Connect the dots: Amazon Marketing Cloud

What is a clean room?

A clean room is a secure, privacy-safe
environment where brands and their media
partners can collaborate, bringing
Pseudonymized Pseudonymized
pseudonymized inputs from different sources advertiser signals v first-party signals
(such as impression logs, transaction events,
and advertisers' first-party pseudonymized Clean room
signals) to address key business questions. solution

Why advertisers need to adapt and invent

Numerous media
choices Evolving ad
Numerous media Complex shopping
addressability
choices Result journey
in increasingly
landscape
fragmented and
makes it harder to tie
result in increasingly
fragmented and disconnected signals
media engagement to is rendering conventional
disconnected signals business outcomes ad practices obsolete

Introducing Amazon Marketing Cloud (AMC)

AMC is a secure, privacy-safe, and cloud-based clean room. You can use AMC to derive insights from across
channels to perform custom analytics in AMC.

The solution can be accessed through a web-based user interface (UI), or via API (application programming
interface).

AMC is part of Amazon Ads' ad tech suite, a set of solutions built to help you or your clients achieve greater
sophistication in planning, purchasing, measuring, and optimizing your clients' investments.
Exploring AMC

Use AMC to connect the dots

AMC joins pseudonymized signals in a dedicated clean room environment. You or your client can write custom SQL
queries or use the over 80 templated queries in the instructional query library to unlock key learnings and insights.

Expand your insights options with paid features

Paid Features are an optional suite of insight expansion options powered by Amazon and third-party tool providers.

Use pseudonymized query outputs to inform and analyze

Join pseudonymized signals across sources in dedicated clean room environment

What your clients need to know about AMC

1 2 3
Allows access to query Provides flexible Prioritizes privacy and
event-level signals analytics. Generate security by design
across media sites, reports by preferred
inventory formats, and dimensions to locate
conversion channels patterns and trends
 Major use case types supported by AMC

Use case Description

Obtain more in-depth findings about a particular campaign and

Performance deep dive
what factors most effectively drive your KPIs.

Audience insights and Look for correlations between engagement and audience
activation attributes, or create your own high value audiences in AMC.

Shopping journey Illustrate the customer shopping journey in terms of media

analysis exposure, frequency, timing, etc.

Amazon Ads media mix Understand the collective impact of your Amazon Ads media mix
analysis and isolate the incremental impact of a specific media type.

Omnichannel impact Assess how Amazon Ads media contributes to sales at various
analysis Amazon store types and your D2C channels.

Custom attribution for Apply your own attribution model to assign credit for on-Amazon
Amazon or first-party conversion events or offline transactions uploaded to AMC.
events

Establish an insights-to-optimization cycle for Amazon Ads campaigns

Think of AMC as a crucial element in the full lifecycle of your client’s media campaigns.

Lifecycle Description

AMC provides insights on where and how to spend best

Media strategy media budgets across sponsored ads and Amazon DSP, in
the Amazon store and on other apps and websites.

AMC helps advertisers to create highly relevant

campaigns and tailor their messaging to specific
Audience planning
audiences based on shopping behaviors, demographics,
interests, and more.

AMC
AMC offers insights and analytics, allowing advertisers to
Campaign refine their campaign strategies based on performance
optimization (e.g., reallocate budget, adjust marketing parameters,
optimize creatives, etc.)

AMC flexible analytics provide advertisers with detailed

Measurement performance metrics to help drive KPIs and measure the
overall success of their advertising initiatives.
Use AMC across the campaign cycle
Cross-team collaboration is important across all the media planning, activation, and measurement stages.

Data Analysts, Data •Dive deep in AMC use cases, tables, and fields
Scientists
•Write queries in AMC to generate insights on media activity and
Generate and assemble associated performance
reporting on digital
advertising activity and •Write queries in AMC to create custom audiences based on campaign
business impact. objectives and report insights

•Co-develop AMC strategy (e.g., first-party pseudonymized signal

upload, paid features, solution development, etc.)
Product Managers,
Developers •Leverage AMC APIs to scale ongoing measurement and audience
creation activity

Work with APIs to scale •Build connections between AMC and other tools (e.g., cloud
and/or automate infrastructure, customer data platform, data visualization, etc.)
activities
•Build first-party solutions atop AMC

•Understand AMC use cases and be familiar with AMC tables and
fields at a high level

Marketers, Media Planners
Plan digital advertising
campaigns and analyze
business impact.
•Co-develop AMC strategy (e.g., first-party pseudonymized signal
upload, paid features, solution development, etc.)
•Prioritize business questions and define requirements for AMC
analytics needs

•Interpret reports to draw actionable insights

•Interpret AMC reports to draw actionable insights and make media

optimizations
Traders, Media Buyers
•Define supply, audience, and creative experiments and any
Build, monitor, and associated AMC analytics requirements
optimize digital
advertising campaigns. •Provide guidance on how to achieve performance objectives,
including making AMC custom audience recommendations
How to talk to your clients about using AMC
Talk to your clients about using AMC to help achieve greater sophistication when planning, purchasing,
measuring, and optimizing their investments.

1 2 3
Work backwards to Use AMC across the Pivot to stay agile, and
identify goals and find full media campaign optimize as needed
the insights needed to lifecycle
answer questions

Additional Resources
AMC foundations Multichannel vs. omnichannel: What is the difference?
Learning console Amazon ads guide

AMC rule-based audiences

Learning console