Amazon Marketing Cloud (AMC): The Complete Guide to Smarter Ad Management
- Sravanthi Munagapati
- Aug 21
- 5 min read
Are you running ads?
You’ve probably wondered how to go beyond just campaign or search term reports and really understand your shoppers.
If that’s the case, Amazon Marketing Cloud (AMC) is the way to go!
AMC is Amazon’s advanced analytics and audience-building solution that lets you create custom audiences and uncover insights you simply can’t get from your regular seller reports.
The best part?
You don’t need to be running Amazon DSP to benefit from it. With AMC audiences, you can now apply these insights even to your sponsored ad campaigns.
What you'll learn from this post:
Let’s dive in.
What is Amazon Marketing Cloud (AMC)?
At its core, Amazon Marketing Cloud (AMC) is a secure, privacy-safe cloud clean room that lets you do more than just track clicks or sales.
You can combine Amazon’s own advertising signals, like impressions, clicks, and conversions across Sponsored Products, Sponsored Brands, and DSP, with your own first-party data (like hashed customer IDs from your CRM, email lists, or website behaviors). This data helps you build audiences based on real behavior, not just keywords or demographics.
AMC is a smarter way to:
Identify high-intent shoppers.
Re-engage people who viewed your products but didn’t buy.
Build loyalty campaigns for past customers.
And now, thanks to AMC audiences, you don’t need a full Amazon DSP setup to get started. You can plug these audiences directly into your Sponsored Products and Sponsored Brands campaigns.
Who Can Use It?
Amazon AMC is designed for:
Brands that want to scale profitably with smarter targeting.
Agencies managing multiple clients and looking for deeper shopper insights.
Advertisers running Sponsored Ads or DSP campaigns.
Even if you don’t have DSP access, Amazon has rolled out three ready-to-use AMC audiences to all advertisers:
High-likelihood-to-purchase shoppers.
Shoppers who added your brand’s products to their cart.
Shoppers who purchased your products in the past.
Where Can You Access It?
You can access AMC audiences in two ways:
Inside your Amazon Ads console, for the three standard audiences available to everyone.
Through a full AMC environment, if you have DSP access, you can build custom queries and advanced audience segments.
But here’s the catch..
Managing AMC directly can be technical and time-intensive.
That’s why we at SellerMate.AI made it easier for you. You can activate AMC audiences on your campaigns with just a few clicks, no coding or setup required.
Who Is It Available To?
Amazon has been gradually expanding AMC access across marketplaces. Today, it’s available in major regions like:
North America (U.S., Canada, Mexico)
Europe (U.K., Germany, France, Italy, Spain, Netherlands)
APAC (Japan, Australia, India, with more being added)
If you’re selling in these regions, you can start experimenting with SellerMate’s AMC audiences as well.
Why You Should Consider AMC Audiences
When you're running Amazon ads without AMC, you're seeing half of the picture.
Sure, you see clicks, orders, and ACoS, but that only tells you what happened. On the other hand, AMC tells you why it happened and what to do next.
“Smarter targeting means stronger ROI. AMC gives advertisers the clarity to scale with confidence.”
— Akash Singh, Co-Founder & CEO, SellerMate.AI
Here’s why AMC should be part of your toolkit:
Smarter Targeting: Instead of running broad targeting ads that waste spend, AMC lets you build precise audiences. You can target shoppers who viewed your product, added it to their cart, or purchased it before. That means your ads show up in front of shoppers who are already warmed up.
Cross-Campaign Insights: Ever wonder how your Sponsored Products, Sponsored Brands, and DSP ads work together? AMC connects the dots. It gives you the full funnel view, from awareness to purchase, so you can see which touchpoints actually move shoppers closer to buying.
Better ROI: With AMC, you’re not guessing which audiences will convert. You’re targeting based on real buyer intent and past behavior. This leads to higher conversion rates and more efficient use of your ad dollars.
Future-Proofing Your Strategy: As privacy rules tighten and third-party data gets harder to rely on, Amazon’s first-party data becomes gold. AMC gives you privacy-safe insights you can use to keep your campaigns effective long-term.
Keep in mind, as an advertiser, it's always important to test your strategy and review the data to understand what works and what doesn't.
How to Use AMC Audiences In Your PPC Campaign Strategy
You might be thinking: “Okay, but how can I actually use AMC data in my campaigns?”
Here are some proven use cases you can apply today:
Audience Retargeting: Don’t let interested shoppers slip away. Use AMC to retarget people who clicked your ads but didn’t buy. They’re already familiar with your brand, so conversions are easier.
Cart Abandoners: Some shoppers add your product but never complete checkout. AMC lets you re-engage them with the right message or offer to close the loop.
Loyalty Campaigns: Keep your best customers coming back. Target past buyers with repeat purchase ads or introduce them to new product launches.
Cross-Sell Campaigns: Got complementary products? AMC can help you promote them to customers who have already bought something else from your catalog. For example, if they bought soil, they may also want your gardening tools.
Lookalike Audiences (with DSP): Want to expand your reach? Use AMC with DSP to find shoppers who behave like your best customers — scaling your sales without wasting budget on irrelevant clicks.
With SellerMate.AI, activating these audiences is simple. No SQL queries, no complex setup, just a few clicks, and your campaigns are optimized with AMC-powered audiences.
Optimizing Amazon Ads with Amazon Marketing Cloud
AMC isn’t just about building audiences, but about making your entire advertising strategy smarter.
Here’s how you can put it into action:
Measure what’s working: Instead of relying only on ACoS or ROAS, AMC helps you track the customer journey. You’ll see how awareness campaigns (like Sponsored Brands or DSP video) contribute to conversions later.
Refine targeting in real-time: Use AMC data to identify which audiences are driving sales and which ones aren’t. Double down on high-value segments and cut wasted spend instantly.
Combine with automation: Inside SellerMate, AMC audiences can be layered into your automation rules. That means your bids, budgets, and placements adjust automatically based on the audiences most likely to convert.
Scale Predictably: Align AMC insights with campaign structures so you take actions backed by data. This is key for brands and agencies managing multiple products or accounts.
With SellerMate.AI, you don’t need advanced SQL queries or a data team. AMC insights and audience activations are already built into the dashboard, ready to launch in just a few clicks.
To sum things up!
Amazon Marketing Cloud (AMC) ensures your campaigns are reaching the right shoppers at the right stage of the funnel with smarter targeting, stronger ROI, and long-term growth.
Besides, SellerMate.AI simplifies the whole process, so you can focus on scaling profitably. If you’re serious about scaling your Amazon ads ROI, it’s time to start leveraging AMC with SellerMate.AI.
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