Audiences with AMC: the topic hub with a decision guide
In short: Rule-based audiences from a SQL query need at least 2,000 user IDs, Amazon recommends 2,500 or more. Lookalike audiences require a seed group of 500 to 500,000. Choose rule-based to reach known buyers or visitors, and lookalike to find people with similar signals.
Which audience for which goal?
| Goal | Matching audience | Limit according to Amazon |
|---|---|---|
| Re-engage known prospects (added to cart, no purchase) | Rule-based audience from a SQL query | At least 2,000 user IDs, target 2,500 or more |
| Reach new people with similar signals | Lookalike audience with a seed from a rule-based query | Seed 500 to 500,000 user_id values |
| Analyse Amazon segments (in-market, lifestyle) | Audience Segment Insights | Mind the query rules: one table, one region |
Source of the size figures: Amazon documentation on rule-based and lookalike audiences (retrieved 2026-10-09), see the linked pages.