Your Amazon cart abandoners convert at a higher rate than your best email segmen
By Brandon Fishman · July 24, 2026 · Curated by George's Blog
Your Amazon cart abandoners convert at a higher rate than your best email segment. And most brands don't even know that audience exists.
If you're running DSP on Amazon, you're probably retargeting category browsers or past purchasers. That's where every agency starts.
The highest-converting segment is neither of those. It's cart abandoners. People who made a decision, added your product, and stopped.
That audience doesn't show up in your standard Amazon dashboard. You only get it through Amazon Marketing Cloud.
When you run DSP against cart abandoners specifically, you're reminding people who already made a decision to finish what they started.
A lot of brands are spending their entire budget on sponsored products and wondering why their TACoS keeps climbing. DSP retargeting should be part of the mix, and for most brands it's not even turned on.
If you just had a big Prime Day and you're not retargeting those buyers 20 to 30 days after the event, you spent all that money on a one-time transaction.
Those people already bought from you. The cost to get them back is a fraction of what you paid to acquire them.
Pull your AMC data. Find the Add to Cart audience. Run DSP against it.
You're leaving orders on the table every single day until you do.