Question: A brand wants to re-engage shoppers who added products to their cart but didn't complete the purchase. What AMC audience strategy should they implement?
- Create a lookalike audience based on all website visitors
- Build cart abandoner segments and activate through DSP
- Target all customers who viewed product detail pages
Explanation
Rule-based audiences in Amazon Marketing Cloud can define customers using specific behavior and exclusion logic. Cart additions show strong purchase intent, while missing purchase events identify shoppers who did not complete checkout. Activating that audience through Amazon DSP supports re-engagement with a relevant message. This strategy is more precise than broad visitor or page-view targeting.
Why the other options are incorrect
Lookalike audience is incorrect because it expands from a seed audience rather than targeting known cart abandoners.
Product detail pages is incorrect because page views indicate browsing, not cart-level purchase intent.
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.