Discover the Advanced Analytical Capabilities of Amazon Marketing Cloud
Advanced Analytics
Customer Journey Analysis
Cross-Campaign Measurement
Build Customizable Reports
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Working with Brandwoven has been a game-changer for Fresh News Cat Litter. Their expertise in Amazon marketplace management for pet products has streamlined our operations and significantly boosted our sales performance. The team's proactive approach to managing our brand and leveraging search and DSP advertising strategies has led to impressive growth and visibility. We have seen triple digit growth since partnering with Brandwoven. We highly recommend Brandwoven to any brand looking to drive revenue and grow market share on Amazon.
The Impact of AMC
AMC has truly been a game changer for our marketing team with regards to strategically and efficiently growing brands on Amazon and beyond. The ability and insight it provides in terms of new-to-brand customer acquisition effectiveness across all ad types, targeting nuanced audiences, and analyzing the ad combination purchase paths that provide the greatest effectiveness have been particularly impactful. With AMC being made available to all Amazon advertisers as of October of last year, now is a perfect time to lean in and leverage it to elevate your brand’s performance on Amazon.
Average Monthly Ad Spend We Manage
YoY Increase in Sales Per Click Across All Managed Brands
Unleashing Your Amazon Potential: A Guide to Leveraging Amazon Marketing Cloud
Introduction: Decoding the Data Goldmine
Amazon’s advertising ecosystem has become a massive, data-rich arena for brands. Consider that Amazon’s ad revenue hit $56.2 billion in 2024 – a 20% jump from the previous year, underscoring Amazon’s status as a juggernaut in digital media. This tremendous scale means there’s a goldmine of shopper data waiting to be tapped for competitive advantage.
As marketing on Amazon matures, brands are shifting from intuition to data-driven strategies. However, traditional Amazon advertising reports often fall short in this new landscape. Historically, performance metrics were siloed by ad product – with Sponsored Ads and DSP data separate – making it impossible to understand how different campaigns influence a shopper’s journey. In other words, standard reports couldn’t connect the dots across touchpoints or provide a holistic customer view. To truly optimize campaigns, marketers need unified, granular analytics beyond what the default dashboards offer.
Enter Amazon Marketing Cloud (AMC) – the key to unlocking deeper insights and optimized campaigns. AMC is a secure, privacy-safe, cloud-based “clean room” solution for advanced analytics on Amazon advertising data. In simple terms, AMC allows advertisers to analyze anonymized, event-level Amazon Ads data (impressions, clicks, purchases, etc.) across campaigns and even combine it with their own data for custom analysis. By structuring queries (via SQL) in this cloud environment, brands can answer complex questions about customer behavior and campaign performance – going far beyond what traditional reports provide. The result is unprecedented transparency into how consumers discover, consider, and buy products on Amazon.
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Key Benefits of Amazon Marketing Cloud
Key Benefits of Amazon Marketing Cloud
- Deeper customer journey insights: AMC provides an in-depth understanding of customers’ journeys across different Amazon media and channels. Brands can map out the entire path to purchase – from the first ad view to final sale – uncovering which touchpoints matter most and how shoppers behave before converting. This helps optimize every stage of the funnel, ensuring no critical moment is missed.
- Cross-campaign measurement: With AMC, marketers can finally measure the combined impact of various advertising efforts (e.g. Sponsored Products, Sponsored Brands, Sponsored Display, and DSP) in one place. The platform unifies formerly siloed data to give a holistic view of campaign performance. For example, AMC’s analytics can reveal how a DSP video ad and a Sponsored Product ad might together contribute to a sale, versus operating in isolation. These cross-campaign insights enable smarter budget allocation and coordinated strategies that boost overall ROI.
- Customizable reporting and analytics: Amazon Marketing Cloud offers flexible, customizable reporting on event-level data across multiple datasets. Advertisers aren’t limited to pre-baked metrics – you can tailor queries and build reports to answer your specific business questions. Whether you want to segment performance by audience type or attribute sales to touchpoints, AMC puts the power in your hands. Moreover, you can visualize results and even integrate third-party or offline data for richer analysis, all within a privacy-safe environment.
- Advanced analytics via SQL: AMC’s analysis is powered by SQL queries, giving skilled marketers or analysts the ability to dig very deep into the data. This means you can perform sophisticated analyses – from custom attribution models to lifetime value calculations – by writing your own queries. (For those less familiar with SQL, Amazon has introduced easier interfaces and instructional queries to get started.) The bottom line is that AMC delivers a level of analytical depth previously unseen in Amazon advertising. If you can dream up a question, you can likely answer it with the right SQL query in AMC.
In short, Amazon Marketing Cloud turns Amazon’s data trove into actionable intelligence. Rather than relying on surface-level metrics, brands can now uncover why campaigns perform the way they do and how to optimize them. It’s a game-changer for advertisers seeking an edge. And navigating this powerful tool is where having the right partner makes all the difference.
Brandwoven is one such partner – an expert guide to help you harness AMC’s full potential. As a full-service Amazon consultancy, Brandwoven has extensive experience in marketplace data and strategy, and was founded on the principle of driving measurable growth for brands. In the following sections, we’ll dive deeper into how AMC works in tandem with Amazon’s Demand-Side Platform, explore practical ways to leverage AMC insights, and showcase real-world success stories. By the end, you’ll see why experts like Brandwoven view AMC not just as a tool, but as a strategic advantage in today’s Amazon-driven commerce world.
The Power Duo: AMC and DSP for Deeper Insights
To fully appreciate AMC, we must understand its close partner: Amazon DSP (Demand-Side Platform). Amazon DSP is an advertising platform that allows brands to programmatically buy display, video, and other ads to reach audiences both inside and outside of Amazon. In other words, DSP enables you to reach Amazon shoppers on Amazon’s own sites (like Amazon.com, IMDb, Twitch, etc.) and across a vast network of third-party websites and apps, using Amazon’s rich shopper data for targeting. It’s a crucial tool for scaling your reach and engaging potential customers wherever they spend time.
Amazon DSP campaigns generate a wealth of data on impressions, clicks, views, and conversions – but by itself, DSP’s reporting provides only standard aggregated metrics. This is where Amazon Marketing Cloud supercharges DSP. AMC acts as the connective tissue, linking DSP exposure data with shopper behavior data to provide deeper analysis of campaign performance. By feeding Amazon DSP campaign events into AMC (which happens automatically for advertisers using both), marketers can go beyond the basic metrics and dive into behavioral insights. For example, AMC can reveal whether users who saw a certain DSP video ad later searched for the brand on Amazon, or how many ad impressions it typically takes before a shopper makes a purchase. This kind of granular, cross-source analysis is invaluable for refining your programmatic advertising strategy.
When used together, AMC + DSP form a power duo that opens up new possibilities for advertisers. Let’s look at a few key synergies unlocked by combining these tools:
- Audience Expansion: Amazon DSP already offers robust audience targeting, but AMC takes it a step further. Advertisers can use AMC to build bespoke audience segments using cross-channel signals – for instance, combining DSP ad engagement data with Amazon shopping data over the past year. These custom audiences might identify high-value shoppers (e.g. people who viewed your product multiple times but didn’t purchase) or reach new customers who resemble your buyers. You can then directly activate these AMC audiences in DSP campaigns, extending your reach to very precise targets. In practice, this means finding new customers beyond Amazon’s pre-defined segments, using your unique insights to drive growth.
- Attribution Modeling: One of the toughest challenges in advertising is crediting each channel for its role in a sale. AMC enables advanced attribution analysis for your Amazon DSP campaigns alongside other Amazon ad channels. Rather than relying solely on DSP’s last-touch attribution, you can use AMC to perform multi-touch attribution – evaluating how each ad exposure (DSP display ad, Sponsored Product click, etc.) along the customer journey contributes to the conversion. This custom attribution modeling provides a precise ROI for your DSP investments by showing how they drive incremental sales when combined with other tactics. Armed with these insights, you can optimize budgets more effectively. For example, if AMC analysis shows that an early-funnel DSP video ad often assists conversions that are later closed by sponsored ads, you might decide to maintain, or increase spend on that video ad even if its immediate ROAS looks low. AMC gives the full picture of influence.
- Campaign Optimization: Ultimately, the goal of deeper insights is better decision-making. By analyzing AMC data, advertisers can continually refine their DSP campaigns. You might discover, for instance, that a certain frequency of ad exposures yields the best conversion rate, or that some creative messages resonate more with a key audience segment. With AMC, these discoveries are possible through querying detailed data (like conversion rates by frequency, time lag between ad views and purchase, etc.). Brands can then loop those learnings back into DSP – adjusting audience targeting, creative, frequency caps, and budget allocation in near-real-time. This closed-loop of insight and action leads to ever-improving performance. In fact, Amazon itself notes that by combining privacy-centric data from AMC with DSP’s activation power, advertisers get a comprehensive solution that unlocks deeper audience insights and optimizes campaign performance. In short, AMC makes your DSP smarter, and DSP makes your AMC insights immediately actionable.
Together, Amazon Marketing Cloud and Amazon DSP provide advertisers with a full-funnel, data-informed approach. AMC supplies the “why” and “how” behind your campaign results, while DSP executes the strategy and reaches shoppers at scale on and off Amazon. For multi-channel marketing managers, this duo is particularly powerful: you can drive awareness with DSP’s expansive reach and then measure true incremental impact through AMC’s analytics. By leveraging both, brands can confidently expand audiences, attribute sales across touchpoints, and fine-tune campaigns — ultimately squeezing more value from every advertising dollar.
Practical Applications: How to Leverage AMC Data
Customer Journey Analysis
Customer Journey Analysis
One of the most powerful uses of AMC is analyzing the customer journey on Amazon in detail. Instead of looking at isolated campaign metrics, AMC lets you stitch together the full sequence of events that led up to a purchase – across all Amazon ad touchpoints. For example, you might discover that many customers first saw a Sponsored Brands video, later clicked a Sponsored Product ad, and finally made a purchase after a remarketing ad on DSP. With traditional tools, understanding this path to purchase was extremely difficult, but AMC allows advertisers to string together customer shopping journeys, providing a much richer picture of everything that influenced the final sale.
Using AMC’s event-level data, you can perform path-to-purchase analysis and identify the most common sequences of engagements before conversion. Are customers typically searching for your brand after seeing a video ad? Do they engage with multiple ads over several days, or convert on the same day? AMC can answer these questions. These insights help optimize each touchpoint: you might adjust your ad messaging to better assist the research phase if you find many shoppers compare products before buying or ensure consistent branding across ad formats to reinforce recognition throughout the journey.
Furthermore, AMC’s customer journey analysis isn’t limited to on-Amazon behavior. If you import additional data (like an email campaign or external traffic source), you could analyze how off-Amazon touchpoints interplay with Amazon ads in driving sales. The end result is a comprehensive view of the shopper’s decision process. Marketers can use this to ensure that every step – from awareness to consideration to purchase – is effectively supported. By optimizing the customer journey, you reduce drop-offs: when each interaction is aligned and informed by data, more shoppers make it through to purchase. In summary, AMC turns the nebulous journey into a map of actionable insights, pinpointing where to double down and where customers may need a better experience.
Audience Segmentation & Targeting
Audience Segmentation & Targeting
Another practical application of AMC is building refined audience segments and improving targeting strategies. Amazon’s advertising provides many audience options out-of-the-box (interests, in-market shoppers, etc.), but AMC allows you to create highly customized segments based on your specific customer data and behaviors. Because AMC can integrate multiple data sources, you can segment audiences by demographics, purchase history, browsing behavior, and even engagement with past ads. For example, you might use AMC to identify a segment of customers who viewed a particular product detail page several times but never purchased, or shoppers who bought from you a year ago and haven’t returned since. These granular segments are incredibly valuable – they enable precise retargeting and personalized messaging that generic segments might miss.
With clearly defined segments in hand, you can then activate them in ad campaigns. AMC allows you to push these custom audience lists into Amazon DSP for targeting. This means your DSP ads can reach, say, that group of high-intent browsers with a special offer, or re-engage lapsed customers with a new product launch – essentially, turning insights into actionable campaigns. Even within Amazon’s sponsored ads, AMC insights can inform targeting; for instance, you might discover demographic trends that lead you to adjust which products you promote to which audience.
Segmentation goes hand-in-hand with personalization. AMC data can reveal differences in how segments behave – maybe younger shoppers respond to video ads while older shoppers prefer product ads, as an example. Using these insights, you can craft tailored ad creatives and offers for each segment, boosting relevance. External research consistently shows that more targeted campaigns yield higher conversion rates (for instance, one study found that personalized ads can drive a significant improvement in ROI). In practice, one Brandwoven client segmented its audience via AMC and discovered a cohort of business buyers (making bulk purchases) within its customer base; by targeting this segment with specific bulk-buy promotions via DSP, they dramatically increased average order value.
In short, AMC empowers you to know your audiences on a deeper level and reach them more effectively. By leveraging detailed segmentation and feeding those audiences into Amazon’s ad channels, you ensure your marketing messages hit the right people with the right context – which is the recipe for efficient, high-performing campaigns.
Cross-Campaign Performance Measurement
Modern Amazon marketing isn’t about one ad type in isolation – it’s an ecosystem. Shoppers might encounter your brand through a Sponsored Product ad, see a banner on a third-party site via DSP, and search organically on Amazon before buying. To optimize results, you need to measure performance across all these campaigns holistically. Amazon Marketing Cloud makes this possible by bringing all your Amazon advertising data together. It automatically collects metrics from Sponsored Products, Sponsored Brands, Sponsored Display, and Amazon DSP into one dataset, so you can analyze how they collectively drive outcomes.
Using AMC, a multi-channel manager can run reports that show, for example, the combined impact of Sponsored Ads and DSP on total sales. You might find that while Sponsored Products have the last-click attribution on most sales, a DSP ad earlier in the funnel improved the overall conversion rate by warming up the customer. AMC allows you to quantify these relationships. In fact, AMC’s media overlap analysis can determine which combinations of ad types yield the highest conversion rates (e.g. Sponsored Brands + DSP together vs. either alone). These insights guide better allocation of your budget across channels. If a certain synergy is driving conversions, you can ensure those campaigns are funded in tandem.
Cross-campaign measurement in AMC also helps avoid double-counting or miscrediting sales. Since all ad interactions are considered, you can develop attribution models (as noted above) that assign proper credit. For instance, instead of giving 100% credit to the last ad clicked, you might see that a video ad contributed 30% of the influence for a sale that a Sponsored Product ad closed. AMC lets you customize these models to fit your business reality. The result is a truer picture of Return on Ad Spend (ROAS) for your aggregate Amazon marketing efforts.
Crucially, this holistic measurement can reveal opportunities to optimize the mix of campaigns. You may discover diminishing returns in one channel and high potential in another. Without AMC, advertisers often optimize in silos (tweaking sponsored ads separately from DSP). AMC encourages a unified strategy: you might decide to shift spend from one type to another to maximize total impact, or coordinate messaging between sponsored ads and DSP so they reinforce each other. All these decisions stem from the data. By measuring cross-campaign performance with AMC, you ensure that your Amazon marketing machine is running at full efficiency – with every part working in concert toward your key objectives (whether that’s sales, new customers, or awareness).
Attribution Modeling
Understanding attribution – which ads truly drive conversions – is a perennial challenge in marketing. On Amazon, this can be especially tricky because a customer’s path can involve multiple ad types and touchpoints. Amazon Marketing Cloud empowers advertisers to move beyond last-click attribution and embrace a more nuanced, multi-touch model. In practical terms, this means you can assign credit to each advertising touchpoint proportional to its influence on the final sale.
For example, imagine a customer sees a Sponsored Brands video on Monday, clicks a Sponsored Product ad on Tuesday, and finally purchases on Wednesday after a retargeting ad. Rather than crediting 100% of the sale to Wednesday’s retargeting ad (last click), AMC allows you to analyze the contribution of Monday’s and Tuesday’s touches as well. You might find that customers who saw the video were 2x more likely to convert later – indicating the video deserves some credit. With this knowledge, you could build an attribution model (using AMC’s SQL queries) that perhaps assigns 50% credit to the last click, 30% to the Sponsored Product click, and 20% to the video view in this scenario. AMC lets you validate such models by testing different weighting and seeing how they explain your sales patterns.
Why is this important? Because optimizing solely on last-click ROAS can lead to missteps. It might cause you to undervalue upper-funnel ads that don’t get last clicks but are essential in driving awareness or consideration. AMC provides that full picture by revealing all the touchpoints in a customer’s journey and their interactions. With multi-touch attribution analysis in AMC, you gain a precise understanding of ROI for each element of your strategy.
This precision has direct financial implications. You can reallocate spend with confidence, knowing that when you invest in an early-funnel video or a mid-funnel display ad, the AMC data confirms how those ads contribute to downstream sales. Over time, an optimized attribution model in AMC will significantly improve your marketing efficiency – often boosting overall ROAS because you’re eliminating overspending on last-touch-heavy areas and supporting the tactics that truly create incremental sales. In summary, AMC brings clarity to attribution on Amazon, allowing you to credit and invest in the ads that actually drive results, not just those that appear to on the surface.
Product Development Insights
While Amazon Marketing Cloud is primarily a marketing tool, the insights it generates can echo beyond advertising and into product strategy and development. How so? By analyzing consumer behavior data, brands can identify patterns that suggest gaps in the market or opportunities for new products and improvements to existing ones. Every interaction a customer has with your Amazon presence – what they search for, which products they compare, which features they respond to – is a data point that can inform your product roadmap.
For instance, using AMC, a brand could analyze which search queries are leading customers to their ads or pages. If you find a significant volume of searches for a product attribute that your current lineup doesn’t offer, that’s a strong indicator of unmet demand – perhaps inspiring the development of a new product variant. Similarly, AMC can help correlate advertising engagement with product feedback. By linking, say, ad engagement data with reviews or ratings (if that data is integrated in the clean room), you might spot trends such as certain product features driving higher repeat purchase rates. Those insights could guide your R&D team to double-down on popular features or address pain points that are limiting customer lifetime value.
Another angle is looking at cross-product and cross-category insights. AMC might reveal that customers who buy your product often also buy a complementary product that you don’t offer – signaling a potential expansion opportunity. Or perhaps certain ad campaigns show unexpectedly strong performance in a specific region or with a specific customer demographic; this could lead to ideas for region-specific product bundles or new sizes/flavors that cater to that subgroup. Essentially, AMC data allows you to peer into consumer preferences and behaviors at a granular level, which is incredibly valuable for product managers and innovation teams.
Brands at the forefront are already using data to drive product decisions, and AMC adds a rich dataset to that decision-making. Imagine being able to tell your design team, “Our analytics show a lot of customers are looking for X when buying our product, maybe we should incorporate X into the next model,” or telling your merchandising team that “customers who viewed our eco-friendly line ended up buying elsewhere – perhaps we need to expand our sustainable product range.” These are actionable business insights extracted from marketing data. By leveraging AMC in this way, you ensure your product development aligns closely with market signals and customer needs, increasing the chance of new product success. It’s a virtuous cycle: better products lead to better marketing results, which produce more data to further refine products.
Case Studies: Real-World Success with AMC
Amazon DSP & AMC Grow Revenue for Pet Litter Brand
Explore how Brandwoven used Amazon DSP and AMC insights to grow awareness and revenue for a leading pet litter brand.
- 46% Year-Over-Year Revenue Increase
- 8M+ Ad Impressions Generated
This case study highlights different facets of AMC’s impact – from efficiency gains and ROI improvement to audience expansion and omni-channel sales lift. The brand gained unprecedented visibility into their performance drivers thanks to Amazon Marketing Cloud. They were able to make data-backed changes to their campaigns that delivered outsized results. It’s also worth noting that these successes were achieved in partnership with Brandwoven, reinforcing that having the right analytical talent or consulting support can amplify AMC’s value.
For multi-channel managers reading this white paper, the takeaway is clear: investing in AMC analytics pays off. Whether your goal is to drive more sales without more spend, improve your advertising ROI, acquire new customers, or optimize your media mix, AMC provides the insights to get you there. The numbers above are proof that leveraging AMC can translate into substantial, measurable business growth.
Brandwoven: Your Partner in AMC Mastery
As we’ve seen, Amazon Marketing Cloud can unlock transformational insights for your Amazon marketing – but harnessing its full potential often requires expertise, experience, and strategic know-how. This is where Brandwoven comes in. As a leading Amazon consulting and managed services partner, Brandwoven specializes in helping brands achieve marketplace success through data-driven strategies. We don’t just set up campaigns; we work as an extension of your team to interpret the data, uncover actionable insights, and implement changes that drive growth.
Brandwoven’s team lives and breathes the Amazon marketplace. With over $1 billion Amazon sales managed since our agency opened 8+ years ago, and 32 Amazon specialists on our team, it’s no surprise that we’ve developed a deep understanding of what moves the needle on Amazon. Our experts are adept at using advanced tools like AMC and Amazon DSP, and we stay at the forefront of new features and techniques. When you collaborate with Brandwoven on your AMC strategy, you get the benefit of this specialized knowledge. From day one, we focus on measurable impact – aligning every analysis and recommendation to your business KPIs, whether that’s increasing ROAS, growing category share, or improving customer lifetime value.
What truly sets Brandwoven apart is our philosophy of all-in collaboration. We believe in working closely with our clients, integrating with your goals and processes so we can together achieve breakthrough results. When we partner with you, we take a holistic view of your brand’s position and craft a tailored game plan. AMC is a powerful tool in that plan, and we ensure it’s configured and utilized in the way that best serves your unique strategy. We’ll identify which AMC use cases make the most sense for you – be it detailed customer journey mapping, advanced audience building, or custom attribution models – and then execute those analyses, translating the findings into concrete campaign optimizations.
Brandwoven also brings a track record of delivering results. We pride ourselves on showcasing client achievements through case studies, testimonials, and data-driven evidence of success. In engagements similar to the ones described in this paper, we have helped brands significantly boost their Amazon performance. In each scenario, Brandwoven turned insights into action, and action into outcomes.
When you choose Brandwoven as your partner, you gain not only technical expertise with Amazon Marketing Cloud, but also a strategic advisor invested in your success. We handle the heavy lifting of data crunching and SQL queries, then distill the findings into plain-language recommendations your whole team can rally around. Furthermore, our services extend across the entire Amazon funnel – from content optimization to inventory management – so we ensure any changes prompted by AMC insights are executed smoothly in the broader context of your Amazon operations. Our adaptive, customized approach empowers brands to excel and drive growth by optimizing their presence and performance in online marketplaces.
In a rapidly changing marketplace environment, having a partner like Brandwoven who is agile, knowledgeable, and results-focused can be the catalyst that moves you from data to decisive action. We stay on top of Amazon’s latest innovations (including updates to AMC itself) so you don’t have to worry about missing opportunities. Our goal is straightforward: to maximize your Amazon potential by leveraging every insight available – and Amazon Marketing Cloud is a centerpiece of that mission.
Unlock the Power of AMC with Brandwoven
Brandwoven is here to help you transform your marketing performance. We invite you to reach out for a free Amazon Marketing Cloud consultation or audit. Let us assess your current strategy, show you where the data goldmine lies, and chart a path to higher growth and ROI using AMC. With Brandwoven as your guide, you can turn Amazon’s vast data into your competitive advantage.
Contact us today to start your journey toward data-driven Amazon success – and let’s weave your brand’s story into the next big success case.