The problem:
COLETTI, a popular brand of camping coffee gear, aimed to strengthen its re-marketing strategy on Amazon. If a shopper viewed a product page or added to cart without purchasing, COLETTI would often lose the sale.
To re-engage these high-intent visitors, COLETTI experimented with DSP ads but saw limited results. The brand recognized that Amazon Marketing Cloud (AMC) for Sponsored Ads could provide deeper insights and enable more precise targeting.
The brand knew AMC offered a solution—but without help, AMC was cumbersome to use.
The solution:
Kunal Chhatpar, Director of E-Commerce at COLETTI, leveraged AMC to build custom audiences and activate them within its Sponsored Products and Sponsored Brands campaigns.
Using this strategy, Chhatpar was able to bid more aggressively when high-intent shoppers from those audiences searched relevant keywords. The goal was to re-target shoppers more efficiently, without a need for DSP ads.
While AMC can be complex to navigate, Intentwise Explore made the process seamless. “It’s easy—you just click on the audience, add your ASIN and timeframe, save it, and you’re good to go,” Chhatpar said. He could set these audiences to run in the background of his Sponsored Ads campaigns—no manual intervention required.
In total, COLETTI created 12 AMC audiences using Intentwise Explore, including segments like “Shoppers who viewed a product but did not purchase,” “Shoppers who viewed the product three times but didn’t add to cart”, and more.
When an audience was too small, Chhatpar simply expanded it by adding in a lookalike audience. In Intentwise Explore, creating a lookalike audience is as simple as checking a box.
These AMC-driven audiences proved highly efficient, saving COLETTI significant advertising costs even with the bid boost strategy. In one campaign, a modest 0.5% increase in ad spend resulted in a 5% lift in total sales.
Today, AMC audiences contribute to 10% of total sales across the top 10 activated campaigns. “By using AMC audiences, we were able to recapture the 10% we were missing,” Chhatpar noted. “Intentwise makes ad management effortless. Its intuitive interface and bulk operations save us hours each week.”
