Amazon audiences (in-market, lifestyle, interest)

Amazon builds these segments from its own shopping and entertainment signal — Amazon.com, Prime Video, Twitch, IMDb — and hands them over prebuilt. The audiences taxonomy returns exactly four top-level categories for Sponsored Display, in the singular: In-market, Interest, Lifestyle, Life event. DSP browses a wider tree off the same endpoint — Amazon's own sample adds Device, Demographic, Lookalike, Custom-built and Third-party — so 'the four' is a Sponsored Display fact, not a platform-wide one. Intent depth is the real axis: in-market models likelihood to buy inside a category from recent shopping activity; interest and lifestyle model repeated browse-and-buy and streaming affinity; life event marks a time-bound moment such as Traveling Soon.

What the console hides: there is no lookback to set, and Amazon has never published the recency it uses. Remarketing takes a window you control — 7/14/30/60/90 days for views, plus 180 and 365 for purchases — but a Sponsored Display Amazon-audience clause takes one predicate, audienceSameAs, and nothing else. No Amazon document states the 30-day in-market window the agency blogs repeat; treat it as folklore, not spec. Bracket it instead: run the segment beside a purchases-remarketing audience whose lookback you did set, and read the delta. Two more traps — size returns as a forecast band, sometimes only a lower bound, so it sizes inventory rather than counting customers; and Amazon files these at awareness and consideration, where an SP ACoS bar kills segments never priced to clear it.