Unlock Amazon’s Data Goldmine: Master Amazon Marketing Cloud

E-commerce is becoming more competitive every single day. At the same time, the complexities of Amazon advertising are skyrocketing. For Amazon sellers looking for a path forward in 2025, Amazon Marketing Cloud (AMC) offers a powerful solution. 

This post explores what AMC is, how it works, its key features, and the benefits it provides to brands aiming to level up their Amazon advertising strategies.

Whether you’re new to Amazon PPC, or an experienced seller, understanding AMC can give you a significant edge in your marketing efforts. 

We’ll cover both basic and advanced AMC strategies to help you feel more confident in managing your ad campaigns, from sponsored ads to display ads.

What is Amazon Marketing Cloud?

Amazon Marketing Cloud is a sophisticated data analysis tool that brings transparency to your Amazon advertising efforts. It allows advertisers to explore vast datasets, enabling them to make better strategic decisions and enhance their marketing effectiveness.

Key aspects of AMC include:

1. Secure data environment: AMC creates a protected space for analyzing customer behavior across various Amazon channels.
2. Comprehensive insights: The platform reveals valuable information about ad performance, audience insights, and campaign performance.
3. Impact measurement: AMC helps advertisers understand how different ad types affect their bottom line.
4. Strategic tool: Top Amazon management agencies use AMC to help eCommerce sellers find optimal ad placements and audience segments.

How is Amazon Marketing Cloud Different from Amazon Marketing Stream?

While both are advertising tools provided by Amazon, AMC and Amazon Marketing Stream serve different purposes:

Amazon Marketing Stream

• Delivers real-time, hourly data
• Focused on immediate campaign optimization
• Ideal for day-to-day ad campaign management

Amazon Marketing Cloud

• Comprehensive analytics platform
• Uses SQL queries for in-depth analysis
• Enables deeper strategic analysis of customer journeys and cross-media insights

In essence, Marketing Stream is for real-time campaign management, while Marketing Cloud allows for more profound, strategic analysis to inform long-term advertising strategies.

Why is AMC important for advertisers and brands?

Amazon Marketing Cloud (AMC) is crucial for advertisers and brands for several reasons:

1. Cross-Channel Insights: AMC provides comprehensive analytics across multiple platforms, allowing advertisers to analyze campaign performance for various Amazon sponsored ads types. This holistic view helps understand the complete customer journey.
2. Privacy and Data Management: Operating as a secure data environment, AMC enables analysis of customer behavior while maintaining privacy. It integrates with Amazon Web Services (AWS) for enhanced data processing.
3. Campaign Optimization: AMC facilitates sophisticated optimization of sponsored products campaigns and Amazon sponsored display ads. Advertisers can create custom audiences based on detailed audience segmentation, while Amazon attribution helps measure overall ad effectiveness.
4. Strategic Integration: Through Amazon DSP advertising, brands can optimize ad placement and campaign performance across multiple channels. This integrated approach helps Amazon sellers maximize their return on investment while maintaining optimal ad performance.

How Does Amazon Marketing Cloud Work?

Amazon Marketing Cloud operates by utilizing data from various Amazon channels, including Fire TV, Alexa, and its shopping platform. Here’s how it functions:

1. Data Integration: Advertisers can upload their first-party data, which AMC matches with Amazon’s audience data to show how customers interact with ads across Amazon.
2. SQL Analysis: AMC uses SQL (Structured Query Language) to analyze this data, allowing advertisers to create custom queries for specific insights. For example, advertisers can check customer engagement frequency with an ad or track the customer journey from ad view to purchase.
3. Custom Insights: With SQL, advertisers can extract detailed insights such as the average time for customer conversion after viewing an ad or the most common path customers take before making a purchase.
4. Advanced Analytics: AMC provides insights beyond standard analytics, giving advertisers more control over their ad performance and a deeper understanding of their advertising campaigns.

By leveraging these capabilities, AMC empowers advertisers to make data-driven decisions, optimize their marketing strategies, and improve overall campaign performance on Amazon’s platform.

3 Practical Examples of Amazon Marketing Cloud in Action

To illustrate how AMC’s data-driven capabilities can be applied to real-world campaigns, here are three practical examples:

1. Retargeting Cart Abandoners

AMC allows brands to analyze the behavior of customers who add items to their cart but don’t complete the purchase. Advertisers can then retarget these high-intent customers with personalized ads or limited-time offers, potentially reducing cart abandonment rates and driving more sales.

2. Optimizing Ad Frequency Across Channels

AMC provides insights into the optimal number of ad exposures needed for conversion. For instance, if data shows that a certain audience segment converts best after seeing an ad three times in a week, advertisers can adjust their ad frequency accordingly. This helps avoid ad fatigue while maximizing conversions.

3. Analyzing ASIN Performance for Focused Ad Spend

With AMC’s ASIN-level queries, advertisers can gain detailed insights into which products generate the most engagement and conversions. This feature is particularly valuable for brands with diverse product catalogs, allowing them to focus ad spend on high-performing ASINs and potentially improve returns on ad investments.

Key Features and Tools of Amazon Marketing Cloud

Amazon Marketing Cloud offers several powerful features to enhance advertising strategies:

Audience Segmentation: AMC enables advertisers to group audiences based on various metrics such as browsing history, purchase frequency, and ad interaction. This allows for more targeted and effective campaigns.

Attribution Models: The attribution feature helps advertisers understand how different channels and interactions contribute to conversions. By analyzing customer journeys, brands can optimize their budget allocation across various ad types and placements.

Custom Reporting with SQL: AMC allows for the creation of custom reports using SQL queries. This flexibility enables advertisers to focus on the data most relevant to their brand and extract detailed information on specific metrics or ASINs.

Data Visualization: AMC provides tools to transform complex data into easy-to-understand visuals. These graphics help track ad performance over time, identify trends, and facilitate quick, data-driven decisions.

These features and tools empower advertisers to make more informed decisions, optimize their Amazon advertising strategies, and ultimately improve their campaign performance across the platform.

 Enhanced Keyword Targeting with Amazon Marketing Cloud

Amazon Marketing Cloud offers advanced capabilities for keyword analysis and optimization across various ad types, including sponsored products, sponsored brands, and Amazon DSP advertising. By leveraging AMC’s insights, advertisers can refine their keyword strategies for better campaign performance and return on ad spend (ROAS). 

Comprehensive Keyword Analysis 

AMC allows advertisers to analyze keyword performance across different match types:

• Broad match: Offers the widest reach but may have lower relevance
• Phrase match: Provides a balance between reach and relevance
• Exact match: Offers the highest relevance but with a more limited reach 

By examining how keywords perform across these match types, advertisers can optimize their bidding strategies and budget allocation. 

Advanced Audience Insights 

AMC provides detailed audience insights that go beyond traditional keyword metrics. Advertisers can analyze:

• Customer search terms and their correlation with purchases
• Brand halo effect from sponsored ads on organic sales
• New-to-brand purchases driven by specific keywords 

These insights enable advertisers to create more targeted custom audiences and refine their overall marketing strategies. 

Cross-Channel Attribution 

With AMC, advertisers can track the customer journey across multiple touchpoints, including:

• Sponsored ads
• Display ads
• Video ads
• Audio ads
• Streaming TV ads 

This cross-channel view helps in understanding how different ad formats contribute to conversions and assists in optimizing the overall advertising campaign strategy. 

Integration with Amazon DSP 

AMC’s integration with Amazon DSP allows advertisers to:

• Analyze the performance of DSP campaigns alongside sponsored ads
• Create custom audience segments based on search behavior and ad interactions
• Optimize ad placement across Amazon’s owned and operated properties as well as third-party sites

Continuous Optimization 

AMC enables advertisers to continuously refine their keyword strategies by:

• Identifying underperforming keywords and replacing them with more effective alternatives
• Adjusting bids based on keyword performance and competition
• Expanding keyword lists with longtail and seasonal variations 

By leveraging these expanded capabilities of Amazon Marketing Cloud, advertisers can create more sophisticated and effective keyword strategies across their entire Amazon advertising portfolio, from sponsored products to DSP campaigns.

SQL for Reporting in Amazon Marketing Cloud

Brand owners new to Amazon Marketing Cloud might find working with SQL a bit overwhelming. However, 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.

How to Optimize Campaigns with Amazon Marketing Cloud

To maximize the benefits of Amazon Marketing Cloud (AMC), brand owners should approach their campaign management strategically. Here are some ways to improve your campaigns using AMC:

Data-Driven Campaign Adjustments: Use AMC’s insights to fine-tune your campaigns in real-time. Focus your resources on the channels, audiences, and ad types that yield the best results.

Advanced Audience Targeting: Leverage AMC’s audience segmentation capabilities to refine your targeting. Use customer behavior data, including browsing history and responses to previous campaigns, to reach the right customers with relevant messages.

Budget Optimization: AMC’s insights help allocate your ad budget more effectively. Shift ad spend towards campaigns and products that drive higher conversions and returns.

Benefits of Amazon Marketing Cloud for Advertisers

AMC offers several powerful benefits for brands looking to enhance their Amazon advertising strategies:

Enhanced Campaign Insights: AMC provides deep insights into campaign performance across various Amazon platforms, helping brands understand which ads and channels drive the highest engagement and conversions.

Improved Targeting and Audience Segmentation: Create custom audience segments based on behavioral data, enabling more personalized and relevant advertising.

Comprehensive Attribution Models: Assess the contribution of different touchpoints in the customer journey, allowing for more efficient budget allocation and strategy refinement.

Data Privacy and Compliance: AMC operates within Amazon’s “data clean room” framework, ensuring compliance with data protection regulations while providing valuable insights.

Customized Reporting: Advanced SQL-based querying capabilities allow brands to create tailored reports for specific KPIs, enabling strategic decision-making unique to their business goals.

These features empower advertisers to make data-driven decisions, optimize their Amazon advertising performance, and drive sales growth across the platform.

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.

Eva + AMC 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. Instead of wasting ad spend and leading to out-of-stock situations, Eva’s platform would stop ads for that product.

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.

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?

Eva’s 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.

Ready to maximize your Amazon advertising success? Contact Eva for expert-managed services that ensure optimal performance!