Amazons Marketing Cloud

30 Jan 2024

Toucan E-Commerce - Amazon Marketing Cloud
Toucan E-Commerce - Amazon Marketing Cloud
Toucan E-Commerce - Amazon Marketing Cloud

The main goal of any Amazon advertiser or e-commerce brand is to build awareness, reach new audiences and maximise their conversions and sales. Advertisers across the world always want to know what the demographic of their most engaging audience is, what ads and media mix brings the most conversions for brands and what locations drive the most sales. 

The Amazon Marketing Cloud (AMC) solves this challenge by providing detailed aggregated data solutions to advertisers. 

What is the Amazon Marketing Cloud? 

With the help of AMC, a safe, private, and cloud-based clean room solution, advertisers can quickly do analytics and create audiences using a variety of pseudonymized signals, including those from Amazon Ads and other sources. 

To give you a comprehensive picture of campaign performance, the AMC report combines data from advertisers' own data sets with information from Amazon Ad Campaigns, such as impressions, clicks, and conversions. 

How does the Amazon Marketing Cloud work? 

Since AMC is made to protect end users' privacy, user-level data is not displayed. Rather, it aggregates the behaviour of one hundred distinct users and presents the resulting information to the sponsors. It preserves the privacy of the client's personal information while enabling you to comprehend their journey. 

Through AMC, marketers can gauge the success of their full-funnel marketing campaigns and gain a deeper understanding of audience behaviour. 

Every customer who views or clicks on an advertisement on Amazon is assigned a distinct user_id. These user_ids can be unified in AMC, allowing you to track a customer's whole journey. Yet, you are unable to identify the customer.  

To put it simply, AMC keeps customer privacy while piecing together information from every ad impression and click. 

How advertisers can use AMC? 

Get new to brand insights 

Using AMC gives Sponsored Products and DSP campaigns unobstructed view into new-to-brand customer information. 

Imagine you are witnessing a situation where a campaign for a Sponsored Product has a low Return on Ad Spend (ROAS). However, after doing a comprehensive study with AMC, you find that a sizeable 70% of this campaign's sales are attributable to buyers who are new to the brand. Furthermore, the campaign's overall performance improves if you take note of the fact that these newly discovered brand loyalists make five repeat purchases on average. 

Reach broader audiences 

AMC can be used to assess the total number of people who have seen your brand's ads at different stages of the marketing funnel, such as awareness, consideration, and conversion. This enables you to understand how advertising campaigns affect various target segments and adjust your approach for maximum impact. Use AMC to create customised audience segments as well, considering things like past purchases, browsing habits, product affinity, and loyalty status. This method improves your accuracy and efficiency when targeting. 

Analysing Conversion Rates 

With customised attribution models, AMC provides increased transparency for examining the impact of different ad campaigns on conversion rates. Let's say, for example, that you find that employing a combination of Sponsored Display ads and Product Targeting ads yields a significantly greater conversion rate than using each campaign type separately. Equipped with this knowledge, you can create a thorough advertising plan that will increase sales without needlessly spending money on other kinds of campaigns. 

What are the benefits of AMC for advertisers? 

Advertisers may construct unique audiences prepared for campaign activations, obtain additional actionable data, and more precisely address measurement problems with AMC. Typical use cases that AMC can assist you with include: 

  • Assemble more comprehensive data for a specific campaign. 

  • Showcase the shopping experience of customers in terms of timing, frequency, and media exposure. 

  • Recognise the overall effects of the media mix and identify the incremental effects of specific media usage. 

  • Analyse the impact of Amazon media on sales through advertising D2C channels and different types of Amazon stores. 

  • To identify your ideal audience segments, look for correlations between audience attributes and engagement. 

  • Give points for different consumer touchpoints along the conversion route. 

  • Utilise ad engagement and conversion signals across channels and sources to build bespoke audiences for direct activation via Amazon DSP. 

  • Subscribe to Paid Features (beta) powered by Amazon Ads and third-party providers to expand the scope and depth of insights.  

What are paid features in AMC? 

You can use Paid Features to acquire even more advanced audience development and targeting capabilities. You can track users who bought a product organically, among other new use cases for your bespoke audiences, thanks to these functionalities.  You can measure customers who were not exposed to advertisements by using Paid Features. Customers who have seen your advertisements can be directly compared to those who haven't in terms of their behaviour. It's a fantastic technique to gauge the true effectiveness of your advertisements. 

What are the minimum requirements to use AMC?

AMC is not available to all users. For companies or advertisers to be eligible for AMC, they must have an Amazon DSP account.  These prerequisites must be met to use AMC. You must have an executed Amazon DSP Master Service Agreement You must have scheduled or executed campaigns on DSP during the previous 28 days. To make queries in the AMC database, you need proficiency with the SQL database language.  You must be logged into an AWS account.  17 international marketplaces—the US, Canada, Mexico, Brazil, Germany, Spain, France, Italy, the Netherlands, Sweden, the UK, Saudi Arabia, the United Arab Emirates, Australia, India, Japan, and Singapore—offer access to AMC.

FAQs 

What signals are available in AMC

Advertisers can get data on various parts of their Amazon Ads campaigns using AMC. This includes data like impressions, clicks, and conversions that are linked to advertisements. Advertisers are also able to submit their own pseudonymous inputs into a dedicated clean room environment on AMC.

How is AMC different from Amazon DSP reporting? 

By adding cross-channel media performance to its reporting capabilities, AMC improves upon the reporting elements already present in Amazon DSP. AMC's reports are the outcome of analyses using SQL queries. These results are transmitted to your Amazon Web Services S3 bucket or are provided as a CSV file that may be downloaded. However, pre-aggregated standard metrics are available through Amazon DSP reporting and can be retrieved on demand via the API or the Amazon DSP console. An assessment of the effectiveness of your media purchase and platform activities within Amazon DSP is made possible by this reporting feature. 

When Should I use Amazon Marketing Cloud to build custom audiences? 

Beyond using Amazon DSP audiences, AMC gives advertisers the ability to improve and customise their audience options. Advertisers can create audiences within AMC by utilising a lookback window of up to 12.5 months and cross-source and cross-media signals, such as ad engagement signals and advertisers' proprietary signals. Users are free to design their bespoke inquiries and can develop audiences that are in line with their advertising and business objectives. 

Advertisers should investigate Amazon DSP audience possibilities first, and then use AMC to create bespoke audiences that address more complex use cases, like multi-channel advertising, considerations for ad interaction, in-depth segmentation, or other particular circumstances. 

How is attribution using Amazon Marketing Cloud different from Amazon Attribution? 

While Amazon Attribution measures how well non-Amazon media works to drive on-Amazon interaction, AMC's customised attribution mainly assesses the effectiveness of Amazon Ads campaigns. We view both as complementary solutions, and we recommend using both at the same time to get a more complete picture of marketing attribution. 

Amazon Marketing Cloud Summary 

All things considered, AMC is a strong and all-inclusive option for companies trying to maximise their marketing expenditures. With its omni-channel impact analysis, tailored audiences, clean room environment, and cutting-edge subscription-based features, AMC gives organisations a competitive edge in the constantly changing digital marketplace. 

Brands may enhance targeting and personalisation, increase ROI, and obtain insightful knowledge about the behaviour and engagement of their customers by utilising AMC's extensive suite of tools and services. Investing in a platform such as AMC is essential for brands hoping to stay ahead of the curve and achieve success with their marketing endeavours, since the landscape of digital marketing and advertising keeps changing. 

The main goal of any Amazon advertiser or e-commerce brand is to build awareness, reach new audiences and maximise their conversions and sales. Advertisers across the world always want to know what the demographic of their most engaging audience is, what ads and media mix brings the most conversions for brands and what locations drive the most sales. 

The Amazon Marketing Cloud (AMC) solves this challenge by providing detailed aggregated data solutions to advertisers. 

What is the Amazon Marketing Cloud? 

With the help of AMC, a safe, private, and cloud-based clean room solution, advertisers can quickly do analytics and create audiences using a variety of pseudonymized signals, including those from Amazon Ads and other sources. 

To give you a comprehensive picture of campaign performance, the AMC report combines data from advertisers' own data sets with information from Amazon Ad Campaigns, such as impressions, clicks, and conversions. 

How does the Amazon Marketing Cloud work? 

Since AMC is made to protect end users' privacy, user-level data is not displayed. Rather, it aggregates the behaviour of one hundred distinct users and presents the resulting information to the sponsors. It preserves the privacy of the client's personal information while enabling you to comprehend their journey. 

Through AMC, marketers can gauge the success of their full-funnel marketing campaigns and gain a deeper understanding of audience behaviour. 

Every customer who views or clicks on an advertisement on Amazon is assigned a distinct user_id. These user_ids can be unified in AMC, allowing you to track a customer's whole journey. Yet, you are unable to identify the customer.  

To put it simply, AMC keeps customer privacy while piecing together information from every ad impression and click. 

How advertisers can use AMC? 

Get new to brand insights 

Using AMC gives Sponsored Products and DSP campaigns unobstructed view into new-to-brand customer information. 

Imagine you are witnessing a situation where a campaign for a Sponsored Product has a low Return on Ad Spend (ROAS). However, after doing a comprehensive study with AMC, you find that a sizeable 70% of this campaign's sales are attributable to buyers who are new to the brand. Furthermore, the campaign's overall performance improves if you take note of the fact that these newly discovered brand loyalists make five repeat purchases on average. 

Reach broader audiences 

AMC can be used to assess the total number of people who have seen your brand's ads at different stages of the marketing funnel, such as awareness, consideration, and conversion. This enables you to understand how advertising campaigns affect various target segments and adjust your approach for maximum impact. Use AMC to create customised audience segments as well, considering things like past purchases, browsing habits, product affinity, and loyalty status. This method improves your accuracy and efficiency when targeting. 

Analysing Conversion Rates 

With customised attribution models, AMC provides increased transparency for examining the impact of different ad campaigns on conversion rates. Let's say, for example, that you find that employing a combination of Sponsored Display ads and Product Targeting ads yields a significantly greater conversion rate than using each campaign type separately. Equipped with this knowledge, you can create a thorough advertising plan that will increase sales without needlessly spending money on other kinds of campaigns. 

What are the benefits of AMC for advertisers? 

Advertisers may construct unique audiences prepared for campaign activations, obtain additional actionable data, and more precisely address measurement problems with AMC. Typical use cases that AMC can assist you with include: 

  • Assemble more comprehensive data for a specific campaign. 

  • Showcase the shopping experience of customers in terms of timing, frequency, and media exposure. 

  • Recognise the overall effects of the media mix and identify the incremental effects of specific media usage. 

  • Analyse the impact of Amazon media on sales through advertising D2C channels and different types of Amazon stores. 

  • To identify your ideal audience segments, look for correlations between audience attributes and engagement. 

  • Give points for different consumer touchpoints along the conversion route. 

  • Utilise ad engagement and conversion signals across channels and sources to build bespoke audiences for direct activation via Amazon DSP. 

  • Subscribe to Paid Features (beta) powered by Amazon Ads and third-party providers to expand the scope and depth of insights.  

What are paid features in AMC? 

You can use Paid Features to acquire even more advanced audience development and targeting capabilities. You can track users who bought a product organically, among other new use cases for your bespoke audiences, thanks to these functionalities.  You can measure customers who were not exposed to advertisements by using Paid Features. Customers who have seen your advertisements can be directly compared to those who haven't in terms of their behaviour. It's a fantastic technique to gauge the true effectiveness of your advertisements. 

What are the minimum requirements to use AMC?

AMC is not available to all users. For companies or advertisers to be eligible for AMC, they must have an Amazon DSP account.  These prerequisites must be met to use AMC. You must have an executed Amazon DSP Master Service Agreement You must have scheduled or executed campaigns on DSP during the previous 28 days. To make queries in the AMC database, you need proficiency with the SQL database language.  You must be logged into an AWS account.  17 international marketplaces—the US, Canada, Mexico, Brazil, Germany, Spain, France, Italy, the Netherlands, Sweden, the UK, Saudi Arabia, the United Arab Emirates, Australia, India, Japan, and Singapore—offer access to AMC.

FAQs 

What signals are available in AMC

Advertisers can get data on various parts of their Amazon Ads campaigns using AMC. This includes data like impressions, clicks, and conversions that are linked to advertisements. Advertisers are also able to submit their own pseudonymous inputs into a dedicated clean room environment on AMC.

How is AMC different from Amazon DSP reporting? 

By adding cross-channel media performance to its reporting capabilities, AMC improves upon the reporting elements already present in Amazon DSP. AMC's reports are the outcome of analyses using SQL queries. These results are transmitted to your Amazon Web Services S3 bucket or are provided as a CSV file that may be downloaded. However, pre-aggregated standard metrics are available through Amazon DSP reporting and can be retrieved on demand via the API or the Amazon DSP console. An assessment of the effectiveness of your media purchase and platform activities within Amazon DSP is made possible by this reporting feature. 

When Should I use Amazon Marketing Cloud to build custom audiences? 

Beyond using Amazon DSP audiences, AMC gives advertisers the ability to improve and customise their audience options. Advertisers can create audiences within AMC by utilising a lookback window of up to 12.5 months and cross-source and cross-media signals, such as ad engagement signals and advertisers' proprietary signals. Users are free to design their bespoke inquiries and can develop audiences that are in line with their advertising and business objectives. 

Advertisers should investigate Amazon DSP audience possibilities first, and then use AMC to create bespoke audiences that address more complex use cases, like multi-channel advertising, considerations for ad interaction, in-depth segmentation, or other particular circumstances. 

How is attribution using Amazon Marketing Cloud different from Amazon Attribution? 

While Amazon Attribution measures how well non-Amazon media works to drive on-Amazon interaction, AMC's customised attribution mainly assesses the effectiveness of Amazon Ads campaigns. We view both as complementary solutions, and we recommend using both at the same time to get a more complete picture of marketing attribution. 

Amazon Marketing Cloud Summary 

All things considered, AMC is a strong and all-inclusive option for companies trying to maximise their marketing expenditures. With its omni-channel impact analysis, tailored audiences, clean room environment, and cutting-edge subscription-based features, AMC gives organisations a competitive edge in the constantly changing digital marketplace. 

Brands may enhance targeting and personalisation, increase ROI, and obtain insightful knowledge about the behaviour and engagement of their customers by utilising AMC's extensive suite of tools and services. Investing in a platform such as AMC is essential for brands hoping to stay ahead of the curve and achieve success with their marketing endeavours, since the landscape of digital marketing and advertising keeps changing. 

The main goal of any Amazon advertiser or e-commerce brand is to build awareness, reach new audiences and maximise their conversions and sales. Advertisers across the world always want to know what the demographic of their most engaging audience is, what ads and media mix brings the most conversions for brands and what locations drive the most sales. 

The Amazon Marketing Cloud (AMC) solves this challenge by providing detailed aggregated data solutions to advertisers. 

What is the Amazon Marketing Cloud? 

With the help of AMC, a safe, private, and cloud-based clean room solution, advertisers can quickly do analytics and create audiences using a variety of pseudonymized signals, including those from Amazon Ads and other sources. 

To give you a comprehensive picture of campaign performance, the AMC report combines data from advertisers' own data sets with information from Amazon Ad Campaigns, such as impressions, clicks, and conversions. 

How does the Amazon Marketing Cloud work? 

Since AMC is made to protect end users' privacy, user-level data is not displayed. Rather, it aggregates the behaviour of one hundred distinct users and presents the resulting information to the sponsors. It preserves the privacy of the client's personal information while enabling you to comprehend their journey. 

Through AMC, marketers can gauge the success of their full-funnel marketing campaigns and gain a deeper understanding of audience behaviour. 

Every customer who views or clicks on an advertisement on Amazon is assigned a distinct user_id. These user_ids can be unified in AMC, allowing you to track a customer's whole journey. Yet, you are unable to identify the customer.  

To put it simply, AMC keeps customer privacy while piecing together information from every ad impression and click. 

How advertisers can use AMC? 

Get new to brand insights 

Using AMC gives Sponsored Products and DSP campaigns unobstructed view into new-to-brand customer information. 

Imagine you are witnessing a situation where a campaign for a Sponsored Product has a low Return on Ad Spend (ROAS). However, after doing a comprehensive study with AMC, you find that a sizeable 70% of this campaign's sales are attributable to buyers who are new to the brand. Furthermore, the campaign's overall performance improves if you take note of the fact that these newly discovered brand loyalists make five repeat purchases on average. 

Reach broader audiences 

AMC can be used to assess the total number of people who have seen your brand's ads at different stages of the marketing funnel, such as awareness, consideration, and conversion. This enables you to understand how advertising campaigns affect various target segments and adjust your approach for maximum impact. Use AMC to create customised audience segments as well, considering things like past purchases, browsing habits, product affinity, and loyalty status. This method improves your accuracy and efficiency when targeting. 

Analysing Conversion Rates 

With customised attribution models, AMC provides increased transparency for examining the impact of different ad campaigns on conversion rates. Let's say, for example, that you find that employing a combination of Sponsored Display ads and Product Targeting ads yields a significantly greater conversion rate than using each campaign type separately. Equipped with this knowledge, you can create a thorough advertising plan that will increase sales without needlessly spending money on other kinds of campaigns. 

What are the benefits of AMC for advertisers? 

Advertisers may construct unique audiences prepared for campaign activations, obtain additional actionable data, and more precisely address measurement problems with AMC. Typical use cases that AMC can assist you with include: 

  • Assemble more comprehensive data for a specific campaign. 

  • Showcase the shopping experience of customers in terms of timing, frequency, and media exposure. 

  • Recognise the overall effects of the media mix and identify the incremental effects of specific media usage. 

  • Analyse the impact of Amazon media on sales through advertising D2C channels and different types of Amazon stores. 

  • To identify your ideal audience segments, look for correlations between audience attributes and engagement. 

  • Give points for different consumer touchpoints along the conversion route. 

  • Utilise ad engagement and conversion signals across channels and sources to build bespoke audiences for direct activation via Amazon DSP. 

  • Subscribe to Paid Features (beta) powered by Amazon Ads and third-party providers to expand the scope and depth of insights.  

What are paid features in AMC? 

You can use Paid Features to acquire even more advanced audience development and targeting capabilities. You can track users who bought a product organically, among other new use cases for your bespoke audiences, thanks to these functionalities.  You can measure customers who were not exposed to advertisements by using Paid Features. Customers who have seen your advertisements can be directly compared to those who haven't in terms of their behaviour. It's a fantastic technique to gauge the true effectiveness of your advertisements. 

What are the minimum requirements to use AMC?

AMC is not available to all users. For companies or advertisers to be eligible for AMC, they must have an Amazon DSP account.  These prerequisites must be met to use AMC. You must have an executed Amazon DSP Master Service Agreement You must have scheduled or executed campaigns on DSP during the previous 28 days. To make queries in the AMC database, you need proficiency with the SQL database language.  You must be logged into an AWS account.  17 international marketplaces—the US, Canada, Mexico, Brazil, Germany, Spain, France, Italy, the Netherlands, Sweden, the UK, Saudi Arabia, the United Arab Emirates, Australia, India, Japan, and Singapore—offer access to AMC.

FAQs 

What signals are available in AMC

Advertisers can get data on various parts of their Amazon Ads campaigns using AMC. This includes data like impressions, clicks, and conversions that are linked to advertisements. Advertisers are also able to submit their own pseudonymous inputs into a dedicated clean room environment on AMC.

How is AMC different from Amazon DSP reporting? 

By adding cross-channel media performance to its reporting capabilities, AMC improves upon the reporting elements already present in Amazon DSP. AMC's reports are the outcome of analyses using SQL queries. These results are transmitted to your Amazon Web Services S3 bucket or are provided as a CSV file that may be downloaded. However, pre-aggregated standard metrics are available through Amazon DSP reporting and can be retrieved on demand via the API or the Amazon DSP console. An assessment of the effectiveness of your media purchase and platform activities within Amazon DSP is made possible by this reporting feature. 

When Should I use Amazon Marketing Cloud to build custom audiences? 

Beyond using Amazon DSP audiences, AMC gives advertisers the ability to improve and customise their audience options. Advertisers can create audiences within AMC by utilising a lookback window of up to 12.5 months and cross-source and cross-media signals, such as ad engagement signals and advertisers' proprietary signals. Users are free to design their bespoke inquiries and can develop audiences that are in line with their advertising and business objectives. 

Advertisers should investigate Amazon DSP audience possibilities first, and then use AMC to create bespoke audiences that address more complex use cases, like multi-channel advertising, considerations for ad interaction, in-depth segmentation, or other particular circumstances. 

How is attribution using Amazon Marketing Cloud different from Amazon Attribution? 

While Amazon Attribution measures how well non-Amazon media works to drive on-Amazon interaction, AMC's customised attribution mainly assesses the effectiveness of Amazon Ads campaigns. We view both as complementary solutions, and we recommend using both at the same time to get a more complete picture of marketing attribution. 

Amazon Marketing Cloud Summary 

All things considered, AMC is a strong and all-inclusive option for companies trying to maximise their marketing expenditures. With its omni-channel impact analysis, tailored audiences, clean room environment, and cutting-edge subscription-based features, AMC gives organisations a competitive edge in the constantly changing digital marketplace. 

Brands may enhance targeting and personalisation, increase ROI, and obtain insightful knowledge about the behaviour and engagement of their customers by utilising AMC's extensive suite of tools and services. Investing in a platform such as AMC is essential for brands hoping to stay ahead of the curve and achieve success with their marketing endeavours, since the landscape of digital marketing and advertising keeps changing.