What is Amazon Marketing Cloud?
Amazon Marketing Cloud (AMC) is a secure, privacy-safe, and cloud-based clean room solution, in which advertisers can easily perform analytics and build audiences across pseudonymised signals, including Amazon Ads signals as well as their own inputs.
Holistic measurement
Built on Amazon Web Services (AWS), AMC can help advertisers with campaign measurement, audience analysis, media optimisation and more.
Flexible analytics
Structure custom queries to explore unique marketing questions and address top business priorities. Use our instructional queries to build queries faster.
Cross-media insights
Conduct analysis with signals across video, audio, display and search to gain a holistic and in-depth understanding of the customer journey.
Custom audiences
Utilise ad engagement and conversion signals across channels and sources to build bespoke audiences for direct activation via Amazon DSP.
Insight expansion
Subscribe to Paid Features (beta) powered by Amazon Ads and third-party providers to expand the scope and depth of insights.
Privacy-safe environment
AMC only accepts pseudonymised information. All information in an advertiser’s AMC instance is handled in strict accordance with Amazon’s privacy policies, and your own signals cannot be exported or accessed by Amazon. Advertisers can only access aggregated, anonymous outputs from AMC.
Educational resources
Course
Build your foundational clean room knowledge or take specialised trainings designed for analytics practitioners, developers and admins, based on your role and interests.
Certification
Our free AMC Certification helps advertisers with SQL experience learn to analyse marketing efforts across channels and generate insights, and then validates AMC knowledge with an assessment.
How advertisers can use Amazon Marketing Cloud
Campaign deep-dive
Inspect campaign reach, frequency and total impact across the marketing funnel.
Media mix analysis
Understand a media channel’s incremental value and the effectiveness of different media combinations.
Audience insights
Learn about the composition of ad-exposed audiences and attributes of engaging audience groups.
Journey assessment
Analyse the sequence, frequency and types of audience interactions on path to conversion.
Custom attribution
Tailor how you credit different touch points to understand the full contribution of different media and campaigns.
Omni-channel impact
Evaluate how Amazon Ads campaigns drive engagement and sales on and off Amazon.
Case study
Goodway Group used Amazon Marketing Cloud to help SpoonfulONE deepen understanding of media investments and identify opportunities for business growth.
Case study
Buy Box Experts helped a home security company reach new shoppers and improve advertising ROI using Amazon Marketing Cloud.
Get started with Amazon Marketing Cloud
Contact your Amazon Ads account executive to learn more.
FAQ
Advertisers can access hundreds of fields about their Amazon Ads campaigns via Amazon Marketing Cloud including ad-attributed impressions, clicks and conversions. Advertisers can also choose to upload their own pseudonymous inputs into a dedicated Amazon Marketing Cloud clean room environment and join the inputs with Amazon Ads campaign signals for analysis.
Amazon Marketing Cloud prioritises privacy and security by design. AMC only accepts pseudonymised inputs, and all information in your AMC instance is handled in strict accordance with Amazon’s privacy policies. You can only access aggregated and anonymous outputs from AMC. The information you choose to upload stays within your dedicated AMC instance, and cannot be exported or accessed by Amazon.
Amazon Marketing Cloud can report on cross-channel media performance and complement the reporting capabilities available in Amazon DSP. AMC reports are outputs of SQL query-based analysis. The results are delivered via a downloadable CSV file and/or sent to your Amazon Web Services S3 bucket. Amazon DSP reporting contains pre-aggregated standard metrics, delivered via Amazon DSP console on-demand or API, and can report on performance of your media purchase and operations in Amazon DSP.
AMC allows advertisers to expand and customise audience options on top of using the Amazon DSP audiences. Advertisers can use the cross-source and cross-media signals, such as ad engagement signals and advertisers’ own signals, over a Lookback window of up to 12.5 months, to build audiences in AMC. Users have control over how to construct custom queries, and the flexibility to generate audiences that best meet their advertising needs and business goals.
We recommend advertisers to start with exploring Amazon DSP audience options first, and use AMC to build custom audiences that address more sophisticated use cases involving multi-channel advertising, ad engagement considerations, detailed segmentation or other bespoke use cases.
Amazon Marketing Cloud’s custom attribution focuses on assessing Amazon Ads campaign performance, while Amazon Attribution measures non-Amazon media’s effectiveness in driving on-Amazon engagement. We view these solutions as complementary and recommend using the two together for a more comprehensive view of marketing attribution.