Amazon Marketing Cloud
Know your customer like never before with Amazon Marketing Cloud (AMC) Software
Atom11 reads AMC event data, creates audiences from shopper behaviour, and activates them in Sponsored Ads and DSP. No SQL or export needed.
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2,000+ brands and agencies in 18+ countries run their Amazon advertising on Atom11.
Get the full picture of your advertising with atom11's AMC Software
"Which ads did the work before the last click?"
1-2 mins
Requires only the account you already connected
From evaluating reports to the bid modifier changes, without leaving the platform
Reports, audiences and bids, connected. Never an insight that dies in a dashboard.
Reporting
01
Path to purchase - The touchpoint sequence that ends in an order, not just the last one.
Time to purchase - How long shoppers take from first exposure to buying.
ASIN to search term - The terms actually converting for each ASIN.
Frequency and exposure - Where extra impressions stop returning anything.
New to brand cost - What it costs to win a first time buyer.
Audience building
02
Segment on behaviour - Viewed, added to cart, purchased, repurchased.
Set your own windows - Recency and lookback controlled per audience, not fixed to AMC defaults.
ASIN to search term - The terms actually converting for each ASIN.
Lookalikes -Expand from your highest value buyers to shoppers who behave like them.
Refresh on a schedule - Membership stays current without a rebuild.
Activation
03
Bid boosters on Sponsored Ads. - Use bulk actions on audience bid boosts basis performance and visibility
Push audiences into DSP - Use AMC audiences on DSP ads and line items.
ASIN to search term - Understand which search terms perform for which ASINs in multi-ASIN campaigns.
Measure per audience - Spend, sales, ACOS and ROAS by segment, next to the rest of your campaign data.
Media mix and overlap
04
Ad overlap - Where Sponsored Products, Sponsored Brands, Display and DSP are reaching the same person.
Multi touch attribution. - Credit spread across the journey instead of collapsing onto the last click.
ASIN to search term - The terms actually converting for each ASIN.
Frequency and exposure - Where extra impressions stop returning anything.
New to brand cost - What it costs to win a first time buyer.
AMC and DSP were built to run as one
AMC software tells you which shoppers matter. DSP is where you reach them off and on- Amazon.
Frequently asked questions
What is Amazon Marketing Cloud?
Amazon Marketing Cloud (AMC) is a tool that records each customer's interaction with sellers products. Ofcourse, while sellers do not have access to the individual customer personal information, but they can create audiences and reports with customer cohorts. For ex. cohorts of customers who have seen a specific type of ad, cohort of customers who have added their product to cart.
What is Amazon Marketing Cloud used for?
Amazon Marketing Cloud (AMC) is used to analyze and gain insights from Amazon Advertising data. It helps brands understand their customer's journey, measure cross-channel performance, and optimize campaigns with detailed analytics and reporting. AMC enables advertisers to make data-driven decisions that improve ROI and maximize ad spend efficiency.
Do I need SQL to use Atom11 AMC Suite?
No. Atom11 provides point-and-click templates and dashboards so you can get value from AMC (Amazon Marketing Cloud) without writing custom SQL queries.
How does Amazon Marketing Cloud work?
Amazon Marketing Cloud works by integrating various datasets from Amazon Advertising into a central hub, allowing advertisers to analyze performance across multiple channels. Atom11's AMC Suite enhances this by simplifying the process, enabling marketers to automatically generate reports, build custom audiences, and act on insights in real time without needing to write complex queries.
How much does Amazon Marketing Cloud cost?
The cost of Amazon Marketing Cloud depends on the specific Amazon program or service you are eligible for. Typically, AMC access is provided to Amazon advertisers who are part of specific Amazon advertising programs, and the pricing can vary based on the level of access and usage. Amazon Marketing Cloud access is free to use on Atom11, while some other software providers charge up to $500 for AMC access.
How is Amazon Marketing Cloud different from Amazon DSP?
Amazon Marketing Cloud is a database designed to help advertisers create reports and audiences, understand their customers better, and build audience cohorts. Brands can use AMC to analyze the results of their DSP campaigns and Sponsored Ads campaigns, gaining insights into performance to make informed strategic decisions. Amazon DSP, on the other hand, is an advertising tool that lets brands and agencies use those audience cohorts to programmatically target them across different websites with display, audio, and video ads, both on and off Amazon. To get a complete understanding, you can read our blog on Amazon DSP.
Does Amazon Marketing Cloud support real-time reporting?
Amazon Marketing Cloud (AMC) does not offer real-time reporting. The data within AMC is typically updated in batch cycles, meaning it can be accessed with some delay.
Can I integrate AMC with other analytics tools?
Yes, Amazon Marketing Cloud (AMC) can be integrated with various other analytics tools to enhance data analysis and campaign management. Popular integrations include Google Analytics, Tableau, Power BI, and BigQuery.
Is my data safe on Amazon Marketing Cloud (AMC)?
Yes, your data is handled in a privacy-focused environment: AMC lets advertisers run queries against Amazon's aggregated, de-identified first-party event data and (where allowed) advertiser-owned signals, but you never get raw user identifiers. Outputs must pass Amazon's privacy thresholds and are subject to Amazon's data-use policies.
Can I build custom audiences on Amazon Marketing Cloud (AMC)?
You can use AMC to define and evaluate custom audience segments (e.g., by behavior, purchase history, or query results) and to produce segment definitions that inform targeting. In practice, you can create audience definitions and then activate or target those segments within Amazon's advertising products (DSP, Sponsored Ads) or other approved activation paths, while still keeping individual user identities protected.
What kinds of questions can AMC help answer?
AMC is designed for measurement and analytics: ask it attribution and incrementality questions (which ads drove conversions), audience and overlap analyses (who engaged and how segments behaved), lifetime-value and cohort analyses, frequency and saturation effects, creative and campaign A/B comparisons, and cross-channel path-to-purchase insights, basically any question that needs event-level aggregation and custom SQL analysis to understand ad impact without exposing user identities.
What is new-to-brand measurement in AMC?
New-to-brand measurement in AMC Amazon software tracks how many conversions came from customers who had never purchased from your brand in the last 12 months and how much it cost to acquire them. It helps brands understand the real growth impact of upper-funnel campaigns.
