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Amazon Ads DSP and AMC

Ensure that you never serve another irrelevant advertisement with Amazon Ads

Supported syncing

TypeDescriptionSupported Sync ModesAPI Reference
EventsSync data from any source to Amazon Ads DSP as offline conversion eventsInsertEvents docs
AudiencesSync first-party data and third-party data from any source to Amazon Ads DSP and AMC audiencesAddAudiences docs

For more information about sync modes, refer to the sync modes docs.

Connect to Amazon Ads

Go to the Destinations overview page and click the Add destination button. Select Amazon Ads and click Continue. You can then authenticate Hightouch to Amazon Ads.

For the Authentication method, select Log in to Amazon Ads and log into your Amazon Ads account. Once successful, you will be redirected back to Hightouch to enter an advertiser ID and a descriptive name for your destination to complete setup.

Sync configuration

Once you've set up your Amazon Ads destination and have a model to pull data from, you can set up your sync configuration to begin syncing data. Go to the Syncs overview page and click the Add sync button to begin. Then, select the relevant model and the Amazon Ads destination you want to sync to.

Syncing events

Sync data from any source to Amazon Ads as offline conversion events.

To ensure syncs send each event, your event model must use a truly unique primary key. See the events syncs documentation for more information.

Record matching

For events, you can use any of the following fields as identifiers in Amazon Ads:

  • Email
  • Phone
  • City
  • State
  • Address
  • Postal
  • MAID
  • First name
  • Last name

Please see the Amazon Ads API documentation for more information on the required fields for event syncing.

Field mapping

Hightouch lets you sync event properties via field mapping.

Syncing audiences

Sync data from any source to Amazon Ads audiences.

Audience type

You can sync to first-party data or third-party data based on the type of audience.

  • First-party data audience: Sync hashed user data to audiences
  • Third-party data audience: Sync external identifiers such as MAIDs and cookie IDs

Record matching

To match rows from your model to audience in Amazon Ads, you need to select a model column and corresponding Amazon Ads field. For third-party data audiences, you can match on any of the following fields:

  • Cookie ID
  • Mobile Advertising ID
  • External ID

For first-party data audiences, you can match on any of the following fields:

  • Email
  • Phone
  • City
  • State
  • First name
  • Last name
  • Address
  • External ID

Handling PII and hashing

By default, Hightouch automatically hashes first-party user data fields before sending requests to Amazon Ads.

You can turn off this behavior in the sync configuration. When off, the data from the model should be appropriately normalized and hashed according to Amazon Ads' hashing requirements.

Tips and troubleshooting

Matched users count

Below only applies to the audiences sync type.

Hightouch retrieves the audience metadata from Amazon Ads in real-time. The matched number displayed in Hightouch should reflect what you see in Amazon Ads. Note that the matched numbers are approximated to maintain privacy thresholds. Hightouch takes the matched count to calculate a match rate for your sync, where applicable. The calculation breakdown:

matched_user_count / # of rows queried in the latest sync run

The match rate is


calculated when:
  • syncing to an existing segment because the total number of records to ever be uploaded to the segment is unknown
  • removed users from your model is not removed in Amazon Ads because the matched user count would be inflated in the calculation

Common causes for low match rates:

  • Your audience model is too small. Most ad platforms do not display the matched number unless there's at least one thousand matched users to maintain privacy thresholds.
  • The upload is still processing. We recommend waiting at least

    72 hours

    from the first sync run for numbers to settle.
  • Your data isn’t cleaned or hashed properly. Hightouch does most of the cleaning and hashing for you, but it’s still good to make sure that the data is as clean as possible. Note that Hightouch can not clean your data if you opt to hash it yourself, so ensure you follow the data cleaning requirements for Amazon Ads.

Common errors

To date, our customers haven't experienced any errors while using this destination. If you run into any issues, please don't hesitate to . We're here to help.

Live debugger

Hightouch provides complete visibility into the API calls made during each of your sync runs. We recommend reading our article on debugging tips and tricks to learn more.

Sync alerts

Hightouch can alert you of sync issues via Slack, PagerDuty, SMS, or email. For details, please visit our article on alerting.

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Last updated: Mar 28, 2024

On this page

Supported syncingConnect to Amazon AdsSync configurationSyncing eventsSyncing audiencesTips and troubleshootingMatched users countCommon errorsLive debuggerSync alerts

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