Advanced Amazon Attribution: Unlocking the Strategic Value of Amazon Marketing Cloud (AMC)

Many brands arrive at Market Rocket after working with agencies that deliver the visible components of Amazon management but lack more profound attribution insight. For instance, agencies often manage Sponsored Ads and DSP separately. Similarly, creative execution operates independently, which means reports tend to focus on short-term metrics instead of long-term customer behaviour. While activity takes place, a cohesive strategy driving it is often absent.

Why Many Agencies Avoid AMC

Amazon Marketing Cloud demands SQL expertise, sufficient time, and a clear understanding of how Amazon’s attribution model operates across various touchpoints. As a result, many agencies lack the necessary capacity or technical skill set to manage AMC effectively. This often leads them to rely on isolated optimisation strategies. Ultimately, this approach prevents brands from fully grasping customer behaviour patterns, cross-SKU purchasing movements, and the true value delivered by upper-funnel placements.

What AMC Enables When Used Strategically

Market Rocket leverages Amazon Marketing Cloud (AMC) to analyse how customers discover brands. This analysis reveals which ASINs (Amazon Standard Identification Numbers) initially attract new shoppers and where conversion events are ultimately influenced. AMC provides a clear view of the complete sequence of customer touchpoints, as it details the specific role each marketing placement plays. Moreover, it clarifies how customers move between different product groups, and this depth of information supports brands selling both directly and through distribution partners. This is because the underlying customer behavioural signals remain constant, regardless of the fulfilment method.

Building Behavioural Audiences

AMC has the capability to build audiences based on actual customer behaviours, going beyond Amazon’s predefined interest segments. For instance, specific examples include identifying product viewers who show high intent, customers who explored one product before buying another, returning lapsed customers, or those who viewed a product repeatedly without purchasing, and this leads to much more precise targeting. Therefore, the brand can better align its creative and messaging with the customer’s actual level of intent, avoiding a generic, one-size-fits-all approach.

Understanding Incrementality

Performance metrics extend beyond impressions and Return on Ad Spend (ROAS). For instance, the Amazon Marketing Cloud (AMC) enables incrementality evaluation. This evaluation reveals whether advertising is generating new demand or simply accelerating existing demand. Without this approach, the advertising either satisfies existing demand or fails to influence conversion effectively. These insights directly correlate with the contribution margin, organic ranking, and the efficiency of future investment.

Where Market Rocket Provides An Advantage

When inheriting accounts, a common pattern is that the foundational work has been completed, but the strategic layer is missing. For example, listings look polished, campaigns spend money, and reports are issued. However, despite this, the account does not progress. Therefore, the AMC approach allows for unifying the customer journey, advertising pathways, and commercial goals. This ultimately creates a coherent strategy that influences competitiveness, visibility, and profitability.

A More Informed Approach To Amazon Advertising

AMC gives brands the behavioural transparency required to make more confident decisions about spending, creativity, and prioritisation. This allows advertising to become a commercial lever rather than a series of disconnected tactics.

Want to see your Amazon performance skyrocket?  Book a call with our team or email us at amazon@marketrocket.co.uk to take your brand to the next level.