Advertisers can now access the Amazon Marketing Cloud (AMC) directly from the Ads Console via Amazon Ads—without having to use the DSP as an intermediary. New reporting and analysis options enable a holistic view of campaign performance, and predefined templates make it easier to get started. As a result, barriers to data-driven advertising decrease significantly and transparency increases.
What do sellers and vendors need to consider?
Check integration immediately: Open your Ads Console as soon as possible and verify if the AMC feature is enabled. Once available, start with a test analysis, e.g., of a campaign from the last 30 days to set a benchmark and identify areas for improvement.
Segment target audiences in more detail: Use the new AMC templates to analyze audiences such as “users who viewed product A but did not purchase” or “interested in category X, but low conversion.” Plan at least one retargeting campaign per segment for the next quarter, based on this data.
Establish a reporting routine: Integrate weekly AMC reports into your marketing control and schedule regular meetings to directly translate insights into optimizations. This way, you can aim for an improvement in your conversion rate by e.g. 5% by the end of the year.
