How DUDE Wipes Turned Data into Growth on Amazon—with Precision Targeting
Category: Personal Care
Market: United States
Company Size: Mid-Market
Ad Channel Focus: Sponsored Products
Tools Used: Amazon Marketing Cloud (AMC)
Objective: Acquire more customers and improve long-term return on ad spend
Key Results:
+209% growth in New-to-Brand users
+20% uplift in ROAS
+121% higher post-purchase spend from AMC-acquired customers
+132% lifetime value growth among Subscribe & Save users
The Challenge
For a challenger brand like DUDE Wipes, the mission was always clear: grow fast, win loyal customers, and keep margins clean.
Despite being stocked in major retailers and achieving viral moments (yes, that Shark Tank episode), their Amazon growth wasn’t as efficient as it could be. Their team had a strong product-market fit, but targeting on Amazon was too broad—ads were driving sales, but not necessarily the right kind of sales.
They didn’t just want traffic.
They wanted the right shopper, at the right time, and preferably one that sticks.
The Insight Shift
Everything changed when DUDE Wipes tapped into Amazon Marketing Cloud (AMC).
What they discovered flipped their advertising model upside down.
First, AMC showed them which audiences had the highest long-term value—it turned out that customers who came in through Sponsored Products ads and then converted organically later spent 121% more than those acquired without ad exposure.
Then came a second revelation:
New-to-brand customers—when targeted using AMC custom audience segments—were not only cheaper to acquire, but they were far more profitable over time.
This data opened a whole new lane. Instead of guessing, they began engineering their audience targeting.
The Playbook
Using AMC, DUDE Wipes did three things exceptionally well:
Segmented the Shopper Journey
They built high-intent audience groups like:
- Shoppers who viewed product detail pages but didn’t convert
- Cart abandoners who almost bought
- Shoppers who browsed competing
- ASINs in personal care
- Users who had never purchased the brand (NTB)
Tested Sponsored Products with PrecisionWith those audiences, DUDE Wipes layered their SP campaigns with AMC-informed targeting logic.
This wasn’t guesswork anymore—they knew exactly which segments delivered.
Tracked Long-Term Behavior
AMC helped connect the dots.
For instance, they found that Subscribe & Save customers—when acquired through these focused ads—had a 132% lift in long-term spend, and the ROAS from those users increased by 22% over time.
That meant ads didn’t just work for one sale… they worked for every refill after.
The Outcome
In just three weeks of executing this strategy: 209% more new-to-brand users were acquired New customer sales jumped by 53% Overall ROAS increased by 20%, despite holding ad budgets steady Acquisition costs dropped as ad dollars shifted to the highest-yield segments Even more powerful? The flywheel effect: As more customers came in via AMC-informed Sponsored Products campaigns, a larger percentage became loyal, high-value shoppers—with little to no additional spend required.
The Takeaway
DUDE Wipes didn’t win because they had massive budgets. They won because they understood their data—and acted on it. They stopped playing the volume game. They started playing the audience precision game. And here’s the thing: the tools they used are available to any brand selling on Amazon today. If a mid-sized CPG brand in personal care can engineer growth like this using AMC + SP ads, there’s no reason your brand can’t do the same.