When creating a lookalike audience, an advertiser must choose between a more similar model (smaller audience) or less similar model (larger audience). Which scenario best justifies using a less similar lookalike model?

Lookalike audiences in Amazon Marketing Cloud can balance similarity and scale. A less similar model broadens reach by expanding beyond users most closely matched to the seed audience. This supports awareness activity where the goal is to discover new potential customers. Greater scale is more useful in upper-funnel planning than in tightly focused conversion or retargeting efforts.