Shoppers do not always discover and buy a product in the same place. Someone might research a new beauty item on Amazon and then purchase it at Sephora. Another shopper might discover a product at Sephora and later order it on Amazon. For the brand, those are connected moments in one shopping journey, but each retailer’s data shows only part of the picture.
That is the opportunity behind Attain’s new integration with Amazon Ads DVA+. Announced Nov. 4, it lets eligible advertisers build audiences using Attain’s purchase data and serve display and video ads across Amazon inventory, including Prime Video and third-party inventory in Amazon’s network.
In practical terms, advertisers can use purchases across retailers to identify Amazon users who also shop at Walmart, Dollar General, Kroger, Walgreens, Sephora, and other merchants. Attain’s data comes from purchases consumers have opted to share across tens of thousands of merchants and brands. It refreshes daily and can be organized by retailer, category, and whether the purchase happened online or in-store.
Why a more direct path to purchasing third-party audiences matters
Historically, bringing an outside audience into Amazon campaigns often meant routing it through an identity or onboarding partner. Those extra steps can add time and complexity, and they can also reduce the number of people from the original audience that Amazon can match and reach.
Attain’s integration creates a more direct route for using its audiences inside Amazon DVA+, which could make cross-retailer purchase data easier to activate in your Amazon campaigns.
What a wider shopper view unlocks for brands
Brands often want to reach people who already buy in their category or choose a competitor, even when Amazon activity alone does not make that interest obvious. Attain’s purchase data can help identify and build audiences around Amazon users whose purchase behavior shows they also shop in the relevant category at another retailer.
For example, a beauty brand could use Amazon display or video ads to reach Amazon users who have purchased a competing skincare product at Sephora. A food brand could look for Amazon users who buy its category at Walmart or Kroger, and use that insight to determine where it truly makes sense to reach each shopper. In both cases, the goal is to find Amazon users with a relevant purchase pattern and reach them with a message that could influence their next choice.
That gives brands a more concrete starting point for customer acquisition and competitor conquesting than relying on inferred interest alone.
A signal of a more open audience ecosystem?
Attain’s integration may be about more than one new audience source. Amazon’s willingness to explore partnerships with external data providers is a sign that Amazon is responding to the needs of modern advertisers looking to reach shoppers wherever they may shop. While Amazon has worked with third-party audience partners before, the notable change here is the more direct buying path described for Attain within DVA+.
Looking ahead: if more providers with different transaction, loyalty, or identity data connect directly, advertisers have more ways to use outside shopping behavior alongside Amazon’s own signals and efficiently reach relevant shoppers.
What marketers should do now
Confirm access: DVA+ availability is still evolving, so check whether your account can use the integration and which inventory and audience features are available.
Start with a specific goal: Decide whether cross-retailer purchase behavior could help you reach Amazon users who buy your category elsewhere or shop with a competitor.
Review the audience details: Check which retailers and categories are covered, how recent the purchase data is, how large the audience is, and what matching information is available.
Test before shifting budget: Compare reach and campaign outcomes against a suitable baseline or control. A more direct workflow does not automatically mean a higher match rate or better performance.
If you're ready to identify a clear cross-retailer use case and test whether these audiences add reach or improve results before making a larger investment, let’s connect.
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