Curious how top Amazon advertisers are unlocking deeper insights and boosting their ROI? If you’re still relying on basic campaign metrics, you’re missing out on a powerful edge. Imagine knowing exactly which ads drive sales, what your customers do before they buy, and how your campaigns perform across channels, all in one place. That’s the game-changing promise of Amazon Marketing Cloud (AMC). In this post, we’ll break down what AMC is, who can use it (it’s no longer just for DSP users), and why now is the perfect time to start using it, no data science degree required. Let’s dive in.
What is Amazon Marketing Cloud?
Amazon Marketing Cloud (AMC) is a powerful analytics tool offered by Amazon Ads, designed to help advertisers gain deeper insights into their marketing performance across various channels. AMC provides a secure, privacy-safe, and cloud-based environment where advertisers can perform analytics and build audiences across Amazon Ads data and their own first-party data. It enables flexible querying over these signals in a privacy-safe environment, helping advertisers optimize campaign tactics, guide marketing execution, and inform business decisions.
Who Can Use AMC?
Initially, AMC was accessible only to advertisers using Amazon DSP. However, as of October 15, 2024, eligibility has expanded. Now, advertisers who use only sponsored ads can also access AMC through Amazon Ads partners. This expansion democratizes AMC insights, allowing a broader range of advertisers to leverage its capabilities.
Benefits of Using AMC
- Enhanced Audience Insights: By analyzing aggregated data, advertisers can gain a deeper understanding of their audience’s behavior and preferences.
- Improved Campaign Performance: Insights from AMC can inform optimization tactics, leading to more effective marketing strategies.
- Cross-Channel Analysis: AMC allows for the analysis of media performance across different channels, providing a comprehensive view of marketing efforts.
- Data-Driven Decision Making: With access to detailed analytics, advertisers can make informed decisions to drive business growth.
Key Features of AMC
- Custom Audiences: Advertisers can build audience lists using engagement records, conversion events, segment information, and more. Advertisers can create very specific groups of people to target with ads. For example, you might want to show ads only to people who viewed a product but didn’t buy it, bought something from your store last month, clicked on a particular ad.
You can create these groups based on customer behavior and then send ads to them using Amazon DSP (Amazon’s ad platform).
- Full-Funnel Insights: AMC helps you understand the entire path a customer takes from seeing your ad to finally buying the product. You can see: Which ads they saw, If they clicked or ignored them, How many times they interacted before buying. This helps you figure out which ads are actually helping to make sales.
- Signal Collaboration: You can combine: Data from Amazon (ads, clicks, sales, etc.), Your own customer data (from your website or CRM), Third-party data (from partners or agencies). When you combine all this data, you get a more complete picture of your customers and how well your ads are doing.
- Ease of Use: Even if you’re not a data expert, you can still use AMC. Amazon provides ready-made templates and tools so you don’t need to write complex code. You can get useful reports quickly with just a few clicks.
- Privacy-Safe Environment: AMC keeps all user data anonymous. You never see names or personal info. It only shows you patterns and totals. That means it’s very safe for customer privacy.
Now is the Time to Start Using Amazon Marketing Cloud
Amazon Marketing Cloud is quickly becoming a must-have tool for advertisers who want to go beyond surface-level campaign metrics. With its ability to combine data from multiple sources, provide deep audience insights, and maintain a strict focus on user privacy, AMC empowers brands to make smarter, data-driven marketing decisions. Whether you’re running Sponsored Ads or using Amazon DSP, AMC opens the door to advanced analytics that were once limited to large enterprises. As eligibility expands and tools become easier to use, now is the ideal time for advertisers of all sizes to explore what AMC can do for their business.
