Seller Sessions · with Brent Zahradnik · November 12, 2023 · 20 min
Summary
Amazon Marketing Cloud (AMC) is an essential tool for serious Amazon advertisers, providing a unified view of customer behavior across various Amazon ad types, not just sponsored ads. This episode reveals how AMC can illuminate complex customer journeys, identify high-value "gateway" products, and enable precise audience targeting for Amazon DSP. Operators spending over $10k/month on Amazon ads can leverage this free tool to unlock deeper insights into ad frequency, cross-selling opportunities, and ultimately, improve overall ad efficiency and customer lifetime value.
Key takeaways
Prioritize setting up AMC as soon as possible to begin accumulating historical data, as it backfills 13 months, even if immediate utilization isn't planned.
Appoint and certify an "AMC expert" within your team or agency to master the platform, as it requires technical expertise like SQL for querying, but is learnable.
Utilize AMC to build highly targeted audiences for Amazon DSP by identifying users who searched for related terms but didn't convert, or those who added items to their wishlists.
Analyze gateway products and cross-sell opportunities within AMC to understand which products initiate further purchases and maximize their exposure across the customer journey.
Leverage AMC beyond just sponsored product ads to include insights from TV streaming and Alexa ads, gaining a holistic view of multi-touch attribution and ad frequency across Amazon's ecosystem.
AMC is a cloud-based database that gathers signals from all over Amazon to provide insights into customer behavior. It still requires technical expertise like SQL to maximize its potential. Since the last episode, AMC has expanded the data it provides beyond just sponsored ads. It now includes things like TV streaming ads, Alexa ads, etc. AMC makes it easier to analyze the customer purchasing journey across multiple touchpoints. Often purchases take 7-8 days and involve multiple ad exposures rather than a direct path. You can use AMC to build targeted audiences in DSP, like people who searched related terms but didn't convert or added to wishlist. Look at gateway products that lead to further purchases and maximize exposure. See which products have the highest overlap/cross-sell. Appoint someone in your team or agency to become the AMC expert through certifications and training. Queries take practice but it's accessible. Get AMC set up ASAP to start gathering historical data, even if you don't use it right away. The instance backfills 13 months of data. New-to-brand data is only available in AMC for sponsored product ads. See which keywords drive incremental sales. Other Notes: Brent recommends getting started with AMC if you spend $10k+ per month on Amazon sponsored ads. It's free to use. Some of Brent's favorite uses are analyzing customer journey, frequency of ad exposure, gateway products, and CLTV. Brent offers Amazon PPC services through his agency Pathfinder. Reach out to him at brant.bike or amcpathfinder.com. Podcast Details: Show: Seller Sessions Episode: AMC 1 Year Later - Tips and Strategies for 2022 Host: Danny McMillan Guest: Brent Zahradnik, Amazon PPC Expert
What does this episode say about amazon & marketplaces?
Prioritize setting up AMC as soon as possible to begin accumulating historical data, as it backfills 13 months, even if immediate utilization isn't planned.
What does this episode say about paid acquisition?
Appoint and certify an "AMC expert" within your team or agency to master the platform, as it requires technical expertise like SQL for querying, but is learnable.
What does this episode say about analytics & attribution?
Utilize AMC to build highly targeted audiences for Amazon DSP by identifying users who searched for related terms but didn't convert, or those who added items to their wishlists.
What does this episode say about amazon & marketplaces?
Analyze gateway products and cross-sell opportunities within AMC to understand which products initiate further purchases and maximize their exposure across the customer journey.
What does this episode say about amazon & marketplaces?
Leverage AMC beyond just sponsored product ads to include insights from TV streaming and Alexa ads, gaining a holistic view of multi-touch attribution and ad frequency across Amazon's ecosystem.
