What is Amazon Marketing Cloud?
Amazon Marketing Cloud (AMC) is Amazon's advanced data clean room solution that allows advertisers to run custom analytics queries across pseudonymized Amazon ad and shopping event data. For sophisticated brands and agencies managing large ad budgets, AMC provides insights that are simply not available in standard Amazon advertising reports.
What is Amazon Marketing Cloud?
Amazon Marketing Cloud (AMC) is a secure, privacy-safe measurement and analytics service that allows advertisers to combine their own first-party data with Amazon's ad event data to analyze customer journeys, attribution, and audience behavior at a depth not possible through standard advertising console reports. AMC uses a clean room architecture — individual customer data is never exposed, but aggregate-level analysis is highly detailed.
What Insights AMC Provides
- Multi-touch attribution: understand how DSP, Sponsored Products, and Sponsored Brands interact and contribute to conversion along the customer journey
- Path-to-purchase analysis: how many ad touchpoints does a customer typically need before purchasing your product?
- Audience overlap analysis: how much of your DSP audience has also seen your Sponsored Products ads?
- Frequency analysis: what is the optimal ad frequency before returns diminish?
- New-to-Brand analysis at depth: detailed breakdown of acquisition efficiency across all ad formats
AMC vs Standard Amazon Reporting
Standard Amazon advertising reports show you performance at the campaign or keyword level within a single ad type. AMC allows cross-ad-type analysis — you can see how a shopper was touched by a DSP campaign first, then a Sponsored Brand, then converted through a Sponsored Product click. This holistic view enables much more intelligent budget allocation across your advertising portfolio.
| Capability | Standard Reports | Amazon Marketing Cloud |
|---|---|---|
| Attribution model | Last-click within ad type | Multi-touch across all ad types |
| Cross-ad-type view | Not available | Full customer journey visible |
| Path-to-purchase | Not available | Number of touchpoints before conversion |
| Audience overlap | Not available | DSP vs Sponsored overlap analysis |
| Custom queries | No | Yes — SQL-based custom analysis |
Who Should Use AMC
AMC is most valuable for brands spending $50K+/month across multiple Amazon ad types. At lower spend levels, the data volume may not support statistically meaningful conclusions. Agencies managing multiple brands often use AMC to build custom dashboards and attribution models that provide clients with deeper performance insights than standard reporting can deliver.
If you are running only Sponsored Products and spending less than $10K/month on advertising, AMC is not the right tool yet — the data volume will not produce meaningful insights. Focus first on optimising your Sponsored Products campaigns through keyword harvesting, negative keyword management, and bid optimisation. AMC becomes valuable once you are running multiple ad types at meaningful scale.
AMC Certification
Amazon offers an Amazon Marketing Cloud Certification — one of four certifications in its advertising certification program. The AMC certification validates advanced understanding of the clean room architecture, SQL query construction for AMC analysis, and interpretation of AMC outputs. It is increasingly sought by agencies and large in-house advertising teams.
Getting Started with AMC
AMC access is available to Amazon DSP advertisers through their Amazon Ads account team. You interact with AMC through Amazon's web console where you can write and run SQL queries against your pseudonymized ad data. Amazon provides a library of pre-built query templates as starting points, and more advanced users can build custom queries for proprietary analysis.
Frequently Asked Questions
Amazon Marketing Cloud (AMC) is a secure, privacy-safe measurement and analytics service that allows advertisers to combine their own first-party data with Amazon's ad event data to analyze customer journeys, attribution, and audience behavior at a depth not possible through standard advertising console reports. AMC uses a clean room architecture — individual customer data is never exposed, but aggregate-level analysis is highly detailed.
AMC provides multi-touch attribution (how DSP, Sponsored Products, and Sponsored Brands interact along the customer journey), path-to-purchase analysis (how many ad touchpoints a customer needs before purchasing), audience overlap analysis, frequency analysis (optimal ad frequency before returns diminish), and detailed New-to-Brand analysis across all ad formats.
Standard Amazon advertising reports show performance at the campaign or keyword level within a single ad type. AMC allows cross-ad-type analysis — you can see how a shopper was touched by a DSP campaign first, then a Sponsored Brand, then converted through a Sponsored Product click. This holistic view enables much more intelligent budget allocation across your advertising portfolio.
AMC is most valuable for brands spending $50K or more per month across multiple Amazon ad types. At lower spend levels, the data volume may not support statistically meaningful conclusions. Agencies managing multiple brands often use AMC to build custom dashboards and attribution models that provide clients with deeper performance insights than standard reporting can deliver.
Amazon offers an Amazon Marketing Cloud Certification — one of four certifications in its advertising certification program. The AMC certification validates advanced understanding of the clean room architecture, SQL query construction for AMC analysis, and interpretation of AMC outputs. It is increasingly sought by agencies and large in-house advertising teams.
AMC access is available to Amazon DSP advertisers through their Amazon Ads account team. You interact with AMC through Amazon's web console where you can write and run SQL queries against your pseudonymized ad data. Amazon provides a library of pre-built query templates as starting points, and more advanced users can build custom queries for proprietary analysis.
About Perfality
Perfality is an end-to-end ecommerce and marketplace management agency trusted by 75+ global CPG and DTC brands including Spectrum Brands, Kenneth Cole, Black+Decker, Stella & Chewy's, and Galderma. With 8 years of hands-on experience and a 100+ specialist team based in Jaipur, India, Perfality helps brands grow on Amazon, Walmart, Chewy, Petco, and other major marketplaces through listing optimization, A+ content, PPC management, account operations, chargeback recovery, and data intelligence. Learn more at www.perfality.com.
Perfality's advertising team builds AMC dashboards and attribution models for large CPG brand portfolios. Let's assess your AMC readiness.
