Question: A fitness brand wants to expand their customer base by finding new shoppers similar to their highest-spending customers based on purchase amount. Which audience strategy should they use?
- Build a rule-based audience of customers who viewed product pages 3+ times
- Create a rule-based audience of customers with cart abandonment behavior
- Create a lookalike audience using their highest-spending customers as the seed audience
Explanation
A lookalike audience in Amazon Marketing Cloud is designed to expand reach from a defined seed audience. Using highest-spending customers as the seed helps identify new shoppers with similar purchase and shopping patterns. This supports acquisition because the audience extends beyond known buyers while preserving relevance to high-value behavior. Purchase amount is an appropriate signal for defining the source audience before lookalike modeling.
Why the other options are incorrect
Product page views is incorrect because repeated browsing behavior does not model similarity to high-spending customers.
Cart abandonment is incorrect because abandoned-cart behavior supports re-engagement, not high-value customer acquisition.
Source for verification
The answer(s) to the question is highlighted in the BOLD text above. You can also find more questions and answers related to the exams on the "Amazon Marketing Cloud Certification" page.