What Is Amazon Marketing Cloud? Complete Guide

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What Is Amazon Marketing Cloud? Complete Guide

Dive into Amazon Marketing Cloud (AMC) to really understand how your ads are doing. It's like a super-smart helper that uses Amazon's own tech to track your ad results without peeking into anyone's private info. Want to find out which ads make people buy and which ones to tweak? AMC gives you the info you need to make smart choices.

AMC is great because it with AMC, you have the clarity of aggregated customer data at your fingertips—data that reveals consumer behaviors and helps sharpen your marketing decisions while safeguarding individual privacy. 

Curious about making your ads better with AMC? [Read on](#) to learn how it can level up your ad game.

What Is Amazon Marketing Cloud?

Amazon Marketing Cloud (AMC) is a secure, cloud-based analytics service that provides you with deeper insights into your marketing strategies on Amazon's platform.

With AMC, you have access to a data clean room where the amalgamation of various data sets occurs without compromising end-user privacy.

It’s designed to maintain privacy by not revealing user-level data; instead, it groups the actions of multiple users and offers aggregated data.

The primary function of AMC is to analyze the efficacy of your advertising campaigns through comprehensive customer journey analysis.

This tool brings into light how different touchpoints, both on and off Amazon, influence customer behavior and campaign performance.

To utilize AMC, you must have an AWS account, which is linked to your AMC instance.

Inside AMC, you interact with data through the use of SQL queries, which means you have the flexibility to manipulate and explore your data sets in a granular way.

Key Features of AMC include the following

  • Cross-Channel Campaign Performance: Your ability to evaluate the impact of various advertising channels.

  • Audience Planning: Insight into audience interactions enables you to refine your marketing messages.

  • Media Investment Optimization: Data-driven guidance to optimize your ad spend.

AMC can help you analyze your brand's performance in Amazon, leading to more informed marketing decisions that can help drive growth and customer engagement.

How Does Amazon Marketing Cloud Work?

The Amazon Marketing Cloud operates by collecting and analyzing customer data to target and personalize marketing campaigns

Amazon Marketing Cloud (AMC) operates as a secure data analytics suite within Amazon's advertising console, designed to aid your understanding of advertising campaign performances across various media, including Amazon's own DSP (Demand-Side Platform).

AMC enables you to consolidate data from multiple sources, offering a granular view of your marketing efforts.

Here's a breakdown of how AMC functions to enhance your advertising analysis:

  • Data Integration: AMC aggregates vast datasets, which include media performance metrics, sales figures, and audience demographics.

  • Custom Analytics: By utilizing SQL queries, you can customize your data analysis to match specific requirements, facilitating detailed examination of advertising campaigns.

  • Privacy Protection: AMC adheres to privacy standards by not displaying data at the user level. Instead, it presents information by aggregating the actions of groups of users.

Understanding Audience and Sales Impact:

  • Display Advertising Data: AMC analyzes data from display ads to understand how different touchpoints contribute to customer conversions.

  • Amazon DSP Metrics: Leverage insights from Amazon DSP to evaluate how display and video ads across Amazon and other websites impact shopper behavior.

Key Features of AMC Analytics:

  • Data Visualization: Visualize complex datasets for easier comprehension.

  • Custom Attribution Models: Tailor attribution models to better measure the effectiveness of your ads beyond the Amazon platform.

  • Aggregated User Insights: Examine the customer journey through aggregated data, maintaining user anonymity.

How To Use Amazon Marketing Cloud For Your Business

Amazon Marketing Cloud (AMC) equips you with powerful analytics to understand and boost your campaign performance.

Harness these insights to make informed decisions and optimize your advertising strategy on Amazon.

Broaden Your Impact

Leverage AMC's detailed segmentation and targeting capabilities to expand your reach to diverse and highly relevant audiences. With the data AMC offers, fine-tune your Sponsored Products and Amazon Display Ads (DSP) to resonate with specific demographic and geographic groups.

Discover New Customer Trends

Track first-time engagements with your brand using AMC's new-to-brand metrics. This insight helps modify your tactics across various channels, drawing in new customers who might become repeat buyers.

Focus on Key Products

Identify and promote your Gateway ASINs, the products that first introduce shoppers to your broader brand offer. Utilize AMC to grasp which items spark brand discovery and drive further exploration among consumers.

Target High-Performance Areas

Use AMC to pinpoint which Designated Market Areas (DMAs) provide the strongest performance for your products. Adapt your marketing efforts to these lucrative regions, targeting campaigns to align with local audience profiles and preferences to enhance sales.

Deep Dive into Conversion Analytics

Access AMC's custom attribution models for a nuanced view of your campaigns' impact on conversions across various channels. Integrate AMC's API for a granular analysis, ensuring your advertising campaigns are measured accurately and optimized for continual improvement.

Also read: What Is A Good Conversion Rate For Amazon PPC?

Requirements to Use Amazon Marketing Cloud

A laptop with Amazon Marketing Cloud dashboard open, showing data analytics and marketing tools

To use Amazon Marketing Cloud (AMC), you must establish your baseline eligibility.

AMC is accessible to advertisers who have a comprehensive advertising strategy spanning multiple platforms. This particularly includes those utilizing Sponsored Ads and Amazon Demand-Side Platform (DSP).

Below are the foundational requirements needed for AMC access:

  • Amazon DSP Access: You need to be an Amazon DSP user. DSP enables you to programmatically buy display, video, and audio ads both on and off Amazon.

  • AWS Account: An active Amazon Web Services (AWS) account is necessary. AMC runs on the AWS infrastructure, and this alignment allows you to manage your data securely.

  • Advertising Account: Your advertising account should be in good standing. This includes meeting Amazon's policy guidelines for advertising.

  • Application Submission: You must fill out and submit an application. This includes selecting your country of operation and providing relevant contact details.

  • Data Integration: Be prepared for data integration. AMC will use signals from your Amazon Ads campaigns, requiring a harmonized flow of information.

How To Register With Amazon Marketing Cloud

Amazon Marketing Cloud (AMC) is a data analysis service designed to help advertisers understand and improve the performance of their ad campaigns on Amazon.

Registration for AMC requires meeting specific eligibility criteria and following a series of steps.

Eligibility Criteria:

  • Amazon DSP Master Service Agreement: Before you can apply for AMC, you must have an executed Amazon DSP (Demand Side Platform) Master Service Agreement.

  • Monthly Advertising Spend: Advertisers must typically be spending a significant amount on Amazon DSP—usually upward of $10,000 per month.

Registration Steps:

  1. AWS Account Creation: To start, create an Amazon Web Services (AWS) account if you don't already have one. AMC utilizes AWS infrastructure for data storage and processing.

  2. Application Process:

    • Go to the AMC application page.

    • Choose your country of operation.

    • Complete the contact form with your information.

    • Submit the form to proceed with the application.

  3. Contact Establishment:

    • After submitting the application form, an Amazon Marketing Cloud account manager will reach out to you. This is to help set up your AMC account and ensure you have the necessary guidance.

  4. Account Setup:

    • Upon successful contact with the team, they will guide you through the remaining setup process. This includes integrating your Amazon DSP data with AMC.

Difference Between Amazon Marketing Cloud and Amazon DSP Reporting

Amazon Marketing Cloud (AMC) and Amazon Demand Side Platform (DSP) both serve your advertising data needs but in significantly different ways.

To grasp the full scope of their functionalities, it's important to understand their distinct features.

Amazon Marketing Cloud (AMC) is a data analysis tool that facilitates complex, SQL query-based analytics. It offers:

  • Cross-channel media performance: Allowing you to gauge effectiveness across different advertising platforms.

  • Aggregated reports: Ensuring user privacy by providing data that combines actions of multiple users.

  • Customized datasets: Enabling you to merge various data types for a comprehensive analysis.

On the other hand, Amazon DSP provides specific reporting capabilities that are more straightforward and less customizable:

  • Standard reporting: Amazon DSP gives you the basic metrics of your advertising campaigns, such as impressions, clicks, and sales.

  • User-friendly interface: The DSP dashboard is designed for accessibility, simplifying data interpretation without the need for specialized queries.

  • Direct campaign metrics: Rather than amalgamated insights, DSP focuses on direct results of your ad performance.


Amazon Marketing Cloud

Amazon DSP Reporting

Complex Queries

SQL-based analytics

Not available

Aggregated Data

Yes, for privacy safety

Individual campaign data

Cross-channel Support


Limited to Amazon-related channels

When comparing AMC and DSP, you should note that AMC is geared more towards advertisers seeking in-depth analytics and insights through a more flexible, albeit complex, platform. In contrast, DSP favors simplicity and direct metrics for straightforward campaign performance reviews. 


Amazon Marketing Cloud (AMC) stands as a beacon of insight in the complex sea of Amazon advertising. It offers a data-driven sanctuary where advertisers can analyze, understand, and perfect their advertising campaigns. By transforming vast amounts of data into actionable intelligence, AMC empowers businesses to optimize their Amazon presence while respecting consumer privacy.

The powerful combination of analytics and privacy within AMC helps brands maintain a competitive edge in the dynamic digital marketplace. With its sophisticated data analysis and user-friendly interfaces, Amazon Marketing Cloud is the compass every Amazon advertises needs to navigate the intricate waters of e-commerce advertising. For those looking to harness the full potential of their Amazon ad campaigns, the journey begins here.

Frequently Asked Questions

What is an example of a marketing cloud?

An example of a marketing cloud is the Amazon Marketing Cloud (AMC), which is a secure, comprehensive analytics suite provided by Amazon Ads. It gives advertisers the ability to analyze data from various sources, such as Amazon's Demand-Side Platform (DSP), to measure and optimize their advertising campaigns and media mix.

How much should you spend on Amazon marketing?

The amount you should spend on Amazon marketing varies based on your business size, goals, and the competitiveness of your product category. It's common to allocate around 7-10% of your total sales revenue to advertising, but this can increase for new product launches or competitive niches. Start with a budget you're comfortable with and adjust based on the campaign performance and desired growth rate.

Do you have to pay for Amazon Cloud?

If you're referring to Amazon Marketing Cloud (AMC), access is included as part of Amazon Ads' services for eligible advertisers, particularly those with significant monthly ad spend on Amazon DSP. However, for Amazon Web Services (AWS) — the cloud computing platform — there are various pricing models depending on the services and resources you use, which can range from free tiers to pay-as-you-go and reserved pricing plans.

Is Marketing Cloud a CRM?

Marketing Cloud platforms like Salesforce Marketing Cloud are not Customer Relationship Management (CRM) systems themselves, but they often integrate closely with CRM systems. They focus on delivering personalized customer interactions and automating digital marketing activities across multiple channels, whereas CRMs are primarily used for managing a company's relationships and interactions with current and potential customers.