Amazon Remarketing 101: Re-engage and Convert Your Target Audience


Utilizing a remarketing ad to re-engage and convert your target audience on Amazon is one of the best marketing tactics you can invest in. This form of advertising, if done correctly and strategically, can increase purchases and move shoppers further down the funnel.

But what is remarketing? And how can you implement Amazon remarketing ads into your existing advertising strategy? The experts at Blue Wheel are breaking down Amazon remarketing.

What is Remarketing?

Remarketing is a type of advertising that retargets customers who have recently interacted with your brand. The goal is to drive them further down the funnel, hopefully towards conversion.

Why Invest in Remarketing Ads

Your brand should invest in remarketing ads to capture customers that are already interested in your brand. You’ve already done the hard work of capturing their attention in some way—whether from Amazon advertising, influencer marketing, or paid search or social ads—remarketing ads are the final push many users need to convert.

In general, remarketing ads have a high conversion rate, and therefore a great ROI. WebFX reports that “visitors who are retargeted with ads are 70% more likely to convert.” These ads are designed to capitalize on the awareness and consideration your audiences already have from previous marketing efforts, so this specific ad type is an affordable complement to your existing efforts.

How to Remarket on Amazon

You can, of course, include remarketing ads in your entire eCommerce marketing strategy, but remarketing on Amazon is one particular niche you can approach. In recent years, Amazon has opened up some of their data to allow for brands to remarket to customers.

Sponsored Display

Amazon themselves note that you can use Sponsored Display remarketing ad types to retarget customers:

“By using Sponsored Display’s purchases remarketing feature, you can now reach audiences via classic remarketing to reengage previous audiences and drive brand or product loyalty, as well as audience discovery to reach audiences more broadly beyond those only buying from your own catalog.”

Using this form of advertising to retarget interested audiences and keep your brand top of mind as they continue down the purchase path.

Amazon DSP

Another great remarketing ad type is Amazon DSP. This demand-side platform allows you to market your on- or off-Amazon products on Amazon and Amazon-owned websites (such as or Goodreads).

You can utilize Amazon’s data to get super granular and expertly target your intended audiences, whether you’re looking to boost Amazon sales or DTC sales.

Lifecycle Marketing

Many people don’t consider lifecycle marketing (email and SMS marketing) to be a part of their Amazon strategy, but it’s a great and much-underutilized tactic to drive sales! 

Many of our clients utilize lifecycle marketing to promote Prime Day sales, taking advantage of those high-traffic days. This can be an integral part of your omni-channel strategy, allocating budgets across different areas to get the most out of your ad budgets.

This is the bread and butter of Blue Wheel’s Performance Commerce Effect—we set up flexible ad budgets that can be adjusted based on demand, discounts, or seasonality, always looking at the most relevant metric to gauge success. Lifecycle marketing plays a huge role in increasing the lifetime value (LTV) of your customers.

If you’re looking to partner with a strategic agency for your Amazon remarketing ads, reach out to Blue Wheel today!

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