A pet supplement brand launching with no customer base used Xnurta's full-funnel DSP and AMC strategy to climb from #23 to #10 in category with 164% GMS growth.
Wuffes entered Amazon's pet supplement category in 2023 with no existing customer base and a steep hill to climb. Established brands owned the search terms. Top-performing keywords ran above $10 CPC. And AMC data revealed something that made a pure conversion-focused strategy even more costly: shoppers were taking an average of 20 days from first exposure to first purchase.
Prior tactics leaned too heavily on lower-funnel spend, burning through budget at the most expensive point without building the awareness needed to close. Three things had to happen at once: reach care-driven pet owners who had never heard of Wuffes, earn consideration against entrenched competitors, and convert new buyers into loyal, repeat subscribers.
YoY GMS growth
CPC vs. $10+ category average
rise in Subscribe and Save enrollments
Xnurta built a four-stage full-funnel strategy powered by Amazon DSP and Amazon Marketing Cloud. AMC served as the connective tissue throughout, informing audience builds, pacing, creative sequencing, and budget allocation at every stage.
We reached dog owners showing relevant pet care signals before they'd ever encountered Wuffes using Streaming TV and Online Video. Xnurta's AMC Audience Builder created lookalike audiences from first-party signal data, activating previously unexposed shoppers and maximizing incremental reach. Audience exclusions ensured past viewers weren't retargeted, keeping frequency waste low and new reach high.
We inserted Wuffes into active research phases by targeting shoppers already in the market for pet supplements. Xnurta's AMC Audience Builder built custom keyword audiences targeting shoppers researching dog vitamins, hip and joint supplements, and competitor products. AMC custom segment retargeting re-engaged cart abandoners and product page viewers with stronger calls to action.
AMC's Time to Conversion data concentrated spend precisely within the 20-day purchase window. Xnurta's five DSP AI actions optimized across bids, budgets, targeting, target settings, and creative weights daily. AMC segment-based retargeting excluded shoppers outside the purchase window, eliminating wasted impressions.
Xnurta's AMC Hub Cross-Product Association model mapped SKU pairings and powered cross-sell campaigns that drove multi-product adoption. Subscribe and Save messaging threaded throughout the experience converted one-time buyers into recurring revenue. Lapsed buyer re-engagement flows brought back shoppers who hadn't returned after their first purchase.
Wuffes entered the year ranked #23 in their category and climbed to #10, driven by 164% YoY GMS growth. 63% of new-to-brand sales came from audiences never previously exposed to a Wuffes ad. DSP proved indispensable: 70% of all conversions had a DSP touchpoint. By routing spend through AMC-built audiences rather than expensive branded keywords, Wuffes brought CPC down to $0.27 against a category average above $10. Subscribe and Save enrollments rose 25% and customer lifetime value grew 8.6% year over year.
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