Success on Amazon no longer depends solely on keywords and broad targeting strategies. Instead, it hinges on your ability to precisely identify, segment, and engage the right audiences — at the right time, with the right message.

How important is the right audience? Our research found that Amazon’s top 10% of spenders generates 52.3% of Quartile's ad-attributed sales at an ACoS (Advertising Cost of Sale) of just 13.6%.  

Compare that with the remaining 162 million shoppers who deliver a lower conversion rate and higher ACoS at 28.7% — and the opportunity is clear.

Targeting those high-value customers — and finding more like them — directly impacts both efficiency and profitability. However, doing so requires precision, insights, and tools capable of unlocking this level of targeting at scale.

Enter Amazon Marketing Cloud (AMC), Amazon’s suite of tools and services intended to optimize your campaigns across various channels. AMC taps into rich customer signals, allowing it to discover insights intended to boost the effectiveness of your campaign, find the perfect targeting, and discover your most engaged audiences.  

While AMC offers transformative potential, it also requires a level of technical expertise — especially in SQL and data analysis — that many advertisers lack. Beyond that, while AMC does provide audience data, converting that raw data into actionable strategy is another barrier — compounded when trying to do so at scale.

That’s where Quartile Pro Suite comes in. By combining AMC’s valuable data with Quartile’s advanced AI tools and expert support, Quartile Pro Suite helps brands move beyond general targeting to craft hyper-focused audiences for Sponsored Campaigns at scale.

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How Does Amazon Marketing Cloud (AMC) Work?

At its core, AMC provides advertisers event-level, anonymized data from across Amazon’s ecosystem. This means brands can analyze everything from ad interactions to purchase behavior along the entire customer journey.

As far as building custom audiences, AMC provides engagement records, conversion events, and segment information to help build bespoke audience lists. This enables advertisers to seek out correlation between customer engagement and results, combining into optimal audience segments.  

AMC enables advertisers to go beyond assumptions and start building audiences based on actual data: who buys, what they buy, how they buy, and when they buy, as well as what triggers conversions and drop-offs.  

The catch? Extracting data from AMC requires writing in structured query language or “SQL”. SQL is a programming language for storing and processing information in a relational database. While Amazon has released a generative AI tool to help advertisers write these queries, it still requires some technical know-how.  

Additionally, once AMC runs that query, that data is then exported as a very large, downloadable CSV or into a connected S3 bucket. Analyzing that large swath of data from there is up to the advertiser.  

With Quartile Pro Suite, we’ve simplified this entire process — turning raw data into smarter targeting, better intelligence, and vastly superior results at scale.

How Quartile Streamlines the Use of Amazon Marketing Cloud Data

We’re unlocking the full potential of Amazon Marketing Cloud (AMC) data — using its rich customer signals to enable hyper-targeted audience segmentation for Sponsored Ad campaigns.  

With Quartile Pro Suite, Quartile's platform will identify, and craft audiences based on a variety of factors and objectives.

This unlocks the ability to automatically target specific segments with Sponsored Ads to improve their efficiency and effectiveness – no SQL or data literacy required on your part.  

All audiences are based on real, AMC-sourced data—enabling us to discover new segments and shoppers beyond your assumed personas for a product.  

From there, Quartile’s platform then optimizes those audience-targeted Sponsored Campaigns with intelligent, algorithm-driven bidding to maximize their efficiency and reach

Below are some examples of how we’re putting this feature into action:

1. Build Micro-Audiences That Outperform

One of the most powerful applications of AMC data is discovering audiences that outperform expectations. For example, with California Gold Nutrition, a vitamin and supplement brand, we identified an unexpected high-performing audience — fans of a specific type of book.

While conventional wisdom would suggest an audience like “health fanatic” as a top target for a supplement brand, AMC data unearthed this unexpected audience.

This specific audience we’ll call “readers” delivered a 23.9% conversion rate (CR) and 36.4% ACoS (vs.15.2% CR and 53.3% ACoS for the overall audience).

But with Quartile Pro Suite, we don’t just discover these insights — we put them into action.

Our team then targeted an array of Sponsored Product ads with this specific micro-audience and leveraged our AI-powered automated bid and placement adjustments to drive efficiency.  

The results speak volumes:  

• The results for the brands overall audience: 15.2% CR and 53.3% ACoS

• The results for this new micro-audience: 23.9% conversion rate (CR) and 36.4% ACoS

2. Boost Conversions with Lookalike Audiences

Using AMC data, we can now also deliver specially tailored audiences built from top-performing and highly relevant segments, to aggressively grow investment towards promising shoppers.

We identify and build these “lookalike audiences” that mirror your best customers to create powerful composite audiences.  

For VitaCup, a vitamin-infused coffee brand, we combined high-value segments like “Coffee Lovers,” “Top 2% Spenders,” and “Health & Fitness Enthusiasts”.

The results once again speak volumes:  

• Conversion rates jumped from 17.9% to 39.4%

• ACoS dropped from 47.3% to 21.4%

These results aren’t just about targeting “more shoppers” — they’re about targeting the right shoppers.  

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3. Maximize Customer Acquisition with New-To-Brand Audiences

Winning new customers while maintaining efficiency is one of ecommerce’s biggest challenges. (We all know the adage — it’s more expensive to acquire a new customer than retain an existing one.)

Using AMC data, Quartile’s team can now identify “new-to-brand (NTB)” audiences and boosts bids on high-NTB keywords. Instead of overpaying for shoppers who already intend to buy, we can focus on spending where it truly drives incremental sales.  

For SAV Eyewear, a glasses brand focused on lightweight technology, this strategy resulted in:

• NTB ad sales increasing by 94%

• NTB participation rate improving from 48% to 85%

By auto-prioritizing new customer acquisition opportunities, Quartile Pro Suite helps brands build their customer base without sacrificing efficiency.    

4. Defend Your Brand with Churn-Prevention Audiences

Lastly, let’s talk about brand defense. Customer churn can quietly erode revenue, especially if not addressed properly. AMC data allows us to target past purchasers who are now searching generic terms or for competitors, bringing them back through prominent and strategic placements.

For Pink Miracle, a powerful shoe cleaner brand, we were able to prevent churn through better ad engagement in both instances:

• Generic term CR improved 16.2% (ACoS down 18.1%)

• Competitor search CR improved 12.9% (ACoS down 20.1%)

With Quartile Pro Suite, we’re able to surface these defensive audiences and automatically bid more to bring back past purchasers and convert them into loyal customers.  

The Optimization Point

In a world where 94% of marketers are increasing retail media spend and competition is intensifying, tactics like precision targeting, cost-effective acquisition, and proactive churn prevention are no longer optional — they’re mission-critical.

Our AMC Audiences for Sponsored Campaigns feature included with Quartile Pro Suite isn’t just an upgrade to our core offering; it’s a transformative advantage.  

By combining AMC-powered audience segmentation, dynamic bid strategies, real-time market intelligence, and the best in AI optimization tools, we empower brands to:

• Target smarter and spend more efficiently

• Boost conversion rates across the customer journey

• Capture competitor traffic and defend loyal customers

• Uncover insights instantly, with zero technical barriers

And it doesn’t end there. Read our launch blog to learn more about our AI AMC Assistant also included with Pro Suite, that lets you explore AMC data with natural language.

Already a Quartile customer? Talk to your Customer Success Manager today about activating Quartile Pro Suite — and start winning in the age of audiences on Amazon.

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