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

Many brands arrive at Market Rocket having formerly worked with agencies that only deliver the visible aspects of Amazon management. These agencies often lack more profound attribution insight. For instance, Sponsored Ads and DSP are frequently managed separately, and creative work operates in its silo. Reports tend to focus on short-term metrics rather than genuine customer behaviour. Therefore, while a lot of activity takes place, a cohesive strategic approach to that activity is missing.

Why Many Agencies Avoid AMC

Using Amazon Marketing Cloud requires SQL capability, dedicated time, and a solid understanding of how Amazon attribution works across different touchpoints. Many agencies lack the bandwidth or technical expertise to operate AMC effectively. This often leads them to default to a siloed optimisation. Unfortunately, this approach prevents brands from gaining insights into customer behavioural patterns, cross-SKU movement, and the genuine contribution of upper-funnel placements.

What AMC Enables When Used Strategically

Market Rocket uses Amazon Marketing Cloud (AMC) to conduct in-depth analysis. This analysis reveals how customers initially engage with a brand, which specific ASINs are responsible for introducing new buyers, and the touchpoints that influence conversions.

AMC provides visibility into the complete sequence of customer touchpoints. This makes it possible to determine the specific role of each placement and track how customers move between different product groups. Therefore, this level of clarity is beneficial for brands selling directly to consumers as well as those that rely on distribution partners. This is because the underlying customer behavioural signals remain consistent, regardless of the fulfilment method.

Building Behavioural Audiences

AMC enables the creation of highly specific audiences based on actual customer actions, moving beyond Amazon’s standard interest segments. For example, a brand can target consumers who frequently view high-intent products, customers who ultimately bought a different item after exploring one SKU, or those who are lapsed but are now returning. Additionally, it can target individuals who have repeatedly viewed products but have not converted. This capability allows for more precise targeting. This creative messaging can be aligned with the customer’s level of intent instead of relying on a generic, one-size-fits-all approach.

Understanding Incrementality

Measuring performance requires looking beyond impressions and ROAS (Return on Ad Spend). The Amazon Marketing Cloud (AMC) enables an incrementality evaluation. Essentially, this shows whether advertising is creating new demand, accelerating existing demand, or perhaps failing to influence conversions at all. These insights directly inform contribution margin, organic ranking, and the efficiency of future investment.

Where Market Rocket Provides An Advantage

When accounts are inherited, the common pattern is that foundational work has been completed. However, the crucial strategic layer often remains absent. For instance, despite the polished appearance of listings, the running of campaigns, and the generation of reports, the account remains stagnant. Nevertheless, the account does not progress. Therefore, adopting a strategy focused on Amazon Marketing Cloud (AMC) is beneficial. This approach allows for the unification of the customer journey, advertising pathways, and commercial goals. Ultimately, this results in a coherent strategy that positively 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.