Amazon Marketing Cloud (AMC) is a measurement and analytics solution that gives advertisers deeper insights into campaign performance and shopper behaviour.
It allows brands to build custom audiences and measure impact holistically across the customer journey.
Key Features of AMC
- Custom Audiences: Segment audiences based on browsing and buying behaviour.
- Holistic Measurement: Understand how shoppers engage across touchpoints and ad types.
- Insight Expansion: Dive deeper into patterns and customer segments.
- Easy Usage: Use SQL queries or partner tools to access data.
- Signal Collaboration: Combine first-party and Amazon data.
- Privacy-Safe Environment: All data is aggregated and anonymised.
How Can You Use AMC?
With AMC, you can turn raw data into clear, actionable insights that help you reach the right customers, refine your ad mix, and maximise ROI.
- Discover which products customers buy after seeing ads.
- Identify overlap between audience segments.
- Tailor messaging based on previous behaviour.
- Optimise campaign mix across Sponsored Ads and DSP.
Beyond these insights, AMC also sheds light on the path to conversion — showing which ad types customers engaged with, and in what sequence, before purchasing. You can also explore time-to-conversion data, which highlights how long it typically takes customers to buy after their last ad exposure. Together, these metrics help you build more effective, data-driven strategies.
Types of Audiences You Can Build
The possibilities are vast when it comes to building custom audiences with AMC. Here are just a few examples:
- High-intent shoppers
- Repeat buyers
- Previous organic shoppers
- Lapsed customers
- Lookalike audiences
AMC is a powerful tool to inform smarter advertising and drive better ROI.
Want to learn how AMC can enhance your strategy? Get in touch with our experts today.
