Question: A coffee brand wants to build an audience of customers who viewed their brand store page on Amazon at least three times in the past 30 days but haven't made a purchase. Which audience creation method should they use?
- Lookalike audience based on their current cardholders
- Pre-built audience template from Amazon DSP
- Rules-based audience with specific criteria for brand store page views and purchase behavior
Explanation
Rule-based audiences are used when audience membership must follow defined behavioral conditions in Amazon Marketing Cloud. Page-view frequency, lookback window, and purchase exclusion are criteria that can be expressed through audience rules. This method supports direct activation from observed AMC signals rather than finding similar users from a seed. It is the appropriate approach for building a precise audience based on known engagement and conversion behavior.
Why the other options are incorrect
Lookalike audience is incorrect because it expands from a seed audience instead of applying direct behavioral rules.
Pre-built audience template is incorrect because the requirement depends on custom AMC conditions, not a standard Amazon DSP segment.
Source for verification
The answer(s) to the question is highlighted in the BOLD text above. You can also find more questions and answers related to the exams on the "Amazon Marketing Cloud Certification" page.