An athletic apparel company notices customers frequently purchase running shoes but rarely buy matching athletic wear. They want to promote their new apparel line to existing shoe buyers. Which audience strategy best addresses this cross-sell opportunity?

Question: An athletic apparel company notices customers frequently purchase running shoes but rarely buy matching athletic wear. They want to promote their new apparel line to existing shoe buyers. Which audience strategy best addresses this cross-sell opportunity?

• Build a rule-based audience of customers who purchased running shoes but not athletic wear
• Create a lookalike audience based on all athletic apparel purchasers
• Create a rule-based audience of all customers with any purchase in the past year

Explanation

Rule-based audiences in Amazon Marketing Cloud are used to define audiences from specific behavioral conditions. Prior running shoe purchase activity identifies existing customers with category interest. Excluding athletic wear purchasers keeps the audience focused on the cross-sell opportunity. This creates a precise audience for promoting the apparel line to customers who have not yet purchased the complementary product.

Why the other options are incorrect

Lookalike audience is incorrect because it expands from similar customers rather than targeting known shoe buyers who have not purchased apparel.

Any purchase is incorrect because it is too broad and does not isolate the cross-sell gap between shoes and athletic wear.

Source for verification

https://advertising.amazon.com/API/docs/en-us/guides/amazon-marketing-cloud/audiences/rule-based-audiences

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.