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How Can I Best Use Amazon Marketing Cloud?

How Can I Best Use Amazon Marketing Cloud?


In this comprehensive guide, we’ll delve into Amazon Marketing Cloud (AMC) and explore how you can harness its power to enhance your Amazon advertising strategies.

From understanding its core functionalities to practical applications, we’ll cover everything you need to know to make the most of this advanced tool.


Amazon Marketing Cloud (AMC) is a robust tool designed to provide detailed insights into your Amazon advertising campaigns.

By gathering comprehensive data across all your advertising efforts, AMC allows you to make informed decisions and optimize your strategies for maximum impact.

In this article, we’ll explore the various aspects of AMC and how you can utilize it to boost your Amazon sales and overall advertising performance.

What is Amazon Marketing Cloud?

AMC is a cloud-based data repository that aggregates signals from all your Amazon advertising activities.

Unlike traditional Amazon ads reporting, which provides basic metrics like clicks and conversions, AMC offers deeper insights into customer behaviors and ad interactions across different touchpoints.

By using structured query language (SQL), advertisers can extract specific data sets to answer complex business questions.

How Does AMC Work?

AMC operates by collecting and storing vast amounts of data from various Amazon advertising channels, including Sponsored Products, Sponsored Brands, Sponsored Display, and Amazon DSP (Demand Side Platform).

Advertisers can query this data to gain insights into customer journeys, ad performance, and overall campaign effectiveness.

Here's A Visual Representation Of Amc Data Flow Illustrating How

Key Differences Between AMC and Standard Ads Reporting

Traditional Amazon ads reporting focuses on individual ad performance metrics, whereas AMC provides a holistic view of your entire advertising ecosystem.

This includes cross-channel interactions, incremental ad exposures, and conversion pathways. By understanding these complex relationships, you can better allocate your advertising budget and improve overall campaign efficiency.

Reports and Insights Available in AMC

AMC offers a range of reports and insights that help you understand your advertising impact more comprehensively. Some of the key reports include:

Campaign Deep Dive for Reach and Frequency

This report helps you understand how often your ads are being seen and by how many unique users.

By analyzing reach and frequency, you can determine the optimal number of ad impressions needed to drive conversions without overspending.

Conversion Rate Analysis by Incremental Ad Exposure

This analysis shows how different levels of ad exposure affect conversion rates.

By identifying the most effective ad exposure levels, you can fine-tune your campaigns to maximize ROI.

Audience Insights

AMC provides detailed audience insights, including demographics, geographic locations, and behavioral data. This helps you tailor your ads to better target your ideal customers.

Custom Attribution Models

AMC allows you to create custom attribution models to better understand how different touchpoints contribute to conversions.

Whether it’s first-touch, last-touch, or linear attribution, you can analyze which interactions are most influential in driving sales.

Here's A Diagram Showing Different Types Of Attribution Models

Omni-Channel Impact Analysis

This report evaluates the impact of your Amazon ads across multiple channels, such as Sponsored Products, DSP, and OTT (Over-The-Top) video ads.

By understanding the synergistic effects of these channels, you can optimize your media mix for better performance.

How Eva Can Help

Eva Commerce is a leading eCommerce technology company dedicated to helping brands achieve profitable growth on Amazon, Walmart, and other marketplaces.

Our unique AI platform, combined with expert support, enables brands to optimize their advertising strategies and make data-driven decisions.

Eva’s AI platform is the only context-aware advertising solution that integrates inventory levels, conversion rates, and profitability metrics across all marketplaces, not just Amazon.

Our experts analyze this data to determine the best actions for your advertising campaigns, ensuring maximum efficiency and ROI.

As an Amazon Advanced Partner and Walmart Strategic Solution Partner, Eva also collaborates with industry giants like TikTok, eBay, Shopify, Google, Meta, Wayfair, Faire, and more.

By focusing on profitability, Eva ensures sustainable growth and helps brands invest in the most effective multimedia mix for their marketing efforts.

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Practical Applications of AMC

Now that we understand what AMC is and what it offers, let’s look at some practical applications:

Optimizing Ad Spend

By analyzing conversion rates by ad exposure, you can identify the optimal number of impressions needed to drive conversions.

This allows you to allocate your budget more effectively and reduce wasted ad spend.

Enhancing Audience Targeting

With detailed audience insights, you can create more targeted ad campaigns that resonate with your ideal customers.

This improves ad relevance and increases the likelihood of conversions.

Improving Cross-Channel Strategies

AMC’s omni-channel impact analysis helps you understand how different ad channels work together.

By optimizing your media mix, you can ensure a cohesive and effective advertising strategy across all touchpoints.

Here's A Chart Showing The Performance Of Various Ad Channels

Creating Custom Reports

AMC’s query capabilities allow you to create custom reports tailored to your specific business needs.

Whether you want to analyze the impact of a new product launch or assess the effectiveness of a holiday campaign, AMC provides the data you need to make informed decisions.

Getting Started with AMC

To get started with AMC, you’ll need to meet certain criteria and follow a few steps:

  1. Eligibility: Ensure you meet the minimum spending requirements on Amazon DSP, typically around $10,000 USD per month.
  2. Access: Contact your Amazon representative or a trusted agency like Eva Commerce to request access to AMC.
  3. Setup: Once you have access, set up your AMC instance and start collecting data.
  4. Querying: Use SQL to create queries and extract the data you need.
  5. Analysis: Analyze the data using tools like Google Looker or other visualization platforms.

Is AMC Right for You?

AMC is particularly beneficial for larger advertisers with substantial ad spend across multiple Amazon channels.

If you’re looking to gain deeper insights into your ad performance and optimize your strategies, AMC is a valuable tool. However, smaller advertisers or those not using DSP may find it less useful.

Leveraging AMC for Amazon FBA Sellers

For Amazon FBA (Fulfillment by Amazon) sellers, AMC can be a game-changer.

By providing detailed insights into customer behaviors and ad performance, AMC enables FBA sellers to optimize their listings, enhance their advertising strategies, and ultimately drive more sales.

Keyword Optimization

AMC’s data can help you identify high-performing keywords and understand how different keywords impact your sales.

By incorporating these insights into your Amazon SEO strategy, you can improve your product visibility and attract more customers.

Product Launch Strategies

Launching a new product on Amazon can be challenging.

AMC can provide valuable insights into your target audience’s preferences and behaviors, allowing you to tailor your product launch strategies for maximum impact.

Inventory Management

One of the unique features of Eva’s AI platform is its ability to integrate inventory levels with advertising strategies.

By understanding the relationship between your ad performance and inventory levels, you can avoid stockouts and overstock situations, ensuring a seamless customer experience.

Image Description: A graph showing the correlation between ad performance and inventory levels, highlighting the importance of balanced inventory management.

Here's A Graph Showing The Correlation Between Ad Performance And Inventory Levels Highlighting

Frequently Ask Questions

What is Amazon Marketing Cloud?

AMC is a cloud-based data repository that aggregates signals from all your Amazon advertising activities.

How does AMC differ from traditional ads reporting?

AMC provides a holistic view of your entire advertising ecosystem, offering insights into cross-channel interactions and conversion pathways.

What types of reports can I generate with AMC?

You can generate reports on reach and frequency, conversion rate analysis, audience insights, custom attribution, and omni-channel impact.

How do I get started with AMC?

Contact your Amazon representative or an agency like Eva Commerce to request access and set up your AMC instance.

Is AMC suitable for small advertisers?

AMC is more beneficial for larger advertisers with substantial ad spend. Smaller advertisers may find traditional reporting sufficient.

What is custom attribution in AMC?

Custom attribution allows you to create personalized models to understand how different touchpoints contribute to conversions.

Can AMC data be integrated with other tools?

Yes, you can use visualization tools like Google Looker to analyze and present AMC data.

How does AMC ensure data privacy?

AMC uses hashed user IDs and aggregates data to maintain user privacy and comply with data protection regulations.

What is the cost of using AMC?

While access to AMC is free, there are costs associated with the resources needed to query and analyze the data.

How can Eva Commerce help with AMC?

Eva Commerce’s AI platform and expert support can help you make the most of AMC data, optimizing your advertising strategies for maximum efficiency and ROI.

Advanced Tips for Using AMC

To truly leverage the power of AMC, consider these advanced tips:

Segment Your Audience

Use AMC to create detailed audience segments based on behaviors, demographics, and purchase history.

By targeting these segments with tailored ads, you can increase engagement and conversion rates.

A/B Testing

Conduct A/B tests to determine the most effective ad creatives, formats, and placements.

AMC’s detailed reporting capabilities can help you identify which variations perform best, allowing you to optimize your campaigns continuously.

Analyze Customer Journeys

Understand the complete customer journey by analyzing the sequence of ad interactions that lead to a purchase.

This can help you identify the most influential touchpoints and optimize your ad placements accordingly.

Leverage Machine Learning

Consider integrating machine learning algorithms to analyze AMC data and predict future trends. This can help you stay ahead of the competition and adapt your strategies proactively.


Amazon Marketing Cloud is a powerful tool that can transform your advertising strategies by providing deeper insights and comprehensive data analysis.

Whether you’re looking to optimize ad spend, enhance audience targeting, or improve cross-channel strategies, AMC offers the capabilities you need to succeed.

Partner with Eva Commerce to leverage AMC’s full potential and drive profitable growth for your brand.

Ready to elevate your Amazon advertising? Book a free consultation with Eva Commerce and discover how our AI-powered platform can help you achieve your goals.


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