What Is AMC and Why Sellers Are Paying Attention Now

Summary

In this video, No Wickham, VP of Sales and Marketing at My Amazon Guy, explains the importance of Amazon Marketing Cloud (AMC) for sellers. He walks viewers through its features, including insights, use cases, audience targeting, and analytics tools, all now accessible to every Amazon seller. No highlights how AMC's no-code tools simplify the creation of high-value audience segments and offers strategies for leveraging Amazon's advanced advertising capabilities. This update democratizes powerful marketing tools, making it easier for sellers of all sizes to optimize their ad campaigns and track customer behavior.

Takeaways

• 😀 Amazon Marketing Cloud (AMC) is now accessible to all sellers, not just DSP users, allowing deeper advertising insights.
• 😀 AMC provides a dashboard with key sections: Home, Use Cases, Query Editor, Projects, Audiences, and Paid Features.
• 😀 Insights in AMC allow sellers to analyze campaign overlap, time to conversion, and audience segment performance.
• 😀 Use Cases include pre-built 'no code' solutions, making it easy for non-technical users to implement strategies quickly.
• 😀 Recommended analytics for sellers include purchase overlap, DSP vs Sponsored Ads overlap, audience overlap, and path to conversion.
• 😀 Audience Groups let sellers target specific segments, such as cart abandoners, high-value new customers, and frequently exposed audiences.
• 😀 AMC allows for bid adjustments in Sponsored Ads campaigns based on audience segments, improving targeting and ROI.
• 😀 High-value customer segments can be leveraged in auto campaigns to balance wide reach with granular targeting.
• 😀 AMC provides opportunities for cross-selling and optimizing customer acquisition by understanding audience behavior.
• 😀 Sellers can get expert assistance from Amazon Ads partners to build custom audience groups and maximize AMC utility.

Q & A

What is Amazon Marketing Cloud (AMC)?

Amazon Marketing Cloud (AMC) is a data analysis platform provided by Amazon that helps sellers and advertisers to gather insights and create targeted campaigns. It offers access to a variety of tools like audience segmentation, advertising insights, and performance analysis to optimize marketing strategies.

Why should Amazon sellers care about Amazon Marketing Cloud?

Amazon sellers should care about AMC because it provides powerful data analytics tools to improve advertising strategies. It helps sellers better understand their audience, optimize ad performance, and create targeted campaigns, leading to more effective and efficient marketing efforts.

How has Amazon's access to Amazon Marketing Cloud changed over time?

Previously, access to AMC was limited and required going through third-party providers or a DSP portal. However, Amazon has since made AMC available to all Amazon sellers, offering more flexibility and easier access to its tools without needing specialized knowledge or third-party partnerships.

What are the main sections of the Amazon Marketing Cloud dashboard?

The main sections of the AMC dashboard include Home, Use Cases, Query Editor, Projects, Audiences, and Paid Features. These sections allow sellers to explore insights, create audience groups, run analyses, and manage their advertising strategies effectively.

What are some of the insights that Amazon Marketing Cloud offers?

AMC provides insights like overlap by campaign groups, time to conversion, audience overlap analysis, and purchase overlap for upselling. These insights help sellers understand their ad performance, identify gaps, and optimize targeting strategies.

What is the 'No Code' section in Amazon Marketing Cloud?

'No Code' refers to pre-built solutions within AMC that allow sellers to create audience groups and run analyses without needing specialized coding knowledge. This feature enables users to easily implement strategies without requiring technical expertise.

What is the significance of audience overlap analysis in AMC?

Audience overlap analysis in AMC helps sellers understand how different audience segments intersect. It is especially useful for identifying which groups are being targeted by multiple campaigns, helping optimize marketing efforts and reduce inefficiencies in advertising.

What are some important use cases to consider in Amazon Marketing Cloud?

Important use cases in AMC include purchase overlap for upselling, sponsored ads and DSP overlap analysis, audience overlap analysis, and path to conversion by campaign groups. These use cases provide valuable insights into targeting strategies, cross-selling opportunities, and overall campaign performance.

How does Amazon Marketing Cloud help with audience segmentation for ads?

AMC allows sellers to create highly specific audience groups for their ads, enhancing targeting granularity. Sellers can focus on segments like cart abandoners, high-value new-to-brand customers, or frequently exposed audiences, improving the relevance and effectiveness of their campaigns.

How can sellers use audience groups in Amazon Marketing Cloud for sponsored ads?

Sellers can use audience groups from AMC to create more targeted sponsored ad campaigns. By selecting specific audience segments, such as those who added products to their cart but did not purchase, sellers can bid adjust and optimize their campaigns for higher conversion rates.