The Maze:
Source: Amazon Ads. Amazon’s September example shows the Targeting section in DVA+ advanced settings. The example predates the Attain integration.
Amazon can sell a restaurant chain an ad on Prime Video. Now it can help that chain find diners based on purchases made away from Amazon. On November 4, U.S. purchase-data company Attain said its shopper groups went live inside Amazon Ads DVA+, Amazon’s tool for setting up display, video and audio campaigns. Advertisers can use those groups to choose whom they want to reach.
It’s a new use for an existing partnership. In 2025, Attain helped Amazon’s ad buyers estimate how their campaigns affected sales in physical stores. That job came after an ad ran. The new integration lets buyers put the purchase data to work when they set up a campaign.
The Details:
From a purchase to an audience. Attain says users of its financial and shopping rewards apps give it permission to use their data for purposes that include advertising. A buyer can build a group around where people shopped, what type of purchase they made and whether they bought online or in person. The data behind those groups refreshes daily, Attain says. A restaurant chain could use in-person spending in its category to define a group of diners and try to reach them on Prime Video. Attain hasn’t published which individual businesses or purchase categories a buyer can select.
The audience size is an open question. Attain says it connects with more than 14 million U.S. consumers through its own apps. That figure describes the data provider’s network. A group of people who bought a particular type of product in stores will be a smaller slice of it, and Amazon still has to be able to reach people in that group with an ad. Attain hasn’t disclosed how many shoppers are reachable in individual groups, how it matches the groups to Amazon’s ad system or what buyers pay to use them.
The buying settings matter. In Amazon’s standard campaign setup, the system decides whom to target. Advanced settings let an advertiser make targeting choices directly, and Amazon describes access to those controls as limited to some U.S. advertisers. Attain hasn’t said which settings support its groups. That leaves a practical question for buyers who already run Amazon campaigns. Access to the buying tool alone tells them little about whether they can use this particular data.
MarketMaze Take:
Amazon’s opportunity is to sell the same ad space to more kinds of businesses. A restaurant chain might care about visits to its locations. A travel company might want bookings on its own site. If Amazon can help those businesses find likely customers using spending that takes place elsewhere, it can make a slot on Prime Video or a third-party site more valuable to them. For Attain, the change puts its purchase data in the campaign setup, when buyers decide where to spend.
That value depends on how narrowly advertisers need to define a group. A chain trying to reach a specific kind of diner needs enough people who fit that description and can be reached where it buys ads. Even a group that clears both hurdles has to earn back any extra cost through results. The launch gives buyers another way to select an audience. It leaves them to establish what that audience is worth.
