How Vamoa Built Its Edge on Human Strategy, Backed by Xnurta

Before Xnurta

Vamoa is a founder-led, full-service Amazon agency working with brands across the UK, EU, and US, and an Amazon Preferred Partner. Its business runs on service, not just software, so when Vamoa evaluated two of the other major retail media platforms, both capable, neither felt like a partnership. Vamoa was a customer rather than a partner.

Its clients pay for human strategy, for someone who understands their brand and their category, with technology running quietly in the background on mechanical work like bidding. The reporting felt built for the platform instead of the client, the kind an account manager rebuilds by hand before every call.

Why Vamoa Moved

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 Vamoa is always pushing to test the latest and greatest beta features. That's what a partnership actually looks like.

Where AMC and DSP Changed the Work

Before Xnurta, Vamoa's audience strategy leaned on Amazon's standard segments and campaign-level data. Now the team builds audiences around a single business objective, cross-sell, win-back, new-to-brand, and applies them across the account. The clearest example is Xnurta's Cross-Product Association AMC model, which finds customers who bought one product but not a related one, builds an audience around exactly that behavior, and activates it against the right campaigns. Every strategy gets tested first, AMC-built audiences run against standard Amazon audiences in structured split tests, so Vamoa knows whether new-to-brand acquisition and retention actually moved before scaling the spend behind it.

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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: retargeting 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.

AMC 1P Data Upload

Of the beta features Vamoa has tested, the AMC 1P Data Upload has been the most valuable 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. Vamoa can then see whether known customers were reached by advertising, whether they engaged, and whether they went on to buy, and can suppress them from acquisition campaigns so new-to-brand reflects genuinely new customers. Amazon activity stops being an island.

Vamoa is a full-service Amazon agency delivering strategic growth for ambitious brands across the UK, EU and US.