Built for Art Lovers, Bought in Bulk

First launched in the Amazon store in 2020, a high-quality art supply brand had been looking to connect with art lovers and practitioners using an array of Amazon Ads solutions, including AMC for growth insights. From a previous audience and shopping pattern analysis in AMC, Xnurta found that a significant portion of the brand's sales came from those who purchased items in bulk — typically B2B buyers such as schools and small to medium-size businesses.

Leverage Amazon B2B Audiences to Expand Reach

We leveraged Amazon B2B audiences available through the Amazon DSP audience catalog in campaign activations. While this approach led to positive outcomes, we wanted to create more opportunities to further segment the brand's B2B customers to better increase cost-efficient outreach.

Build Custom AMC Audiences Targeting Bulk Buyers

The launch of AMC Audiences allowed us to build on previous insights with a more sophisticated audience strategy. We built new audience segments based on total spend across key ASINs over the past year, plus other attributes indicating high likelihood to purchase. We then rolled out a remarketing campaign with a built-in test: the new custom AMC audience as a test group, and past brand purchasers plus B2B catalog audiences as control groups.

Over the month-long campaign, the custom AMC audience achieved 4% higher detail page view rate, 120% higher average transaction value, and 169% higher ROAS compared to the brand purchaser control group. The custom audience also outperformed the B2B catalog control group with 56% higher ATV and 102% higher ROAS. Campaigns incorporating custom AMC audiences drove a 49% monthly sales revenue lift without any budget increase.