$1.8M in DSP Revenue Without Cannibalizing Search

Category: Beauty & Personal Care Marketplace: Amazon DSP Launch: Q3 2025 Services: Amazon DSP Strategy, AMC Audience Development, Creative Testing, Full-Funnel Attribution, Search + DSP Coordination

This beauty brand generated $7.5M annually on Amazon with a mature search program at 5.8x ROAS. Search was efficient but nearing the ceiling on what additional spend could return. The brand needed to reach customers not yet searching for the category.

Kwontified introduced DSP as a separate channel with its own measurement framework. Using Amazon Marketing Cloud, the team ran custom queries against the brand's first-party purchase and browsing data to build audience segments with more precision than standard Amazon audiences allow. Those segments included repeat purchasers who hadn't reordered within their typical cycle, category browsers who viewed three or more products without converting, competitor-ASIN switchers, Subscribe & Save lapsed subscribers, and lifestyle/in-market prospecting pools built from cross-category purchase signals.

Each segment got its own creative sequence. Lifestyle imagery drove higher click-through for prospecting; product-focused creative converted better for retargeting and win-back, so the team matched creative to funnel stage across every audience.

Measurement combined Amazon's attribution model, AMC path-to-conversion analysis, incremental lift studies, and a halo analysis tracking DSP's effect on organic rank and branded search volume. Total account revenue grew 19% after DSP launched, and search ROAS did not decline.

Total DSP Spend: $192K DSP-Attributed Revenue: $1.8M DSP ROAS: 9.4x New-to-Brand Sales: +28% Total Account Revenue Lift: +19%