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How Do I Use Amazon Marketing Cloud (AMC)?

November 8, 2023
Xmars Team

Have you ever imagined the ability to trace a customer's journey from the initial click to the final purchase? Or the power to categorize shoppers by their Lifetime Value? That's the kind of insight Amazon Marketing Cloud (AMC) brings to the table. It's not just about data; it's about making that data tell a story that can revolutionize how you connect with your audience on Amazon.

AMC can be a daunting concept to grasp, but it doesn’t have to be. At Xmars, we understand the importance of making data-driven decisions and how AMC can help you achieve that. In this blog post, we will be explaining what AMC is, how it works, and how it can revolutionize the way you connect with your audience on Amazon. So, whether you’re a seasoned marketer or just starting out, our blog post will have something for everyone.

Amazon Marketing Cloud: Your Data Analytics Powerhouse

AMC is a powerful tool that meticulously tracks and analyzes the full spectrum of customer interactions. It captures event-level data from product listings, Sponsored Brands, DSP ads, and more, integrating external data sources to enrich the analytics solution. This comprehensive approach is crucial for developing marketing campaigns that resonate with your target audience, ensuring that every advertising effort is aligned with business goals.

The cloud platform of AMC provides a unified view of otherwise fragmented data, enabling marketing teams to develop custom analytics and advertising strategies. This detailed data is the cornerstone for understanding the nuances of consumer behavior and tailoring ad campaigns to meet the specific needs of different audience segments. In other words, AMC helps you understand your customers better and create advertising campaigns that are tailored to their needs and preferences.

The 'Data Clean Room' Concept

AMC has a ‘data clean room’ that is designed to protect customer privacy. In this secure environment, customer data is anonymized, ensuring individual user data remains confidential while still providing valuable insights. This clean room solution is a boon for advertisers who require actionable insights while maintaining customer privacy. In other words, AMC’s ‘data clean room’ is a safe and secure space where advertisers can access valuable insights without compromising customer privacy.

Capitalize on AMC's Capabilities

AMC is a treasure trove for data-driven decisions, offering a range of features that can help you optimize your marketing campaigns and engage with your target audience more effectively. Here are some of the key features of AMC:

  • Ad Sequencing Optimization: This feature helps you identify the most effective ad sequences for conversion rate optimization by diving into the different phases of the marketing funnel. AMC provides a holistic overview of campaign performance, guiding you to make media optimization choices that align with your specific goals.
  • Audience Segmentation and Retargeting: With Amazon DSP, AMC enables precise audience segmentation and retargeting, enhancing your marketing strategies to engage with your target audience more effectively.
  • New-To-Brand Metrics: AMC offers transparency in New-To-Brand statistics, a key performance indicator for identifying new customer acquisition through Sponsored Products ads.

Integrating Your Data with AMC

AMC empowers you to merge your direct-to-consumer (DTC) website data with Amazon’s, offering a full portrait of your customer’s journey. This integration provides deeper insights into consumer behavior, revealing how marketing activities on various channels influence actions on Amazon.

Advanced Audience Targeting with AMC

AMC’s Paid Features extend your audience targeting capabilities, enabling you to track organic product purchases and analyze customer behavior in relation to ad exposure, thus refining your advertising strategies.

Navigating AMC

While AMC is accessible to advertisers investing in DSP ads, to truly harness its capabilities, SQL proficiency is required. For those managing multiple AMC instances, a partnership with a technology provider like Xmars can simplify data management and enhance visualization.

Streamlining Amazon Marketing Cloud with Xmars AMC Hub

Xmars AMC Hub is a practical tool that enhances the capabilities of Amazon Marketing Cloud (AMC), making data analysis more accessible for sellers without advanced technical skills. It provides a user-friendly interface for navigating AMC’s analytics, offering pre-built models and a no-code environment for efficient audience analysis and campaign optimization.

AMC Hub by Xmars breaks down the complexities of data analytics, enabling sellers to identify trends, understand customer behavior across different channels, and make informed decisions that drive sales and ROI. For Amazon sellers seeking to leverage AMC data effectively, Xmars AMC Hub is a valuable resource that simplifies data analysis and helps turn insights into actionable strategies.


Amazon Marketing Cloud is a vital analytics tool for any marketing team focused on Amazon. When combined with Xmars' innovative approach to data analysis, sellers are empowered to navigate the intricacies of Amazon advertising, from Sponsored Ads to DSP ads. Together, AMC and Xmars provide the tools and insights needed for a successful advertising strategy on Amazon.

If you’d like further information or assistance on AMC and how you can start implementing it's data analytics within your advertising strategy and efforts, please reach out to our team!  

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