Unlock Amazon Growth: Five AMC Audiences Every Brand Should Be Using

Amazon Marketing Cloud (AMC) has emerged as a game-changer for brands seeking deeper insights into their advertising performance and customer behavior on the marketplace. But access to this powerful data is just the first step. The real magic lies in strategically leveraging the unique audiences AMC enables you to build and target.

At Podean, we're constantly exploring the cutting edge of marketplace marketing, and we've identified five AMC audiences that are absolute no-brainers for any brand looking to accelerate growth and achieve tangible business results.

Let's dive in and see how you can harness their potential.

1. High-Value Customer Lookalike (LAL): Find Your Next Best Spenders

Meet the Audience:

This audience comprises Amazon shoppers who exhibit similar characteristics and purchasing behaviors to your existing top-spending customers. AMC analyzes a wealth of anonymized data points to identify these high-potential individuals.

Why It's a No-Brainer:

Acquiring high-value customers is paramount for sustainable growth. By targeting a lookalike audience, you're essentially tapping into a pre-qualified pool of individuals with a higher propensity to make significant purchases and become loyal brand advocates. It's about efficiency and maximizing your return on ad spend by focusing on those most likely to convert and contribute to your bottom line.

Strategic Integration to Hit Business Objectives:

Objective: Increase overall sales, boost average order value (AOV), and enhance customer lifetime value (CLTV).

Strategy: Deploy targeted Display Ads showcasing premium product lines or exclusive bundles. Consider offering tailored promotions or early access to new products to incentivize their first purchase and cultivate a strong initial relationship.

Podean Results Formula:

For a Premium Skincare Brand, by activating the High-Value Customer LAL audience within AMC, we observed a 28% increase in conversion rate and a 15% higher average order value compared to our standard prospecting campaigns over a three-month period. This targeted approach directly contributed to a significant uplift in their overall revenue and customer lifetime value.

2. Abandoned Carts: Re-Engage High-Intent Shoppers

Meet the Audience:

This segment consists of Amazon users who added your products to their shopping cart but didn't complete the purchase. They've shown clear intent, making them a highly valuable audience to re-engage.

Why It's a No-Brainer:

These shoppers were just one click away from becoming customers. Retargeting them with compelling messaging and perhaps a gentle reminder can lead to significant recovery of lost sales. It's a cost-effective way to boost your conversion rates without needing to find entirely new customers.

Strategic Integration to Hit Business Objectives:

Objective: Recover lost sales, improve conversion rates, and enhance overall campaign efficiency.

Strategy: Implement targeted Display campaigns showcasing the specific products left in their cart. Consider highlighting key product benefits, offering a Brand Tailored Promotion, or emphasizing positive customer reviews to address any potential hesitations.

Podean Results Formula:

Leveraging the Abandoned Carts audience for an apparel brand, Podean achieved an 11% recovery rate of abandoned carts, resulting in a 4% uplift in overall sales during a recent two-week campaign. This demonstrates the power of reaching out to near-converters with the right message."

3. Ad Engagement Audience: Nurture Interested Prospects

Meet the Audience:

This audience comprises individuals who have previously interacted with your Amazon Ads, such as clicking on your Sponsored Products ads or viewing your Sponsored Brands video ads.

Why It's a No-Brainer:

These users have already shown an interest in your brand and products. Retargeting them allows you to continue the conversation, build brand awareness, and guide them further down the purchase funnel. They are warmer leads and more likely to convert than cold audiences.

Strategic Integration to Hit Business Objectives:

Objective: Drive conversions, increase brand consideration, and improve return on ad spend (ROAS).

Strategy: Retarget engaged users with ads showcasing complementary products, highlighting positive customer testimonials, or reinforcing your brand's unique selling propositions. For video viewers, consider showing product ads directly related to the content they watched.

Podean Results Formula:

By strategically retargeting the Ad Engagement Audience for a footwear brand, we observed a 12% increase in conversion rate and a 10% improvement in ROAS compared to our broader prospecting efforts over the past month. This highlights the value of nurturing users who have already shown intent.

4. High-Value Event (HVE) Purchasers (e.g., Prime Day Purchasers): Capitalize on Peak Performance

Meet the Audience:

This segment includes customers who purchased from your brand during specific high-traffic sales events like Prime Day, Black Friday, or Cyber Monday.

Why It's a No-Brainer:

These purchasers have demonstrated a willingness to buy your products during key promotional periods. They are already familiar with your brand and can be valuable for driving repeat purchases and building long-term loyalty.

Strategic Integration to Hit Business Objectives:

Objective: Drive repeat purchases, increase customer loyalty, and promote new product launches.

Strategy: Segment these purchasers based on their event purchases and target them with relevant follow-up offers, exclusive discounts on related products, or early access to new product lines. Consider loyalty program invitations to further solidify their connection with your brand.

Podean Results Formula:

For a home goods brand, we re-engaged their Prime Day purchasers with a targeted campaign featuring complementary accessories, resulting in a 17% increase in repeat purchase rate within three months following the event. This demonstrates the power of nurturing customers acquired during peak shopping periods.

5. High-Value Event (HVE) Viewers Less Purchase: Convert Missed Opportunities

Meet the Audience:

This audience consists of users who viewed your product detail pages during a high-value event but did not make a purchase. They showed strong interest during a period of heightened buying intent.

Why It's a No-Brainer:

These viewers were actively considering your products during a major sales event. Retargeting them shortly after the event with a compelling offer or a reminder of the value proposition can effectively convert these missed opportunities into sales.

Strategic Integration to Hit Business Objectives:

Objective: Convert interested shoppers, recover potential lost sales from key events, and improve overall campaign effectiveness.

Strategy: Implement targeted retargeting campaigns showcasing the specific products they viewed during the HVE. Consider offering a limited-time post-event discount, highlighting positive customer reviews, or emphasizing key product features to address any lingering hesitation.

Podean Results Formula:

By strategically targeting HVE Viewers Less Purchase for beauty brand with a post-Prime Day campaign featuring a special discount, we achieved an 11% conversion rate from this previously uncaptured audience within two weeks following the event. This illustrates the potential of converting high-intent browsers into buyers.

Ready to Unlock the Full Potential of AMC?

These five audiences are just the tip of the iceberg when it comes to the sophisticated targeting capabilities within Amazon Marketing Cloud. At Podean, we have the expertise and in-depth understanding to craft tailored AMC strategies that drive real, measurable results for your brand.

Want to learn how Podean can help you leverage the power of AMC audiences to achieve your business objectives? Hit us up at contact@podean.com.