Categories: Amazon Advertising|By |16.5 min read|

What is Amazon Marketing Cloud?

Amazon Marketing Cloud (AMC) provides advertisers on Amazon with essential data analysis capabilities. It focuses on offering actionable insights that comply with privacy regulations, enhancing advertising strategies. This guide serves to help advertisers effectively employ the analytics provided by AMC to gain an edge in the competitive market landscape.

Key Takeaways

  • Amazon Marketing Cloud (AMC) is a powerful analytics and measurement platform that provides advertisers with privacy-safe, in-depth insights into their ad performance and allows for the crafting of custom conversion measurement strategies leveraging Amazon’s first-party data.
  • Advertisers must meet certain eligibility requirements and possess technical expertise in SQL and Amazon Ads API to leverage AMC effectively. The process involves setting up AMC accounts, integrating with AWS services, and constructing queries for detailed data analysis and campaign optimization.
  • Using AMC can significantly enhance ad campaign strategy, targeting, and performance evaluation via rich, event-level data and cross-channel insights. Advanced features and paid options in AMC enable even deeper analytics and audience segmentation capabilities for optimizing media mix and DSP campaigns.

Understanding Amazon Marketing Cloud

Amazon Marketing Cloud serves as the core of contemporary advertising. This robust measurement and analytics platform empowers marketers to:

  • Assess and optimize their advertising performance across various media channels.
  • Tap into the full potential of Amazon ads.
  • Offer an in-depth analysis of campaign reach, frequency, and total impact across the marketing funnel.
  • Tap into deeper customer insights.
  • Track the entire customer journey.
  • Harness aggregated data solutions for cross-channel conversion measurement.

AMC is more than just a tool; it’s a transformative force that enables advertisers to make data-driven decisions and maximize their advertising efforts.

In today’s privacy-conscious world, AMC distinguishes itself by offering a privacy-safe environment that balances deep insight needs with respect for user anonymity. The platform offers:

  • Aggregated, anonymized outputs that adhere to stringent privacy policies.
  • Group actions of at least 100 unique users.
  • Built on the robust foundation of Amazon Web Services (AWS).
  • Seamlessly integrates with the Amazon ecosystem.
  • Empowers advertisers to create custom queries and strategies leveraging Amazon DSP and Sponsored Ads.
  • Provides first-party data on customer behavior and purchase patterns.

The Mechanics Behind AMC

The Amazon Marketing Cloud is adept at:

  • Collecting and evaluating a wide array of advertising data.
  • Offering advertisers an exhaustive view of their campaign performance, allowing for deep-dive queries into insightful information.
  • Precisely pooling together various signals from Amazon Ads campaigns including ad impressions, clicks, and attributed conversions to furnish a rich dataset for comprehensive analysis.

Maintaining strict adherence to privacy standards in line with Amazon’s policies is foundational to AMC. By utilizing the Amazon Marketing Cloud Clean Room, which operates exclusively with pseudonymized datasets within its AWS-backed solution, AMC empowers advertisers to:

  • Leverage robust analytics tools.
  • Create tailored queries that dissect customer engagement with advertisements.
  • Hone their marketing techniques for more effective targeting.
  • Craft strategies that resonate uniquely across different consumer groups.

This level of adaptability grants advertisers the power not only to refine outreach tactics but also to engage diverse audience demographics with heightened precision.

The Role of AMC in Advertising Strategies

By integrating Sponsored Ads with Amazon DSP within the AMC framework, advertising campaigns on Amazon can increase in reach and efficiency. Utilizing both pay-per-click and programmatic ads, AMC boosts advertising strategies by allowing advertisers to:

  • Combine the targeted approach of sponsored brands with the broader scope of DSP campaigns.
  • Develop more adaptive and effective advertising initiatives.
  • Ensure that their ad campaigns resonate effectively with their intended audience while aligning with specific marketing goals.

AMC plays a pivotal role not just in campaign performance but also as an instrumental ally for advertisers by providing them with:

  • The ability to make informed decisions based on data.
  • Customization options tailored specifically for market demands.
  • A methodical path towards fulfilling business aims through each advertisement campaign.

With access to AMCs insights, qualified advertisers are equipped to optimize these advantages. In pursuit of triumphant outcomes within their advertising ventures.

Setting Up Your Amazon Marketing Cloud Account

Embarking on your Amazon Marketing Cloud journey begins with establishing an Amazon Marketing Cloud account. This step is fundamental in harnessing AMC’s comprehensive features to their fullest extent. It’s critical when initiating your Amazon ads strategy to define a clear business intention, be that escalating sales figures, elevating brand visibility, or fortifying customer fidelity. Insights drawn from the Amazon Marketing Cloud should serve as navigational aids for strategic planning by aligning them directly with these objectives. Understanding what you aim to achieve allows you to employ insights from AMC in addressing commercial challenges effectively and crafting data-informed strategies tailored specifically toward meeting those goals.

To initiate your engagement with AMC:

  1. Reach out to an Amazon Ads account executive who will assist in navigating the setup process.
  2. Assign someone within your organization as an administrator responsible for overseeing the management of the Amazon Marketing Cloud account.
  3. Grant access to team members poised for analyzing and applying invaluable insights derived from AMC’s rich data pool.

Starting in this manner ensures that efforts associated with your work with the Amazon Marketing Cloud are well-organized, easily accessible, and strategically positioned for attaining successful outcomes.

Eligibility and Access Requirements

To leverage the power of instructional queries and tap into the extensive advertising data within Amazon Marketing Cloud, advertisers must meet certain eligibility criteria and access prerequisites. Access to this platform is reserved for committed, prepared advertisers. To gain entry into AMC, you need an active Amazon DSP Master Service Agreement and should have conducted campaigns within the last 28 days to show your current participation in Amazon’s ad space.

Securing access to AMC requires more than simply meeting agreement terms; it also necessitates technical proficiency. Advertisers must be skilled in SQL and proficient in navigating both the web-based UI and API offered by AMC to extract actionable insights from their campaigns efficiently. While there’s no extra cost for AMC usage once minimum spend thresholds on DSP advertisements are reached, setting up a customized clean room configuration is essential for conducting secure and compliant data analysis activities within this environment.

Registration Process for AMC

After meeting the necessary eligibility criteria, you can kickstart the process of acquiring your Amazon Marketing Cloud account by filling out a request form. This initial step grants access to AMC’s advanced analytics and reporting features. If collaborating with an agency, they can streamline the creation of AMC entities for you, streamlining the process.

Next, it’s crucial to set up an Amazon Ads API developer account, which involves establishing a Login with the Amazon application. This step is essential for seamlessly integrating your operations within the Amazon Marketing Cloud into the broader framework of Amazon Ads.

Once these steps are completed, the AMC team will proceed to generate an AMC instance specific to your needs and supply a blueprint for configuring an AWS S3 bucket. This dedicated storage area is designated for housing your AMC reports, rich datasets ready for exploration and analysis towards gaining valuable insights.

Amplifying Campaign Success with AMC Tools

Once your Amazon Marketing Cloud account is established, the next step involves deploying AMC tools to boost the success of your ad campaigns. These tools are the keys to unlocking the full potential of your advertising strategies, providing access to detailed event-level data such as DSP impressions, clicks, and purchase events. With AMC at your disposal, you can directly connect your KPIs with outcomes, understanding the true impact of your ads across the entire media mix.

AMC’s capabilities include:

  • Constructing custom queries tailored to your unique measurement needs.
  • Analyzing pseudonymized signals for audience targeting and optimization.
  • Exploring correlations between customer engagements and audience features.
  • Identifying the most responsive segments to focus your efforts.
  • Easily perform analytics with AMC Certification for those with SQL expertise, validating your ability to analyze marketing efforts across various channels and generate actionable insights.

Audience Analysis and Segmentation

Delving into audience analysis and segmentation through AMC allows you to:

  • Develop tailored audiences and personas for specific advertising campaigns.
  • Merge your proprietary data with AMC to construct audience personas that align with your brand’s ethos.
  • Launch strategic advertising efforts calibrated to engage directly with your target customers.
  • Utilize the segmenting capabilities of AMC to create customized groups based on distinct user traits, such as product preference and loyalty levels.
  • Enhance your marketing strategies by incorporating detailed targeting nuances.

The platform offers deep insights into engaging audience clusters, shedding light on diverse consumer behaviors and preferences. This invaluable intelligence assists in understanding various purchasing patterns, enabling advertisers to refine their strategies effectively to meet the needs of their target demographic. By establishing custom audiences within AMC, these can be activated seamlessly through Amazon DSP for focused targeting purposes, optimizing the impact and efficiency of your data-informed promotional endeavors.

Cross-Channel Media Performance Insights

In the current environment where media is diverse and scattered, it’s essential to analyze the cumulative effect of your various advertising channels. The insights provided by AMC into cross-channel media performance empower marketers to:

  • Examine how each type of media uniquely contributes.
  • Adjust their campaign strategies for better outcomes.
  • Assess the role Amazon media plays in driving sales both within different types of Amazon stores and on direct-to-consumer platforms.
  • Gain a holistic understanding of how their overall media approach is performing.
  • Refine their mix of advertising mediums for optimal results.

AMC’s analytical capabilities also delve into assessing different advertising formats, including display ads, pay-per-click (PPC), and streaming TV advertisements. This provides advertisers with profound knowledge about how these ads affect consumer behavior throughout their purchasing path. Such deepened comprehension allows them to leverage unique opportunities presented by each format that may enhance audience engagement and improve conversion rates.

Utilizing AMC Data for Optimized Ad Campaigns

AMC’s extensive data is an invaluable tool for refining advertising campaigns. Indicators such as ad impressions, clicks, and conversions attributed to the ads are essential in measuring the success and scope of these campaigns. This platform offers flexibility in crafting queries that align perfectly with specific marketing objectives. By clearly defining a business case for insights, AMC data can be harnessed effectively to drive desired outcomes and ensure that your advertising strategies resonate.

Digging deeper into campaign performance through AMC’s advanced reports provides detailed event-level information about interactions with ads and subsequent purchases by consumers. These granular details offer advertisers critical insights not just for evaluating their current campaigns but also for ongoing improvement of their advertising efforts using concrete, actionable information.

Understanding Customer Journey Through AMC Reports

AMC reports deliver in-depth analysis of the customer journey, offering advertisers insight into how their marketing initiatives shape consumer actions and choices. These reports monitor how often and in what order potential customers interact with campaigns, providing a more defined view of their influence on conversion rates. Through AMC’s tracking capabilities, advertisers can assign specific values to each touchpoint along a customer’s path to purchase, delivering an intricate depiction of their route toward making a buy.

Through custom attribution, a standout feature within AMC, advertisers can evaluate the comprehensive influence that different media channels and campaign initiatives exert in guiding a customer toward conversion. This in-depth analysis enables adjustments that improve strategies aimed at not only boosting conversions but also fostering repeat business. In doing so, it enhances every aspect of the consumer journey, from initial awareness to final action.

Analyzing Campaign Metrics for Top Business Priorities

In the landscape of advertising, campaign metrics serve as essential navigational tools for charting your strategic path. Insights gleaned from AMC data provide clarity on how different advertisements and their combinations impact conversion rates, offering tangible evidence of effective strategies and areas for improvement.

For example, insights from AMC data have uncovered that exposure to a variety of ad formats can boost new-to-brand purchase ratios by up to 250%. These individual performance metrics lay the groundwork for assessing shifts in market demand relative to marketing investment, aiding in the refinement of marketing initiatives to better align with overarching business goals.

Advertisers benefit considerably through customized attribution models provided by AMC, gaining heightened insight into their ads’ comprehensive influence. This empowers them to synchronize campaign metrics seamlessly with top business priorities, an essential strategy ensuring advertising budgets are spent judiciously in pursuit of fulfilling principal company goals.

Advanced Features and Paid Options in AMC

To the standard offerings of AMC, there are enhanced functions and premium options available that can significantly enhance the scope and depth of insights into your campaigns. These paid features build upon the core functionalities by allowing advertisers to track purchases made without ad influence and analyze users who have not been exposed to any advertisements. One such feature is Audiences for AMC, which enables sophisticated audience segmentation, thereby enhancing targeting capabilities that could lead to increased precision and effectiveness in advertising efforts.

While investing in these advanced capabilities comes with additional costs, they provide advertisers with deeper analytical access to data that may offer a distinct competitive advantage. By opting for these paid features, advertisers are empowered to fully leverage AMC’s potential, optimizing their advertising strategies into more effective tools capable of delivering unparalleled success rates.

Media Mix Analysis and Optimization

The media mix analysis feature within AMC is indispensable for advertisers aiming to assess campaign impact throughout the marketing funnel. This analysis facilitates advertisers in comprehending the contribution of each media component to their overarching strategy, empowering them to optimize budget allocation for improved return on investment. By closely examining the performance of various media types, advertisers can dynamically adjust their tactics, ensuring that their advertising budget is utilized in the most efficient manner.

With AMC, media mix optimization becomes a data-driven process, grounded in the comprehensive understanding of campaign performance. This functionality empowers advertisers to allocate resources wisely, maximizing the impact of their advertising efforts and driving meaningful results across the marketing funnel.

Leveraging AMC Effectively for Amazon DSP Campaigns

For those utilizing Amazon DSP (Demand-Side Platform), AMC is a game-changer. By creating a highly tailored audience based on the aggregate data of ad engagements and conversions across channels, Amazon DSP campaigns can be supercharged to new heights of targeting precision and effectiveness. AMC’s comprehensive insights enable advertisers to fine-tune their campaigns, ensuring each ad reaches the most receptive audience and maximizes the potential for conversion.

Moreover, integrating AMC into Amazon DSP campaigns elevates the sophistication of your advertising endeavors. The depth and breadth of data analyzed within AMC ensure that targeting is not merely based on broad strokes but on a nuanced understanding of user interactions and behaviors. This results in more informed targeting decisions and ultimately, enhanced campaign performance that resonates deeply with your target audience.

Cost-Benefit Analysis: Is AMC Right for You?

When conducting a cost-benefit analysis of AMC, it’s crucial to weigh the advantages of data-driven insights against the related costs and necessary technical expertise. The decision to invest in AMC should not be taken lightly, as it involves a significant commitment of both time and resources.

However, the value that AMC offers through its wealth of data and advanced analytics cannot be overstated. While there are indeed costs associated with its use, including potential additional expenses for paid features, the comprehensive marketing solutions provided by AMC can be invaluable for advertisers aiming to make strategic, data-driven decisions. It’s a matter of weighing these associated costs against the potential for enhanced campaign insights and improved advertising effectiveness.

Assessing AMC’s Value Proposition

Evaluating AMC’s value proposition involves considering its detailed campaign insights and audience targeting capabilities. Advertisers gain in-depth insights into their ad performance, which can vastly improve the efficiency and effectiveness of campaigns. The ability to understand customer shopping journeys provides valuable data that can be used to target and retarget customers effectively, potentially leading to increased sales and customer loyalty.

Additionally, AMC enables advertisers to assess the impact of their media mix on sales, aiding in the optimization of budget allocation for better ROI. The value AMC provides extends beyond simple metrics, it offers a strategic advantage, empowering advertisers with actionable insights that can significantly influence the success of their advertising initiatives. This value needs to be weighed against the cost and effort involved, but for those seeking a comprehensive, data-driven marketing solution, AMC is a compelling choice.

Navigating the Technical Aspects of AMC

Navigating the technical intricacies of AMC demands expertise in SQL, mastery of Amazon Ads API, and comprehensive knowledge of AWS services. These technological prerequisites are essential for maximizing the utility of AMC, providing advertisers with access to robust data handling, analysis, and visualization tools. Within AMC’s framework, reports stem from SQL queries. These can be exported as CSV files or transferred directly to an S3 bucket within AWS for secure storage while adhering strictly to privacy standards regarding data.

AWS offerings support a complete spectrum of data processes that encompass:

  • Securely housing data in designated AMC S3 buckets.
  • Implementing transformation procedures on datasets residing in preliminary staging areas within S3.

It is vital to manage finances prudently since employing various components of AWS through AMC comes with associated charges despite the absence of licensing fees.

Amazon recommends utilizing the functionality available through the AWS Cost Explorer tool when setting budgets and controlling expenses judiciously, this ensures advertisers harness all advantages provided by AMC without financial imprudence.

Technical Resource Familiarity

To make the most of AMC, possessing a technical resource adept in AMC SQL is essential. This proficiency enables advertisers to effectively:

  • Manage and capitalize on the data within AMC.
  • Construct queries and interpret their results.
  • Improve reporting capabilities, thereby enhancing advertising campaigns’ outcomes.

Mastering AMC SQL transcends mere technical ability. It also offers a strategic advantage.

To maximize the functionalities provided by Amazon Web Services, users must possess an Amazon Web Services account and proficiency in SQL. The seamless integration of these skills and tools ensures that advertisers can adeptly navigate the AMC platform, gaining comprehensive insights into their data and translating them into actionable strategies aligned with marketing objectives.


As we conclude this exploration of Amazon Marketing Cloud, it’s clear that AMC is not just a platform but a powerful ally in the quest for advertising excellence. Its robust analytics and data-driven insights offer unprecedented clarity into the advertising landscape, empowering advertisers to craft campaigns that resonate with precision and purpose. Whether you’re analyzing customer behavior, segmenting audiences, or optimizing your media mix, AMC stands as a beacon that guides you toward marketing success. Embrace the data, harness the tools, and let AMC be the wind in your sails as you navigate the ever-evolving world of digital advertising.

Frequently Asked Questions

The Amazon Marketing Cloud (AMC) serves as a powerful analytical tool designed to deliver comprehensive insights into the reach, frequency, and influence of marketing campaigns. It upholds user privacy while facilitating decisions in marketing that are based on data analytics.

Adhering to stringent privacy protocols, AMC safeguards user confidentiality by pooling data and delivering results that encapsulate the activities of a minimum of 100 distinct users. This ensures advertisers receive only generalized, anonymous data summaries.

For proficient utilization of AMC, possessing technical SQL expertise is pivotal. This skill, coupled with adeptness in maneuvering through AMC’s web-based UI and API, is crucial for crafting tailored queries and gleaning insightful data about campaigns from the system.

Yes, there are costs involved in utilizing AMC, such as AWS services for storing and analyzing data. Additionally, there are paid features within AMC that offer advertisers extended insights.

Certainly, AMC data is a valuable resource for enhancing Amazon DSP campaigns. It facilitates audience targeting refinement and enables analysis of engagement and conversion metrics, leading to improved campaign performance.

Employing this approach can result in outcomes that are both more effective and accurately tailored to specific campaign goals.

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