Why do Amazon agencies choose Xnurta? Vamoa pairs AMC audiences with hands-on support and saw new-to-brand sales rise 15% across measured accounts.
Vamoa is a founder-led, full-service Amazon agency working with brands across the UK, EU, and US. It holds Amazon Preferred Partner status, counts three of the top five largest supplement brands in the UK among its clients, and runs on service: full account management, standalone ads management including DSP, and paid consultancy for brands that need a strategic hand, not just a dashboard.
A business like that needs a platform that fits around its team and strategy. Vamoa's strategists know each client's brand and category inside out, and Xnurta surfaces more intelligent data and insights and gives them the tools to activate and amplify what they find.
Vamoa had already been through two of the other major retail media platforms. Both were capable. Neither felt like a partnership. Vamoa was a customer rather than a partner, and for an agency that lives on service, that gap mattered more than any feature list.
The gap went beyond service. Vamoa's clients pay for human strategy, from people who understand their brand and their category, with technology running quietly in the background on mechanical work like bidding. The reporting made it harder, built for the platform instead of the client, the kind an account manager rebuilds by hand before every monthly call.
Ben Meyer and Kate Jones, simply put. They came to Vamoa through Pat, a good friend of the team and someone whose recommendations Vamoa takes seriously, and from the first conversation it felt different. Vamoa met them in person before signing anything, which already told them something.
Since then, Ben and Kate have given the team access to everything, trained them properly on the platform rather than handing over a login and wishing them luck, and stayed close with regular catch-ups. They've been genuinely useful on market knowledge and tooling, and they've put Vamoa in front of some of Xnurta's other partners. Vamoa is always pushing to test the latest and greatest beta features as they roll out. That's what a partnership actually looks like.
Before Xnurta, Vamoa's audience strategy leaned on Amazon's standard segments and campaign-level data. Now the team builds audiences around a specific business objective and applies them across the account.
Cross-sell is the clearest example. Vamoa can identify customers who bought one product but not a related one, build an audience around exactly that behavior, and activate it across the right campaigns. The same logic extends to retention, win-back, new-to-brand acquisition, and category expansion, grounded in a clearer view of which products actually get viewed and bought together, not guessed at.
Then the team tests it. AMC-built audiences run against standard Amazon audiences in split tests that isolate whether a strategy actually moved new-to-brand acquisition and retention, not just headline numbers. Reporting on what already happened stopped being the ceiling.
The numbers back it up. Since moving to Xnurta, new-to-brand sales are up 15% across measured accounts. Where AMC-built product association audiences have been activated, cross-sell performance is up 20%. 50%+ of the product relationships Vamoa has identified through AMC span different product families, creating additional cross-sell and retention opportunities. On more mature accounts, sales growth has run at roughly 2x the rate of media-spend growth.
Pairing AMC with DSP is where it gets genuinely useful. Vamoa pushes hyper-targeted AMC segments straight into DSP campaigns and steps around the standard limitations. That means extended retargeting that reconnects with lapsed buyers well beyond the usual one-year window, isolating the highest-spending cohorts for high-intent targeting, and building lookalikes off real new-to-brand purchase signals so acquisition budget isn't quietly going to people who already buy from the brand.
The most valuable beta Vamoa has tested is the AMC 1P Data Upload, by a distance. It lets the team bring a client's own first-party data into AMC, from CRM records and DTC purchasers to loyalty members, app users, and offline customers, and match it against Amazon's user base. Suddenly Vamoa can see whether known customers were actually reached by advertising, whether they engaged, and whether they went on to buy.
The best use is cleaning up new-to-brand. Without it, an existing DTC customer making their first Amazon purchase counts as brand-new acquisition, which it plainly isn't. Now Vamoa can suppress those known customers from acquisition campaigns, target a cleaner pool of prospects, and give clients an honest read on incremental growth.
It also opens up win-back segments for lapsed purchasers, cross-sell and upsell audiences based on previous purchases, and lookalikes seeded from a brand's highest-value customers, with performance comparisons across a client's own segments such as lifecycle stage, membership tier, geography, or purchase history. Amazon activity stops being an island. It connects to everything else the brand already knows about its customers.
None of this changes what Vamoa sells. Rob Hutchinson, the agency's Co-Founder and Head of Growth & Partnerships, puts it this way:
Xnurta is built to support that approach. The platform surfaces more intelligent data and insights and gives advertisers the tools to activate and amplify them, so strategists can spend their time on their clients and their categories.
Vamoa is a founder-led, full-service Amazon agency and Amazon Preferred Partner, delivering strategic Amazon growth for ambitious brands across the UK, EU and US. Learn more at vamoa.com.
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