Circcell

Solutions used:

• Amazon DSP

• Amazon DSP Performance +
   

Key Learnings:

• 97% Lift in return on ad spend (ROAS)

• 55% Lower cost per acquisition (CPA)

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Goals

Circcell, a premium DTC wellness and beauty brand, aimed to expand customer acquisition beyond its existing digital channels and test Amazon DSP as a scalable off-platform growth driver. While the brand had strong first-party data, it lacked a clear way to re-engage high-intent site visitors and accurately measure link-out performance across CPA and ROAS.

The goal of the campaign was to connect Circcell’s first-party insights with Amazon Ads audiences, improve conversion efficiency, and validate Amazon DSP as a performance channel for DTC growth.

 

Approach

A two-phase Amazon DSP strategy was launched, beginning with remarketing to users who had visited Circcell’s DTC site but had not registered or purchased. An Amazon ad tag was implemented to enable audience segmentation and improve conversion tracking.

In phase two, Amazon DSP Performance+ was introduced to optimize targeting using predictive modeling and first-party signals. Frequency caps and creative were continuously optimized to improve efficiency and scale performance.

 

Results

The campaign delivered stronger conversion efficiency, including higher ROAS and lower CPA, exceeding initial benchmarks. Amazon DSP proved to be an effective performance channel for re-engaging high-intent users and driving scalable DTC growth beyond traditional paid media.

 

Takeaway

This campaign proved that Amazon DSP is not just a reach channel, but a powerful performance engine for DTC brands. By activating Circcell’s first-party data through Amazon DSP and layering in Performance+ optimization, the brand was able to efficiently re-engage high-intent users, improve conversion quality, and scale customer acquisition beyond traditional paid social.

More importantly, Amazon DSP delivered measurable, incremental growth—driving stronger ROAS and lower CPA while giving Circcell clearer visibility into what was actually driving conversions. The result was a smarter, more efficient acquisition model that connected data, media, and performance into one cohesive strategy.

For Circcell, Amazon DSP has become a scalable extension of its DTC funnel, unlocking a new growth lever that complements existing channels and sets the foundation for sustainable, data-led expansion.

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Total Growth

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