An established dietary supplement brand contacted BellaVix to expand their Amazon presence.
They maintained Prime eligibility nationwide, which means they managed high-volume shipments of their products, which belonged to very crowded and competitive niches.
From the get-go, our team prioritized the scaling of ads to improve demand of their products and increase organic rankings.
Amazon Ad Campaigns
The brand operated in a highly specialized niche where generic keywords are very, very expensive.
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Standard Amazon PPC campaigns lacked the ability to differentiate shoppers who had previously interacted with the brand.
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Without the ability to apply bid modifiers to high-value audiences, the brand was missing opportunities to aggressively re-engage shoppers who had already shown intent. For example, this included customers that had added products to their carts, but left them there.
- The team needed to reach those warm shoppers since they were high-intent, secure bets. Branded ad campaigns were working, but there was room to take performance further.
Creating AMC Audiences
The team implemented Amazon Marketing Cloud (AMC) Audiences. Through these, they were able to create a custom targeting layer that affected standard search campaigns.
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The team used AMC's High-Value Audience (HVA) template to build custom audiences of warm users, specifically those who viewed products, added them to their cart, or added them to a wish list but had not purchased yet.
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To manage costs, they targeted broad, niche-relevant keywords with very low base bids. Then applied aggressive bid modifiers specifically for the AMC Audiences. That way, the team assured that they weren't wasting any money on keywords that were never going to convert.
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The team tested different options to ensure they were investing in the highest-performing segments.
The audiences used were a mix of Amazon templates and custom audiences by our specialists, specifically programed for the campaign's purpose:
The new Designs had Great Performance
High-value audiences function as a remarketing tool, allowing for bid increases for users who previously interacted with the listing page.
Performance metrics must be checked in the advertising console, and audiences showing worse ACoS than the campaign average required optimization or replacement.
After this cleanup of trial and error, the ads team built a number of AMC Audiences that supported the reach of the best-performing campaigns, with a lower ACoS than the overall campaign.
Results overview:
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1.99% Click-Through Rate (CTR): Nearly 3x higher than the campaign average of 0.69%.
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20.29% ACoS: Achieved a 53% reduction in ACoS compared to the campaign total (43.27%), demonstrating massive cost efficiency for high-intent shoppers.
Turning AMC Audiences Into a Real Growth Lever
AMC audiences are not a “nice to have.” They are how brands move from reactive advertising to intentional, full-funnel strategy.
The difference is clear. Instead of targeting broad keywords and hoping for conversion, you start identifying who is actually engaging, where they fall off, and how to bring them back with purpose. That shift alone is what separates stagnant accounts from ones that scale efficiently.
That said, AMC is only as valuable as the strategy behind it. Clean data, clear audience segmentation, and consistent optimization are what turn insights into performance gains. Without that, it becomes another underutilized tool.
The brands that win here are the ones that treat AMC as an ongoing system, not a one-time setup. They test, refine, and build audiences that compound over time.
That’s where the real advantage comes from
Ready to Make AMC Audiences Work for You?
Most brands know AMC is powerful. Few actually use it in a way that drives measurable growth.
If your campaigns feel stuck, inefficient, or too reliant on bottom-of-funnel conversions, there is usually a gap in how your audiences are built and activated.
By filling out the form below, you are taking the first step toward a more structured and scalable advertising strategy. One that connects the dots between shopper behavior, targeting, and performance.
We will take a look at how your account is currently set up, where audience opportunities exist, and how you can start improving efficiency without increasing wasted spend.
No pressure. No generic advice. Just a clear direction based on how your brand is positioned today.
Fill out the form below, and let’s build a smarter Amazon advertising strategy together.
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