Leveraging AMC Audiences to Drive Incremental Sales and ROI

​OVERVIEW​

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Lenovo wanted to evaluate the effectiveness of leveraging Amazon Marketing Cloud (AMC) audiences—specifically shoppers with a high likelihood to purchase—within auto-targeted campaigns. The objective was to measure whether adding this audience segment would improve efficiency, increase profitability, and drive incremental lift compared to broader All Shoppers targeting. Channel Key partnered with Lenovo to test AMC performance and determine its contribution to overall ROI.
 

APPROACH

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• Audience Segmentation
  Built campaigns isolating AMC’s high-likelihood shoppers and benchmarked against All Shoppers.
   

• Performance Evaluation
  Measured impressions, CTR, CPC, conversion rate, ACOS, and ROAS across 12 campaigns to benchmark efficiency. 
   

• ROI Impact Analysis
  Calculated incremental sales, orders, and return on ad spend to assess AMC’s contribution to overall profitability.  
   

CONCLUSION

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Channel Key’s AMC audience strategy drove higher efficiency, stronger profitability, and measurable incremental growth. The AMC audience delivered a 58% higher CTR and a conversion rate more than 2× stronger than All Shoppers. Profitability also improved, with a 47% stronger ROAS (4.44 vs. 3.03) and 32% lower ACOS (22.5% vs. 33.0%). In addition, AMC audiences delivered +36% sales and +39% orders, ultimately producing a 9% overall lift in ROI across campaigns.