Unlocking Shopper Insights with Amazon Marketing Cloud (AMC)

When it comes to understanding your customers, data is everything. And if you’re not leveraging Amazon Marketing Cloud (AMC), you’re missing out on insights that can transform your advertising strategy. 

AMC doesn’t just tell you if your shoppers are viewing, purchasing, or repurchasing your products - it also reveals which of your offerings are having the greatest impact across the customer journey. Simply put, AMC gives you unprecedented access to shopper behavior data, but the real magic lies in translating that data into actionable strategies. 

 Breaking Down Customer Behavior 

Let’s explore how AMC can help you better categorize and understand your shoppers. Imagine you’re a skincare brand, and your customers fall into one of four key segments: 

• New-to-Brand (NTB) Shoppers: These are first-time buyers who’ve purchased one of your products but haven’t returned - yet. 

• Specific Product Lovers: Loyal to a single product, these customers keep repurchasing their tried-and-true favorite, but haven’t explored the rest of your catalog. 

• Brand Explorers: These shoppers didn’t repurchase the same product but are exploring other options within your catalog. 

• Brand Loyalists: The MVPs - these shoppers regularly return and purchase across multiple products in your catalog. 

With AMC, you can see exactly how your products fit into these customer stages. This goes beyond surface-level metrics, unlocking real insights that drive smarter strategies. 

 Key Questions to Answer with AMC 

To make AMC insights actionable, focus on understanding two critical aspects of shopper behavior: 

1. First Purchase Trends: Which products are most likely to be a shopper’s gateway into your brand? Which ones should you be maintaining focus on? 

2. Repeat Purchase Behavior: Once a shopper buys, do they repurchase the same product or branch out into other items in your catalog? How valuable are they over the long term? 

For example, let’s say AMC data shows that eye creams are the most common first purchase for your skincare brand. This makes sense - they’re often lower-priced and serve as an easy entry point. But when you dig deeper, you notice a trend: eye creams have a high rate of “one-and-done” buyers. 

This insight tells you something crucial: while eye creams might be great for acquiring new customers, they aren’t as effective at driving repeat purchases. 

Now, let’s look at the bigger picture. AMC data might reveal that cleansers or moisturizers perform better for long-term value. These products not only encourage repeat purchases but also introduce shoppers to more of your catalog over time. 

Turning Insights into Action 

With this level of understanding, you can make data-informed decisions about which products to promote at different stages of the customer journey. For example: 

• Use eye creams to attract first-time buyers. 

• Promote cleansers or moisturizers to drive repeat purchases and cross-sell other products. 

• Tailor your campaigns to maximize the lifetime value of your Brand Loyalists. 

These insights go far beyond traditional metrics like ROAS or attributed sales. AMC empowers you to understand your shoppers on a deeper level, unlocking opportunities to create campaigns that deliver real impact. 

 The Bigger Picture: Smarter Advertising with AMC 

And this is just the beginning. With AMC, the possibilities for insight-driven strategies are endless. Whether you’re analyzing first-time purchases, repeat behavior, or long-term customer value, AMC gives you the tools to refine your advertising and unlock growth. 

At Perpetua, we’re here to help you uncover the insights that matter most for your brand. Let’s connect and show you how to get started with AMC!