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Nina Hale | Brand Spotlight Partner What is this?

3 Ways All Brands Can Find More Customers, Thanks to Amazon

Amazon isn't just for ecommerce anymore.

Even if you’re not a retail brand wanting to sell your wares online, you should care about Amazon. Why? In a word: data. The ability to use Amazon’s highly valuable customer data to fine-tune marketing efforts is something that retail and non-retail brands alike can benefit from.

Courtesy of Nina Hale

As marketers know, incorporating audience data into marketing efforts allows brands to reach a specific audience segment that has a higher likelihood to be in the market for a given item than anyone else. What makes Amazon’s data different is that it is real-time, 1:1 shopper data. Amazon in-market and lifestyle audiences are comprised of people who were actually shopping for a specific product in a specific timeframe.

By accessing this data via Amazon’s demand-side-platform (DSP), brands can target a person who was shopping for a camera within the last week. With other forms of third-party data, you’d target a more general “tech enthusiast” group, which could include people who searched for computers, who visited a tech news site, or people who searched for cameras six months ago.

Here are three ways businesses are using Amazon data to enhance their marketing efforts and find new customers.

1. Enhance campaign targeting.

Businesses across industries have one thing in common: an increasingly large portion of their consumers shop on Amazon. This makes Amazon shopper data valuable to all brands.

For example, Amazon shoppers looking for moving supplies are valuable to brands that sell boxes and packing tape. But this audience is equally relevant for home insurance providers and furniture retailers. Brands who fall into all three categories can use Amazon’s applicable audiences to hone their digital campaigns.

Amazon is also tapped into banner, mobile, and video inventory across the internet, which means marketers can harness Amazon’s data at scale.

2. Capture new audience insights.

With Amazon’s Segment Overlap Report, brands are able to learn what their site visitors are shopping for on Amazon. This can help unearth new attributes and behaviors about your audience that were previously unknown.

In practice, this could mean that your health insurance company runs the Segment Overlap Report and learns that your audience is also interested in home improvement. You can use this to inform new creative iterations, build marketing personas, and improve targeting strategies.

3. Use first-party data for display targeting.

As customers increasingly expect a brand’s marketing to be tailored to their specific interests and habits, personalization is ever-more important in finding and keeping customers. But given the nature of display advertising, using your own data to target known customers and leads has been difficult and expensive to do—you’d need a third-party to anonymize your data and turn it into targetable segments. 

With Amazon, marketers can upload email lists directly in the platform and use it to target specific consumers via display campaigns. This is enormously valuable, as it makes it possible to get in front of current or recent customers and re-engage them with key messages. It also means display campaigns can be used to support lead nurture and customer retention goals.

Need help with your Amazon Strategy? Visit to learn more!

Nina Hale

Brand Spotlight Partner

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