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How are Brands Using AMC? Best Practices and Use Cases

The Amazon Marketing Cloud, or AMC, is an extremely valuable tool for helping eCommerce sellers advertise their products on Amazon. However, many people do not utilize the AMC to its fullest extent and are missing out on practices that can grow their businesses.

What is AMC?

To better understand AMC, we must first define what AMC is. Amazon Marketing Cloud is a data clean room environment that enables advertisers on Amazon to look cohesively at their data across all their channels and media. Because of this, AMC is a powerful tool that helps advertisers better understand their true positioning, both on and off Amazon.  

AMC allows advertisers to splice their data in a seemingly infinite number of ways, which means that the use of this tool is highly variable based on the type of seller or brand that is using it. Regardless of your type of brand, there are a few common use cases of AMC that can help you optimize your advertising experience.

Use 1: Better Understand Campaign Performance

AMC allows you to pull data from both your sponsored ads and DSP campaigns into one place to better understand how these different advertising programs affect each other.  

For example, Pacvue’s AMC plug-in shows advertisers an overlap report which shows which combination of ad types across both channels are most effective at driving conversion and NTB (New to Brand) conversions. Based on this data, many brands have been able to optimize their budget and targeting strategies between ad types to increase their conversion rates and sales volume.    

Use 2: Identify Best Audiences to Target

AMC pulls in rich audience insights that allow advertisers to better understand which demographics are viewing and purchasing their products most often.  

The granularity of the audience data provided through AMC has allowed many advertisers to optimize their display tactics to focus on the audiences that are optimal for conversions and engagement.  

Use 3: Measure Performance with Customized Attribution Models

All Amazon advertising performance is attributed on a last-touch basis. AMC allows brands and sellers to look at their purchases on Amazon through multiple different attribution models including a fully customized option, moving beyond the limitations of last-touch attribution so that they can better understand the impact of earlier touchpoints within a customer’s journey.  

For example, you can give credit to both the first interaction in a purchase journey as well as the last interaction in the same path to ensure that you are getting a more comprehensive picture of what is driving sales.    

Use 4: Create New Audiences Based on AMC Data

The recent addition of AMC Audiences has enabled many advertisers to target potential customers in new and more granular ways through their DSP campaigns.  

A few examples of the types of audiences that can be used are keyword-based audiences, NTB purchaser retargeting audiences, channel overlap audiences, and more! 

If you have any questions on AMC, please do not hesitate to reach out!


Author
Anne Harrell

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