Amazon generated over $47 billion in ad revenue in 2023, yet many brands still wonder what is Amazon Marketing Cloud and why they need it. The deeper they scale, the harder it becomes to understand what’s actually driving results across campaigns.
Amazon Ads includes Sponsored Products, Sponsored Display, and DSP. Each supports a different part of the advertising funnel. But the data stays separate, so marketers lose visibility and cannot use first-party data across campaigns.
In this guide, you’ll learn how AMC works, why it’s different from standard ad tools, and how it helps you gain deeper insight into retail media performance.
What Is Amazon Marketing Cloud?
Amazon Marketing Cloud is a secure analytics platform built to help advertisers understand how their Amazon Ads perform. It collects data from Sponsored Products, Sponsored Display, and DSP campaigns and organizes it in one place. Advertisers can use it to run custom queries and find out what drives results across their funnel.
The main purpose of Amazon Marketing Cloud is to solve the gaps in Amazon’s default ad reporting. Without AMC, advertisers often see scattered metrics and miss how upper-funnel ads affect lower-funnel sales. AMC connects those pieces by using first-party data in a privacy-safe environment that protects user information.
Marketers use AMC to track customer journeys, compare different ad types, and measure campaign success more clearly. It reveals how ads work together, not just in isolation. AMC also helps with custom reporting, better attribution, and deep campaign insights that go beyond surface metrics.
How Does Amazon Marketing Cloud Work?
Amazon Marketing Cloud starts by collecting detailed data from Amazon Ads campaigns. This includes event-level data like impressions, clicks, and conversions.
Advertisers can also add their own first-party data, such as purchase records or audience segments. All data is pseudonymized, meaning it removes personal details and replaces them with anonymous IDs for privacy protection.
- The combined data enters a secure environment called a data clean room, powered by AWS infrastructure.
- Marketers do not see personal information, only anonymized signals and patterns.
- SQL queries are used to explore how ads perform across channels like DSP, Sponsored Display, and Sponsored Products.
- The query engine returns answers in the form of aggregated insights, not raw or personal data.
Think of the process like preparing a recipe. Raw ingredients (data) are added to a sealed kitchen (clean room). A chef (SQL query) works with these inputs and creates a finished meal (insight report). You get answers without exposing any sensitive information.
This method reveals how different ad types work together across the funnel without breaking privacy rules. Each query produces clear, custom reports that show which ads led to results and how paths connect.
What Data Does AMC Use?
Amazon Marketing Cloud works by collecting different types of data from both Amazon Ads and the advertiser. This mix gives a clearer picture of campaign results across channels. AMC focuses on event-level logs that are accurate, detailed, and always privacy-safe.
To understand how AMC works, it helps to look at the three main types of data it uses.
Amazon Ads Event-Level Data
Amazon’s own platforms send data to AMC. These logs include every time someone sees or clicks on an ad, or takes action after. It includes Sponsored Display and DSP by default. Sponsored Products may need additional setup to work fully.
- Impressions: Track when an ad is viewed on Amazon or its extended network
- Clicks: Measure when users interact with an ad through tapping or selecting
- Conversions: Connect clicks to actions like purchases, add-to-carts, or other goals
Advertiser First-Party Data
Brands can add their own first-party data to get deeper insights. These files are pseudonymized before upload. AMC then matches the data to Amazon Ads performance to find patterns between ad exposure and actual customer behavior.
- CRM logs: Records of purchases, page visits, or newsletter sign-ups
- Loyalty program data: Tracks repeat shoppers or cross-platform engagement
- Anonymized IDs: All uploaded signals must protect individual identities
Third-Party and Cross-Channel Signals
AMC also accepts third-party or external signals if advertisers meet the platform’s requirements. This helps complete the picture when Amazon Ads alone is not enough. These signals support broader measurement and custom business cases.
- Surveys or panel data: Includes consumer insights collected outside Amazon
- Mobile app activity: Shows post-click behavior on brand apps or services
- Offline events: Supports retail tracking or in-store interactions if anonymized first
How AMC Differs from DSP and Amazon Ads Console
Amazon offers several tools for advertisers, but each serves a different purpose. The Amazon Marketing Cloud (AMC) focuses on deep analytics and custom queries.
In contrast, the Amazon DSP and Ads Console support media buying and surface-level reporting. These tools work differently, and each fits a specific type of advertising need.
The table below shows how AMC compares to DSP and the Ads Console across key features.
Feature | Amazon Ads Console | Amazon DSP | Amazon Marketing Cloud (AMC) |
Granularity | Basic aggregated metrics | Intermediate touch‑points and targeting | High granularity with event‑level logs and custom SQL queries |
Cross‑channel measurement | Mostly within Amazon ads | Some off‑Amazon inventory | Full cross‑channel view with advertiser raw signals and Amazon data |
Query flexibility | Pre‑built UI reports only | Pre‑set filters and segments | Custom query platform driven by SQL |
Real‑time capability | Near real‑time updates | Programmatic buying and reporting | Historical deep dives; not built for real‑time bidding |
Use case ideal | Entry-level campaign oversight | Large-scale media purchase & targeting | Brand requiring measurement vs reporting; deep analytics for strategy |
Some brands begin with the Ads Console to run basic campaigns and review simple performance metrics. DSPs become useful when they want to run display or video ads on a larger scale.
AMC is the best fit when brands need answers that basic reports cannot provide. These include questions about cross-channel impact, full-funnel attribution, and multi-touch conversions over time.
What Can You Do with Amazon Marketing Cloud?
Amazon Marketing Cloud isn’t just for viewing data. It helps brands answer questions that typical dashboards cannot. From understanding shopper behavior to improving budget decisions, AMC unlocks insights across the entire advertising funnel.
Below are real examples of what you can do with AMC and how brands use it in action.
Map the Shopper Journey Across Ad Types
A sporting goods brand noticed customers saw a video ad, then later clicked on a Sponsored Product. AMC helped the brand trace that full path from first view to final purchase. This analysis revealed that combining display and product ads raised conversions by over 20 percent.
Model Upper‑Funnel Impact on Sales
A beauty brand focused on awareness but lacked proof that early ads drove purchases. Using AMC, the brand linked upper‑funnel DSP impressions to conversions. With this media mix modeling, Amazon empowered the brand to shift budget to awareness with confidence and improved downstream sales results.
Segment High‑Value Shopper Audiences
An electronics retailer grouped shoppers who had viewed premium items but not yet purchased. They uploaded first‑party loyalty data and used audience segmentation on Amazon to create a “likely premium buyer” cohort. Then they activated that group in Sponsored Display and saw a jump in average order value.
Evaluate Ad Sequence and Overlap
A food‑brand campaign ran both Sponsored Brands and Display ads simultaneously. The question was which sequence worked best. Custom SQL in AMC revealed that seeing Display first, then Sponsored Brand, led to the highest lifetime value (LTV). The brand adjusted the campaign order accordingly and improved cost‑efficiency.
Optimize Campaigns with LTV Insights
A pet supplies brand wanted to find customers who bought again within six months. AMC offered the brand lifetime value modelling capabilities to identify repeat‑purchase cohorts. They then adjusted bids and creative for those segments. Results showed stronger customer loyalty and better return on ad spend.
Who Should Use Amazon Marketing Cloud (And Who Shouldn’t)
Not every advertiser needs a tool like Amazon Marketing Cloud. Some brands want basic reports. Others need a deeper way to study how their ads perform across different touchpoints. You must first identify where your brand fits to make the right choice.
Who Should Use AMC
Brands with large budgets and complex campaigns get the most from AMC’s query-based reports. These advertisers often use DSP, Sponsored Display, and even off-Amazon media together. They need tools to tie performance across those touchpoints.
- Enterprise brands running cross-channel advertising and looking for advanced attribution
- Agencies managing large accounts and needing deeper insight beyond standard dashboards
- DSP advertisers who want to study user paths or optimize the media mix more effectively
Who Shouldn’t Use AMC
Some advertisers may not need AMC’s advanced features. Brands that focus only on Sponsored Products will find little use. If you run basic campaigns and prefer drag-and-drop tools, AMC might be too complex.
- Small sellers who work within the Amazon Ads Console only and track performance using built-in reports
- Self-service advertisers who do not have in-house analysts or the ability to write SQL queries
- Low-budget teams that won’t benefit from AMC’s full capabilities without regular data exploration
How to Get Started with Amazon Marketing Cloud
Before you dive into analysis, you must request access to Amazon Marketing Cloud via your Amazon Ads representative. Your rep checks your eligibility and starts the onboarding process. Once approved, you will receive instructions on linking your Amazon Ads account and DSP account if you have one.
Next, you should ensure your Amazon DSP and Amazon Ads accounts are properly configured for data flow. Verify that your campaigns run across display, video, and other ad formats as needed. Having active campaigns and a sufficient budget will help unlock the full value of AMC.
Then you must set up data connections and create a secure infrastructure for analysis. In most cases, you need an AWS account and set up an S3 bucket for data storage. You should upload your pseudonymized first‑party data and grant permissions so the AMC system can view combined signals.
After the data is ready, you can choose query templates or build your own custom SQL queries inside the AMC environment. Use templates to speed up setup and learn basic use cases. Customize your queries to answer questions unique to your brand’s ad strategy.
Finally, you will visualise the results and turn insights into action. You should export aggregated reports into business tools or dashboards. Activate new audiences in Amazon DSP or adjust budget allocation. Partnering with an Amazon Ads partner network can speed implementation and ensure the best results.
Limitations and Considerations for AMC
Before diving deeply into analysis, you should recognize the boundaries of using Amazon Marketing Cloud. Every tool has trade‑offs, and understanding them increases your success rate.
Below is a clear table of main limitations, their impacts, and practical ways you can mitigate them.
Frequently Asked Questions(FAQs)
If you’re still unsure about using Amazon Marketing Cloud, you’re not alone. These common questions can help clarify how AMC works, what it requires, and how it fits into your advertising strategy.
No, DSP is not always required. AMC now supports access for advertisers using only Sponsored Ads. Some features still require DSP, but Console-only users can request AMC access directly or through a partner.
Yes, AMC offers pre-built query templates. You can also work with Amazon Ads partners who manage queries for you. However, having basic SQL knowledge or access to analysts still helps a lot.
No, Amazon Marketing Cloud does not provide real-time data. Reports are updated with a delay, usually 24 to 48 hours. This delay allows for data aggregation and privacy-safe processing.
Yes, AMC lets you export aggregated results. You can bring that data into external tools like Tableau or Power BI. However, the export process may require formatting or partner assistance.
Yes, AMC now supports Sponsored Ads users with self-service access. It gives stronger analytics, custom audience building, and deeper performance insights that go beyond standard Amazon Ads Console reports. Many advertisers use it without DSP access.
Struggling with AMC? Let Brand’s Bro Help You Win with It
Many brands unlock AMC, but few turn it into results. Without the right setup, it becomes a stalled tool. Teams often miss attribution signals or fail to link campaign structure to customer behavior. That’s where growth slows.
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