📌 Brand Snapshot

Category: Beauty & Cosmetics (Mineral-based makeup) Market: United States (Q4 2023) Aspirational Goal: Regain control of Amazon presence, increase revenue, and grow customer loyalty through repeat purchases

bareMinerals had long depended on resellers, but this diluted brand control and margin opportunities. When they launched their own Premium Beauty storefront in October 2023, they needed to:

Boost sales of core beauty products
Increase cross-sell and replenishment behavior
Prove ad-spend effectiveness to secure more budget

They set a clear target: lift repurchase rate from 12% to 20%, and demonstrate strong ROI.

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1️⃣ The Challenge

bareMinerals had long depended on resellers, but this diluted brand control and margin opportunities. When they launched their own Premium Beauty storefront in October 2023, they needed to:

Boost sales of core beauty products
Increase cross-sell and replenishment behavior
Prove ad-spend effectiveness to secure more budget

They set a clear target: lift repurchase rate from 12% to 20%, and demonstrate strong ROI.

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2️⃣ The AMC Transformation

BareMinerals leveraged Amazon Marketing Cloud (AMC) to build advanced audience segments and optimize spend:

Identified segments such as:
- Customers with ≥3 product page views but no conversion
- Organic purchasers in the last 90 days
- Users who abandoned a cart with bareMinerals products
Utilized AMC’s audience-sizing to validate campaign reach and alignment
Combined Amazon DSP (awareness) with Sponsored Products (conversion) focusing on cross-sell and replenishment campaigns targeting these AMC segments

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3️⃣ Strategic Execution

🛍️ Segment Creation
Set up dynamic audiences in AMC to capture shoppers at key stages: high-engagement browsers, recent organic buyers, and cart abandoners.

🔁 Replenishment-Focused SP Ads
Launched Sponsored Products targeting customers likely to repurchase, using a 90-day lookback to match replenishment cycles.

📈 Ongoing Optimization
Used AMC data to track performance and adjust budgets weekly, funneling spend into the highest-converting audiences.

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4️⃣ Exceptional Results (Oct–Dec 2023)

🎯 +133% repeat purchase rate (from 12% to 28%)

🚀 +400% overall ROAS increase

🎉 Exceeded quarterly revenue goals by over 50%

🧠 Tight alignment between buy behavior and inventory readiness through AMC refresh cycles

🌟 Takeaways for FMCG & Beauty Brands

🔍 Use AMC to detect buy signals
Identify high-intent behaviors like browsing multiple times, adding to cart, or previous purchases. Build actionable segments around these signals to guide your Sponsored Products strategy.

🔁 Bridge full-funnel efforts
Use DSP to build brand awareness, then retarget engaged shoppers with Sponsored Products ads to convert. AMC shows which combinations truly drive sales.

⏰ Activate customer timing
Use AMC to understand replenishment cycles. Trigger Sponsored Products campaigns when your customers are most likely to reorder, boosting loyalty and lifetime value.

📊 Prove value with data
AMC delivers the clarity brands need to justify ad spend. For bareMinerals, it wasn’t just about efficiency—it was about unlocking scaled growth with confidence.

If bareMinerals could 4× their ROAS and double their repeat purchase rate using AMC-informed Sponsored Product ads, then so can you.

Precision-driven campaigns—built on AMC insights—don’t just generate sales—they engineer loyalty and maximize efficiency. That powerful combination is within reach for any mid-sized F&CPG brand on Amazon.

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