Driving new-to-brand growth: How does AMC helps brands reach high-value audiences?
In our recent webinar, we explored how Amazon Marketing Cloud (AMC) is reshaping the way brands approach new-to-brand growth on Amazon. If you’re aiming to tap into high-value audiences and increase new customer acquisition by 10% or more, AMC is a tool you won’t want to miss. By offering insights into which campaigns bring in first-time buyers, it enables brands to make more informed, data-driven decisions that can boost overall ad performance.
What makes AMC so effective?
AMC serves as a secure platform where brands gain access to a comprehensive view of customer behavior and advertising performance. Think of it as a data hub where diverse insights—customer behaviors, purchase patterns, and ad data—merge to create a clearer picture of your audience and ad strategy.
One of the key benefits of AMC is its ability to track new-to-brand sales, particularly for Sponsored Products. Traditionally, identifying which campaigns are actually attracting new customers has been difficult. Now, with AMC, brands can see this vital data and fine-tune campaigns accordingly, focusing on what works best.
Tackling the AMC learning curve
Despite its effectiveness, AMC comes with a learning curve. The need for technical know-how, such as SQL, and the time-consuming process of sifting through complex data, can pose challenges. Some brands even consider bringing in additional staff just to handle AMC’s technical requirements.
Xmars simplifies this process with its no-code solution, removing the need for technical expertise. With just a few clicks, advertisers can generate in-depth reports and create custom audiences, making it easier for them to access AMC’s powerful data without relying on complex coding. This user-friendly approach allows brands to save time and focus on strategy rather than data analysis.
Driving new-to-brand growth
AMC has proven to be an effective tool for driving new-to-brand growth. Its advanced analytics give brands insights into customer lifetime value, purchase behavior, and which search terms are converting new customers. These insights allow brands to adjust their campaigns in real time, zeroing in on the strategies that deliver the best results.
A standout feature is the search term analysis, which helps brands identify the keywords that are most effective at bringing in new customers. Armed with this information, they can refine their messaging, tweak creatives, and retarget new shoppers using the best-performing terms. This kind of data isn’t just interesting—it’s actionable and directly tied to growth.
Real-world success stories
Real-world examples highlight how AMC can drive results. For instance, one of our clients, Greenworks, increased new-to-brand customers by 12.3% during Prime Day using AMC. By identifying which top-of-funnel campaigns were driving the most new customer growth, they optimized their budget allocation, ensuring they invested where it made the most impact.
Another example is Goal Zero, which used AMC’s multi-touch attribution model to fine-tune its ad strategy during key shopping events. With the ability to dive deep into the data, they optimized their ad spend and saw higher conversions and more targeted campaigns.
Overcoming common challenges
While AMC offers significant opportunities, it can be challenging for brands to access the full potential of the tool without the right expertise. One of the common hurdles brands face is accessing ASIN or campaign-level data, which is often difficult to obtain. This is particularly important for brands with multiple product lines, as it helps them understand which specific products are driving growth.
Xmars addresses this challenge by offering ASIN-level granularity through its no-code interface. This feature makes it easy for brands to analyze product-level performance, giving clearer insights into which items contribute to new-to-brand growth. Our platform also automates much of the data analysis, enabling teams to extract insights more efficiently and focus on campaign refinement.
Preparing for major shopping events
With big events like Prime Day and Cyber 5 just around the corner, it’s the perfect time for brands to tap into AMC’s capabilities. These high-traffic periods provide a great chance to attract new customers, but the real key to long-term success lies in how brands follow up after the event. Retargeting new customers after their initial purchase can significantly boost customer lifetime value.
AMC’s audience creation tools allow brands to build custom audiences based on specific actions, such as viewing a product but not purchasing or adding items to a cart without completing the transaction. By retargeting these shoppers with personalized messaging or offers, brands can increase engagement and drive more sales.
Many brands have used these custom audience features to build effective post-event strategies. Retargeting high-intent shoppers after major sales events, especially with tailored follow-up campaigns, can lead to impressive growth.
Final thoughts
Amazon Marketing Cloud is redefining how brands approach new-to-brand growth, offering powerful insights that allow for more strategic decisions, better ad spend optimization, and improved customer acquisition efforts.
As brands prepare for major shopping events or refine their ad strategies, AMC offers unparalleled opportunities to fuel new-to-brand growth and optimize performance. At Xmars, we're here to help you unlock the full potential of AMC with our easy-to-use platform, enabling you to focus on what truly matters—growing your business.
To learn more, watch our on-demand webinar or schedule a free demo.
