How a Supplements Brand Improved Conversion by 38% with AMC

This premium supplements brand offers high-quality sports nutrition products, including protein powders and creatine. The brand differentiates through strict ingredient sourcing and formulation standards, competing in a crowded and highly competitive category where performance depends on both visibility and conversion efficiency.

The Challenge

The supplements category on Amazon is one of the most competitive and cost-intensive environments.

Rising cost per click and aggressive competition made it increasingly difficult to scale while maintaining a disciplined Total Advertising Cost of Sale (TACOS). Traditional growth levers—such as increasing spend—risked eroding profitability without guaranteeing incremental returns.

The brand needed a different approach.

Instead of reaching more shoppers, the focus had to shift toward reaching the right shoppers—those most likely to convert. The challenge was identifying and activating these high-intent audiences in a way that would drive measurable performance gains without increasing overall investment.

Why Quartile

In high-cost categories, efficiency is driven by precision.

Quartile leveraged Amazon Marketing Cloud (AMC) to move beyond standard keyword-based targeting and into audience-based decision-making. This allowed campaigns to distinguish between general traffic and high-intent shoppers based on behavioral signals.

By integrating AMC audiences through Quartile’s Pro Suite, the brand gained the ability to prioritize bids and budget toward segments with the highest likelihood to convert—turning audience insight into actionable performance improvements.

This approach shifted the strategy from broad optimization to targeted efficiency.

The Solution

Quartile implemented a structured audience-based strategy designed to improve conversion without increasing spend.

Campaigns were segmented to clearly separate AMC audience traffic from standard non-audience traffic. This created visibility into how different audience types performed and allowed for precise bid and budget adjustments.

AMC audiences were then applied to prioritize high-intent users—those more likely to convert based on past behaviors and signals. By focusing investment on these segments, the strategy concentrated spend where it would have the greatest impact.

Importantly, this approach did not rely on additional budget. Instead, it reallocated existing spend toward higher-quality traffic, ensuring that efficiency gains translated directly into business impact.

Results & Impact

The audience-led strategy delivered consistent performance improvements:

• 38% increase in conversion rate, demonstrating stronger purchase intent among targeted audiences  

• 11% improvement in ACOS, improving efficiency despite higher CPCs on audience traffic  

• Approximately 5% incremental lift in total sales, confirming that audience targeting drove new demand rather than redistributing existing traffic  

• Higher CPCs offset by stronger conversion, validating the value of prioritizing high-intent users  

These results highlight a critical shift: performance improved not by reducing costs, but by improving the quality of traffic. By focusing on who to target—not just how much to spend—the brand achieved sustainable growth in a competitive market.

Ongoing Value & Future State

With a proven audience strategy in place, the brand is well-positioned to continue scaling efficiently.

Quartile continues to refine AMC audience segments, expand targeting strategies, and optimize performance across campaigns. This foundation enables the brand to maintain efficiency even as competition and costs increase.

Audience intelligence is now a core part of the growth strategy—supporting both short-term performance and long-term scalability.