Case Study Performance Dashboard

How AMC Delivered $317K NTB Sales and 7.05× ROAS: The Brand’s Highest NTB Record Ever

A consumer brand already active on Amazon wanted to expand its customer base beyond repeat purchasers.

Using AMC’s event-level data, AMZDUDES identified shoppers who had added products to cart but never purchased and re-engaged them through Sponsored Brands ads.

The result: record-breaking New-to-Brand sales, measurable long-term ROAS, and clear proof that data-driven audience targeting outperforms broad prospecting.

$3.76M Highest Long-Term Sales on Record
141K Detail Page Views (High-Intent Shoppers Reached)
14.19% ACoS Efficiency
7.05× Long-Term ROAS

Client & Challenge

Before partnering with AMZDUDES, the client, a well-established consumer brand, was already running Sponsored Ads with decent visibility and steady sales.

But like many maturing Amazon advertisers, their growth was plateauing because most ad conversions came from repeat buyers, not new customers.

The leadership team wanted proof of customer acquisition efficiency to see exactly how much of their ad spend was driving New-to-Brand (NTB) growth, not just reorders.

The Brand’s Core Objective

To maximize New-to-Brand sales while maintaining ad efficiency, using data-backed targeting instead of broad reach.

The Challenges

  • 1. Broad Prospecting → Low Intent
    Campaigns were targeting wide audiences, wasting impressions on shoppers who weren’t ready to buy.
  • 2. Untapped Cart Abandoners
    AMC data revealed thousands of shoppers who had added ASINs to cart but never purchased which is a goldmine of intent left unused.
  • 3. No Visibility into NTB Performance
    Existing reports blended all sales together. Leadership couldn’t distinguish between first-time buyers and repeat purchasers.
  • 4. Ad Spend Inefficiency
    Despite solid click-through rates, conversion lagged because audiences weren’t behaviorally segmented.

The Core Problem

The brand’s ad funnel was missing the middle layer of intent, the point between awareness and purchase. While top-funnel ads built reach, they didn’t nudge cart adders to convert.

AMC made it possible to identify these users and design an audience-first retargeting system built around intent, not assumption.

Summary Insight

To grow efficiently, the brand needed a data-led audience strategy capable of isolating high-intent shoppers and converting them with precision.

The AMC Insight

During the initial AMC analysis, our team uncovered a high-value, high-intent segment hiding in plain sight: shoppers who had added products to cart but never completed purchase.

These weren’t casual browsers, they were users who had already made a decision, but dropped off right before checkout. In other words, they were one click away from conversion, the ideal audience to re-engage for New-to-Brand (NTB) growth.

What AMC Revealed

Through Amazon Marketing Cloud (AMC), we identified:

  • A large cohort of users who performed the shoppingCart event_subtype without the order event_subtype within the last 12 months.
  • These users represented pure cart abandoners, a behavioral segment that couldn’t be isolated through traditional Amazon Ads targeting.
  • AMC’s event-level data gave us the visibility to separate these high-intent prospects from the rest of the audience pool.

This became the foundation of a precision retargeting strategy designed to convert intent into action.

Insight That Changed Everything

The AMC dashboard showed that:

  • These cart adders made up a significant percentage of all product interactions.
  • They had already shown strong detail page engagement and branded search activity, meaning their awareness was established.
  • Yet they had zero purchase events, signaling a huge opportunity for efficient NTB acquisition.
  • By quantifying this group and tracking it over time, we saw that re-engaging them could deliver high ROAS with minimal ad waste.

The Breakthrough

AMC proved what most brands suspect but can’t measure:
“Cart abandoners aren’t lost – they’re waiting for the right nudge.”

This insight helped the brand shift its entire Amazon Ads mindset from mass impressions to intent-based reactivation.

Strategy & Execution

Once the audience opportunity was clear, our team at AMZDUDES turned AMC insights into an actionable growth plan, bridging data and creativity to maximize New-to-Brand (NTB) conversions. Every stage was designed to transform intent signals into measurable revenue.

Audience Design (Inside AMC)

Using Amazon Marketing Cloud’s SQL environment, we engineered a custom “Cart-Adders, No Purchase” audience based on two key event subtypes:

shoppingCart AND NOT order

Primary Segment:

  • Shoppers who had added specific ASINs to cart but had not completed checkout in the last 12 months.
  • Excluded users with recent purchase events to focus purely on first-time buyers.

Expansion Layer:

  • Built a look-alike audience based on engagement paths showing similar behaviors:
    Detail Page View → Branded Search → Add to Cart.

This design ensured we reached both warm abandoners and high-intent new users with purchase-ready behavior.

Activation via Sponsored Brands

Once the AMC audience was defined, we deployed it directly into Amazon Ads Manager for activation through Sponsored Brands campaigns.

Execution Highlights:

  • Ad Format: Sponsored Brands (video and headline creatives)
  • Targeting: AMC-exported audience list (cart adders + lookalikes)
  • Creative Hooks: Value reassurance, urgency, and brand trust cues
  • Bid Strategy: Lean start → scale based on observed NTB conversion ratio

Measurement Framework

We tracked success using both short-term and long-term signals:

  • Short-Term: ACoS, conversion rate, CPC, and immediate ROAS
  • Mid-Funnel: Branded search growth, add-to-cart events, and DPV (Detail Page Views)
  • Long-Term: AMC-modeled lifetime ROAS and incremental NTB contribution

By combining Amazon Ads console metrics with AMC reporting, we proved that retargeting cart abandoners yielded sustainable NTB growth, not just one-off conversions.

Results

The campaign’s data-backed execution not only improved short-term conversion but also created a record-setting NTB sales outcome for the brand with a sustainable long-term return.

Campaign Performance Summary


Metrics Result Key Insight
NTB Sales $317,501 Highest New-to-Brand revenue achieved, driven by AMC precision targeting.
% of NTB Sales 41.17% Nearly half of total revenue came from first-time buyers, indicating strong incremental acquisition.
NTB Orders 10,246 High-intent shoppers converted efficiently across multiple ASINs.
ACoS 14.19% Delivered category-leading efficiency through refined behavioral targeting.
ROAS (Short-Term) 7.05× Strong return on ad spend sustained across the attribution window.
Projected Long-Term Sales $3.76M Demonstrated compounding value, retention lift, and repeat purchases from NTB customers.
Long-Term ROAS 7.05× Proved lasting profitability and scalable impact beyond the campaign period.
High-Intent Shoppers Reached 7.05× High-Intent Shoppers Reached 7.05× Broadened reach among warm audiences with strong purchase signals.

The Compounding Impact

The AMC-driven retargeting approach did more than just close abandoned carts; it built repeatable sales that continues to deliver returns across every stage of the buyer journey.

Short-Term Wins: Immediate performance efficiency and a significant NTB lift at just 14.19% ACoS, as high-intent shoppers returned to complete their first purchases.

Mid-Term Growth: Branded search frequency and detail page views (DPV) climbed as re-engaged users explored the brand further driven by Subscribe & Save coupons that encouraged trial and first-time subscriptions.

Long-Term Payoff: AMC attribution revealed cumulative revenue gains through repeat add-to-carts, cross-ASIN purchases, and sustained Subscribe & Save enrollments, proving that new customers didn’t just buy once they stayed.

Over a six-month cycle, these shoppers transitioned from first-time buyers into subscribed, recurring customers, validating the lifetime value impact of AMC data segmentation paired with retention-driven incentives.

Visual Proof

  • AMC Dashboard Screenshot: Showing cart-adder audience conversion and NTB revenue attribution
  • Sponsored Brands Campaign Report: Highlighting CTR, ACoS, and ROAS improvements
  • NTB vs Returning Buyer Visualization: Pie chart or table showcasing NTB ratio dominance
image showing stats of how AMC delivered $317K NTB sakes and 7.05x ROAS: The brand's highest NTB record ever

Why It Worked

The campaign proved that growth on Amazon doesn’t require bigger budgets, it requires smarter targeting.

By combining behavioral data, AMC audience segmentation, and precision ad creative, AMZDUDES helped this brand achieve the highest NTB sales on record while maintaining outstanding ad efficiency.

1. Intent > Impressions

Instead of chasing mass reach, we activated audiences who had already shown buying intent, shoppers who added products to cart but didn’t purchase. That’s what made every ad dollar work harder.

2. NTB-First Budgeting

By excluding recent buyers, the campaign concentrated spend exclusively on first-time customers, increasing incremental revenue without inflating total ad costs.

3. Behavioral Precision via AMC

AMC’s event-level data connected shopping behavior (views, branded searches, add-to-carts) directly to conversion outcomes, providing clear NTB attribution and long-term ROI.

4. Unified Data + Creative Strategy

Each ad message aligned with customer behavior – offering reassurance (“easy returns”), urgency (“don’t miss out”), and clarity (“fast shipping”). That balance of analytics + empathy turned intent into trust, and trust into conversion

Conclusion

Want to see your own record-breaking NTB growth?

Our team at AMZDUDES builds AMC-powered audience frameworks that help brands acquire more first-time buyers and scale profitably, with transparency, efficiency, and control.

Book Your Free AMC Growth Strategy Call. Let’s turn your Amazon data into your next NTB success story.

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