Tambo Talks: The New Customer Rule Book – 2026 Preview

As you may know, Tambo is now part of Luzern eCommerce. Together, we’re one team with a shared mission: helping brands accelerate growth across marketplaces. That’s why we were excited to host Tambo Talks, an exclusive event supported by Amazon, TripleLift, Luzern eCommerce, and other leading partners.

Throughout the event, we explored some of the most impactful strategies shaping ecommerce today—from unlocking audiences with Amazon Marketing Cloud (AMC) to driving conversion through creative excellence, live commerce, AI innovation, and multi-marketplace expansion. Below is a summary of the key themes and takeaways from the day.

Finding Audiences with AMC

At this Tambo Talks, we explored how Amazon Marketing Cloud (AMC) is transforming audience discovery and campaign performance.

By using AMC to categorise audiences—from loyal buyers and high-LTV shoppers to high-intent and PDP engagers—brands can tailor their messaging, re-engage effectively, and build smarter lookalikes.

The results speak for themselves: brands see up to 6X uplift with Sponsored Brands and 3X with DSP when they get audience strategy right.

In one standout example, Twinings achieved a 126% increase in add-to-cart rate, 72% higher ROAS, and 141% increase in purchases using AMC insights and DSP targeting.

Audience intelligence is no longer optional—it’s the new foundation for growth.

Driving Customers Through Creative

We were delighted to host TripleLift at Tambo Talks today to explore how creative quality drives campaign performance.

It’s often said that the creative makes the first impression—and the data backs it up: 70% of a campaign’s success comes from creative quality, while 40% of marketers now cite ad blindness as a top concern.

The key?

• Imagery is the strongest driver of brand awareness (+16%).
• Formats shape engagement.
• Messaging builds long-term storytelling.

And don’t underestimate the power of video—it drives 2.3X higher detail page views and stronger new-to-brand sales.

At Tambo, we believe targeting brings intent—but great creative brings connection.

Go Live with Influencers

Live streaming isn’t just for entertainment anymore—it’s a full-funnel performance channel.

At Tambo Talks, we explored Amazon Live and how it helps brands connect culture, content, and commerce.

Through real-time interaction and live chat, brands see up to 17X higher purchase rates.

• Alpro’s “Coffee Culture Club” campaign became the UK’s first Amazon Live activation—driving 6.5X product sales, 16% more brand consideration, and 3.9X higher unaided awareness.
• Goldwell reached over 2 million consumers with a 515% uplift in awareness.

The takeaway: live commerce is the future of brand engagement—authentic, interactive, and measurable.

Let AI Do the Hard Work

AI is reshaping marketing—from audience segmentation and creative generation to campaign planning and optimisation.

At Tambo Talks, we heard how Amazon AI and AMC help marketers navigate the post-cookie world, using trillions of signals to drive performance and addressability.

With AI-powered chat prompts inside AMC, you can uncover audience insights, optimise campaigns, and balance Brand+ (71% more page views, 42% more engagement) with Performance+ (higher ROAS, lower CPA).

Just ask Unilever, who saw a 176% improvement in ROAS and 50% lower acquisition costs using this approach.

AI isn’t replacing marketers—it’s empowering them to spend time where it matters most: strategy and storytelling.

Try Other Marketplaces

The marketplace landscape is expanding—and brands can’t afford to stay in one lane.

At Tambo Talks, we explored why 70% of global ecommerce sales now occur on marketplaces, and how expanding beyond Amazon (which holds just 32% of the EU market) unlocks growth and resilience.

Marketplaces deliver 30–50% lower entry costs and faster routes to market—but success depends on careful channel selection, tax and logistics planning, and having stock ready to win the buy box.

Signify, with Tambo’s support, built a multi-marketplace strategy across eBay, Leroy Merlin, and CDiscount, achieving a 178% sales increase.

The future is multi-marketplace. The brands that diversify today will dominate tomorrow.