38.5% Growth with AMC Custom Audiences for Sponsored Ads
AMC custom audiences powered Sponsored Ads to capture incremental demand and accelerate growth for a DSN brand.
38.5%
Growth with AMC Custom Audiences
100+%
Higher conversion rate with AMC
The Challenge
A leading protein bar brand on Amazon operated in a crowded, high‑CPC category. Despite steady spend, Sponsored Ads (SA) performance had plateaued: broad keyword coverage captured traffic, but the brand lacked a precise way to prioritize high‑propensity shoppers (e.g., users who had searched for the brand or category but hadn’t purchased). When Amazon launched the AMC custom audience creation feature for Sponsored Ads—previously available only for DSP—the brand partnered with Oceanwing to validate whether more intelligent audience bidding inside SA could unlock incremental growth at flat budgets.
Category
Platform
Amazon
Type
Brand
Date
July 31, 2025
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Strategic Approach
Oceanwing implemented a controlled test to isolate audience‑driven lift, using Amazon Marketing Cloud (AMC) for audience construction and measurement:
Identify high‑intent audience packs in AMC
Built custom segments (e.g., searched‑but‑not‑purchased, category viewers with multi‑session engagement) and synced them to SA via the new AMC audience creation feature.Activate precision bidding in Sponsored Ads
Applied strategic bid increases to AMC audiences within SA (SP/SB where applicable) while dialing down bids on broad, high‑CPC keywords to reallocate budget toward high‑propensity buyers.Monitor audience‑level performance and iterate
Tracked DPVR, CTR/CVR, ACOS/TACOS deltas, and budget mix inside AMC & SA reporting to confirm incremental gains and avoid cannibalization.
Results
- +38.5% ad sales during the test period, with no increase in total ad budget.
- Stable CPC and controlled ACOS, indicating efficiency gains came from audience quality, not spend inflation.
Demonstrated that AMC‑built audiences can materially lift SA performance—without moving to DSP or raising overall investment.
Key Insights
AMC audience creation within SA is a major upgrade for performance-focused advertisers. It enables surgical precision in targeting—previously only available in DSP—while staying within the SA ecosystem.
At Oceanwing, we’ve helped scale Anker and other top brands by staying ahead of Amazon’s evolving tools. This test is a clear example of how early adoption and expert execution can lead to measurable, meaningful growth.
