Unlocking New Advertising Insights with Amazon Marketing Cloud (AMC)

Amazon Marketing Cloud is transforming how advertisers analyze and optimize their Amazon campaigns. This powerful new tool combines Amazon Ads data with Amazon's first-party insights to provide unprecedented visibility into customer behavior and campaign performance.

What is Amazon Marketing Cloud?

AMC is a cloud-based platform that goes beyond traditional advertising metrics like clicks and impressions. Instead, it reveals how consumers actually interact with ads throughout their entire journey across Amazon's ecosystem—from Sponsored Ads to streaming services and DSP campaigns.

The platform operates within strict privacy boundaries, providing aggregate insights without exposing individual customer data. It offers two main capabilities: detailed customer journey analytics and advanced audience creation.

Why AMC Matters

Previously, this comprehensive advertising data was only available through Amazon DSP, limiting access for most sellers. Now, any advertiser with Brand Registry can access AMC through Seller Central (Advertising → Measurements and Reports → Amazon Marketing Cloud).

While the native interface requires complex queries, third-party platforms offer user-friendly templates that make AMC accessible to all advertisers.

Key Capabilities

Customer Journey Insights: Track which campaigns drive the most valuable conversions and understand the complete path customers take before purchasing.

Advanced Audience Targeting: Create sophisticated audiences including:

• New to Brand customers

• Cross-sell and upsell opportunities

• Cart abandoners

• Relevant keyword searchers

• Purchaser lookalikes

Strategic Implementation

The most effective AMC approach combines data insights with targeted bidding strategies. Rather than increasing overall bids, successful advertisers set competitive keywords at minimum bids while applying 50-200%+ bid multipliers to high-intent AMC audiences.

Early Results

Testing shows impressive results: conversion rate improvements of 40%+ and ROI increases of 60%+ for targeted campaigns. However, AMC works best for brands with larger customer bases, as audiences require a minimum of 2,000 unique users for privacy protection.

Getting Started

AMC is most valuable for brands with:

• Substantial customer bases and advertising budgets

• Multiple campaign types beyond basic Sponsored Ads

• Repeat customers and established brand recognition

Best Practices:

• Focus on high-intent audiences like New to Brand

• Use AMC insights to inform bidding rather than just increase spend

• Integrate AMC data with existing Brand Analytics

• Start with proven audience types before experimenting

The Bottom Line

Amazon Marketing Cloud represents the future of Amazon advertising analytics. While there's a learning curve, early adopters are already seeing significant improvements in campaign efficiency and effectiveness.

The key is strategic implementation—using AMC's customer journey insights to make smarter targeting decisions and create more precise campaigns. For brands ready to move beyond basic advertising metrics, AMC offers a powerful competitive advantage in the evolving Amazon marketplace.