Brand Analytics now includes a new metric, Cart Abandoners, which Amazon defines as customers who have added any of your brand products to their cart in the last 90 days but haven’t purchased yet. This metric, which saw a drop in March, can be a valuable dataset for assessing your business's health.
To re-target these customers, follow these steps:
- Build an audience of shoppers who Add to Cart via Amazon Marketing Cloud.
- Exclude these shoppers from your retargeting campaign.
- Create a specific Amazon DSP order for just the cart abandoners.
- Use the Cart Abandoners metric under Brand Analytics to measure the impact.
Additionally, pairing this strategy with Brand Tailored Promotions can encourage customers to make a purchase. This is particularly effective with longer audience lookback windows to prevent premature purchase cannibalization. This isn't a new strategy, but it's effective in moving customers from consideration to conversion.
