“Before working with AMZDUDES, our products were on page 5. Within the first two months, their targeted keyword strategy and listing optimization pushed our main products to the top 3 spots. We saw an immediate 40% jump in organic traffic due to which our number of sales is also increasing. Highly recommended Amazon SEO services.”
How AMC Retargeting Delivered 6.21× ROAS, 76% NTB Orders, and $72K in Long-Term Sales
A leading consumer brand partnered with AMZDUDES, a Verified Amazon Ads Partner, to unlock the untapped potential of cart abandoners shoppers who showed buying intent but never completed checkout.
By using Amazon Marketing Cloud (AMC), our team built a custom audience segment of these high-intent users and retargeted them through Sponsored Brands campaigns. The results: stronger conversions, higher New-to-Brand (NTB) acquisition, and long-term incremental revenue far exceeding standard campaign averages.
The Challenge
Despite having strong visibility across Sponsored Products and organic search, the brand’s ad-to-conversion journey was underperforming. Thousands of shoppers were adding products to cart but not completing checkout, a common but costly gap on Amazon.
The Brand’s Goals
The brand partnered with AMZDUDES to achieve four primary outcomes:
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Increase New-to-Brand (NTB) Customer Acquisition
Capture more first-time buyers rather than relying on existing customer retargeting. -
Reduce Wasted Ad Spend on Broad Targeting
Improve ad efficiency by replacing generic demographic targeting with precise behavioral audiences. -
Convert High-Intent Shoppers into Buyers
Target users who had shown strong purchase intent (added to cart) but never ordered. -
Build Long-Term Sales Momentum
Move beyond short-term campaign spikes and develop a sustainable pipeline of recurring customers.
Underlying Problem
While standard Sponsored Ads generated good impressions and clicks, they lacked behavioral precision.
The brand’s campaigns didn’t differentiate between passive browsers and high-intent shoppers, meaning warm audiences were left untapped resulting in lost revenue opportunities and lower overall ROAS.
The brand needed a way to re-engage cart abandoners with the right message, at the right time – turning high intent into measurable conversions.
The Strategy
To convert high-intent shoppers into buyers, our team designed a data-first audience strategy using Amazon Marketing Cloud (AMC) Amazon’s advanced analytics environment that allows event-level audience creation and custom attribution modeling.
We focused on identifying and retargeting users who had shown clear purchase intent but hadn’t completely checked out the “add-to-cart” audience segment that traditional Sponsored Ads can’t isolate.
Data-Driven Audience Creation
Using AMC’s SQL-based environment, we built a custom audience model that pinpointed two high-performing segments:
- Primary Audience: Shoppers who added products to cart (shoppingCart event_subtype) but did not complete purchase (order event_subtype absent).
- Lookalike Audience: Users who exhibited similar engagement patterns, high page views, repeated brand interactions, or partial checkout activity.
This behavioral segmentation enabled precise re-engagement through Sponsored Brands campaigns tailored to shopper intent.
Campaign Activation Framework
- AMC Query Development: Wrote custom SQL logic within AMC to define cart-abandoner and lookalike segments.
- Audience Deployment: Synced audience data to Amazon Ads for Sponsored Brands retargeting.
- Creative Strategy: Developed ad messaging focused on reassurance (“Still Thinking It Over?”) and value reminder (“Don’t Miss Out on Your Favorites”).
- Ongoing Optimization: Continuously analyzed detailed page views, branded search lift, and cart activity to refine audience logic and creative performance.
Unlike traditional keyword targeting, AMC audiences are based on behavior not assumptions.
By focusing on users who were already deep in the purchase funnel, AMZDUDES helped the brand re-engage genuine prospects, improving conversion rate, ad efficiency, and long-term ROAS simultaneously.
Execution
Once the high-intent audience was defined inside Amazon Marketing Cloud (AMC), our next focus was turning that data into measurable performance.
We activated the custom segment directly in Amazon Ads to re-engage cart abandoners through Sponsored Brands campaigns tailored for conversion.
Step 1: Audience Deployment and Campaign Setup
Using AMC’s audience export capabilities, we pushed the custom “Add-to-Cart but No Purchase” segment into the Amazon Ads console.
Our goal was to bring these users back to complete their purchase journey, but this time, with personalized messaging that reignited their initial interest.
Execution Highlights:
- Ad Type: Sponsored Brands with high-CTR placements
- Targeting: AMC custom audience (cart abandoners + behavioral lookalikes)
- Conversion Objective: Focused on NTB acquisition and lower funnel conversions
Step 2: Continuous Data Monitoring
Throughout the campaign, we leveraged AMC’s event-level insights to track audience response patterns in real time.
We monitored:
- Detail Page Views: to measure product re-engagement
- Branded Search Frequency: to gauge awareness lift
- Add-to-Cart Events: to identify repeat purchase intent
- Order Conversions: to validate NTB acquisition performance
This feedback loop allowed us to continuously refine our bidding strategy, creative rotation, and retargeting window maximizing both efficiency and relevance.
Step 3: Creative Optimization
Our creative team tested multiple ad variations emphasizing urgency and emotional triggers:
- Dynamic product imagery highlighting top-sellers
- Callouts like “Your cart misses you” and “Your favorites are almost gone”
- Clear value cues (“Free Shipping,” “Limited Time Offer”)
The result was a significant uplift in click-through and add-to-cart-to-order conversions.
Step 4: Iterative Refinement
Over six months, the campaign underwent data-driven optimization cycles:
- Bid adjustments based on conversion probability
- Audience refresh using updated AMC event data
- Testing of cross-ASIN and brand-awareness creatives
Each cycle drove stronger performance and compounded NTB growth over time.
Why This Execution Model Works
The objective wasn’t just running retargeting ads, it was activating the right audiences, at the right time, with the right message.
By integrating AMC data directly into campaign workflows, AMZDUDES turned analytics into action, creating a repeatable framework for long-term conversion growth.
Results
By combining audience precision with data-backed optimization, the AMC “Add to Cart” campaign delivered measurable short-term wins and long-term sales growth.
The campaign not only reactivated warm shoppers but also unlocked a new pipeline of high-value, first-time buyers.
Campaign Performance Overview
Visual Highlights
- AMC Dashboard Insight: Audience overlap and attribution report showing NTB uplift and cart-to-order conversions.
- Sponsored Brands Campaign View: Click-through trends and conversion lift from custom audience targeting.
- NTB vs Returning Customer Breakdown: Visual proof of long-term audience value generated via AMC segmentation.
Strategic Impact
1. Short-Term Conversion, Long-Term Value
The campaign proved that AMC-based targeting isn’t just for remarketing, it’s about identifying and nurturing lifetime-value audiences that continue to deliver returns beyond the initial purchase window.
2. Efficient Ad Spend
By focusing exclusively on high-intent shoppers, the brand minimized wasted impressions and achieved an efficient 15.53% ACoS, improving profitability per order and maximizing media efficiency.
3. New-to-Brand Momentum
With 76.2% of total orders coming from new customers, the campaign demonstrated that precision targeting can drive incremental growth without cannibalizing existing audience segments.
4. Predictable ROAS Growth
The campaign’s 6.21× long-term ROAS and $72K+ projected long-term sales validated AMC’s role in delivering sustained performance and forecasting incremental impact over time.
Key Insight
Behavioral targeting outperforms demographic targeting when powered by AMC data.
By leveraging event-level signals like add-to-cart actions, brands can bridge the gap between interest and intent turning browsers into buyers.
Key Takeaways
The Add-to-Cart campaign proves that Amazon Marketing Cloud (AMC) is no longer an experimental analytics tool, it’s a performance driver. By converting data into audience precision, this initiative turned cart abandoners into buyers and first-time shoppers into loyal customers.
If your campaigns stop at impressions or clicks, you’re leaving money on the table. AMC’s custom audience capabilities help you see the entire customer journey from awareness to conversion to repeat purchase. Partnering with a Verified Amazon Ads Partner like AMZDUDES ensures you can turn that data into growth that compounds.
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Whether you want to win back cart abandoners or unlock new audience segments, our team uses Amazon Marketing Cloud insights to help you scale profitably with clarity and control.
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