Any brand can now bring its email list into Amazon sponsored ads. At Accelerate
By Liran Hirschkorn · October 2, 2026 · Curated by George's Blog
Any brand can now bring its email list into Amazon sponsored ads.
At Accelerate last week, Amazon expanded Ads Data Manager to sponsored ads. It's live for all advertisers globally. You upload your own data, like email subscribers and website activity, and Amazon combines it with its shopping, browsing, and streaming signals.
The tool isn't new. Ads Data Manager has been running on Amazon DSP and AMC since 2024. What changed is that it now reaches the ads that every brand on Amazon already runs.
For most brands, DTC and Amazon have been two separate customer bases. The DTC team owns the list, the Amazon team works off Amazon's audiences, and the two rarely talk.
Someone who has opened your emails for a year and then searches your category on Amazon is a very different shopper from a cold click. Until now, sponsored ads had no way to tell them apart.
According to Amazon, advertisers using first-party data see 30% higher ROAS than those who don't. That's Amazon's number, and it compares brands that chose to use their data against brands that didn't, so take it as directional.
The obvious objection: wouldn't your email subscribers have bought anyway?
Some would. A loyal subscriber searching your brand name was probably going to find you. The real value is in subscribers searching the category, and in lapsed buyers who haven't come back on their own.
There are open questions. Amazon hasn't published match rates or much detail on how much control you get over these audiences inside sponsored ads. Assuming you can run a bid adjustment on keywords to that audience, you don’t have to use that list on your branded keywords.
Check your privacy policy to make sure you can use your opt-ins for ads. Make sure you let list is segmented (repeat buyers, lapsed buyers, subscribers). Then start with one segment to see how this audience converts and the impact it has on your DTC sales.
While many brands want to keep a clear separation between DTC and Amazon others will use this in a strategic way to drive incremental growth.