Which type of audiences should you use to help drive awareness goals?

In-market Amazon audiences are ideal for driving awareness goals because they identify shoppers who have recently shown interest in specific product categories on Amazon. This means you're reaching consumers who are actively researching or considering purchases in relevant areas, making them highly receptive to new product introductions or brand messaging. Advertiser hashed audiences are more suitable for retargeting or reaching known customer segments, while third-party behavioral audiences, while broad, may not have the same level of recent purchase intent as Amazon's proprietary in-market segments.