Category: Personal Care Market: United States
For a challenger brand like DUDE Wipes, the mission was always clear: grow fast, win loyal customers, and keep margins clean.
Despite being stocked in major retailers and achieving viral moments (yes, that Shark Tank episode), their Amazon growth wasn’t as efficient as it could be. Their team had a strong product-market fit, but targeting on Amazon was too broad—ads were driving sales, but not necessarily the right kind of sales.
They didn’t just want traffic.
They wanted the right shopper, at the right time, and preferably one that sticks.
For a challenger brand like DUDE Wipes, the mission was always clear: grow fast, win loyal customers, and keep margins clean.
Despite being stocked in major retailers and achieving viral moments (yes, that Shark Tank episode), their Amazon growth wasn’t as efficient as it could be. Their team had a strong product-market fit, but targeting on Amazon was too broad—ads were driving sales, but not necessarily the right kind of sales.
They didn’t just want traffic.
They wanted the right shopper, at the right time, and preferably one that sticks.
Everything changed when DUDE Wipes tapped into Amazon Marketing Cloud (AMC).
What they discovered flipped their advertising model upside down.
First, AMC showed them which audiences had the highest long-term value—it turned out that customers who came in through Sponsored Products ads and then converted organically later spent 121% more than those acquired without ad exposure.
Then came a second revelation:
New-to-brand customers—when targeted using AMC custom audience segments—were not only cheaper to acquire, but they were far more profitable over time.
This data opened a whole new lane. Instead of guessing, they began engineering their audience targeting.
Using AMC, DUDE Wipes did three things exceptionally well:
Segmented the Shopper Journey
They built high-intent audience groups like:
Shoppers who viewed product detail pages but didn’t convert
Cart abandoners who almost bought
Shoppers who browsed competing
ASINs in personal care
Users who had never purchased the brand (NTB)
Tested Sponsored Products with PrecisionWith those audiences, DUDE Wipes layered their SP campaigns with AMC-informed targeting logic.
This wasn’t guesswork anymore—they knew exactly which segments delivered.
Tracked Long-Term Behavior
AMC helped connect the dots.
For instance, they found that Subscribe & Save customers—when acquired through these focused ads—had a 132% lift in long-term spend, and the ROAS from those users increased by 22% over time.
That meant ads didn’t just work for one sale… they worked for every refill after.
We’re on a mission to help Amazon brands grow smarter—not harder—through data-driven systems that streamline ads, optimize catalogs, and scale performance with precision.