Brand Analytics: New "Cart Abandoners" Metric

The Cart Abandoners metric in Amazon Brand Analytics is defined 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 is important for monitoring potential customers who are considering your product but need an extra incentive to complete the purchase.

To retarget cart abandoners on Amazon, follow these steps:

1. Build an audience of shoppers who have added products to their cart through Amazon Marketing Cloud.
2. Exclude these shoppers in your general retargeting campaign to focus on them specifically.
3. Create a specific Amazon DSP order for just the cart abandoners.
4. Use the Cart Abandoners metric under Brand Analytics to measure the impact of your retargeting efforts.

Pair the cart abandoners retargeting strategy with Brand Tailored Promotions to entice customers to make a purchase. This approach is more effective if you have longer audience lookback windows, which helps ensure you're not incentivizing a purchase too soon and potentially losing full-price sales.