Amazon Marketing Stream (beta) expand to all countries currently supported by the Amazon Ads API, with the exception of India

We are excited to expand Amazon Marketing Stream (beta) to all countries currently supported by the Amazon Ads API, with the exception of India. Amazon Marketing Stream is a new service that delivers Amazon Ads campaign metrics and information to advertisers’ or integrators’ AWS accounts via a push-based model in near real time. You can subscribe to Amazon Marketing Stream datasets using your API token and by providing your AWS account details. Once you are subscribed, Amazon Marketing Stream delivers hourly, near real-time performance metrics, with details such as targeting expression performance by placement, and budget consumption messages Other campaign datasets will be available for subscription in the coming months. The service, which was first launched for North America (United States, Canada and Mexico) on 21 June 2022, is now available globally (except in India).

In the past, access to scaled campaign reporting was limited to pull-based Amazon Ads API calls that provided daily performance, and on-demand access to other campaign information. API users who desired more real-time, intra-day campaign insights have manually pulled this information by calling Amazon Ads API multiple times a day, sometimes resulting in increased throttling. In addition, the current approach puts the burden on developers to identify changes between new and old data. Such API usage patterns highlighted the need to build a product that better addresses our customers’ evolving use cases.

Amazon Marketing Stream can help in the following ways:

• Optimise campaigns more effectively: Hourly performance metrics provide intra-day insights for advanced campaign optimisation. For example, during certain hours of the day when your conversion rate is high, you may want to increase bid amounts or make sure your campaign stays in budget during that time. Sponsored Products performance metrics from Amazon Marketing Stream enables new dimensions such as the combination of targeting expression and ad placement, so you can not only optimise on your keywords but keywords by placement.
• Respond quickly to campaign changes: Near real-time information such as budget consumption can help advanced API users write responsive applications for further optimization. For example, they may want to increase the campaign budget before it runs out.
• Improve operational efficiency: Push-based information delivery eliminates API throttling. Moreover, Amazon Marketing Stream sends you performance metric and campaign information changes in near real time, instead of aggregated over a period of time. You can simplify complex technical operations — which today may entail comparing new aggregated API metrics with the previously pulled metrics, to understand the delta between the two. Instead, Amazon Marketing Stream delivers that delta to you.

Since it’s launch in North America, customers have keen to expand the value of Stream globally, and we are excited to address this request. While above are some common ways in which we believe our customers – agencies, tool providers and advertisers – will find Amazon Marketing Stream valuable, the ingenuity in using our products to solve problems in unimagined ways has been inspiring. We look forward to learning from our customers and continuing to evolve the product.

Amazon Marketing Stream will be only available via the Amazon Ads API. To learn more about how to onboard onto Amazon Marketing Stream, visit the Amazon Ads Advanced Tools Centre.