Amazon's recent announcements about its advertising data capabilities confirm something we have long understood at Vector: the brands that can best analyse and activate rich shopper insights hold a genuine competitive advantage.

The rollout of five-year retail purchase data in Amazon Marketing Cloud (AMC), combined with sharper audience segmentation capabilities, represents a meaningful expansion of what is possible with Amazon's data infrastructure. And it reinforces precisely why we built VIP.

What is VIP?

VIP (Vector Intelligence Powered) is our bespoke audience modelling methodology. It combines shopper signals from Amazon Advertising APIs with retail intelligence software to generate multi-dimensional audiences that go well beyond the standard targeting options available on the platform.

The principle is straightforward. Amazon is the world's largest e-commerce retailer, and its shopper data is uniquely rich in purchase intent and behavioural signals. VIP is how we translate that data into actionable targeting intelligence for our clients and partner agencies.

How VIP works

Product VIP

Product VIP begins with identifying the products that matter most within a category. We analyse the top 100 best sellers across all relevant and closely associated categories, capturing data on searches, views, purchases and prices to build an accurate picture of what shoppers are actively engaging with.

We then link the top trending products to the most relevant search terms across a brand's product portfolio, creating a targeting layer that is anchored in real consumer behaviour rather than assumed intent.

Brand VIP

Brand VIP builds on the fact that Amazon is now used by 70% of brands. We identify the brands sitting within a client's category and those occupying their closest competitor set, using top-of-brand searches, views and purchases to define the right target audience.

From this, we construct audience cohorts of store viewers on Amazon - people actively browsing competitor brand pages - and link them to the top trending products across the category. The result is a highly qualified audience of consumers who are demonstrably in-market.

The results VIP delivers

Every campaign run using VIP audiences has outperformed the standard audiences available elsewhere on all ROI measures. The data is compelling:

• New to brand increase: +270%

• CTR increase: +133%

• Cost per purchase decrease: -132%

• Conversion rate increase: +75%

• Detailed page views increase: +137%

These are not marginal improvements. They reflect what becomes possible when targeting is grounded in genuine shopper behaviour rather than demographic proxies or broad interest signals.

VIP in the context of Amazon's evolving data landscape

Amazon's expansion of historical purchase data in AMC - now spanning five years - gives advertisers a significantly deeper view of buying behaviour. Longer lookback windows reveal patterns that shorter periods miss: seasonal buying cycles, brand switching behaviour, and the long-term value of customer cohorts.

Amid an ever-growing volume of new Amazon features and more data than any one team can easily process, VIP is our solution for helping brands and partner agencies cut through the noise. The challenge today is not access to data. It is the ability to translate that data into campaigns that perform. VIP is built precisely for that.

Want to see what VIP can do for your brand's Amazon performance? Get in touch with the Vector Retail Media team.