From creative to conversion: Four advanced tactics to match creative to audience intent with AMC

In an era where short-form video rules, brands have seconds to make an impression on their audiences before they scroll or swipe on. To break through this fast-switch mindset, it is more important than ever that brands tailor creative to specific audiences to maximize relevancy and recall.

At Tinuiti, we’ve seen the power of bringing audiences and creative together firsthand with Amazon Marketing Cloud (AMC). Building custom audience segments in AMC and developing creative tailored to those audiences unlocks a level of precision that was not feasible or scalable in the past.

Below are four tactics Tinuiti uses to transform AMC signals into measurable sales growth.

1. Re-engage high-intent audiences with category-specific creative

One of the most costly leaks in any online retail funnel is shoppers who add an item to their cart but never check out. This cohort has already signaled high intent, which makes them some of the highest-value audiences to re-engage if you treat them with relevance, not generic remarketing.

To do this, use AMC to build the custom audiences at the ASIN or product category level. Then, deliver a product-specific creative to each audience to maximize conversion.

Tinuiti identified that nearly 25% of The Honest Company’s audiences demonstrated high purchase intent but did not convert. By serving category-specific creative to these audiences, we drove a 172% increase in return on ad spend (ROAS) compared to campaign averages, while the cost-per-acquisition (CPA) for new-to-brand customers dropped by 65%.¹

2. Use high-precision bid multipliers to optimize Amazon discovery

In the past, brands advertising their products in the Amazon store had to bid the same way on two very different shoppers: a first-time prospect and a loyal customer typing in the same keyword. Audience bid boosting for ​​sponsored ads changes that by letting brands increase cost-per-click (CPC) bids for specific segments built on AMC-powered audience signals instead of relying solely on keyword intent.

Advertisers can use AMC to uncover high-intent, high-value signals, such as ad clicks, branded searches, or detail page views from shoppers who have not purchased from their brand. On Sponsored Products and Sponsored Brands campaigns, apply a significant bid multiplier against these high-intent audiences to help you compete more aggressively when these shoppers return to Amazon.

The skincare brand Ursa Major leveraged this approach to remarket to shoppers who searched for branded keywords but did not immediately purchase. By assigning a high weight to this segment, Ursa Major achieved a 22% increase in branded conversion rates and a 15% month-over-month rise in total sales.²

3. Unlock incremental growth with flexible shopping insights

Historically, reporting only included ad-attributed events, but for many brands, that makes up only a partial percentage of their total customer base. Amazon Insights, a collection of Amazon-owned signals available in Amazon Marketing Cloud, enables the analysis of both organic and paid shopping signals side by side, surfacing new highly relevant audiences to scale reach without sacrificing efficiency. Amazon Insights can be used to discover "organic-only" shoppers, those who are buying your products but have never interacted with your ads. By uncovering these high-intent audiences across adjacent categories, you can build tailored Amazon DSP campaigns to reach them with relevant creative.

Working with Tinuiti, The Honest Company discovered over 20 new audience segments via Amazon Insights that were shopping organically but were untouched by ads. When incorporated into Amazon DSP campaigns, these audiences accounted for 36% of total new-to-brand (NTB) purchases while taking up only 17% of the budget. This led to a 52% reduction in NTB cost per purchase.³

4. Leverage the AMC use cases and Ads Agent for quick wins

You don't need to be a Structured Query Language (SQL) expert to get value out of AMC anymore. AMC offers a growing library of templated ​​use cases that require little to no coding, as well as Ads Agent, a native AI assistant to help with generating SQL queries. AMC also offers pre-built instructional queries and templates to build many high-value audiences, including frequent product detail page visitors, high-value NTB customers, cart abandoners, and users who clicked on a brand’s sponsored ad before but haven’t purchased. This offers more potential than ever to deliver highly relevant messages to specific audiences.

By using AMC as a dynamic engine for audience-first storytelling, brands can match the right creative to the right audiences based on real-time signals. You aren't just running ads—you're building a scalable, signal-driven approach to reaching relevant audiences with creative that resonates.

Sources

^1,3 Partner-provided data, 2024.

² Partner-provided data, 2025.

About the author

Joe O’Connor is Senior Director of Innovation & Growth at Tinuiti. He spends most of his time at the frontier of where advertising with Amazon is heading. This currently means building out Tinuiti’s Amazon Marketing Cloud (AMC) practice and rethinking AI-first product discovery. With 7.5 years at Amazon Ads before joining Tinuiti in 2023, Joe is focused on navigating the fast pace of retail media to stay ahead of what’s next.