Amazon Marketing Cloud (AMC): How It Works, Features & Benefits

Introduction

If you’re a new brand owner, Amazon’s ads can be tricky. It’s tough to stand out. This is where Amazon Marketing Cloud (AMC) comes in.

It’s a key tool from Amazon. It uses data and analytics to help advertisers improve their ad campaigns.

Amazon Marketing Cloud helps advertisers understand shopper behavior and trends across Amazon’s platforms.

We’ll cover the basics and advanced AMC strategies. This will help you feel in control and confident in your ads.

What is Amazon Marketing Cloud?

Amazon Marketing Cloud is a robust data analysis tool designed for Amazon Advertising. AMC allows brand owners and advertisers to explore large datasets.

They can gain insights into their ads, audience behavior, and campaign performance. Amazon’s Marketing Services include AMC. It helps brands make smart marketing choices and boost their impact.

You can liken Amazon Marketing Cloud to your Amazon Ad Agency in data form. It helps find the best ad placements and audience segments.

It also measures the profit impact of different ad strategies. With AMC, you create a secure, private data environment. It reveals valuable insights into customer interactions across Amazon channels.

Why is AMC important for advertisers and brands?

To boost its Amazon sales, a brand must know how customers use its products. AMC lets advertisers track all ad interactions on Amazon.com, Fire TV, and Alexa.

This ability to see across channels is priceless. It helps brands use data to better target audiences and run successful campaigns.

Amazon Marketing Cloud has an impact on brands in two key ways:

1. Cross-Channel Analysis: AMC shows how customers interact across platforms. This matters because today’s typical buyer engages with multiple platforms before they buy.
2. Privacy-Focused Insights: Amazon’s “data clean room” idea makes data anonymous. This lets you spot patterns without revealing sensitive details. It helps you follow data privacy laws, which play a bigger role in today’s ad world.

How Does Amazon Marketing Cloud Work?

The Amazon Marketing Cloud uses data from various Amazon channels. These include Fire TV, Alexa, and its shopping platform.

Advertisers can upload their first-party data. It will then match with Amazon’s audience data. It shows how customers interact with your ads across Amazon.

SQL analyzes this data. It lets advertisers create custom queries to extract specific insights. For example, check how often customers engage with an ad. Also, track how many times they view a product before buying. Finally, see which channels drive the most sales.

With SQL, you can extract insights. For example, you can find the average time it takes for a customer to convert after viewing an ad.

You can also find the most common path customers take before making a purchase. In real life, Amazon Marketing Cloud is your digital Amazon Advertising Agency.

It provides insights beyond standard analytics. It gives you more control over your ads’ performance.

3 Practical Examples of Amazon Marketing Cloud in Action

Seeing AMC in action provides valuable context on how its data-driven capabilities can be applied to real-world campaigns.

Example 1: Retargeting Cart Abandoners

Many potential customers add items to their cart but fail to complete the purchase. With AMC, brands can analyze the behavior of these cart abandoners and retarget them with ads that encourage them to return and finalize their purchase. Whether through personalized messaging or limited-time offers, AMC enables brands to re-engage these high-intent customers and reduce cart abandonment rates, driving more completed sales.

Example 2: Optimizing Ad Frequency Across Channels

AMC provides insights into how often customers need to see an ad before converting. For example, brands may find that a certain audience segment converts best after seeing an ad three times in a given week. With this information, advertisers can adjust their ad frequency to avoid ad fatigue and maximize conversions, ensuring that they strike the right balance between visibility and effectiveness.

Example 3: Analyzing ASIN Performance for Focused Ad Spend

Amazon Marketing Cloud allows advertisers to create ASIN-level queries, providing detailed insights into which products generate the most engagement and conversions. For brands with a diverse product catalog, this feature is invaluable for focusing ad spend on high-performing ASINs, ensuring resources are allocated to products with the highest sales potential. This approach can lead to better results from Amazon Listing Optimization and drive greater returns on ad investments.

Key Features and Tools of Amazon Marketing Cloud

Amazon Marketing Cloud has several robust features to help you improve your advertising on Amazon. Here’s a breakdown of some of the most valuable tools AMC provides:

1. Audience Segmentation

AMC has the ability to segment audiences. This lets you group your audience based on different metrics. These include browsing history, how often they buy, and how they interact with ads. This grouping helps you create campaigns that target specific audience groups better.

2. Attribution Models

One of AMC’s most valuable tools is its attribution feature. This tool lets you see how different channels and interactions lead to conversions. You can determine which ads or channels work best by looking at customer journeys. This insight allows you to adjust how you spend your budget.

3. Custom Reporting with SQL

AMC lets you build custom reports using SQL queries. This feature lets you customize your reports. You can focus on the data that matters most to your brand. For example, to check your top ASINs, SQL can help. It will find detailed info on them.

4. Data Visualization

AMC uses tools to turn complex data into easy-to-understand visuals. These graphics shine when you need to track your ads’ performance over time and spot trends. They help you make quick, fact-based choices.

SQL for Reporting in Amazon Marketing Cloud

Brand owners new to Amazon Marketing Cloud might find its SQL daunting. But, it’s one of AMC’s best features.

Here are some ways SQL can boost your Amazon PPC Management:

Creating Custom Audience Reports: SQL helps you define audience groups. You can choose factors like ad exposure or recent buying history. This lets you figure out which customer groups are more likely to buy.

Tracking Conversion Funnels: SQL lets you track conversion funnels. It shows how customers move from first seeing your product to buying it. Check conversion rates at different funnel stages. This will help you improve your funnel and use your resources where they’ll do the most good.

Campaign Analysis and ROI Calculation: Use SQL queries to find each campaign’s ROI. Compare costs to the sales they generated. This allows you to spend your ad money on campaigns and products that create the most profit.

Minimum Requirements and Eligibility to Use AMC

While Amazon Marketing Cloud offers a wealth of insights, it is a specialized tool that requires certain technical and operational capabilities. Here’s what your brand needs to be eligible for AMC:

Ad Spend Threshold

AMC is generally reserved for advertisers with significant ad spend, as it is designed to handle large datasets and provide insights that are most beneficial for brands with a substantial advertising presence. Brands that meet this threshold can take full advantage of AMC’s data-driven capabilities to maximize ad performance.

Technical Infrastructure

Since AMC uses SQL-based querying and requires data integration capabilities, brands should have the technical resources to manage and analyze data at scale. This includes having a skilled analytics team or data specialist who can effectively set up, monitor, and interpret custom SQL queries to generate insights relevant to your advertising goals.

Access to First-Party Data

One of AMC’s strengths is its ability to integrate first-party data with Amazon’s data. Brands that have a robust CRM or other customer data sources can enhance their AMC insights by matching this information with Amazon’s audience data. This creates a more detailed view of customer behavior, enabling advertisers to target effectively and achieve better results from their campaigns.

Commitment to Data-Driven Strategy

AMC is designed for brands serious about using data to drive growth. The tool provides advanced analytics capabilities that are best utilized by brands willing to refine their advertising approach based on insights. This commitment to data-driven decision-making ensures that brands make the most of what AMC offers, from segmentation to cross-channel attribution.

How to Register for Amazon Marketing Cloud (AMC)

Accessing Amazon Marketing Cloud is a strategic step that requires specific eligibility criteria. Here’s a breakdown of how to register and get started with AMC:

1. Verify Eligibility

Amazon Marketing Cloud is designed for advertisers with substantial data needs and advanced technical capabilities. Brands interested in using AMC should verify that they meet Amazon’s requirements, which typically include having a significant advertising spend and the ability to handle large datasets. Brands can consult with their Amazon account manager or representative to confirm eligibility.

2. Contact an Amazon Representative

To begin the registration process, you’ll need to reach out to an Amazon representative. If your brand already advertises on Amazon, your account manager will guide you through the steps to request access. This process may require a review of your ad spend, data usage needs, and infrastructure capabilities to ensure your brand is prepared to leverage AMC’s features.

3. Set Up Your AMC Dashboard

Once approved, Amazon will provide access to the AMC dashboard, where you can begin setting up your data integrations, running SQL queries, and configuring reports. Brands should work closely with their data and analytics teams at this stage to ensure that the setup aligns with their specific goals, such as tracking conversion rates, customer behavior, or ad performance.

4. Integrate Data Sources and Configure Queries

With the dashboard in place, brands can start configuring data integrations and setting up custom SQL queries to track KPIs. AMC allows for a high level of customization, so it’s essential to plan which metrics and insights will drive your advertising strategy forward.

Real-World Uses of Amazon Marketing Cloud

Looking at AMC in practice can give you a clearer picture of how to use its insights to boost your campaigns.

Here are some ways brand owners are using Amazon Marketing Cloud to boost their growth on Amazon:

Retargeting Cart Abandoners: Many potential buyers add items to their carts but don’t buy them. AMC lets you keep an eye on this and show these users ads made just for them. This makes it more likely to return they’lland buy what they left behind.

Optimizing Ad Frequency: AMC’s anAMC’scs help set ad frequency for your audience. For instance, AMC might tell you that showing an ad three times a week leads to more sales. Knowing this helps you avoid showing too many ads while getting the best results.

ASIN Performance Tracking: AMC’s ASAMC’sery features let you track individual products’ performance. This helps a lot when you want to improve Amazon listings for specific ASINs that get the most attention.

How to Optimize Campaigns with Amazon Marketing Cloud

To maximize Amazon’s marketing cloud, brand owners should plan. They should approach Amazon FBA Consulting and campaign management with that plan.

Here are some ways to improve your campaigns using AMC:

Data-Driven Campaign Adjustments: AMC’s data shows what works and what doesn’t. Use these insights to fine-tune your campaigns on the fly. Focus your resources on the channels, audiences, and ad types that get the best results.

Advanced Audience Targeting: AMC lets you refine your audience targeting. Use what you know about customer behavior. This includes their watch history, browsing, and responses to earlier campaigns. Targeting specific audiences boosts your chances of reaching the right customers with a resonant message.

AMC’s insights help you use your ad budget better. Focus on campaigns that give the highest returns. If some products or segments boost conversions, you can shift ad spend to them.

Benefits of Amazon Marketing Cloud for Advertisers

Amazon Marketing Cloud (AMC) offers a suite of powerful benefits designed to enhance advertising strategies, particularly for brands striving to make data-driven decisions and optimize their Amazon Advertising performance. AMC is ideal for both new and established brands looking to improve targeting, gain insight into customer behavior, and drive sales growth. Here’s how AMC empowers advertisers:

Enhanced Campaign Insights and Analytics

One of AMC’s most valuable benefits is its ability to provide deep insights into campaign performance across various Amazon platforms, such as Amazon.com, Fire TV, and even Alexa-enabled devices. AMC aggregates data from these sources, allowing brands to understand which ads resonate most with audiences and which channels drive the highest engagement and conversions. These insights allow advertisers to refine their ad spend and messaging to achieve optimal results.

Improved Targeting and Audience Segmentation

AMC enables brands to create custom audience segments based on behavioral data, including browsing patterns, purchase frequency, and engagement metrics. This granular approach helps advertisers craft personalized messages for specific customer segments, enhancing ad relevance and increasing the likelihood of conversions. This audience segmentation feature is essential for brands aiming to build strong relationships with their customers through highly relevant and timely messaging.

Comprehensive Attribution Models

With AMC, brands can assess the contribution of different touchpoints in the customer journey, such as ads viewed on Amazon.com versus those on Fire TV. By understanding which channels play the biggest role in driving conversions, brands can allocate budget more efficiently and focus resources on the highest-performing strategies. This attribution capability is key to maximizing return on ad spend (ROAS) and refining campaigns based on real, actionable data.

Data Privacy and Compliance

AMC operates within Amazon’s “data clean room” framework, which anonymizes and aggregates data to protect user privacy. This allows brands to gather valuable insights without compromising customer data privacy, ensuring compliance with data protection regulations. For advertisers looking to maintain a data-compliant strategy, AMC’s privacy-focused design offers a secure and reliable solution.

Customized Reporting and SQL Querying

Amazon Marketing Cloud provides advertisers with advanced SQL-based querying capabilities. This allows brands to create custom reports tailored to specific KPIs, such as conversion rates, ad reach, or sales attributed to particular ad groups. Customizable reporting is crucial for brands that need insights beyond standard metrics, enabling them to make strategic decisions that are unique to their business goals.

How Eva Can Help?

Amazon advertising is tough. It’s hard to run efficient, profitable campaigns. They require precise data analysis and constant optimization.

Eva is a game-changing partner for brands wanting to grow on Amazon and other major marketplaces.

Eva Commerce, a top eCommerce tech firm, helps brands grow on Amazon, Walmart, TikTok, and eBay. It uses advanced tech and expert insights.

With Eva’s AI platform, businesses can use context-aware ads. It integrates key data, like inventory, conversion rates, and profit. This drives smarter, more efficient ad decisions.

AI-Driven Context-Aware Advertising

What sets Eva apart from other solutions is its unique context-aware AI platform. This platform combines data from all marketplaces, not just Amazon.

It gives brands a complete view of their ad strategy. By factoring in inventory, conversion rates, and profits, Eva’s AI adjusts your ad campaigns in real-time.

It ensures your ads are seen and optimized for performance and profit. For example, during a retargeting campaign using Amazon Display Ads, Eva’s AI can detect if a product’s inventory is low.

The platform would stop ads for that product. This could waste ad spending and lead to out-of-stock situations.

Instead, it would adjust the ad strategy in real-time to promote products with healthier stock levels. This precision helps brands avoid stockouts and maximize ad ROI.

Expert Support and Data-Driven Decision Making

Beyond AI, Eva offers expert support to help brands make data-driven decisions. The team at Eva doesn’t just hand over the tools.

They analyze your business data and recommend strategies to improve your ad campaigns. This includes Amazon PPC management, listing optimization, and product launch services.

Eva combines human expertise with AI insights. This ensures your campaigns are well-run and constantly optimized for peak efficiency.

Maximize ROI and Ensure Profitable Growth

Eva’s AI form integrates data on profitability metrics. It helps generate traffic. It ensures your campaigns focus on the products and strategies to boost your bottom line.

If you want to boost Amazon sales, improve account management, or launch products, Eva can help. It has the tools and expertise for lasting success.

Partner with Eva for Unmatched Results

Eva offers a complete solution. It will maximize your Amazon Display Ads and ad efforts. Eva uses AI and expert advice to keep your brand competitive in a fast-changing market.

Ready to optimize your Amazon Display Ads and drive accurate results?

Contact Eva today. Our AI-driven solutions can help you grow profitably in all marketplaces. Let us help you take your Amazon advertising to the next level and unlock your brand’s potential.

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