Xmars wins Amazon Ads Partner Award in Technology Innovation 🎉!
Read more

How Do I Launch New Products with Xmars AMC Hub?

January 9, 2024
Xmars Team

Launching a new product on Amazon is tough, especially when you lack sales history or customer reviews to shape your approach. For a successful launch, targeting the right audience is crucial. You need to reach shoppers most likely to purchase your new product, driving sales and getting the flywheel going. You might wonder, how do you gain these key insights for a new product? Amazon Marketing Cloud (AMC) is the answer. AMC lets you create models to identify and target the ideal audience. The hitch? You need expertise in writing SQL queries and the patience to handle frequent query failures. However, Xmars offers a no-code solution that simplifies AMC, eliminating the need for SQL skills and providing a series of pre-built models to help launch new products.  

Using XMARS’ AMC HUB Solution

Xmars AMC Hub offers advanced tools that simplify launching new products, making it easier to get your new product off the ground while also helping to cut costs. Starting with user-friendliness in mind, Xmars AMC HUB features pre-built, drag-and-drop models. This intuitive interface allows you to quickly deepen your understanding of your audience and easily enhance your product launch strategy using data-driven insights. Additionally, the tool's no-code audience creation feature is particularly groundbreaking as it empowers users to define and refine their target audiences without the need for complex SQL queries. This innovative approach not only saves time but also reduces the likelihood of errors that can occur in manual coding. Below we’ll share a bit more about the models we find most effective for new product launches and then take you through an example.  

Determine Ad Budget Using Path to Conversion Analysis

The Path to Conversion model offers a detailed analysis of the customer journey, from initial ad exposure to purchase, showcasing the value of a multi-touch advertising strategy, especially for emerging brands and products. It not only tracks interactions but also reveals how different Amazon ads collectively influence this journey, improving ad effectiveness. This comprehensive insight enables advertisers to allocate budgets more effectively across various ad types like Sponsored Ads and Amazon DSP, and set achievable targets for their Amazon advertising campaigns, enhancing spending efficiency and the likelihood of reaching goals for new products.

Using Audience Label for Precision Targeting

One of the key challenges in launching a new product is reaching the right target audience at the right time and place. The Audience Label feature in AMC Hub is a powerful tool for evaluating the performance of different audiences in your DSP (Demand Side Platform) campaigns. It provides a detailed analysis of key metrics such as the number of purchasers, Detail Page Views (DPV), Detail Page View Rate (DPVR), and the efficiency of purchase conversions. This analysis allows you to fine-tune each audience label combination for maximum effectiveness.

By leveraging labels, you can engage a broader and more valuable audience for your new products. This is key to identifying your target audience's specific traits, allowing for precise targeting during product launches. This focused strategy not only boosts sales but also cuts down on excess marketing costs, enhancing your overall Return on Investment (ROI).

Better Ad Retargeting with Time to Conversion Model

The Time to Conversion model provides insights into shopper behavior from their first ad encounter to the final purchase, providing the time taken for this journey. This insight is key for smarter media planning and budget adjustments. By identifying the different conversion times for new-to-brand, new-to-category, and loyal brand shoppers, advertisers better understand shoppers’ consideration period on similar ASINs and then tailor the retargeting lookback window​ on media strategies, optimizing performance and driving better results for new products.

Cross Product Association for Bundled Promotions  

Brand shoppers who already know and like your brand are typically the easiest to convert into repeat customers. It's important to identify which products in your store have the potential to drive these repeat purchases. Xmars AMC Hub offers a Cross Product Association model that allows you to categorize your ASINs by various factors such as price range and category, and then identify which products are typically purchased together or subsequently, or event identify products that are viewed, but then lead to the purchase of different product.  These ‘gateway’ products can be used in creating new custom audiences. This detailed approach provides insights into the most effective strategies for upselling and cross-selling, helping you maximize your sales opportunities. This level of insight is vital for crafting bundled promotions and pinpointing products that can enhance upselling efforts through targeted advertising.

Custom Audience Creation for Precision Targeting

Xmars AMC Hub’s Custom Audience Creation tool offers a no-code solution for brands to precisely target specific shopper groups on Amazon. This user-friendly tool allows you to segment audiences based on behaviors like keyword searches, past purchases, or spending patterns, all without the need for any coding expertise. Its 'auto-refresh' function is particularly useful as it automatically updates your audience lists with new shoppers who match your criteria, ensuring your target audience is always current.  

Example Scenario: Launch of Novel Eco-Friendly Kitchen Gadget

Let’s consider the launch of a novel eco-friendly kitchen gadget on Amazon. Without any pre-existing data to rely on, we turn to Xmars AMC Hub to guide our strategy, using similar ASINs to gauge performance and plan our approach.

Our first move is to target 'New to Brand' (NTB) audiences, creating awareness and broadening outreach. By leveraging AMC's Audience Label Model, we carefully select audience labels after analyzing other ASINs from the same brand that are similar to our eco-friendly kitchen gadget. This approach is vital for connecting with potential customers who have already shown interest in similar products, increasing the likelihood of capturing their attention.

A screenshot of a computerDescription automatically generated
Figure 1: AMC Hub Audience Label Model Template

Keeping track of shopper’s consideration period for similar products is also key. AMC Hub's Time to Conversion Model helps us identify the optimal retargeting lookback window, ensuring our retargeting efforts are optimally timed to reach shoppers during the consideration period.  

A screen shot of a graphDescription automatically generated
Figure 2: AMC Hub Time to Conversion Model Template

Next, we engage with existing brand shoppers to maximize sales opportunities. The Cross Product Association Model allows us to understand shopper behavior patterns and how they associate with products similar in price and category. This insight enables us to create customized banners with compelling copy specifically designed to engage this audience group.  

A screenshot of a computerDescription automatically generated
Figure 3: AMC Hub Cross Model Association Model Template

Budget allocation between Sponsored Ads (SA) and Demand Side Platform (DSP) is also a fundamental part of our strategy. The AMC Path to Conversion Model provides invaluable data here, guiding us in making informed decisions on where to allocate our budget for maximum impact.

A screenshot of a computerDescription automatically generated
Figure 4: AMC Path to Conversion Model

As we move forward, we continue to refine our budget allocation between SA and DSP, constantly tailoring it based on the evolving performance metrics. Setting up DSP campaigns with high-performing audiences identified through similar ASIN results is our immediate focus. Once the new product has garnered enough traffic and the system has accumulated valuable data points for analysis, we can use AMC Hub’s Custom Audience Creation to establish detailed audience segments. These may include audiences like those who have added items to their cart, shoppers who have spent a certain amount of time or achieved a specified DPV (Detail Page View), and brand shoppers who made purchases totaling a specific dollar amount within a defined timeframe. With Xmars AMC Hub, advertisers are not required to possess SQL or coding skills; they can effortlessly create detailed audiences through our no-code audience creation feature.

A screenshot of a computerDescription automatically generated
Figure 5: AMC Hub Audience Creation

Conclusion

Xmars AMC Hub significantly simplifies the process of extracting insights through its pre-built models saving time and resources to better target shoppers. Additionally, it also leverages AMC by allowing users to create custom audiences without having to write any SQL code. With features like the Audience Label Model for targeted marketing and the Path to Conversion Model for tracking customer journeys, it provides valuable insights for a well-informed product launch. Additionally, its capabilities in media planning, pricing strategy, and customer feedback analysis offer useful support for navigating the complexities of Amazon's marketplace.

For both new and experienced sellers, Xmars AMC Hub provides an intuitive platform for strategic decision-making. To discover more about how Xmars can assist in your business growth and to explore the full potential of AMC Hub for your product launches, please feel free to Contact Us. We're here to help you navigate your journey to success on Amazon!  

Related content

Retarget Cart Abandoners with AMC Custom Audiences

Learn how to use AMC Custom Audiences and Xmars AMC Hub to retarget cart abandoners and increase your Amazon sales.
Xmars Team

How Does Xmars AI Copilot Optimize Your Amazon Advertising Campaigns?

Discover how Xmars AI Copilot improves Amazon ads with smart, efficient campaign optimization.
Xmars Team

Enhancing Amazon Product Visibility: Effective Share of Voice Strategies

Explore how SOV measures your brand’s Amazon visibility and boosts sales in our latest blog post.
Xmars Team

Negative Keywords for Enhanced Amazon Advertising Performance

Boost your Amazon ad results by strategically using negative keywords to enhance performance.
Xmars Team

The Importance of Customer Lifetime Value on Amazon

Learn how CLV can drive long-term growth and profitability on Amazon.
Xmars Team

What’s the Role of AI in Retail Media Advertising?

See how AI can transform your ad targeting and enhance campaign efficiency on Amazon.
Xmars Team

What’s New in Xmars' Lock Ad Placements Tool?

Optimize your Amazon ads with Xmars' Lock Ad Placements tool, now supporting broader campaigns and multiple ASINs.
Xmars Team

Amazon DSP and AMC Audiences – What is the Difference?

Know the difference between Amazon's DSP and AMC audience targeting and how it optimizes ad strategies for better ROI.
Xmars Team

What is the Impact of TACoS on Your Amazon Advertising and How to Make it Work for You?

Discover the power of TACoS in Amazon advertising and optimize your campaigns for profitability.
Xmars Team

Avoid Common Amazon Data Management Mistakes

Tackle Amazon's data challenges with Xmars AI & AMC solutions for effective ad campaign management and optimization.
Xmars Team

How to Use Amazon DSP in a Post-Cookie World

Adapt to a cookieless future with innovative Amazon DSP solutions.
Xmars Team

Is Amazon Marketing Cloud (AMC) Right for You? Learn How to Get Started

Unlock deeper insights into your Amazon ads with AMC. Perfect for those ready to dive into data and refine strategies.
Xmars Team

From DTC to Amazon: Connecting Multi-Platform Shoppers

Integrate DTC and Amazon strategies to boost sales and connect customer insights.
Xmars Team

Boost Your Amazon Advertising Performance Using AI

Examine AI’s impact on eCommerce, from deep personalization to improved Amazon ad efficiency.
Xmars Team

Can Dayparting Maximize Your Amazon PPC Success?

Explore dayparting in Amazon PPC to align ads with audience activity, boosting visibility and ad efficiency.
Xmars Team

Interpreting ACOS and TACOS for Improved Ad Performance

Balance ACOS and TACOS metrics to shape effective Amazon ad strategies.
Xmars Team

Effective Strategies for Improving CTR and CVR on Amazon

Learn simple tactics to enhance CTR and CVR for first-page rankings and boost conversions on Amazon.
Xmars Team

Kickstart 2024 on a High with Winning Amazon Advertising Tips

Start 2024 the right way! Key strategies for keyword selection and boosting sales.
Xmars Team

How to Convert Shoppers with Amazon DSP Remarketing

Remarket effectively with Amazon DSP. Boost sales by re-engaging with high value shoppers.
Xmars Team

What Can We Learn from Amazon's Advertising Insights and Strategies During BFCM 2023?

BFCM 2023 insights reveal key trends for Amazon sellers to enhance ad strategies and gain market edge.
Xmars Team

What is Post-Click Optimization? The Seller's Guide for Enhanced Amazon Ad Performance

Grow Amazon ad conversions with tailored post-click optimization strategies.
Xmars Team

How to Avoid Common PPC Mistakes: What Are the Key Strategies to Dodge PPC Pitfalls?

Discover key strategies for effective PPC advertising, from smart keyword choices to optimizing ad campaigns for peak performance.
Xmars Team

Amazon BFCM 2023 Tips for Maximized Sales Performance

Get ready for BFCM 2023 success on Amazon with our guide: strategic planning, data analysis, and effective ad management!
Xmars Team

How Do I Use Amazon Marketing Cloud (AMC)?

Amazon Marketing Cloud Simplified. Understanding AMC and what it can do for your business.
Xmars Team

What is Xmars AMC Hub’s Custom Audience Creation Tool? Optimizing Your Brand Messaging and Ad Strategy

Enhance your ad strategy with Xmars AMC Hub's Custom Audience Creation tool and stay ahead of your competition.
Xmars Team

Xmars Wins 2023 Amazon Ads Partner Award in Technology Innovation!

Xmars wins 2023 Amazon Ads Partner Award in Technology Innovation, showcasing our commitment to unparalleled advertising solutions
Xmars Team

Introducing Xmars AMC Hub: Effortless AMC Data

Boost Amazon sales effortlessly with Xmars’ AMC Hub. Unleash your ad potential & see ROI soar!
Xmars Team

Amplify Brand and Product Reach with Amazon Sponsored Display Ads

Amplify product visibility with Amazon PPC ads, leveraging Sponsored Display's smart targeting and prime ad placements.
Xmars Team

Winning Strategies for Amazon Niche Success

Master Amazon niche selection. Dive into analytics-driven strategies for top-tier results.
Xmars Team

Effective Amazon Advertising Strategies for Shifts in Seasonal Shopping Patterns

Ride the waves of seasonal advertising with Xmars. Optimize your campaigns for peak events and maximize ROI.
Xmars Team

Xmars Secures Finalist Recognition for 2023 Amazon Ads Partner Award in Technology Innovation!

Xmars is a finalist at the 2023 Amazon Ads Partner Tech Innovation Award for our pioneering AI-driven ad solutions!
Damon Gjording

Amplify Your Amazon Advertising Strategy with DSP and AMC

Get a closer look at the power of DSP and AMC in Amazon advertising. Transform your strategy and stand out!
Xmars Team

Grow Your Business with Amazon DSP

Optimize ad strategies, target specific audiences and expand your reach with Amazon DSP.
Xmars Team

Enhance Share of Voice and Visibility on Amazon with AMC

Elevate brand visibility on Amazon with SoV analysis & AMC integration. Optimize positioning, strategy, and dominate your market.
Xmars Team

Embracing the Rise of AI on Amazon with Xmars

Learn how Xmars' AI refines Amazon ads, ensures precision targeting, and helps sellers gain a competitive edge.
Xmars Team

Decoding Amazon's Sponsored Product vs. Sponsored Brand Ads

Understand Amazon's Sponsored Product & Brand ads. Explore their unique features and how to combine them for better brand results.
Xmars Team

Clean Rooms: The Strategic Advantage for Amazon Sellers

Discover the power of clean rooms, how they bolster Amazon business and why sellers should prioritize their implementation.
Xmars Team

How to Rank as a Best Selling Product on Amazon

Master the art of selling on Amazon with strategic planning, savvy pricing, standout listings, and AI-powered optimization.
Xmars Team

What Is Multi Touch Attribution and Is It Right For Your Business?

Optimize your marketing strategy and unlock deeper insights with Amazon's multi-touch attribution.
Xmars Team

Demystifying Amazon Advertising: A Quick Guide to PPC Campaigns

Gain a better understanding of Amazon PPC advertising! Dive into ad types, bidding strategies, and key metrics.
Xmars Team

Effective AMC Retargeting Strategies in 2023

Uncover 'Time to Conversion' via AMC for efficient ad optimization, retargeting and strategy planning.
Xmars Team

Supercharge Your Amazon Advertising ROI with AMC

Explore our guide on leveraging AMC for data-driven, personalized ad campaigns, enhancing ROI & driving Amazon success.
Damon Gjording

How to Use Amazon DSP to Drive Traffic Off-Amazon and to Your Website

Leverage Amazon DSP's unique data for targeted ads, increased brand visibility, and boosted website traffic.
Umberto Marsella

Insights for Amazon Prime Day Advertising 2023

Hot insights into trends for Amazon Prime Day 2023! Equip yourself with the tools to maximize sales and attract new customers.
Xmars Team

AMS's Transformative Impact on Advertising – The Power of Real-Time Data

Dive into Amazon Marketing Stream (AMS), a vital tool for real-time, granular data tracking and ad campaign optimization.
Xmars Team

Lock Ad Placements: A New Approach to Ranking High on Amazon

Master Amazon rankings with 'Lock Ad Placements', an automated system that optimizes product ad placement for more visibility.
Matt Yu

Gearing Up for Prime Day: Amplify Your Sales with Sponsored Ads on Amazon

Unlock the power of Prime Day with a robust strategy for sponsored ads, efficient budget allocation, and optimal use of tools.
Aaron Crider

Amazon DSP: Unmatched Data Insights for your Ecommerce Business

Explore Amazon DSP's potential for targeted advertising using Amazon's rich consumer data.
Xmars Team

Top Marketing Tactics Leveraged by Amazon Professional Beauty Brands

A comprehensive guide for beauty brands to navigate and optimize their presence on Amazon.
Xmars Team

A Quick Guide to Keyword Harvesting for Amazon Advertising

Boost product visibility and profitability on Amazon by employing positive and negative keyword harvesting techniques.
Xmars Team

XMARS provides full-funnel intelligent ads
management, from awareness to purchase, allowing
advertisers to continually optimize their ad spend
across various ad types.

Amazon awards & certifications

Amazon official certifications

amazon partner certificateAMC certificate