Stop Guessing Which Ad Actually Caused the Sale
Last-click attribution credits whatever ad the shopper touched last and hides everything that got them there. Amazon Marketing Cloud lets us query the full event-level path — impressions, clicks, and purchases across Sponsored Ads and DSP — so budget moves toward what genuinely drives conversion.
Talk to an AMC Specialist
See DSP Services
4.8Trustpilot Trust Score · 35 reviews
Amazon DSP-certified team
The Reporting You Have Is Answering the Wrong Question
Standard Amazon reporting tells you what each campaign did in isolation. It cannot tell you whether your DSP display ad created the demand that your Sponsored Products campaign then took credit for, how many conversions you paid for twice, or what your true new-to-brand rate is once overlap is removed. Amazon Marketing Cloud answers those questions because it holds the event-level records — pseudonymised and aggregated — inside a secure clean room that only you can query.
Questions Standard Reporting Cannot
Multi-Touch Attribution
Which combination of ad types actually preceded a purchase, rather than which one happened to be last before checkout.
Path to Conversion
How many touchpoints, across which formats, and over what time window a shopper needs before they buy in your category.
Audience Overlap
Where Sponsored Ads and DSP are hitting the same people, so you stop paying twice to reach one shopper.
True New-to-Brand
Genuine incremental customer acquisition measured across channels, not counted separately by each campaign.
Frequency & Saturation
The impression count where response peaks and the point beyond which additional spend stops working.
Custom Audience Building
Query-defined audiences — cart abandoners, lapsed purchasers, competitor viewers — activated directly into DSP campaigns.
From Instance to Action
Access & Instance Setup
We confirm eligibility, get your AMC instance provisioned, and connect the relevant advertising data sources.
Define the Questions
Analysis is only worth what it changes. We agree upfront which decisions the queries need to inform — budget split, frequency caps, audience strategy.
Query Development
Our team writes and runs the SQL against your instance, covering attribution, overlap, path length, and incrementality.
Interpretation
You get findings in plain language with a recommended action attached — not a data dump you have to decode.
Activation
Custom audiences built from the analysis are pushed into DSP, and campaign structure and budgets are adjusted to match what the data showed.
Ongoing Measurement
Queries re-run on a set cadence so the strategy keeps adapting rather than resting on a one-off study.
AMC Is Where DSP Budget Stops Being a Leap of Faith
Amazon DSP reaches audiences on and off Amazon, but its impact is the hardest to see in standard reporting because much of it happens before the shopper ever searches. That is exactly the gap AMC closes — it makes upper-funnel spend measurable, which is what allows it to be defended and scaled.
We used a full-funnel DSP strategy to drive a Home & Kitchen brand to €239,302 in sales. Measurement is what makes that repeatable rather than lucky.
Amazon Marketing Cloud Questions
What is Amazon Marketing Cloud?
Amazon Marketing Cloud is a secure clean room environment where advertisers can run SQL queries against their own event-level advertising data. Records are pseudonymised and results are returned only in aggregate, so no individual shopper can be identified. It exists to answer cross-channel measurement questions that standard campaign reporting cannot.
Who is eligible for an AMC instance?
AMC access is tied to Amazon advertising activity, and Amazon sets the criteria — generally it is aimed at advertisers running Amazon DSP, with Sponsored Ads data able to be brought in alongside. Requirements change over time, so we confirm your current eligibility with Amazon directly before proposing an engagement rather than quoting a threshold that may be out of date.
Do I need to know SQL to use AMC?
No. AMC is queried with SQL, which is the main reason most brands never get value from their instance even after it is provisioned. Our team writes and runs the queries, then delivers the findings in plain language with a recommended action attached.
How is AMC different from standard Amazon reporting?
Standard reporting shows each campaign’s performance in isolation using last-touch attribution. AMC holds the underlying event-level records, so you can see the full sequence of impressions and clicks leading to a purchase across both Sponsored Ads and DSP. That is what makes overlap, path length, and genuine incrementality visible.
Is AMC only useful if we run DSP?
DSP is where AMC delivers the most, because upper-funnel display impact is the hardest thing to measure any other way. Brands running only Sponsored Ads can still learn from path and overlap analysis, but the return is smaller. We will tell you honestly if your current setup does not justify the investment yet.
Does AMC give us access to individual customer data?
No, and that is by design. AMC is a clean room: records are pseudonymised, queries return aggregated results only, and Amazon enforces minimum aggregation thresholds so no individual can be identified. It is built to allow measurement without exposing personal data.
What can we actually do with the findings?
The common outcomes are reallocating budget between ad types based on real contribution rather than last-click credit, setting frequency caps at the point where response plateaus, removing wasted overlap between Sponsored Ads and DSP, and building custom audiences that get activated back into DSP campaigns.
How long before we see value from AMC?
Instance setup and data population take time, and meaningful analysis needs enough accumulated data to be reliable. Realistically the first substantive findings come four to six weeks into an engagement, with ongoing queries refining the picture from there.
Find Out What Your Ads Are Really Doing
We’ll review your current Amazon advertising setup, confirm your AMC eligibility, and outline which questions your data could answer — before you commit to anything.
No commitment · No credit card · Written recommendation
Stop Guessing Which Ad Actually Caused the Sale
Last-click attribution credits whatever ad the shopper touched last and hides everything that got them there. Amazon Marketing Cloud lets us query the full event-level path — impressions, clicks, and purchases across Sponsored Ads and DSP — so budget moves toward what genuinely drives conversion.
Talk to an AMC Specialist See DSP Services 4.8Trustpilot Trust Score · 35 reviewsAmazon DSP-certified team
The Reporting You Have Is Answering the Wrong Question
Standard Amazon reporting tells you what each campaign did in isolation. It cannot tell you whether your DSP display ad created the demand that your Sponsored Products campaign then took credit for, how many conversions you paid for twice, or what your true new-to-brand rate is once overlap is removed. Amazon Marketing Cloud answers those questions because it holds the event-level records — pseudonymised and aggregated — inside a secure clean room that only you can query.
Questions Standard Reporting Cannot
Multi-Touch Attribution
Which combination of ad types actually preceded a purchase, rather than which one happened to be last before checkout.
Path to Conversion
How many touchpoints, across which formats, and over what time window a shopper needs before they buy in your category.
Audience Overlap
Where Sponsored Ads and DSP are hitting the same people, so you stop paying twice to reach one shopper.
True New-to-Brand
Genuine incremental customer acquisition measured across channels, not counted separately by each campaign.
Frequency & Saturation
The impression count where response peaks and the point beyond which additional spend stops working.
Custom Audience Building
Query-defined audiences — cart abandoners, lapsed purchasers, competitor viewers — activated directly into DSP campaigns.
From Instance to Action
Access & Instance Setup
We confirm eligibility, get your AMC instance provisioned, and connect the relevant advertising data sources.
Define the Questions
Analysis is only worth what it changes. We agree upfront which decisions the queries need to inform — budget split, frequency caps, audience strategy.
Query Development
Our team writes and runs the SQL against your instance, covering attribution, overlap, path length, and incrementality.
Interpretation
You get findings in plain language with a recommended action attached — not a data dump you have to decode.
Activation
Custom audiences built from the analysis are pushed into DSP, and campaign structure and budgets are adjusted to match what the data showed.
Ongoing Measurement
Queries re-run on a set cadence so the strategy keeps adapting rather than resting on a one-off study.
AMC Is Where DSP Budget Stops Being a Leap of Faith
Amazon DSP reaches audiences on and off Amazon, but its impact is the hardest to see in standard reporting because much of it happens before the shopper ever searches. That is exactly the gap AMC closes — it makes upper-funnel spend measurable, which is what allows it to be defended and scaled.
We used a full-funnel DSP strategy to drive a Home & Kitchen brand to €239,302 in sales. Measurement is what makes that repeatable rather than lucky.
Explore Amazon DSPAmazon Marketing Cloud Questions
What is Amazon Marketing Cloud?
Amazon Marketing Cloud is a secure clean room environment where advertisers can run SQL queries against their own event-level advertising data. Records are pseudonymised and results are returned only in aggregate, so no individual shopper can be identified. It exists to answer cross-channel measurement questions that standard campaign reporting cannot.
Who is eligible for an AMC instance?
AMC access is tied to Amazon advertising activity, and Amazon sets the criteria — generally it is aimed at advertisers running Amazon DSP, with Sponsored Ads data able to be brought in alongside. Requirements change over time, so we confirm your current eligibility with Amazon directly before proposing an engagement rather than quoting a threshold that may be out of date.
Do I need to know SQL to use AMC?
No. AMC is queried with SQL, which is the main reason most brands never get value from their instance even after it is provisioned. Our team writes and runs the queries, then delivers the findings in plain language with a recommended action attached.
How is AMC different from standard Amazon reporting?
Standard reporting shows each campaign's performance in isolation using last-touch attribution. AMC holds the underlying event-level records, so you can see the full sequence of impressions and clicks leading to a purchase across both Sponsored Ads and DSP. That is what makes overlap, path length, and genuine incrementality visible.
Is AMC only useful if we run DSP?
DSP is where AMC delivers the most, because upper-funnel display impact is the hardest thing to measure any other way. Brands running only Sponsored Ads can still learn from path and overlap analysis, but the return is smaller. We will tell you honestly if your current setup does not justify the investment yet.
Does AMC give us access to individual customer data?
No, and that is by design. AMC is a clean room: records are pseudonymised, queries return aggregated results only, and Amazon enforces minimum aggregation thresholds so no individual can be identified. It is built to allow measurement without exposing personal data.
What can we actually do with the findings?
The common outcomes are reallocating budget between ad types based on real contribution rather than last-click credit, setting frequency caps at the point where response plateaus, removing wasted overlap between Sponsored Ads and DSP, and building custom audiences that get activated back into DSP campaigns.
How long before we see value from AMC?
Instance setup and data population take time, and meaningful analysis needs enough accumulated data to be reliable. Realistically the first substantive findings come four to six weeks into an engagement, with ongoing queries refining the picture from there.
Find Out What Your Ads Are Really Doing
We'll review your current Amazon advertising setup, confirm your AMC eligibility, and outline which questions your data could answer — before you commit to anything.
Talk to an AMC SpecialistNo commitment · No credit card · Written recommendation