[Must-See for Beginners] What is AMC (Amazon Marketing Cloud)? New Common Sense of Data Utilization for EC Managers
Ad operation is an indispensable element to maximize sales on Amazon. However, with traditional management screens alone, it was difficult to accurately grasp "how much ads really contributed to sales". So now, Amazon Marketing Cloud (AMC) is attracting a lot of attention. In this article, from basics of AMC which is next-generation analysis infrastructure utilizing data clean room, to utilization merits that EC managers should know, we verify clearly.
Table of Contents (Click to Expand)
1. Definition and Mechanism of AMC (Amazon Marketing Cloud)
AMC (Amazon Marketing Cloud) is a secure cloud-based data clean room solution provided by Amazon Advertising. The biggest feature is that it integrates impression data of Amazon DSP, click data of search ads (sponsored ads), and even 1st Party data held by your company, and allows high-degree-of-freedom analysis using SQL.
In traditional reports, only last click (ad clicked last) tended to be evaluated, but by using AMC, it becomes possible to visualize complex customer journey until user purchase. Since personal information is processed in anonymized state, advanced marketing analysis can be performed while protecting privacy.
2. 3 Major Issues Solvable with AMC
AMC solves "opacity of ad effect" faced by many EC managers with following 3 approaches.
- Full Funnel Visualization: You can track flow from awareness (DSP) to consideration, purchase (sponsored ads) per individual user (anonymous).
- New Customer Acquisition Analysis: You can specify in detail how ad contact contributed to increase of new customers (New-to-Brand).
- Identification of Optimal Frequency: You can calculate how many times displaying ads to users is most conversion efficient.
3. True Ad Evaluation by Multi-Touch Attribution
The true value of AMC lies in Multi-Touch Attribution (MTA). This is a method to assign contribution to all ads contacted before purchase. For example, if awareness was acquired by DSP ad first, and then search ad was clicked and purchased, it was counted only as result of search ad until now. With AMC, you can correctly evaluate value of DSP ad that encouraged initial awareness and lead to optimization of allocation.
4. Correlation of ROAS Improvement by Data Utilization
The following chart shows image of transition of general ROAS (Return On Ad Spend) when introducing AMC and optimizing budget based on attribution analysis. It shows how visualizing contribution to incremental sales directly connects to efficient operation.
FAQ
- Q. Does using AMC require engineer skills?
- A. Basically, query operation using SQL is required. If there is no resource in-house, it is common to use external tools compatible with AMC or ask specialized consulting company.
- Q. Is there any merit even if I only place small amount of Amazon ads?
- A. Since AMC demonstrates its true value by analyzing large amounts of data, more remarkable improvement effect can be expected when there is certain scale of placement (especially combined use of DSP ads and sponsored ads).
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Summary
Amazon Marketing Cloud (AMC) is not just an analysis tool but is becoming "standard equipment" in future Amazon marketing. As Cookie regulations tighten, value of AMC that can safely integrate huge purchasing data and ad contact data in Amazon is only increasing. Why not start by knowing your ad contribution correctly?
Published: 2026-2-9 / Author: Yuta Ito
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References
- [1] Amazon Advertising "Amazon Marketing Cloud Overview" (2024)
- [2] Data Clean Room Implementation Guide for Advertisers (2023)