New Year New You campaigns might be the most valuable of the year - are yours ready?

While holiday campaigns are still running at full speed, it is worth looking just beyond December’s chaos to a critical but often underappreciated window. New Year New You, stretching from the end of December through January, is when health, beauty, nutrition, wellness, fitness, and even household good brands have a unique chance to connect with shoppers who are truly ready to make changes. This is the moment when routines are built, not just baskets. The intent is different, and so is the value that comes with it.

To make the most of this window, you can use your data to spot shoppers who make their first purchase in January, look at how long it typically takes these buyers to come back, then use AMC Audiences for Sponsored Ads to re-engage them right when they’re most likely to repurchase. Layering in Subscribe & Save offers or targeted messaging turns those first-time shoppers into loyal, repeat customers. This is where a thoughtful, data-driven strategy can turn New Year intent into real, long-term growth for your brand.

Why New Year New You shoppers are different

Most brands think of Q4 as the peak for consumer spending, but the mindset of a New Year New You shopper is fundamentally different from the average holiday or Prime Day deal-hunter. These shoppers are driven by intention. They are looking for products that fit into their new routines and goals, which means they are far more likely to become repeat buyers and loyal customers in the months that follow.

We've seen this play out in our data - using five years of Amazon Marketing Cloud purchase history, we tracked how new-to-brand shoppers acquired during New Year New You performed over time compared to those who entered during Prime Day for one nutrition brand.  

The January cohorts did not just show up for a one-time deal. They came back, expanded their baskets, and became some of the most valuable relationships in the brand’s database. Prime Day brings in volume and short-term gains, but NYNY can bring commitment and long-term value, and the gap in long-term value between these two groups only widens over time.  

That is why the goals for New Year New You should be clear: focus on acquiring new-to-brand shoppers who are likely to build loyalty, and drive value that lasts well beyond the event itself.

It starts with the right products

Capturing this opportunity requires a shift in how you choose which products to promote. (If your New Year New You deals are already set, use this as a guide for future planning. The most successful brands we work with align on their POME, or “point of market entry,” ASINs well in advance, often mapping out their strategy annually or at least several months before each event.)

The focus should not just be on your top sellers or the products that deliver the highest ROAS during a promotional spike. Instead, the spotlight belongs on your true point of market entry products. These are the items that consistently attract new shoppers and serve as a gateway to the rest of your assortment, laying the foundation for longer-term, value-driving relationships.  

Our CLTV Dashboard’s POME Report, fuelled by AMC insights, lets you see which ASINs actually lead to second purchases, subscriptions, or larger baskets. In planning for NYNY, you should look back to the previous January to see exactly which products drove a high consumer long-term value throughout the year, and prioritize these products when submitting deals to Amazon.

Build New Year New You campaigns that reach high-value shoppers using AMC Audiences

Selecting the right products is only half the equation. To unlock true long-term growth, you need to connect those products to shoppers who are most likely to explore your brand and keep coming back. This is where AMC Audiences become a key advantage.

In the lead-up to New Year New You, brands can use Amazon DSP to build lookalike audiences modeled on their highest-value shoppers to drive awareness of their products and the upcoming deal event. Once the event is underway, it is time to activate AMC Audiences for Sponsored Ads to maximize your chance of reaching high-conversion, high-loyalty shoppers. Our pre-built AMC Audiences below allow you to identify the next generation of loyalists before they have even made their first purchase:

• Frequent Shoppers Lookalike helps you reach people whose habits mirror your most loyal customers.  

• High Value Lookalike finds those who resemble your biggest spenders.  

• New to Brand Lookalike lets you target shoppers who have the same patterns as your most promising first-timers.  

These audiences are built using five years of behavioral retail purchase data, so you are reaching people who are truly likely to engage.

At the same time, our loyalty-based AMC Audiences for Sponsored Ads (such as High Value Shoppers and Frequent Shoppers) give you the tools to re-engage high value shoppers with premium offers, encourage frequent shoppers to add to their baskets, and nurture new to brand purchasers into making that crucial second purchase. That second purchase often marks the turning point from one-time buyer to long-term loyalist.

What happens after New Year New You?

The real story unfolds over the months and years that follow. With the full suite of reports within Flywheel’s CLTV dashboard, you can track January cohorts in real time, watching how frequently they return, how their baskets grow, and how their value compares to shoppers acquired during other events. Here’s a look at how to use each report within the dashboard after NYNY is over:

High-Level Account Overview: Use this report to see how many shoppers from your January cohort are coming back, so you can measure if your NYNY campaign is driving real long-term value.

Monthly Shopper Frequency Groups: Check how often your January shoppers return each month, and spot early signs of loyalty or drop-off.

Monthly Cohort Repurchase Behavior: Track what share of your New Year New You buyers are making a second purchase, so you know if your first-time buyers are turning into loyal customers.

Weeks Until Second Purchase: See how quickly January’s new shoppers buy again, and use that timing to trigger retention campaigns when it matters most.

Cross Purchase Progression: Find out which categories your NYNY shoppers explore next, and use those insights to build bigger baskets and smarter cross-sell offers.

An event strategy that combines a POME analysis and AMC Audiences for ADSP and Sponsored Ads sets you up for success in reaching the right people with the right products at a critical time time for meaningful new to brand acquisition. In tandem, this strategy creates a feedback loop that lets you refine your approach over time and learn from each and every campaign.  

Ready to activate your New Year New You opportunity?

New Year New You is a rare moment when consumer intent aligns perfectly with brand opportunity. By pairing intentional product selection with the full capabilities of our AMC Audiences for Sponsored Ads, you can turn high January intent into lasting growth for your brand.

If you are ready to see how your New Year New You shoppers behave over time or want to put these shopper insights to work for your next New Year New You campaigns, let’s connect. The data is there, and the opportunity is just getting started.

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