Maximizing Your Ad Spend with Smarter Amazon Media Strategies

Getting the most out of your ad spend isn’t just about reaching more shoppers—it’s about reaching the right ones, in the right places, at the right time. 

With Amazon Marketing Cloud (AMC), brands now have the tools to eliminate wasted spend and focus their budget on high-value audiences that actually convert. Let’s explore three key ways to optimize your Amazon media strategy and make every dollar count.  

Exclude “Window Shoppers” 

Not all shoppers are created equal. Some browse endlessly without buying, while others only make purchases when your products are on promo. These shoppers typically don’t deliver long-term value for your brand, but they can still drain your ad budget if you continue targeting them. With AMC Audiences, you can identify and exclude these low-value shoppers from your campaigns. For example: 

• If a shopper has viewed your toilet paper product detail page three times in a month without adding it to their cart or making a purchase, it’s unlikely they’ll convert if you serve them another ad. Excluding them ensures your budget is spent on higher-intent audiences. 

• Similarly, you might identify “deal seekers” who only purchase during tentpole events but don’t return in between. These shoppers don’t contribute to long-term growth, so excluding them allows you to prioritize more loyal audiences. 

By focusing on audiences that are more likely to convert and provide lasting value, you can dramatically improve the efficiency of your campaigns.  

Eliminate Junk Inventory 

Reaching the right audience is only part of the equation. Your ads also need to show up in the right places. 

Unfortunately, not all ad placements are created equal. Some campaigns are riddled with junk inventory from low-quality, Made-for-Advertising (MFA) websites. While these sites may generate high impression volumes, they rarely deliver meaningful clicks or purchases—essentially draining your budget. 

With AMC, you gain deeper insights into inventory performance, allowing you to identify and filter out underperforming placements. At Perpetua, we take this one step further with tools like ADSP Site Optimization, which help brands refine their placements to focus on high-quality sites. For example, when we applied this approach to a supplement brand, we saw incredible results: 

• Ads served on high-quality sites drove more detail page views and purchases. 

• New-to-brand purchases increased, while cost-per-acquisition (CPA) decreased. 

By eliminating junk inventory, you can ensure your ads are seen in the most impactful places, maximizing their effectiveness. 

Control Overexposure with Frequency Capping

 Ad fatigue is real. Showing the same ad to the same audience too many times doesn’t just waste your budget—it can actually hurt your performance. But without precise data, it’s hard to know when enough is enough. 

That’s where AMC comes in. By analyzing impression data, you can pinpoint the exact moment when additional ad views stop driving conversions. With tools like ADSP Frequency Optimization, you can set custom frequency caps tailored to your brand’s unique needs. This ensures your target audience sees your ads just enough to stay engaged—without overexposure. For one client, this strategy delivered: 

• Higher ROAS 

• More detail page views 

• Increased new-to-brand purchases 

• Lower overall spend 

By capping ad frequency, you can reduce ad fatigue, preserve your budget, and deliver a better experience for your shoppers.  

Smarter Spend, Stronger Results 

By leveraging AMC to exclude window shoppers, eliminate junk inventory, and control ad frequency, you can ensure every advertising dollar works harder for your brand. At Perpetua, we’re here to help you unlock the full potential of your Amazon media strategy. Let’s connect and create a plan that drives efficiency and results for your business.