Amazon Marketing Cloud (AMC), a cloud-based database, aggregates data from various sources within Amazon to gain insights into customer behavior. While leveraging its potential requires technical proficiency such as SQL, AMC has evolved beyond sponsored ads to encompass diverse elements like TV streaming ads, Alexa ads, and more.
This platform facilitates a comprehensive analysis of the customer purchasing journey, spanning multiple touchpoints that typically unfold over 7-8 days with various ad exposures rather than a straightforward path. AMC empowers users to construct targeted audiences in DSP, identifying individuals who searched related terms but did not convert or added items to their wishlist.
Pro tip: To enhance your understanding of AMC, consider designating a team member or agency representative to become an AMC expert through certifications and training. While querying may require practice, the platform is accessible. Setting up AMC promptly is advisable to start accumulating historical data, even if immediate utilization is not planned, as the instance backfills 13 months of data.
Notably, new-to-brand data is exclusive to AMC for sponsored product ads, offering insights into keywords that drive incremental sales. Brent suggests initiating AMC if your monthly expenditure on Amazon Sponsored Ads exceeds $10k, emphasizing that it is free to use.
Don’t miss out on this Seller Session episode hosted by Danny McMillan! Catch up with Brent’s insights and highlights on the versatility of AMC for analyzing the customer journey, ad exposure frequency, gateway products, and customer lifetime value (CLTV). For those interested in Amazon PPC services, schedule a call with us.