Amazon Marketing Cloud: the holy grail of advertising?
There’s a new way for Amazon sellers to find out who their customers are.
It’s called Amazon Marketing Cloud, and it looks likely to revolutionise the way we use the vast reams of data available through our Amazon listings to create advertising.
Used well, it will allow us to precisely target potential buyers at every stage of the marketing funnel.
And in a cookie-less world, it will be one of the key sources of shopper behaviour for marketers.
What is Amazon Marketing Cloud?
Amazon calls it a ‘data clean room solution’, offering “a holistic way to measure sales across all platforms, on and off Amazon”.
It’s an advertiser-dedicated environment, joining datasets based on impressions, clicks, pricing and more on all types of Amazon ad campaign, across Amazon’s products — including Prime Video, Amazon Music, IMDb TV, Twitch, and more — with the option to add your own pseudonymised sales information.
The result: anonymised, aggregated data about your sales and customers.
You won’t be able to identify the behaviour of one individual: it’s event-level data, showing, for example, that a sale was made after one click and 10 impressions. You can work out what triggers the click.
What will that look like for advertisers?
Amazon is giving advertisers and agencies the keys, allowing them to connect via API and choose which data they want.
The data safety and privacy level is very high — Amazon itself won’t be able to see any of your data in AMC unless you specifically give access.
AMC gives you data around:
- Performance deep dive (unique reach, ad viewability, cost performance analysis)
- Media analysis (impression distribution, media mix impact)
- Audience insights (target audience analysis, audience overlap, new-to-brand audience)
- Omnichannel impact (in-store conversion, offline impact)
- Journey analysis (device, frequency, time to conversion)
- Custom attribution.