If I were in your shoes, the very first thing I’d do is use Amazon Marketing Cloud to build a simple, custom retargeting audience. It's the most straightforward way to turn AMC's data into immediate, actionable results without getting overwhelmed by the platform's deeper capabilities right out of the gate.
I’d start there because it's a quick, tangible win. As Destaney Wishon explained on the Serious Sellers Podcast, building audiences is the most actionable part of AMC when you’re starting out. For a long time, AMC was complex and only accessible to those using Amazon DSP or who knew how to write their own queries. Now that it’s available to everyone right in the advertising console, you can use it to create highly specific audiences for your Sponsored Display campaigns, like targeting customers who purchased from you more than 90 days ago but haven't been back since. This gives you a taste of AMC’s power without having to become a data scientist overnight.
In week one, my only goal would be getting access set up and building that first audience. I'd navigate to the Amazon Marketing Cloud section of the ad console and get my instance set up. Then I'd create one simple