in the UI indicates that the field is required.

Amazon Ads v2 destination configuration fields in Experience Platform

  • Name: A name by which you recognize this destination.
  • Description: A description that helps you identify this destination.
  • Manager Account: The target manager account ID from the dropdown.
  • All audience members sent to Amazon are consented for use for Advertising: Specify consent for data usage (GRANTED or DENIED).
  • Ads data manager Terms & Conditions: Accept the Amazon Ads Data Manager terms and conditions. Read the accept terms section for details.

Enable alerts enable-alerts

You can enable alerts to receive notifications on the status of the dataflow to your destination. Select an alert from the list to subscribe to receive notifications on the status of your dataflow. For more information on alerts, read the guide on subscribing to destinations alerts using the UI.

When you are finished providing details for your destination connection, select Next.

Activate audiences to this destination activate

IMPORTANT

Read Activate profiles and audiences to streaming audience export destinations for instructions on activating audiences to this destination.

Mandatory mappings map

The Amazon Ads v2 destination requires you to configure the following mappings for successful data activation.

Source field
Target field
Description
IdentityMap: Email_LC_SHA256 or IdentityMap: Email
Identity: email
When your source field contains unhashed attributes, check the Apply transformation option to have Experience Platform automatically hash the data on activation.
xdm: homeAddress.countryCode
Identity: countryCode
Country of the user (2-character ISO code)

Identity field mapping configuration for the Amazon Ads v2 destination

Mapping best practices mapping-best-practices

Combine first-party identifiers (such as phone number and address) with partner-provided identifiers. This allows Amazon Ads to use multiple identity signals during audience matching, leading to better match rates.

Use partner-provided identifiers only when they are populated in your source data. If a mapped partner identifier field is empty or not present for a given profile, it is ignored during audience matching and does not contribute to match rates.

Examples examples

  • Use kantarId when activating audiences built or enriched using Kantar identity data.
  • Use merkleId when your audience data originates from Merkle-managed identity solutions.
  • Use neustarId when your data is linked through Neustar identity resolution.
  • Use experianId for audiences enriched using Experian identity data.
  • Use liveRampId when activating audiences that rely on LiveRamp identity resolution.
  • Use sambaTvId when working with Samba TV-provided audience data.

These identifiers are typically provided by the respective partners as plain text identifiers and do not require hashing.

Validate data export exported-data

After activation, validate your audience ingestion in the Ads Data Manager Console.

Navigate to Audiences → Uploaded Sources. Check your audience ingestion status, size, and any error logs. The Manage Data and Destinations pages in the Amazon Ads documentation provide further validation guidance.

Data usage and governance data-usage-governance

All Adobe Experience Platform destinations are compliant with data usage policies when handling your data. For detailed information on how Adobe Experience Platform enforces data governance, read the Data Governance overview.

Additional resources additional-resources

For more information about Amazon Ads Data Manager, see the following resource:

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