Should new Amazon sellers import DTC audiences or start with PPC campaigns?
Small brands with little data should start with Amazon PPC. Larger DTC brands should upload audiences into AMC to accelerate ROI.
The decision hinges on your data depth:
- Big DTC brand entering Amazon: Import your audiences first. This accelerates targeting and reduces wasted spend because Amazon instantly knows who to model your campaigns on. You skip the “cold start” problem.
- Small seller with limited data: Rely on Amazon PPC. Use Sponsored Products and Sponsored Brands to gather your own data, build reviews, and test which products convert. Once you’ve scaled your customer base, you can layer in imported audiences later.
Either way, the goal is to combine DTC and Amazon data eventually—but timing depends on how much data you bring with you.
Related questions
How can ecommerce brands use their DTC audience data for Amazon campaigns?
