Amazon Advertising
AI Amazon Listing Optimization, AMC & Beyond: Real Strategies from Liran Hirschkorn
Amazon Accelerate is where strategy meets execution. It’s the one event where Amazon insiders, top sellers, and agency leaders come together to share what’s actually working in today’s marketplace. In a standout session, Melisa Vong, a veteran Amazon seller and brand builder, sat down with Liran Hirschkorn, CEO of Incrementum Digital, an agency managing over 100 Amazon brands. Their conversation went deep into the tactics CPG brands are using right now to stay competitive. From uncovering millions in untapped catalog revenue to optimizing at scale with AI, leveraging Amazon Marketing Cloud (AMC) for full-funnel insights, and building smarter audience targeting strategies, this post breaks down the key takeaways you can apply immediately.
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Show me how1. The $7 Million Most Brands Are Missing
Liran shared a case study that reflects a common challenge for large catalog brands: a client with 20,000 SKUs was generating $28 million annually. However, $20 million came from just the top 500 products. That left 19,000 listings under-optimized, underperforming, and sitting on over $7 million in untapped revenue.
This isn’t an outlier. Most brands focus on the top 5% of SKUs because they lack the resources to scale listing optimization across the long tail. Not because it lacks potential, but because doing it manually is slow, expensive, and inconsistent.
How We Solved It: Scalable AI-Powered Optimization
To unlock that hidden growth, Incrementum Digital built internal tools that connect directly to Amazon’s APIs, automating title optimization, keyword mapping, image and video testing, and more. What used to take hours per listing now takes minutes with better results:
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Faster execution across thousands of listings
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Lower operational cost without sacrificing quality
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Greater consistency in how each SKU is positioned to win
With automation and AI oversight, brands no longer need massive teams to scale. They just need the right system.
2. Seeing the Whole Journey: The Full-Funnel Power of AMC
Most sellers still operate in the dark, relying on last-click attribution that only shows the final step before a purchase. It’s incomplete, and it skews your decisions. Amazon Marketing Cloud (AMC) changes the game. It gives brands a full view of the customer journey, like seeing that a Sponsored Brand ad on Day 1 led to a Sponsored Product sale on Day 3. With that level of visibility, you’re no longer guessing which ads are working together. You’re seeing it, quantifying it, and acting on it. But the real unlock? AMC’s custom audience engine.
Brands can now build and target highly specific segments:
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High-value buyers who’ve spent over $100
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Lapsed customers who haven’t repurchased
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Lookalikes based on your best customers
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Cross-sell targets who bought Product A but not Product B
It’s not just about data; it’s about action. AMC gives you the power to turn insight into strategy, and strategy into growth.
3. Using AI to Move Faster
AI isn’t coming; it’s already here, and baked into the tools Amazon sellers use every day. Liran highlights how new features in Seller Central and the Ads console now let brands:
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Ask an AI assistant to build audiences or generate listing content
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Create and test images, copy, and even videos at scale
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Optimize without coding, agencies, or heavy internal lift
The impact? Speed. Teams that used to be limited by bandwidth or budget can now act with precision and scale—without red tape.
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Listing improvements happen in minutes, not days
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Video creation is no longer limited to top SKUs
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Testing becomes the default, not a luxury
These tools let smaller brands “go up against the big guys”. Because now, execution speed is no longer tied to team size.
4. Video at Scale Is the New Ad Space Grab
Sponsored Brand Video stands out for good reason. It dominates Amazon’s search results with more visual impact than static images and gives brands a performance edge. But until recently, creating video at scale was cost-prohibitive. Most brands focused only on their top SKUs. That’s changing.
With creative automation and AI tools, brands can now:
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Produce video assets quickly
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Test different variations
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Deploy across the entire catalog
This unlocks video as a scalable growth lever, not just a one-off brand play. With more space available and tools that reduce production barriers, video is becoming a strategic must-have in your advertising mix.
5. First-Party Data Meets Amazon Audiences
For brands that operate both on Amazon and through their own DTC channels, first-party data is an underused strategic asset. Liran breaks down how, with Amazon Marketing Cloud (AMC) and DSP, you can now bring that off-Amazon data into your Amazon ad strategy.
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Upload customer lists from your website
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Build lookalike audiences based on real purchase behavior
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Reach similar high-intent shoppers across Amazon
This creates a direct bridge between your DTC insights and your Amazon targeting.
For example, if you’ve got a segment of customers who’ve spent $100+ on your site, you can now create a custom DSP audience that mirrors them, then bid more aggressively to reach that same profile on Amazon. It’s precise, it’s data-backed, and it unlocks a new layer of performance that most brands still aren’t tapping into.
6. Targeting by Product Lifecycle
Driving repeat purchases isn’t just about showing up; it’s about showing up at the right time. Liran shares how aligning your retargeting and creative strategy with the actual lifecycle of your product can dramatically improve customer retention. Whether it’s supplements, skincare, or lash glue, knowing when your customer is likely to run out gives you a clear window to act.
With AMC and DSP, you can:
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Retarget buyers just before their expected repurchase window
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Trigger Subscribe & Save messaging when it’s most relevant
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Tailor creative to match usage habits and product cycles
This approach adds structure and precision to your retention strategy, and helps turn first-time buyers into loyal repeat customers.
7. AI-Enhanced Team Ops
Managing over 100 brands means Liran can’t be on every call—but that doesn’t mean he’s out of the loop. By using AI-generated meeting summaries and sentiment analysis, his team is able to:
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Surface client issues and wins in real time
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Highlight challenges that need leadership input
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Keep cross-functional teams aligned—without manual reporting
It’s a system that cuts through noise and red tape, giving executives the visibility they need to make faster, smarter decisions, while staying focused on strategy, not status updates.
Key Takeaways from Amazon Accelerate
Amazon Accelerate isn’t just another industry event; it’s where real strategy takes shape. From unreleased tools to tactical workshops and face-to-face access to Amazon teams, the impact goes far beyond the stage. Here’s what stood out:
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Direct access to Amazon teams
Get answers to real challenges without waiting on tickets or generic replies. Conversations move faster in person. -
Hands-on exposure to new tools
Workshops gave live demos of tools like AMC, AI assistants, and audience builders—so you’re not guessing how they work. -
Peer-level insights from other sellers
You’re not alone in the challenges you’re facing. Talking to other operators often surfaces strategies that are working right now. -
The right conversations unlock next steps
Some breakthroughs don’t come from another webinar—they happen in a five-minute hallway conversation. -
High-leverage networking opportunities
Whether it’s finding a new partner, service, or strategic idea, the right room can shift your growth trajectory.
If growth is your goal, get in the room. The brands that move fastest are already there.
Win Before Everyone Else Catches Up
Pulling ahead right now means you have to move fast and use the right data to solve your problems. Tools like AI and AMC are opening up opportunities that didn’t exist a year ago, but the advantage won’t last forever.
So if you want to outpace your competition, now is the time to act. Fill out this form to connect with our team at Incrementum Digital and get a custom growth plan tailored to your Amazon goals.
Hear It Straight From the Source
Watch the full 15-minute interview below to see how Liran and Melisa break down the strategies that are helping brands unlock hidden revenue, scale faster, and win on Amazon:
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