Can’t target by device on Amazon… what if there was a workaround? On Amazon, ...
By Mansour Norouzi · February 4, 2026 · Curated by George's Blog
Can’t target by device on Amazon… what if there was a workaround?
On Amazon, we can't:
→ Set different keyword bids by device
→ Or directly target mobile vs desktop shoppers
At least… not natively.
But Amazon Marketing Cloud opens up an interesting backdoor.
With AMC, you can build audiences based on prior interactions + device:
→ Viewed my product page on mobile
→ Added to cart on desktop
→ Last 2 purchases happened on phone
Not perfect, but useful.
A few ways I'd use this:
1️⃣ Creative format optimization
For instance vertical videos perform way better on mobile than desktop.
With AMC:
→ Build an audience of users who engaged on mobile
→ Have a low base bid
→ Push harder on those audience with mobile engagements
2️⃣ Rank + visibility strategy
Here's one that doesn't get talked about enough.
If you're #4 organically on desktop, customers see you when they scroll. But #4 on mobile? You're way below the fold.
So you could:
→ Push aggressively with ads for mobile-heavy audiences
→ Take a lighter approach on desktop where organic visibility already does the work
3️⃣ Repurchase behavior (CPG brands)
This one's interesting for consumables.
If someone's last 2 purchases happened on mobile, odds are they'll keep buying on mobile. Same logic for desktop-leaning buyers.
So instead of thinking "device targeting," you're really thinking behavioral consistency by device.
The catch:
This only works for customers who've already interacted with you.
.
Is it perfect? No. Is it directionally useful? Absolutely.
Anyone else experimenting with device-based audiences in AMC?