Amazon Ads Expands Purchase-Based Targeting Across Competing Retailers

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Amazon advertisers can now target audiences based on purchases made at other retailers through a new integration between Amazon Ads DVA+ and consumer purchase-data company Attain. 

The partnership gives advertisers access to audience segments built from shopping activity across tens of thousands of merchants and brands, extending the information available beyond transactions completed on Amazon. Advertisers can create segments based on specific retailers or combinations of retailers, product categories and whether consumers purchased items online or in physical stores. The audiences can then be activated through Amazon Ads DVA+, which supports advertising across Amazon-owned channels such as Prime Video and eligible third-party inventory.

According to reporting by Adweek, the integration enables advertisers to reach relevant audiences associated with purchases at retailers including Walmart, Kroger, Dollar General, Walgreens and Sephora. The underlying data comes from consumers who have given Attain permission to use information about their purchases. 

Attain says its network connects with more than 14 million US consumers, while Adweek described the audience source as approximately 15 million opted-in consumers. The data provider gathers purchasing signals through its consumer rewards and financial-management applications. Its official announcement says the audience information is refreshed daily.

That said, Amazon and Attain already had a measurement partnership. In 2025, Attain became a partner for assessing how Amazon advertising contributed to sales outside the platform, including purchases at physical stores. The new integration moves that information into campaign planning and audience selection, rather than using it only to assess results after advertisements have appeared.

It also expands the potential relevance of Amazon’s advertising business to companies that do not sell directly through Amazon, including restaurants, travel providers, financial services companies and automotive brands.

The integration is available in the US, but the companies have not disclosed pricing, audience match rates or the sales performance of campaigns using the data. Its significance lies in combining Amazon’s advertising reach with a wider view of consumer purchasing behaviour across competing retail channels.