AMC Audiences + Sponsored Products bid multiplier increase Subscribe & Save rates

The challenge: Improving the relevance of Sponsored Product ads to increase SnS rates using AMC Audiences

Every brand wants to turn new-to-brand shoppers into product lovers who repeatedly purchase products. With guidance, these shoppers can eventually become brand loyalists who explore the full catalog and drive longer-term value. SnS subscriptions are the natural next step in the loyalty journey from new-to-brand shoppers to product lovers, and SnS shoppers are the most cost-efficient shoppers that ad spend can buy. Once shoppers are signed up for SnS, they become loyal, consistent, and reliable conversions month over month with predictable long-term value. Once a shopper signs up for SnS, brands can pivot media investments to other high-intent shoppers on similar purchasing journeys.

With early access to Amazon's AMC audience bid-boosting feature for Sponsored Products, the Flywheel team saw an opportunity to test its potential for one of our clients. The goal was to make our Sponsored Product ads more relevant to shoppers who were more likely to become product lovers who "subscribe and save."  

Our hypothesis was boosting bids for SP ads targeting custom audiences like “SnS Purchasers” and “SnS Willingness Lookalikes” that had already been exposed to DSP ads from the brand would lead to an increase in SnS rates. And we were right.  

This beta opportunity also allowed us to test and identify the optimal bid multiplier – finding the balance between what bids were too high or too low.  

The solution: Applying a SP bid multiplier to custom AMC Audiences of SnS-specific shoppers

We created three custom audiences to increase SnS subscription rates for the brand.

The first custom AMC audience was “SnS Purchasers,” shoppers who had signed up for SnS in any capacity within a certain period. These shoppers are highly likely to add more SnS products to their baskets.

The second custom AMC audience that we tapped into was “SnS Willingness Lookalike.” This audience had indicated a willingness to sign up for SnS. While these shoppers had not signed up for SnS in the given period, they had displayed behaviors that demonstrate that they are open to an SnS subscription.

The last custom AMC Audience we utilized were shoppers who had already viewed an ADSP ad from the brand. Because these shoppers had already been exposed to the brand and product, our hypothesis was that they were closer to conversion than those who would need to be made aware of the brand.

With these strategically built audiences, we set up SP bid multipliers so that shoppers across these campaigns would be served an SP ad from this brand when searching relevant terms.

We tested boosting the bid by 50% but found that it negatively impacted ROAS. This indicated that the optimal boost is lower than 50%, and we refined our approach accordingly.

The results: Shoppers targeted in this campaign were 50% more likely to sign up for SnS, and click-through and conversion rates also improved

At the end of this study, we found that shoppers targeted across these campaigns were 50% more likely to sign up for SnS than the control group of shoppers who fell outside of the parameters we set - demonstrating the power of AMC Audiences for Sponsored Ads to drive brand loyalty from the first purchase and beyond. We additionally saw small improvements to click-through rate and conversion rate.

As of March 2025, we now have pre-built AMC Audiences for Sponsored Ads built into our platform to help you more easily achieve your purchase and loyalty goals. These audiences simplify reaching high-intent consumers with precision and personalized messaging wherever they are on the path to purchase, allowing advertisers to not just place where they want to but place in front of who they want to. Read more about these audiences in action here.