Amazon Marketing Cloud 101

Amazon Marketing Cloud 101

By Elise Conlin
Data Science
Retail Media
Retail Strategy
December 6, 2023 · 3  min

Amazon Marketing Cloud (AMC) has grown in popularity since its release in 2021 and is known for its secure cloud computing capabilities. Amazon describes the platform as, “a secure, privacy-safe, and cloud-based clean room solution, in which advertisers can easily perform analytics and build audiences across pseudonymized signals, including Amazon Ads signals as well as their own inputs.” But, what does this actually mean, and what should advertisers know about AMC?


AMC is a necessary component to running an informed and effective Media Strategy on Amazon. It has become very apparent in the last 2 years that it is a pivotal tool for advertisers. I am excited to see where AMC takes us in the years to come!”

– Lexi Anderson, Lead Analyst, Services @ Momentum Commerce


How Can Advertisers Utilize AMC?

Backed by Amazon Web Services (AWS), AMC provides one central location for all performance metrics, a once unavailable feature. Connecting the various ad products, as well as hashed D2C data, allows advertisers to understand the impact of specific campaigns, ad formats, or audience targeting in a holistic view. Put simply, AMC allows advertisers to access cross-channel data that is needed to make more informed, data-driven marketing decisions.


What Are the Benefits of Using AMC?

  • Explore campaigns at a more granular level
    • Access campaign reach and frequency data
    • Identify total campaign impact across the marketing funnel
  • Customize queries based on your business needs
    • Understand the impact of specific media strategies
  • Assess and understand the various stages of a customer journey, and how certain media can contribute to sales
    • How do search & display play together? 
  • Access cross-media insights across various ad display types
    • Understand a media channel’s incremental value or the effectiveness of experimenting with different media combinations
  • Understand audience groups, and create more granular custom audience segments based on historical data that can be used across Prime Video, STV & DSP
  • One central, secure location for performance metrics. This data is safe, and cannot be accessed by Amazon
  • Establish engagement and conversion signals across channels (DSP, STV, Prime Video & D2C) for direct activation via Amazon DSP. This enables you to understand the impact of Amazon Media on D2C
    • AMC complements Amazon DSP reporting by providing cross-channel performance metrics.

An additional benefit, AMC Sandbox, was recently introduced at the Amazon Ads unBoxed Conference earlier this year. Advertisers can now simulate AMC activities in a secure and controlled environment until they are confident in the desired results. Users will be able to mimic ad signals exactly as they would occur, but with artificially generated signals that do not affect data. This is a wonderful learning resource that isn’t connected to live advertiser instances.


Leveraging AMC at Momentum Commerce

There are numerous ways to leverage AMC in order to drive strategic marketing decisions. Below, we’ve listed examples of common AMC analyses we’ve conducted at Momentum Commerce. (To visit the full case study, click here.)

Identifying Shopper Overlap: Where are customers making purchases- via D2C or Amazon? Where should you focus marketing efforts?

Path to Conversion: Are you curious about the journey a customer follows before ultimately making a purchase? How many ad products do they interact with? Which platform ultimately drives more conversions?

Lifetime Value (LTV): Which consumers have the highest LTV, and where are they converting?


For additional AMC resources, visit the Amazon Ads website here. Make sure to follow us on Linkedin for more Amazon-related insights! Have questions? Reach out to