Launch announcement

Amazon Marketing Cloud now supports flexible vehicle purchase insights

October 19, 2022

What launched?

Automotive advertisers can now subscribe to Experian Vehicle Purchase Insights, a new Paid Feature (beta) in Amazon Marketing Cloud (AMC), to measure the impact of their advertising on vehicle purchases, better understand path to purchase, and learn about how they can reach new audiences.

Why is it important?

With a few clicks, advertisers can select which vehicle brands to include in their subscription, and easily subscribe to the Experian Vehicle Purchases Paid Feature (beta) in the AMC UI. Pseudonymous, ready-to-query purchase signals will be automatically added to the advertiser’s dedicated AMC instance, requiring no input preparation or engineering efforts. Advertisers can combine these vehicle purchase signals with their advertising signals in AMC to generate bespoke aggregate and anonymized insights.

Currently offered as a monthly subscription, the feature provides advertisers the flexibility to tailor their use cases based on their unique business needs. Here are just a few of the ways advertisers can utilize this new feature:

  • Ad-attributed purchases: Advertisers can use AMC to measure the total vehicle sales attributed to their ads, better understand how different campaigns or media formats contribute to sales, and optimize their media tactics accordingly
  • Path to purchase: Advertisers can analyze what sequence of ad engagement is most efficient in driving vehicle purchases and calibrate their marketing strategy to better meet their business goals
  • Audience insights: Advertisers can gain a better understanding of the audience segments that purchase their vehicles versus similar brands, see how those audiences may vary by vehicle type and model, and uncover new audience segments to reach in future
Example use cases of AMC Experian vehicle purchase insights (beta)

Example use cases of AMC Experian vehicle purchase insights (beta)

AMC will continue to introduce new paid features and capabilities over time that empower advertisers to better understand cross-channel marketing efforts and customize their AMC experience.

Advertisers can also continue to using 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 Amazon Marketing Cloud 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 Amazon Marketing Cloud.

Where is the feature available?

  • North America: United States

Who can use it?

  • All AMC customers

Where do I access it?

  • AMC UI or API