• AMC LAL audiences are often a fit for prospecting tactics
• The seed for the AMC LAL audience is composed using AMC SQL
• The seed for the AMC LAL audience is composed using AMC SQL
• AMC LAL features are identical to Amazon DSP LAL features

The correct answer is: AMC LAL features are identical to Amazon DSP LAL features

Explanation: The AMC lookalike (LAL) audience features are NOT identical to Amazon DSP LAL features. While both enable audience expansion based on similarity to a source audience, they differ in capabilities, data sources, and customization:

• Amazon DSP LAL features generally offer pre-packaged, generalized LAL models, usable within standard DSP targeting workflows.
• AMC LAL features allow for rule-based custom audience definitions, leveraging both advertiser first-party data and Amazon engagement signals, providing more granular and flexible audience construction and analysis. AMC LAL audiences can include cross-channel and first-party signals, advanced lookback windows, and richer customization options that are not possible in DSP-only LAL workflows.

Amazon recommends using AMC for advanced, multi-signal audience builds or analysis, while DSP serves standard LAL applications.

Official Reference URL: https://advertising.amazon.com/API/docs/en-us/guides/amazon-marketing-cloud/playbooks/programmatic_audience_framework