{"id":29251,"date":"2025-08-11T03:37:20","date_gmt":"2025-08-11T11:37:20","guid":{"rendered":"https:\/\/www.intentwise.com\/blog\/?p=29251"},"modified":"2025-08-11T10:09:34","modified_gmt":"2025-08-11T18:09:34","slug":"how-3-advertisers-use-amc-audiences-to-improve-profitability","status":"publish","type":"post","link":"https:\/\/www.intentwise.com\/blog\/amazon-marketing-cloud\/how-3-advertisers-use-amc-audiences-to-improve-profitability\/","title":{"rendered":"How 3 advertisers use AMC audiences to improve profitability","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Nearly a year ago, advertisers started to use Amazon Marketing Cloud to create Sponsored Ads audiences.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Since then, it has quietly revolutionized how brands and agencies do business.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">AMC audiences have suddenly become table stakes in our industry. If you want to stay ahead of your competitors, AMC audiences should be part of your regular advertising strategy.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You should be layering them into your DSP ads if you run DSP\u2014but also, yes, into your Sponsored Ads campaigns.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The simple truth is that AMC audiences just make your ads a lot more efficient.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">At a time when costs are rising and most businesses are counting every dollar to make sure they stay profitable, AMC audiences are a no-brainer cost-saving tool.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">When you <a href=\"https:\/\/www.intentwise.com\/blog\/amazon-marketing-cloud\/is-your-amc-audience-ready-for-bid-boosting\/\">boost bids<\/a> on select audiences that see your Sponsored Brands or Sponsored Products ads, or when you directly target certain audiences with your Sponsored Display ads, you make every ad dollar go further.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We\u2019ve watched our clients have a lot of success leveraging AMC audiences through our <a href=\"https:\/\/www.intentwise.com\/agency\/amazon-marketing-cloud\">Intentwise Explore<\/a> platform.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Here are three ways they have used AMC audiences to get ahead and stay profitable.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-focus-on-high-value-shoppers\"><strong>Focus on high-value shoppers<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">If you\u2019re in a high CPC category, it\u2019s inevitably going to cost a lot of money for you to convert a New-To-Brand shopper.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That\u2019s why you want to be absolutely sure that the NTB shoppers you spend money targeting are going to be highly likely to repeat their purchase.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Recently, the agency Nectar wanted to help its client Doctor\u2019s Best, a supplements brand in a high CPC environment, grow more profitably.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nectar\u2019s solution was to activate AMC audiences of shoppers that appeared likely to become heavy spenders.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Using the pre-built and fully customizable audiences available in <a href=\"https:\/\/www.intentwise.com\/agency\/amazon-marketing-cloud\">Intentwise Explore<\/a>, Nectar created a series of audiences of high-value shoppers and pushed them to its Sponsored Ads campaigns.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">When these valuable shoppers searched the Doctor\u2019s Best keywords, Nectar chose to boost bids by 80%.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Meanwhile, Nectar slashed its baseline bids by 50% on other campaigns.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bidding up specifically on high-value audiences while cutting base bids meant it could focus its spend on the audiences that work.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Overall, with these new AMC audiences in its arsenal, Nectar drove a 17% increase in New-To-Brand customers for Doctor\u2019s Best. That happened even as its total customer acquisition costs actually went down.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>(Read our full case study with Nectar <\/em><a href=\"https:\/\/www.intentwise.com\/casestudy\/nectar\"><em>here<\/em><\/a><em>.)&nbsp;<\/em><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-expand-your-reach-with-lookalike-audiences\"><strong>Expand your reach with lookalike audiences<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">One great thing about AMC is that, if you have a highly desirable\u2014but relatively small\u2014 audience, you can always artificially enlarge it with lookalike audiences.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The coffee brand COLETTI found this out firsthand when it used <a href=\"https:\/\/www.intentwise.com\/agency\/amazon-marketing-cloud\">Intentwise Explore<\/a> to improve the efficiency of its Sponsored Ads.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">COLETTI identified 12 different high-intent shopper segments in AMC that it really wanted to prioritize.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">These audiences all focused on shoppers who had in some way engaged with a COLETTI product but not purchased: \u201cShoppers who viewed a product but did not purchase,\u201d \u201cShoppers who viewed the product three times but didn\u2019t add to cart,\u201d and more.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In some cases, these were relatively small pools of shoppers. To get the most value out of these audiences, COLETTI added in shoppers who closely resembled these key segments.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In Intentwise Explore, this was as simple as checking a box when creating a new audience.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">COLETTI was willing to bid a lot more when those shoppers searched its keywords than when the typical shopper did. The brand bid up 120%.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That spend almost always paid for itself\u2014and then some. In one campaign, a modest 0.5% increase in ad spend resulted in a 5% lift in total sales.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Today, these AMC audiences contribute to 10% of total sales across COLETTI\u2019s top campaigns.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That means the coffee brand was able to use AMC to harness a large cross-section of shoppers that would have fallen through the cracks otherwise.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>(Read our full case study with COLETTI <\/em><a href=\"https:\/\/www.intentwise.com\/casestudy\/coletti\"><em>here<\/em><\/a><em>.)&nbsp;<\/em><\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-locate-and-exclude-potential-subscribers\"><strong>Locate\u2014and exclude\u2014potential subscribers<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Other clients have had success using audiences related to Subscribe &amp; Save. This success encompasses both SnS inclusions <em>and<\/em> exclusions.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">First of all: If you sell an item that gets frequently repurchased, like a supplement or a CPG product, you probably have a lot of subscribers.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So when you run retargeting campaigns, you want to be sure you are not advertising to people who already subscribe to your brand.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">One client recently used Intentwise Explore to exclude existing SnS customers from its DSP re-targeting campaigns. It saw a massive 15x improvement in ROAS.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That meant there was <em>a lot <\/em>of wasted spend going to customers who were already loyal\u2014but one AMC audience put a stop to it.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">(A quick reminder: you can <a href=\"https:\/\/www.intentwise.com\/blog\/amazon-marketing-cloud\/explained-amazon-marketing-cloud-for-sponsored-ads\/\">only exclude audiences<\/a> for DSP campaigns. Amazon only lets you activate AMC audiences for positive inclusions in Sponsored Ads campaigns.)&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">AMC audiences can also help affirmatively target potential subscribers. The same client found, through AMC research, that New-To-Brand customers who had purchased in the last 30 days were the most likely to convert into subscribers.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The client ran a big SnS campaign as a follow-on to its New Year\u2019s advertising push.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The client wanted to convert all of those new customers into loyal subscribers\u2014making that original ad spend go even further.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">With AMC audiences, it was easy.<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>Nearly a year ago, advertisers started to use Amazon Marketing Cloud to create Sponsored Ads audiences.&nbsp; Since then, it has quietly revolutionized how brands and agencies do business.&nbsp; AMC audiences have suddenly become table stakes in our industry. If you want to stay ahead of your competitors, AMC audiences should be part of your regular [&hellip;]<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":22,"featured_media":29255,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","cybocfi_hide_featured_image":"","footnotes":""},"categories":[135],"tags":[97,246,96,155,153],"class_list":["post-29251","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-amazon-marketing-cloud","tag-amazon-marketing-cloud","tag-bid-boosting","tag-mobile","tag-newsletter","tag-subscribe-and-save"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.6 (Yoast SEO v27.6) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How 3 advertisers use AMC audiences to improve profitability<\/title>\n<meta name=\"description\" content=\"At a time when costs are rising, creating audiences in Amazon Marketing Cloud is a no-brainer savings tool. 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