Greater Than

Solutions used:

• Sponsored Ads

• Amazon DSP

• Amazon Marketing Cloud
   

Key Learnings:

• 8X higher detail page view rates with AMC-informed campaigns
   

• 10x higher purchase rate using AMC audiences
   

• 16% increase in conversion rates for sponsored ads with AMC audiences
   

 

Goals

• Founded as a functional hydration brand built on coconut-water-based formulations, Greater Than set out to scale beyond its initial niche and grow as a mainstream hydration solution on Amazon. As investment increased, the key challenge became efficiently reaching new-to-brand shoppers while maintaining strong conversion performance in a highly competitive category.

• Limited visibility into how shoppers moved across the funnel made it difficult to understand the true impact of upper-funnel activity on conversion and incremental growth. The Q1 2025 campaign focused on unlocking full-funnel insights to better connect awareness, consideration, and conversion—driving new-to-brand acquisition while improving overall efficiency.

Approach

• To address these challenges, we built a full-funnel retail media strategy powered by Amazon Marketing Cloud (AMC), allowing Greater Than to activate high-intent audiences based on real shopping behavior rather than isolated channel performance.

• Using AMC, we developed advanced audience segments that reflected meaningful points in the customer journey, including shoppers who:

• Viewed product detail pages but did not purchase

• Added items to cart without converting

• Were exposed to upper-funnel ads (DSP or Sponsored Display) but had not yet taken action

• Purchased once but had not yet repeated or subscribed

• These audiences were strategically deployed across Sponsored Products, Sponsored Brands, Sponsored Display, and Amazon DSP, ensuring consistent messaging and efficient frequency management throughout the funnel.

• AMC’s Path-to-Conversion insights revealed that many shoppers first engaged with upper-funnel formats before ultimately converting through Sponsored Products. Based on this insight, we implemented bid-boosting and remarketing strategies within Search campaigns to re-engage these high-intent users at the moment of purchase.

• Category-specific strategies were also applied to Greater Than’s core SKUs, with bid and budget adjustments aligned to audience intent signals. AMC audiences were continuously refreshed and integrated into lower-funnel campaigns to maintain relevance and efficiency as spend scaled.
  
  Results

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• The results highlighted the impact of an insights-driven, full-funnel approach.

• During Q1 2025, campaigns informed by AMC audiences significantly outperformed standard targeting, delivering:

• Multiple-times higher detail page view rates compared to non-AMC campaigns

• Substantially higher purchase rates driven by audience-based bid optimization

• Meaningful lift in sponsored ads conversion rates, driven by mid-funnel and remarketing audiences

• Increased share of new-to-brand orders, reinforcing incremental customer acquisition rather than cannibalization

• Most notably, Sponsored Ads campaigns leveraging AMC audiences through bid boosting achieved double-digit conversion rate improvements, while maintaining efficient spend and stronger new-to-brand penetration.

• By connecting upper-funnel awareness with lower-funnel execution, Greater Than was able to turn fragmented signals into a cohesive growth engine—driving scalable, profitable growth in a highly competitive hydration category.

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Takeaway

This campaign demonstrated how Amazon Marketing Cloud can unlock true full-funnel performance for emerging CPG brands. By leveraging advanced audience insights and activating them across Sponsored Ads and DSP, Greater Than not only improved immediate performance metrics, but also gained a deeper understanding of its customer journey—insights that will continue to inform future launches, creative strategies, and media investment decisions.

The Greater Than case study reinforces a key principle of modern retail media: growth is no longer about spending more—it’s about spending smarter, with data that connects the entire funnel.