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Amazon Marketing Cloud
Last update: February 5, 2026
Adobe Real-Time Customer Data Platform (CDP) Collaboration is currently available in the United States, Canada, Australia, New Zealand, and across Europe, the Middle East, and Africa, with global availability coming soon. Contact your Adobe representative for more information. Learn how to
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After forming a connection with Amazon Marketing Cloud (AMC), advertisers can create a project to collaborate with AMC to leverage its advanced analytics capabilities. After creating a project, you can use the Discover section to compare audience insights and discover relevant audiences for your campaigns.
The only use cases supported with AMC are Audience discovery and Measurement. Currently, only the Discover section is available within your project with AMC.
Discover discover
In the Discover section, you can compare your AMC audience to all consumers reached by your Amazon Ads. You can also view Amazon targeting segments that your audience has the highest overlaps with, considering only DSP impressions (these segments can only be targeted in the DSP).
Audience data is processed from the audiences uploaded to your Amazon Ads account. To learn how send use Experience Platform’s Destinations feature to send yours audiences to your Amazon Ads account, read the
Amazon Ads connection guide.
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Compare audiences compare-audiences
The Compare audiences section provides insights into how your AMC audience overlaps with consumers reached by your Amazon Ads. Within the Compare audiences section, you can view the following metrics:
Resolved IDs
The number of IDs Amazon’s Identity Resolution was able to resolve using your audience data.
Overlapping ad exposed IDs
The number of Resolved IDs from the uploaded audience that have also been exposed to an ad via Amazon Ads.
Overlap %
The proportion of Resolved IDs that have been exposed to an ad via Amazon Ads.
Breakdown by Amazon ad product
Breakdown of Overlapping ad exposed IDs reached by either Sponsored Product and/or DSP. Each is represented as an individual percentage from total number of ad exposed IDs. Since an ID can belong to both Sponsored Products and DSP, the percentages may not sum to 100%.
Relevant audiences relevant-audiences
The Relevant audiences section provides insights into Amazon targeting segments, or audiences, that your audience has the highest overlaps with, considering only DSP impressions (these segments can only be targeted in the DSP). You can toggle through all relevant audiences and within each section, you can view the following metrics:
Resolved IDs
The number of IDs Amazon’s Identity Resolution was able to resolve using your audience data.
Overlapping ad exposed IDs
This represents the number of Resolved IDs from the uploaded audience that have also been exposed to an ad via Amazon Ads. This only considers DSP impressions.
Overlap %
The proportion of Resolved IDs that have been exposed to an ad via Amazon Ads.
Categories
The category or categories that the audience belongs to. An audience can belong to multiple categories.