Most sellers open Amazon Marketing Cloud (AMC), see SQL, and quickly close the tab. I did the same the first time I tried it.

The good news is you don’t always need SQL. Amazon provides ready-made templates that work really well — and one of the best is “Audience based on Sponsored Ads Keywords”.

What is it?

This template creates an audience of shoppers who have searched for specific keywords related to your products in the past, but haven’t purchased yet. It helps you target warm, high-intent customers who already shown interest in your category.

Setup & the result.

For one of our Amazon Germany accounts, I created an audience over the last 12 months using a selection of relevant, high-traffic keywords. Once the audience had been created, I increased the bids for this group by 20% in my Sponsored Products campaigns.

The result? Lower ACoS and much more efficient advertising. It’s still early days, but the early signs are very promising.

If you’ve been avoiding AMC because of SQL, this template is a great place to start — no coding required.

We are a UK-based Amazon PPC management agency. If you’d like help setting up AMC audiences or improving your advertising performance, feel free to book a call with us.