In a new shift, Amazon has announced that Amazon Marketing Cloud (AMC) is now accessible to advertisers without requiring Demand-Side Platform (DSP) access. This change opens up the door to the treasure trove that is Amazon’s data and insights to a broader audience, allowing brands, agencies, and marketers to access and leverage powerful audiences, allowing brands, agencies, and marketers to access and leverage powerful customer insights like never before.
Before this change, only those using Amazon DSP for programmatic ad buying could access AMC’s advanced data capabilities. Now, advertisers without DSP commitments can dive into Amazon’s customer insights in a privacy-safe environment (no more buying sketchy lists, haha), unlocking new campaign optimization opportunities.
In-Depth Data on Customer Journeys
AMC provides detailed visibility into user behavior, conversion paths, and customer journeys across Amazon’s entire ecosystem. Now, with expanded access, brands can analyze consumer behavior at a granular level, understanding how users interact with their brand throughout the funnel. Not only can you make better decisions, but you can add a flare of personalization, which can be invaluable for both campaign planning and ongoing optimizations.
Cost-Effectiveness for Brands – Regardless of Size
One of the biggest advantages of AMC’s new access model is the new cost-effectiveness. By removing the entire DSP requirement, Amazon has made AMC more accessible to any brand out there that’s looking for insights without the commitment or ridiculously large budget associated with programmatic ad buying. This enables smaller brands and e-commerce players to tap into robust data analytics and customer insights, leveling the playing field against larger brands with DSP budgets.
Campaign Optimization on Steroids
Yes, that’s what we said and how we’d explain it again. The analytics suite associated with AMC continues to grow and become more robust. With this new change, brands can expect even more capabilities on the horizon. Currently, it seems Amazon is planning future updates to AMC, including some third-party integrations, ML models, and a new self-service tool kit.
While all of this is pretty cool for the sale, the end goal seems to be making campaign optimization more effective. For advertisers, this means AMC will only become more powerful, offering enhanced insights that’ll enable more refined targeting, better resource allocation, and higher return on ad spend or investment (ROAS or ROI).
You might be wondering “What does this mean for me?” Well, if you’re an e-commerce brand, you know that competing in the landscape of products is tough. With AMC’s accessibility without DSP, you have an upper hand in strategic advantages:
As the platform continues to grow and change, brands can look forward to more enhancements which seemingly give them the advantage that will amplify its value. Amazon’s plans for third-party integrations and machine learning capabilities signal a future where AMC will be even more comprehensive. These improvements can help brands refine their consumer insight analytics and enable smarter ad decisions, personalizing messaging further, and optimizing campaign strategies across the entire Amazon ecosystem.
Data accesses are becoming more democratized now than they ever were before. Not only for everyday people, but for marketers as well and this is highlighted by Amazon’s decision to make AMC more accessible without DSP. For those looking to take advantage of this, AMC now offers an unparalleled opportunity to gather, analyze, and act on consumer insights.
This shift means more brands can make data-driven decisions and compete effectively in the marketplace. So, yes, AMC is now an essential tool in every e-commerce brand’s toolkit.