What is Amazon Marketing Cloud?
At a high level AMC can help advertisers with campaign measurement, audience analysis, and media optimization. Think of AMC as the AWS platform for Advertising on Amazon, it allows sellers and brands not only to view cross-channel and ad-type performance but also to use those insights to create custom audiences to target shoppers within the advertising funnel. Additional AMC allows users to input their private data and join them with Amazon’s dataset.
What AMC insights are being provided through Teikametrics?
With Flywheel’s Business Intelligence service, accessing crucial insights from AMC data is effortless. Say goodbye to writing complex SQL queries or manually creating Excel graphs; our intuitive visualizations deliver the insights you need promptly, without waiting for hours or days.
Moreover, our dedicated expert services team helps facilitate a comprehensive understanding of the data and its relevance to your advertising strategy. Whether it's optimizing DSP campaign budgets or aligning Sponsored product campaigns to capture purchasing intent, we've got you covered.
Note: Our Business Intelligence and AMC offering is currently only available for our Mangaged and Agency Edition
AMC Dashboards you can access:
Overlap by Campaign Groups | Evaluate the effectiveness of your comprehensive marketing strategy across various advertising tactics. This dashboard enables you to create custom campaign groups based on criteria such as tactic, strategy, or marketing funnel stage. By analyzing these insights, you can understand how different campaign groups interact and contribute to driving sales. This dashboard is optimal for sellers and brands who have a multi-ad funnel strategy i.e. Amazon DSP, Sponsored Display (SD), Sponsored Products (SP), and Sponsored Brand (SB) campaigns |
Sponsored Ads and DSP Overlap | Assess the impact on reach and ad-attributed purchase rates when shoppers encounter Sponsored Display, Sponsored Products, Sponsored Brands, DSP, or any combination of these ad products. This dashboard allows you to analyze the overlap in exposure among two, three, and four different ad types |
ASIN Purchase Overlap for Upselling | This dashboard helps you identify which products (ASINs) are frequently purchased together. By analyzing customer purchases made after exposure to advertising campaigns, you to determine which ASINs to target in remarketing campaigns for existing customers. |
Path to Conversion by Campaign Groups | Understanding your customer’s buying journey is crucial for enhancing campaign performance. This dashboard allows you to group and filter campaigns, helping you identify the most common paths customers take before purchasing on Amazon. |
New-to-brand gateway ASINs | Assess the effectiveness of your promoted ASINs in attracting new customers. This dashboard helps you identify the top ASINs that are most successful in bringing in new-to-brand (NTB) customers. |
Audience Overlap Analysis | Gain insights into the overlap between your audiences and targeted segments to expand your campaign's reach |
Time to Conversion | Discover the time it takes for customers to convert after their last ad exposure |
Reach and Impression Frequency | Analyze the reach and impression frequency of your campaigns to understand how many people were shown your ads and how frequently the same people were shown them over a certain period. |
DSP Path to Conversion by Device | Discover the ways users move between devices as they engage with your ads and progress toward conversion. These insights will help you optimize your device-specific experience and ad strategy to match the engagement activity you expect users to take on that device at a certain step in the conversion process. |
DSP Impression Frequency and Conversions | Measure the optimal impression frequency using various conversion metrics. This dashboard addresses questions like: What is the ideal frequency cap for my campaigns based on my KPIs? What percentage of impressions are delivered to users at different frequency levels? What is the reach of each frequency level? Would increasing the frequency improve performance? |
New To Brand Purchases and Customers | Analyzing ad-attributed sales can help assess the campaign's impact on generating new-to-brand (NTB) purchases. The goal is to identify the number and percentage of NTB versus repeat purchases among customers exposed to ads and making a purchase |
Performance by Custom Attribution Models | Multi-touch attribution is a marketing analysis method that evaluates each customer interaction within the Amazon ecosystem on their path to purchase. It assigns a percentage of total sales value to each touchpoint, reflecting its influence on the customer’s journey to conversion. This approach reveals important insights into Return-On-Ad-Spend (ROAS) |
What is required to get access to AMC data?
As an Amazon Seller, you will be required to have an AMC Instance
If you don’t have an AMC instance, please get in touch with your Analyst/Account Manager or Strategic Growth Rep.
What is an Instance?
Access to AMC is granted through instances, which need to be activated for your account before utilizing the tool. Each AMC account can host multiple instances. When you create an instance, AMC starts populating data for the last 12 months. Therefore, it's recommended to create an instance now, even if you're still considering using AMC.
How can I access AMC data in Flywheel?
Once your AMC Instance ID has been provided we will enable the Amazon Marketing Cloud (AMC) feature within Flywheel's Business Intelligence Page.
