Boost ROAS by 54% with a Customer Need-Driven Ad Strategy

Key Takeaway Coterie, a premium baby product brand on Amazon, achieved a 53% growth in new customers, a 16.9 percentage point improvement in repurchase rate, and a 54% increase in ROAS by implementing an advertising strategy focused on customers' specific need states.

What This Case Study Reveals Coterie was struggling with inefficient broad-targeting ads. Their partner, Envision Horizons, pivoted to a 'need-state' focused strategy, concentrating on specific customer needs like 'newborn' or 'sensitive skin.' By optimizing the customer journey through Sponsored Products campaigns, Amazon DSP remarketing, and rebuilding Brand Stores tailored to each need state, they achieved significant results in new customer acquisition, repurchase rate, and overall ad efficiency.

How Sellers Can Apply This 1. Diagnose Ad Account Inefficiencies: Identify inefficient keywords and auto-targeting campaigns using your 'Advertising Reports' and 'Search Term Report,' then reallocate your budget to high-intent keywords. 2. Customer Need-Based Targeting: Define your customer need states, then use your 'Search Term Report' to find high-intent search terms and incorporate them into your Sponsored Products campaigns. 3. Leverage DSP and Brand Store: Expand remarketing to potential customers and cross-selling to existing buyers using Amazon DSP. Boost conversion rates for visitors by customizing your Brand Store with dedicated pages for each need state.

Important Considerations 💡 Amazon DSP may have minimum spend requirements or necessitate expert assistance. Brand Stores are exclusively available to Amazon Brand Registry sellers. The results of this case study are based on data from October 2025 to April 2026.

📰 Source: https://advertising.amazon.com/library/case-studies/envision-horizons-coterie-audience-growth