How Amazon Marketing Cloud Improves Ad Performance?
For every Amazon advertiser and e-commerce brand owner, the ultimate objective remains the same—building brand awareness while steadily increasing sales. Where it could be possible by amazon marketing cloud.
As consumer shopping habits evolve and third-party cookies continue to phase out, advertisers are facing growing challenges in answering fundamental performance questions such as:
- Who is the most engaged audience for your brand?
- Which regions contribute the most to your revenue?
- Which advertising channels drive the highest conversions?
Amazon Marketing Cloud (AMC) addresses these concerns by offering advertisers access to deep, aggregated advertising insights in a privacy-safe environment.
What Is Amazon Marketing Cloud?
In today’s digital ecosystem, data plays a critical role in shaping successful advertising strategies.
Traditionally, cross-channel campaign performance was tracked using third-party cookies. However, as major browsers began restricting cookie usage, accurately measuring conversions across different touchpoints became increasingly difficult.
To solve this issue, Amazon introduced Amazon Marketing Cloud (AMC) in 2021. AMC is a secure cloud-based analytics solution designed to help advertisers analyze customer interactions across Amazon and external channels while maintaining privacy compliance.
AMC combines Amazon advertising data—such as impressions, clicks, and conversions—with first-party advertiser data to provide a comprehensive view of campaign performance.
How Amazon Marketing Cloud Works
Amazon Marketing Cloud prioritizes user privacy by eliminating access to individual user-level data. Instead, it aggregates activity data from a minimum of 100 unique users before displaying insights.
This approach allows advertisers to examine shopping behavior and advertising performance patterns without compromising customer privacy.
By using these insights, brands can better understand audience behavior, evaluate full-funnel campaign effectiveness, and fine-tune their advertising strategies based on factual data rather than assumptions.
How to Use Amazon Marketing Cloud Effectively
Because Amazon Marketing Cloud offers extensive data capabilities, it’s essential to begin with a clear objective. Identifying a specific business question or challenge first helps prevent data overload and ensures meaningful analysis.
For example, a fashion brand preparing to launch a summer collection can use AMC to analyze historical customer demographics, frequently searched keywords, and purchase trends. These insights can then guide a targeted product launch strategy focused on high-intent audiences.
Key Insights Available Through Amazon Marketing Cloud
AMC provides access to a wide range of actionable insights, including:
Audience Analysis
Segment and analyze audiences based on shopping behavior, interests, and preferences.
Customer Journey Analysis
Visualize how customers move from awareness to consideration and finally to purchase, allowing for better funnel optimization.
Media Mix Analysis
Evaluate the combined effectiveness of Sponsored Ads and Amazon DSP campaigns to understand channel contribution.
Purchase Behavior Analysis
Identify specific triggers and touchpoints that influence purchasing decisions.
Full-Funnel Performance Measurement
Track advertising impact across all funnel stages, even beyond Amazon DSP campaigns.
Initially, advertisers can view data from the previous 28 days. After that, data is stored in AWS for up to one year, allowing long-term performance analysis.
Amazon Marketing Cloud has also expanded its capabilities by integrating with Sponsored Brands, offering insights such as reach measurement, keyword performance, brand-attributed sales, and conversion paths.
How to Register for Amazon Marketing Cloud
Brands that meet the eligibility requirements can begin the AMC application process by selecting their country and submitting the required contact details through Amazon’s official portal.
Once the form is submitted, an Amazon representative will reach out to assist with account setup. The approval and onboarding process typically takes three to five business days.
Minimum Requirements to Access Amazon Marketing Cloud
Amazon Marketing Cloud is not available to all advertisers. Certain prerequisites must be met before gaining access.
To use AMC, advertisers must:
- Have an active Amazon DSP account
- Sign an Amazon DSP Master Service Agreement
- Have live or recently run DSP campaigns within the past 28 days
- Possess SQL knowledge for querying AMC data
- Maintain an active AWS account
AMC is currently available in 17 global marketplaces, including the US, UK, Canada, UAE, Australia, India, and Japan.
Practical Ways Advertisers Can Use Amazon Marketing Cloud
Expand Audience Reach
AMC helps measure how many consumers were exposed to ads at various funnel stages. This makes it easier to evaluate reach effectiveness and optimize campaigns for better visibility.
Advertisers can also create custom audience segments based on browsing behavior, purchase history, and brand loyalty to improve targeting precision.
Gain New-to-Brand Insights
Amazon Marketing Cloud provides detailed visibility into new-to-brand (NTB) performance across Sponsored Ads and DSP campaigns.
For instance, a campaign with modest ROAS may still be valuable if a significant portion of sales comes from new customers who later make repeat purchases. AMC helps uncover these insights, enabling smarter budget decisions.
Identify Gateway ASINs
AMC allows advertisers to pinpoint “gateway ASINs”—products that customers typically buy first when engaging with a brand.
These ASINs can be prioritized for advertising to drive customer acquisition or paired with new product launches to increase cross-selling opportunities.
Discover High-Performing Geographic Areas
Using Amazon Marketing Cloud, brands can determine which Designated Market Areas (DMAs) generate the highest repeat purchases from new customers.
Running targeted DSP campaigns in these locations often results in higher ROAS and lower customer acquisition costs.
Analyze and Improve Conversion Rates
AMC enables advertisers to build custom attribution models to better understand how various ad types contribute to conversions.
For example, data may show that combining Sponsored Display ads with Product Targeting campaigns leads to significantly better conversion rates than running each independently. These findings help shape more effective ad strategies.
Amazon Marketing Cloud vs Amazon DSP Reporting
While both tools offer valuable insights, their reporting capabilities differ significantly.
Amazon Marketing Cloud
- Supports cross-channel performance analysis
- Uses custom SQL-based queries
- Complements DSP reporting with deeper insights
Amazon DSP Reporting
- Focuses only on DSP campaign data
- Provides pre-aggregated, standard metrics
- Reports are accessible directly within the DSP console or via API
Final Thoughts
AMC is a powerful analytics solution for brands running multi-channel advertising strategies involving Sponsored Ads and Amazon DSP.
By offering advanced, privacy-safe insights into customer behavior and advertising performance, AMC empowers advertisers to make smarter, data-driven decisions, optimize budgets, and drive long-term growth in an increasingly competitive marketplace.
