Question: A home goods retailer wants to recover lost sales from customers showing purchase intent. They identify customers who added products to cart but haven't completed checkout. What type of AMC audience should they create based on this cohort?
- A rule-based audience of customers with cart additions but no purchases
- A lookalike audience based on their highest-spending customers
- A rule-based audience of customers who viewed product pages multiple times
Explanation
Rule-based audiences in Amazon Marketing Cloud are built from defined behavioral criteria. Cart additions indicate purchase intent, while purchase exclusion keeps the audience focused on customers who did not complete checkout. This audience logic directly matches a recovery strategy because it targets an observed action and a missing conversion event. It is more precise than modeled expansion or page-view engagement alone.
Why the other options are incorrect
Lookalike audience is incorrect because it finds similar users from a seed audience rather than targeting known cart abandoners.
Product page views is incorrect because page views show browsing behavior but do not specifically capture cart abandonment.
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.