The challenge: expanding reach beyond Amazon Audiences
Amazon Audiences provide a strong foundation for engaging in-market shoppers using Amazon shopping signals. However, consumer research and discovery often span multiple touchpoints, including third-party retailer and publisher sites.
With Flywheel’s support, a home essentials brand wanted to reach relevant consumers during this earlier stage of the journey, then connect that discovery activity to Amazon conversion.
Criteo Commerce Audiences offered a way to test this approach. Powered by Criteo’s Commerce Shopper Graph, these audiences draw on browsing and purchase behavior across a broad network of retailer sites to identify consumers actively researching relevant products and categories. This creates an opportunity to reach in-market shoppers on the open internet.
Flywheel’s hypothesis was that Criteo Commerce Audiences could introduce the brand to relevant shoppers during early discovery, while Amazon Audiences could deepen consideration when those shoppers arrived on Amazon. Sponsored Brands and Sponsored Products could then support onsite product discovery and conversion.
The test was designed to understand whether these connected touchpoints could create a stronger path from open-internet discovery to Amazon purchase, while helping the brand reach new in-market consumers and improve downstream conversion.
The approach: test complementary audience signals across the consumer journey
In August 2025, Flywheel partnered with the Criteo Commerce Grid team to test how Criteo Commerce Audiences and Amazon Audiences could work together within Amazon Ads.
The pilot was designed around three complementary touchpoints:
Criteo Commerce Audiences reached in-market shoppers across the open internet.
Amazon Audiences deepened consideration among shoppers showing purchase intent on Amazon.
Amazon Ads Sponsored Brands and Sponsored Products supported onsite discovery and conversion.
In the control campaign, Criteo built audiences using its cross-retailer shopper graph and delivered them to Amazon Ads through a Deal ID. These audiences reached in-market shoppers across the open internet during early-stage research and discovery.
In the test campaign, Flywheel combined Criteo Commerce Audiences with 16 Amazon In-market segments across categories including Lighting, Smart Home, and Home Improvement. This allowed the team to evaluate whether the combined signals could drive stronger engagement and conversion than Criteo audiences alone.
The results: stronger product engagement and conversion across the full funnel
From August through October 2025, the test showed how Criteo Commerce Audiences and Amazon Audiences can play distinct, complementary roles across the consumer journey.
More product-detail-page engagement
Shoppers reached through the combined Criteo Commerce Audiences and Amazon Audiences strategy viewed product detail pages at 2.18x the rate of those reached through Criteo Commerce Audiences alone.¹
Criteo’s cross-retailer signals helped the brand reach in-market shoppers on the open internet, while Amazon Audiences added purchase-intent signals closer to the shopping moment.
Stronger conversion across connected touchpoints
Amazon Marketing Cloud path-to-conversion analysis found the strongest conversion performance among shoppers exposed to Criteo offsite advertising, Amazon Ads Sponsored Brands, and Sponsored Products. This path delivered a 62% conversion lift.²
The result demonstrates how offsite discovery and onsite Amazon Ads placements can work together: Criteo introduces the brand earlier in the journey, while Amazon Ads Sponsored Brands and Sponsored Products support consideration and conversion.
New-to-brand acquisition from early discovery
When Criteo offsite advertising was the first touchpoint in a shopper’s path, 92% of resulting purchases were new to brand.² Amazon's onsite advertising then guided those new shoppers to conversion.
This directional pilot finding suggests that combining Criteo's top-of-funnel reach with Amazon's onsite advertising can help brands acquire new customers.
Why it matters: audience strategies work harder when they are connected
Criteo Commerce Audiences and Amazon Audiences each bring a different strength to an Amazon Ads strategy. Criteo extends reach to additional in-market shoppers across the open internet. Amazon Audiences, Amazon Ads Sponsored Brands, and Sponsored Products build on that initial discovery by engaging shoppers closer to purchase.
For this home essentials brand, the combined approach supported a more connected view of how consumers discover, evaluate, and purchase products. Rather than treating offsite discovery and onsite conversion as separate activities, Flywheel used both to create a fuller-funnel strategy.
The takeaway: connect discovery to conversion
Brands running Amazon Ads can amplify their audience strategy by leveraging both Criteo Commerce Audiences and Amazon Audiences. The strongest results were observed when they work together, supporting a fuller-funnel view of how shoppers discover, evaluate, and purchase the brand's products.
When paired with Amazon Audiences and Amazon Ads onsite formats such as Sponsored Brands and Sponsored Products, this approach can help create a more connected consumer journey, support new-to-brand acquisition, and strengthen downstream Amazon performance.
Want to explore how connected audience signals could extend your campaign reach? Contact us to learn more.
¹ Amazon Ads reporting, US, August to October 2025. Results may vary. This case study reflects one advertiser’s experience during a defined campaign period and is not indicative of typical results.
² Amazon Marketing Cloud, US, August to October 2025. Results may vary. The new-to-brand figure reflects early-stage pilot results based on a small sample and should be considered directional.
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