Amazon Marketing Cloud (AMC): What It Is & How Sellers Can Leverage It

In the world of Amazon advertising, data is king. But most sellers and brands only scratch the surface of what’s possible when it comes to understanding customer behavior and optimizing ad spend. That’s where Amazon Marketing Cloud (AMC) comes in.

AMC gives advertisers deep insights into the customer journey—way beyond the basic reporting found in Seller Central or Amazon DSP. But don’t worry, you don’t need to be a data scientist to benefit from it. In this post, we’ll break down what AMC is, why it’s useful, and how Amazon sellers can leverage it for better results.

What Is Amazon Marketing Cloud (AMC)?

At its core, Amazon Marketing Cloud is a data analytics tool that helps sellers and advertisers track how shoppers interact with their ads across different touchpoints. Unlike standard Amazon reports, AMC allows you to:

✅ Understand the full buyer journey (from first ad impression to purchase). ✅ Measure cross-channel ad performance (how Sponsored Ads + DSP work together). ✅ Track repeat purchases & customer retention over time. ✅ Identify high-value customers and create lookalike audiences. ✅ See how different ad types contribute to sales (not just last-click attribution).

The biggest advantage? All your ad data is in one place—allowing you to make data-driven decisions that go beyond guessing which ads work best.

Why Should Amazon Sellers Care About AMC?

If you’re spending money on Sponsored Ads or DSP, then you need to know whether those dollars are actually bringing in new customers, increasing conversions, or just cannibalizing organic sales.

With AMC, you can:

Measure True ROI → Find out if ads are influencing first-time buyers or just converting people who would have bought anyway. Retarget Smarter → Discover who saw your ad but didn’t convert, then use DSP to retarget them. Optimize Ad Spend → Identify which ad placements deliver the best return and shift your budget accordingly.Build Lookalike Audiences → Pinpoint your best customers and create targeted campaigns to attract similar shoppers.

Who Can Use Amazon Marketing Cloud?

AMC is available to any advertiser using Amazon DSP, but you don’t need to be a big brand to benefit from it. If you’re an Amazon seller who:

✅ Runs Sponsored Ads + DSP → You can track ad performance across both channels. ✅ Wants to scale profitably → Understand which campaigns actually drive sales. ✅ Has multiple SKUs → Learn which products attract repeat buyers. ✅ Wants to reduce wasted ad spend → See where your money is actually driving conversions.

If you’re running Sponsored Products or Sponsored Brands, AMC insights can still help—especially when combined with DSP for retargeting.

Is Amazon Marketing Cloud Easy to Use?

Here’s the truth: AMC requires SQL queries to pull data, so it’s not a simple plug-and-play tool like Seller Central reports. However…

🛠 Amazon provides pre-built templates → So you don’t need to write SQL from scratch. You can work with an agency → Many Amazon ad agencies (like PAS 😉) help sellers interpret AMC data and optimize ad strategies. Once set up, it provides game-changing insights → It’s worth the investment if you’re serious about scaling your brand.

How Can Amazon Sellers Get Started with AMC?

1️⃣ Check if You Have Access or ask your Service Provider→ AMC is available to sellers using Amazon DSP. You’ll need to request access from your Amazon Ads rep or agency.

2️⃣ Start with Pre-Built Queries → Amazon provides ready-to-use queries for audience insights, sales attribution, and conversion tracking.

3️⃣ Analyze Customer Journeys → Look at how customers interact with your ads before purchasing.

4️⃣ Use the Insights to Optimize Your Ad Strategy → Adjust targeting, shift budgets, and retarget customers effectively.

5️⃣ Work with an Expert → If SQL sounds intimidating, an experienced Amazon marketing agency can help interpret the data and apply actionable insights.

Final Thoughts: Is AMC Worth It?

If you’re running Amazon DSP and Sponsored Ads, then AMC is a must-have tool for taking your advertising strategy to the next level. Instead of making blind optimizations, you’ll get real data on what’s working and what’s not—allowing you to scale smarter.

📌 Key Takeaways: ✅ AMC provides deep insights into customer journeys and ad performance. ✅ You can track sales attribution, measure incrementality, and optimize campaigns. ✅ While it requires SQL, Amazon offers pre-built queries to make it easier. ✅ If you’re serious about scaling your Amazon business, AMC is a game-changer.

Want to learn more about leveraging AMC for your brand? Drop a comment below or reach out—we’re happy to help!