Unlocking potentials for new audiences: The business advantages of AMC Paid Features

In today’s data-driven competitive landscape, it is essential for brands to gain a thorough understanding of their buyers’ journey in order to boost their strategic growth. Particularly, for brands advertising on Amazon, it is essential to understand their ad-exposed and non-ad-exposed buyers because it offers a significant opportunity to refine marketing strategies, and enhance retail performance.

AMC’s Paid Features elevate these insights, helping brands access previously unavailable data, build high-value audience segments, and optimize paths to conversion.

How can AMC help brands in exploring non-ad-exposed audiences?

One of the most valuable aspects of AMC’s Paid Features is the ability to point out non-ad-exposed customer segments and thus identify previously hidden targets. This helps brands analyse organic customer behaviors and recognise their purchasing patterns.

Using these insights can help expand potential audiences with a high purchasing intention and facilitate a significant uplift in new-to-brand purchases.

Standard AMC Features, track ad-attributed events like: conversions, ad clicks, detail page views, customer reviews page visits ; while Paid AMC Features includes Standard AMC Features + Track non ad-attributed events like organic conversions, organic search traffic, suscribe & save, direct website visits, and more

Bridging data across ads and organic channels

AMC’s Paid Features also provide insights by combining ad-exposed and non-ad-exposed data. Tools like Flexible Shopping Insights and Audience Segment Insights help brands understand customer behavior across channels, revealing whether products are frequently purchased together or consistently preferred over alternatives.

It is crucial for brands to understand these patterns to be able to optimize cross-selling and up-selling, but also optimize retail offerings and plan bundled promotions.

New valuable cross-sell opportunities:

A recent analysis of one of our clients using AMC’s Paid Features revealed valuable cross-sell opportunities:

We recently used the AMC Paid Features for one of our clients that is in the Home & Kitchen sector offering household goods. In this analysis we focused on their product group coffee machines to analyse if their buyers combined them with their newly launched coffee pods. The objective was to uncover product synergies between coffee machines and coffee pods and thus optimize the ad strategies that drovemulti-possession purchases.

Based on the analysis could identify that from all customers exposed and non exposed to ads 58,50%, purchased only coffee machines while 37,40% purchased only coffee pods; in total there was a purchasing overlap of 4,10% indicating that a small amount of customers purchased both, coffee machines and coffee pods during the period of analysis.

Product combinations: Customers purchasing coffee pods also bought coffee machines – 8% chose black and 5.5% chose white coffee machines.
Recommendation: Offer bundled promotions pairing coffee pods with coffee machines to increase multi-product purchases. Additionally, use targeted campaigns highlighting bundle value, such as limited-time offers.
Product size variations: The analysis also showed that customers purchasing 100-pack coffee pods frequently purchased other sizes – 8% also bought the 54-pack and 6% also bought the 150-pack
Recommendation: Introduce multipacks or promotions combining these sizes to align with consumer trends and increase purchases across the product line

These insights allow brands to refine product bundling strategies and optimize promotional timing, making cross-selling more efficient.

The strategic advantages of AMC’s Paid Features

AMC’s Paid Features provide brands with powerful tools to optimize strategies and gain visibility into key data, including:

Channel-level attribution: Analyze performance across Amazon Ads, third-party sources, and first-party data from video, display & audio channels
Customer journey insights: Track customer interaction patterns from ad exposure to purchase to understand campaign effectiveness and conversion rates.

AMC’s Paid Features allow brands to bridge the data gaps left by only ad-exposed analyses and provide a more comprehensive view of all customer journeys.

By activating these tools, brands can not only reach high-potential audiences but also design personalized, efficient strategies that ultimately enhance performance across channels.

Recommended next steps

You can contact us to explore how AMC’s paid features can enhance your Amazon Ads strategy and request a demo to see AMC in action and get personalized insights.

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