Amazon Marketing Cloud now supports flexible ads and shopping analytics (beta)
August 15, 2022
What launched?
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.
Why is it important?
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:
• Gain a richer perspective on shopping trends: Advertisers can now use AMC to analyze aggregated retail patterns over longer time periods, and understand how frequently their advertised products are viewed before they are purchased. This allows brands to measure how different Amazon Ads programs contribute to the purchase journey, helping advertisers align their reporting insights to product sales cycles. This is especially beneficial to brands selling products with long sales cycles.
• Obtain a more holistic view of brand engagement: Advertisers can now generate AMC reporting on product purchase frequency, purchase sequence, and frequently-bought-together products, and calibrate their marketing cadence, promotion strategy, and bundling strategy accordingly.
• Understand the indirect impact of ads on shopping engagement: Advertisers will be able to assess the correlation between ad campaigns and product page views or purchases that are not directly attributed to ads, and gauge how Amazon or non-Amazon media may be connected to their brand’s retail health and trends.
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.
Examples images of new beta features in Amazon Marketing Cloud UI
Where do I access it?
- AMC UI or API
Who can use it?
- Registered AMC brand owners in the US who sell in Amazon’s store
Where is it available?
- US
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