Amazon Marketplace
The power of Amazon Marketing Cloud (AMC) for performance advertising.
‘’With Amazon Marketing Cloud, we not only get deeper insights from campaigns, we actually improve business performance’’.
What is AMC?
AMC stands for Amazon Marketing Cloud, is a powerful analytics tool that helps brands track shoppers throughout their entire customer journey. It allows advertisers to combine campaign data and gain deeper insights into customer behavior, from the awareness stage all the way to conversion. According to our specialists, “AMC helps us uncover hidden patterns in customer behavior and better understand the impact of different campaigns.”
By unifying data from Sponsored Ads, DSP, and even external sources, AMC provides a holistic view that goes beyond standard performance metrics. Brands can use these insights to make smarter decisions and optimize every stage of the funnel. We’ve seen it firsthand, and research backs it up:
When marketing is driven by data, brands connect better with their customers and see stronger returns.
Tools like Amazon Marketing Cloud make it easier to understand what’s really working, so you can focus your efforts where it matters most.
How does AMC work?
We currently use Amazon Marketing Cloud (AMC) in two main ways:
1. Generating insights
By combining all available Amazon campaign data, from both Sponsored Ads and DSP, AMC allows us to generate valuable insights. We can analyze how long it takes customers to purchase, identify key demographics, and see which ads influenced conversions. This helps us understand the full impact of both lower- and upper-funnel campaigns.
For example, we can uncover:
- How long, on average, a customer takes to place an order.
- What demographic characteristics a customer has.
- What ad types customers saw before they proceeded to purchase.
The latter is particularly relevant because conversion-driven campaigns often generate immediate sales, while campaigns aimed at awareness and consideration have a greater impact on long-term results. AMC helps us better understand and demonstrate the added value of these campaigns.
2. Building and accessing target audiences
Through Amazon Marketing Cloud (AMC), we gain access to these rich data segments, allowing us to go beyond standard targeting methods. This opens up two powerful options for building high-performing campaigns:
- Use existing audiences: such as shoppers actively searching for relevant products (e.g. headphones)
- Create custom audiences: such as users who have placed competitors’ products in their shopping basket
Thanks to AMC, we can run highly targeted campaigns using both pre-defined and custom-built audience segments—giving us greater control and precision in reaching the right customers.
How does AMC contribute to a company's performance?
AMC helps companies optimize their marketing campaigns by delivering in-depth insights. With these insights, brands can:
- Target more effectively by reaching the right audiences with relevant messaging
- Allocate budgets more efficiently by identifying which campaigns drive the most impact
- Gain a deeper understanding of the customer journey, enabling more tailored strategies for each stage of the decision-making process
"Add to Cart" Remarketing with AMC
Amazon Marketing Cloud presents exciting opportunities for advanced targeting and deep customer insights. However, in our tests at 10XCREW, we found that audiences built within AMC can sometimes be too narrow to achieve meaningful reach. Even during peak periods like Black Friday and Cyber Monday, highly segmented audiences—despite their precision—often resulted in limited ad views, even for large advertisers.
Our key takeaway:
Keep your audiences broad enough to drive impact! Among the various tests we conducted, the "Add to Cart" audience stood out, delivering a 6% higher conversion rate compared to “Product View” remarketing. While this audience is highly relevant, its size remains a limiting factor for broader reach.
AMC in practice at 10XCREW
At 10XCREW, we use Amazon Marketing Cloud (AMC) to perform in-depth analysis and continuously improve our advertising strategies. This helps us to:
- Show the long-term impact of awareness and consideration campaigns by tracking their influence on conversions
- Create smarter and more efficient retargeting strategies based on real customer behavior
- Identify and reach high-potential audience segments using detailed behavioral insights
Despite these challenges, the value of Amazon Marketing Cloud (AMC) remains undeniable. We use AMC to connect insights across the full funnel, measure the real impact of each campaign, and continuously fine-tune our strategies. With AMC, we can build more targeted campaigns, identify meaningful patterns in customer behavior, and make informed, data-driven decisions. AMC continues to play a key role in how we help brands grow and succeed on Amazon.
Curious about how AMC can boost your advertising performance? Get in touch with us!
Henrike Colijn
Advertising Specialist
About Henrike Colijn
Henrike Colijn is an experienced Advertising Specialist at 10XCREW, where she focuses on helping brands grow through strategic, data-driven marketplace advertising. With a background in Communication and a master’s in Communication & Influencing, she brings both analytical insight and creative thinking to the table. Henrike plays a key role in developing and executing high-impact advertising strategies tailored to each client’s goals.
Want to learn more about Henrike and her work at 10XCREW?
Book a FREE Consultation!
Connect with our experts and talk about your brand. We are always happy to help! We decide what's best for your brand.
10X Insights
