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Most shoppers don’t make a purchase the first time they land on your Amazon listing. They might scroll, browse images, even add an item to their cart, then leave without checking out. But just because someone walks away doesn’t mean they’re gone for good. With a thoughtful remarketing strategy, you can bring those shoppers back, reignite their interest, and close the sale.
Smart brands today aren’t just focusing on acquiring new traffic. They’re thinking critically about how to engage the people who already showed intent. Remarketing offers a second chance to convert high-value prospects by reaching them again with a message that resonates.
One of the most effective remarketing tools built directly into Amazon is Sponsored Display. These ads are designed to follow shoppers who viewed your product or searched related terms. Unlike standard campaigns, Sponsored Display retargets users both on and off Amazon, giving your product greater visibility even after someone’s left the site. The key to making these campaigns work lies in how you craft the experience. Rather than simply showing the same product again, consider highlighting a fresh benefit, surfacing a new deal, or framing your product in a different light that might speak to a different motivation.
While Amazon gives you solid in-platform options, much of remarketing success also happens outside the marketplace. Platforms like Facebook, Instagram, and Google allow you to build retargeting campaigns based on behavior. If someone interacted with your DTC site, watched a product video, or landed on a pre-sale page, you can retarget them with ads that direct traffic back to Amazon. The key is creating creativity that doesn’t just remind, but persuades. An effective ad outside of Amazon should offer clarity, urgency, or added value. Something that makes clicking feel worthwhile.
It’s also important to approach remarketing as a way to reframe, not just repeat. Many brands fall into the trap of saying the same thing twice. If a customer didn’t convert the first time, it’s likely because something wasn’t compelling enough. Use remarketing as your opportunity to shift the message. Maybe the customer wasn’t sure about the price. Introduce a limited-time deal. Maybe they didn’t trust the product. Share customer reviews or highlight a rating. Maybe they didn’t fully understand what made it valuable. Use video to show the product in action. Every remarketing message should feel like a new reason to buy.
Email is another potential remarketing tool, though it’s more effective when used thoughtfully. While Amazon doesn’t give sellers full access to customer emails, you can build your own email list by driving traffic to off-Amazon landing pages or offering post-purchase incentives. With that list, you can send personalized follow-ups, product education content, or special offers that bring people back to Amazon with more confidence and intent. But blanket email blasts rarely work. Timing and relevance are everything.
Ultimately, remarketing isn’t just a tactic, but it’s a system that needs to be refined over time. Tracking the performance of your ads, studying the patterns of returning visitors, and making data-informed adjustments is how you continue to improve. If certain messages drive higher return visits or conversions, lean into those angles. If specific audiences are more receptive, prioritize them. The more you adapt, the more effective your remarketing becomes.
For Amazon brands looking to grow sustainably, remarketing offers one of the most cost-effective ways to increase conversions without always needing to buy fresh clicks. You’ve already sparked interest. Now it’s time to turn that interest into revenue. At MaverickX, we specialize in helping brands build smarter campaigns that do exactly that. By keeping your message in front of the right people, in the right way, at the right time.
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