Case Study Performance Dashboard

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.

6.21× Long-Term ROAS
$72,315 Projected Long-Term Sales
76.2% New-to-Brand Orders
1,520 Detail Page Views

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:

  1. Increase New-to-Brand (NTB) Customer Acquisition
    Capture more first-time buyers rather than relying on existing customer retargeting.
  2. Reduce Wasted Ad Spend on Broad Targeting
    Improve ad efficiency by replacing generic demographic targeting with precise behavioral audiences.
  3. Convert High-Intent Shoppers into Buyers
    Target users who had shown strong purchase intent (added to cart) but never ordered.
  4. 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:

  1. Primary Audience: Shoppers who added products to cart (shoppingCart event_subtype) but did not complete purchase (order event_subtype absent).
  2. 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


Metric Result Impact
Cumulative Reach 1,520 detail page views, 96 Brand Store page views Expanded brand presence and engagement through AMC-segmented high-intent audiences.
Immediate Sales $62,041.41 from $9,635.21 ad spend Delivered an efficient ACoS of 15.53% and short-term ROAS of 6.43×, outperforming category benchmarks.
Orders 2,055 Total Campaigns drove significant purchase volume with a strong mix of repeat and new customers.
New-to-Brand (NTB) Orders 77 NTB Orders (76.20%) Majority of orders were New-to-Brand, proving highly effective first-time customer acquisition.
New-to-Brand (NTB) Sales $2,383.13 (49.57% of total sales) Nearly half of all sales came from new customers, demonstrating strong incremental reach.
Projected Long-Term Sales $72,315.38 (including $6,910.06 incremental lift) AMC tracking showed ongoing growth within a 6-month attribution window.
Long-term ROAS 6.21x Demonstrated sustained profitability and customer lifetime value beyond the campaign window.

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.
Performance Dashboard Visual Proof

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.

Ready to Transform Your Amazon Performance?

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.

Work With AMZDUDES | A Verified Amazon Ads Partner
We help brands leverage AMC to increase ROAS, reduce waste, and build long-term customer value.

Book a Free AMC Growth Consultation and discover how data-driven audience targeting can turn interest into revenue.

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