Achieve 213% New Customer Growth with Amazon Marketing Cloud (AMC)

Key Takeaway Leveraging Amazon Marketing Cloud (AMC) and Amazon Attribution for a sophisticated audience strategy, a new brand successfully exceeded its goals by 213% and established itself in a highly competitive market.

What This Case Study Covers When MCoBeauty launched on Amazon UK in September 2025, they faced the challenge of low brand awareness in a saturated market. Amazon Ads partner Market Rocket deployed a strategy to build custom audiences with Amazon Marketing Cloud (AMC) and expand reach to external channels using Amazon Attribution (Beta). As a result, within just nine months, they exceeded their New-to-Brand (NTB) customer goal by 213%, generating approximately £500,000 in sales. They also achieved all their goals ahead of schedule, including entering the Top 50 Best Sellers Rank (BSR) in seven sub-categories and growing brand search volume by 185%. This success demonstrates that the synergy of AMC, Attribution, and AI-powered listing optimization is highly effective for new brands looking to acquire a large customer base.

How Sellers Can Apply This 1. Refined Audience Targeting with AMC: Leverage Amazon Marketing Cloud (AMC) to build custom audiences, such as lookalike audiences based on early purchasers or customers who saw your ads but didn't convert. By applying these audiences to your Sponsored Products campaigns and increasing bid modifiers, you can achieve efficient customer reach and conversions beyond standard keyword strategies.

2. Measure External Traffic Performance with Amazon Attribution: Measure the performance of traffic originating from external channels like Facebook and Instagram using Amazon Attribution (Beta). Generate attribution tags in the Amazon Ads Console to understand the effectiveness of your external marketing efforts, and consider linking to specific Brand Store pages to increase your Average Order Value (AOV).

3. Implement AI-Powered Listing and Ad Automation: Consider using AI tools for product listing optimization (titles, bullet points, keywords, etc.), keyword discovery through Search Term Report analysis, and campaign automation via the Amazon Ads API. This approach helps maximize operational efficiency for sellers managing multiple SKUs.

Important Considerations 💡 Amazon Marketing Cloud (AMC) and Amazon Attribution are advanced features. AMC is accessible either through an Amazon Ads partner or by meeting specific eligibility requirements. As of July 7, 2026, Amazon Attribution may be available as a beta service in some regions, and its features and accessibility can vary by location. This case study is based on the UK market.

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