Amazon Marketing Cloud (AMC): What It Is, How It Works, and Why It's Redefining Advertising on Amazon

In the realm of digital advertising, Amazon Marketing Cloud (AMC) is one of today's most significant transformations for brands and advertisers.
Originally an experimental tool for advanced analytics, AMC has quickly evolved to become the central hub for attribution, measurement, and strategic optimization on Amazon Ads.

For brands competing in an increasingly data-driven ecosystem, AMC is no longer optional: it’s the key to truly understanding how users navigate the funnel, which touchpoints generate value, and how to optimize ad spend with surgical precision.

What is Amazon Marketing Cloud (AMC)

Amazon Marketing Cloud is an analysis environment based on clean room technology—a method that allows the combination of data from various sources in a privacy-safe and anonymized manner.

It’s an ecosystem empowering brands and agencies to:

• analyze user behaviors throughout the entire customer journey,

• measure the impact of Amazon Ads campaigns (PPC, DSP, video, display, streaming),

• integrate first-party data for more accurate insights,

• build advanced attribution models,

• create personalized segments for smarter remarketing and prospecting strategies.

In essence, AMC transforms the complexity of Amazon's data into a clear, structured, and actionable vision, enabling analyses that were previously reserved only for big tech.

How AMC Works

AMC utilizes an infrastructure where data is managed in an aggregated, privacy-first manner.
Advertisers can:

1. Input pre-defined or custom SQL queries

Queries can extract detailed insights, such as:

• average exposure frequency per conversion,

• multi-touch user paths,

• overlap between DSP audiences and sponsored traffic,

• average time from first exposure to purchase,

• campaign incrementality,

• cross-campaign analysis.

2. Combine Amazon data with proprietary data

CRM data, web traffic, or loyalty segments can be integrated for more advanced analysis.

3. Create advanced audiences for DSP

AMC enables the construction of ultra-specific segments based on behavioral patterns that standard tools can't identify.

Why is AMC so important?

Amazon Ads is becoming increasingly complex, rich, and multifaceted.
As a result, measuring performance with traditional KPIs (ACOS, ROAS, TACOS) is no longer sufficient.

AMC allows brands to go beyond these limits, offering insights that change the perspective on managing advertising.

✔ Advanced and Multi-Touch Attribution

AMC allows you to see the real contribution of each campaign within the funnel.
It shifts from a “last click” view to a holistic-behavioral perspective.

✔ Budget Optimization on a Scientific Basis

With models based on frequency, reach, overlap, and incrementality, brands can allocate budgets using logic based on real data, not assumptions.

✔ Smarter and More Performing Audiences

AMC enables the creation of segments using logic based on:

• purchase propensity,

• optimal exposure frequency,

• cross-visibility with product pages,

• engagement with DSP video and display campaigns.

✔ A True Understanding of the Amazon Customer Journey

For the first time, it's possible to map the customer path on Amazon with total granularity:
from the first video view to keyword search, store visit to checkout.

The Evolution of Amazon Marketing Cloud: What's New

In the past two years, AMC has experienced rapid acceleration, evolving from an analytical platform to a real strategic engine for Amazon Ads.

Among the main evolutions:

1. Integrated Advanced Attribution Models

Now, AMC provides ready-to-use analyses like:

• Reach & Frequency Analysis

• Path-to-Purchase Mapping

• Sponsored Ads Lift Measurement

2. Pre-configured Templates and Queries

There's no longer a need to be a data analyst to use AMC: guided queries are much more accessible and faster.

3. Direct Integration with DSP

Audiences created in AMC can be immediately activated in DSP for advanced retargeting and prospecting campaigns.

4. Enrichment with External Data

AMC now allows easier integration of first- and third-party data, making its analytical model even more powerful.

Who Absolutely Needs AMC?

AMC has become essential for:

• brands with significant investment in DSP and Sponsored Ads,

• companies operating in competitive markets,

• brands aiming to scale Amazon scientifically,

• entities wishing to better understand their customers and optimize full-funnel strategies,

• those who want to increase ROAS and reduce advertising waste.

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Why Work with a Certified Amazon Marketing Cloud Partner

Not all agencies are authorized to use AMC:
it requires technical competencies, certifications, and privileged access.

Vendora is a certified Amazon Partner with official AMC credentials, recognized within the Amazon Ads Partner Program.

This means:

✔ Access to Advanced Amazon Marketing Cloud Modules

(including tools reserved for certified partners)

✔ Capability to Create Custom Queries and Advanced Models

✔ Direct Activation of AMC Audiences → DSP

✔ Strategic Consulting Based on the Most Accurate Amazon Market Data

✔ End-to-End Implementation: Analysis, Optimization, Execution

AMC Represents the Future of Measurement and Optimization on Amazon

In an increasingly complex and competitive ecosystem, Amazon Marketing Cloud provides brands with a new form of power: the ability to make decisions based on real, deep, and verifiable data.

It’s not just a technical tool: it’s the new strategic infrastructure for advertising on Amazon.

Want to Leverage AMC with a Certified Amazon Partner?

Vendora supports brands and companies through:

✔ AMC configuration
✔ advanced query construction
✔ customized attribution models
✔ granular funnel analyses
✔ DSP activation
✔ data-driven full-funnel strategy

👉 Contact us for a consultation and elevate your Amazon campaigns to the next level.