Most Prime Day strategies focus on deals, budgets, and bids.

But the brands that consistently win Prime Day have something else working in their favor: better audiences.

Amazon Marketing Cloud (AMC) allows advertisers to build audiences based on how shoppers interacted with their brand and products. Instead of showing the same message to everyone, you can tailor campaigns based on where shoppers are in their buying journey.

Here's how we recommend using AMC audiences before, during, and after Prime Day.

Lead-In: Build Awareness Before Prime Day

The weeks before Prime Day are all about getting your brand in front of shoppers before competition and CPCs start increasing.

At this stage, we're not focused on conversion. We're focused on building familiarity and consideration.

1. Lookalikes of Existing Customers

Your current customers are one of the best signals Amazon has for finding new buyers.

Creating lookalike audiences based on previous purchasers allows you to reach shoppers who share similar shopping behavior and interests.

This is often one of the most efficient ways to scale awareness campaigns before Prime Day.

Example: If your best customers frequently purchase premium fitness products, Amazon can help identify similar shoppers who haven't purchased from your brand yet.

2. Lookalikes of Cart Abandoners

Cart abandoners are high-intent shoppers. They were interested enough to add a product to their cart but never completed the purchase.

Building lookalikes from this audience can help you find new shoppers with similar purchase intent before Prime Day starts.

These audiences often perform better than broad prospecting because they're based on shoppers who were already close to converting.

3. Lookalikes of High-Value Customers

Not all customers generate the same value.

Instead of building lookalikes from all purchasers, focus on customers who repeatedly purchase, spend more, or have higher lifetime value.

This helps Amazon find shoppers who look more like your best customers, not just any customer.

For brands with enough purchase history, this is often one of the highest-quality prospecting audiences available.

During Prime Day: Focus on Conversion

Once Prime Day begins, the goal changes.

This is no longer about introducing your brand. It's about converting shoppers who have already shown interest.

1. Product Detail Page Visitors

These shoppers viewed your product but left without purchasing.

Many are waiting for Prime Day deals before making a final decision.

A reminder during the event can bring them back when they're actively shopping and comparing products.

2. Store Visitors

Store visitors have already spent time exploring your brand and product catalog.

Unlike someone who viewed a single product, these shoppers often have broader interest in your brand and are strong candidates for retargeting during Prime Day.

3. Video Viewers

Video viewers are one of the most engaged audiences available.

They've spent time learning about your product and often have higher purchase intent than the average shopper.

Prime Day is a great opportunity to re-engage these shoppers with promotional messaging and deal-focused creatives.

4. Add-to-Cart Shoppers

This is often one of the highest-converting audiences during Prime Day.

These shoppers have already completed most of the buying journey. They've researched the product, evaluated alternatives, and added it to their cart.

Prime Day discounts are often the final push needed to close the sale.

5. Add-to-Wishlist Shoppers

Wishlists are filled with products shoppers intend to buy in the future.

Prime Day frequently becomes the trigger that turns those saved products into purchases.

Retargeting wishlist audiences during the event helps bring your products back to the top of their minds when they're ready to buy.

6. Customers Who Purchased During Last Prime Day

These shoppers have already demonstrated that they respond to Prime Day deals.

Whether they purchased because of the promotion, the timing, or the event itself, they're often among the most valuable audiences to reactivate.

This audience works especially well for replenishment campaigns, product upgrades, and cross-sell opportunities

Lead-Out: Extend the Value of Prime Day

Many brands stop advertising when Prime Day ends.

That's often when some of the best audience opportunities begin.

1. Prime Day Purchasers for Subscribe & Save

Prime Day often introduces a large number of first-time customers to your brand.

For consumable products, this is the ideal time to move those customers into Subscribe & Save programs.

They've already purchased once. Now the goal is turning a one-time buyer into a repeat customer.

2. Shoppers Who Viewed Discounted Products

Not everyone who clicked on a Prime Day deal purchased.

Many shoppers viewed products, compared options, and left without converting.

These shoppers have already shown interest and are often worth retargeting after the event.

The messaging simply changes from "limited-time deal" to product benefits, reviews, and reasons to buy.