The new targeting capability within Amazon's DSP is the ability to create Subscribe & Save Lookalike Audiences. This feature allows brands to target customers who resemble their most loyal and regular customers, particularly those who subscribe to products and services via Amazon's Subscribe & Save program.

To create lookalike audiences using Amazon's DSP, brands have historically used data from overall purchases, Ad Tag (website page views/purchasers), or Hashed list (email lists, purchase lists). With the new capability, brands can now also create lookalike audiences based on their Subscribe & Save customer base, targeting new shoppers who share similar characteristics with these brand loyalists and long-term customers.

Targeting Subscribe & Save Lookalike Audiences is considered a game changer for CPG brands because it allows them to reach potential customers who are similar to their most loyal and regular customers. For brands that sell products like supplements, skincare, or household goods, this means they can more effectively target individuals who are more likely to become long-term, repeat customers, thus potentially increasing customer retention and sales.