Amazon Marketing Cloud now supports flexible ads and shopping analytics (beta)
Brands can now use Amazon Marketing Cloud (AMC) to generate combined, aggregated and anonymized, advertising and shopping insights for the products they advertise through Amazon Ads. This includes additional Amazon shopping insights, and will expand to include analytics features and capabilities from third parties, empowering advertisers to better understand their cross-channel marketing efforts and customize their AMC experience.
Today, Amazon Selling Partner APIs provide brands standard reports which include the total browse, add-to-cart, Subscribe and Save, and purchase metrics for their products. The new Paid Features (beta) option within AMC enables brands to create more flexible insights from these reports, as well as join them with their Amazon Ads campaign reporting already available in AMC, to gain a more holistic perspective on campaign planning, measurement, and optimization.
This new subscription enables advertisers to expand the types of aggregated and anonymized insights they can generate from AMC, complementing the standard advertising and shopping reporting they already get for their advertised products. Currently offered as a monthly subscription, brands have flexibility to try the feature and tailor their AMC experience based on their business needs. Here are just a few of the ways in which brands can utilize these new insights:
Advertisers can also continue to use AMC’s free tier to create and customize advertising reports, examine how the Amazon Ads programs they use complement each other, and use their own first-party insights to generate even more learnings. To help advertisers further refine their Amazon Ads media strategy, AMC will continue to add new Amazon Ads insights and capabilities. Advertisers can choose to build on the free tier with Paid Features to further customize their AMC and unlock greater capabilities and insights.
Each AMC instance is provisioned to a dedicated AWS account. AMC only accepts pseudonymized information, all information in an advertiser’s AMC instance is handled in strict accordance with Amazon’s privacy notice, and inputs cannot be exported. Advertisers can only access aggregated, anonymous outputs from AMC.