Amazon Marketing Cloud: Understanding Multi-Touch Behaviour To Improve Strategic Decision-Making

For an extended period, evaluating Amazon’s performance primarily involved examining the final click a customer made. Studies also only looked at short time periods and focused on results from single channels. While a study showed how efficient things were on the surface, it didn’t really show how customers actually shopped. Customers go through stages: they discover a product, contemplate buying it, and then finally purchase it.

However, Amazon Marketing Cloud is changing this. It brings a more detailed and joined-up view. Therefore, teams can now see the sequence of customer behaviour instead of just the isolated final results. Crucially, this shift has big effects on how planning is done, where money is spent, and how long-term growth is achieved.

Customer Sequencing, Not Just Outcomes

Amazon customers rarely follow a simple path to purchase. This is because exposure often happens through multiple formats at different times. For example, a video impression might first introduce product familiarity. Following this, a visit to a category or competitor product page may confirm the customer’s intent. Subsequently, interaction with a Brand Store or Product Detail Page builds confidence. Interestingly, branded search typically emerges much later in the customer journey than previously believed.

When marketing teams can clearly see the order of these touchpoints, this visibility strongly influences their approach. Specifically, it impacts how teams handle awareness activity, protection strategy, category positioning, and creative planning. Therefore, rather than just prioritising the final interaction, brands can start investing more wisely. Ultimately, this smarter investment focuses on the moments that create momentum and shape perception earlier in the decision-making process.

New Customer Identification

Understanding whether marketing activity is bringing in new customers or just bringing back old ones is vital for steady growth. Amazon Marketing Cloud makes it easier to tell the difference between first-time buyers, repeat purchasers, subscribers, and customers who keep coming back to a brand.

This clear view helps make smarter decisions about the budget. As a result, we can more precisely match marketing activities to goals such as acquiring new customers, remarketing, retaining existing ones, or encouraging repeat purchases. Furthermore, over time, this data allows brands to achieve a balance between growing and being efficient. It moves them away from relying solely on results from the short term. For brands aiming to reach more people, move into new market areas, or encourage customers to buy again, this detailed customer breakdown offers a much more reliable foundation for their strategy.

Cross-Product Influence

Amazon rarely confines a customer’s journey to a single product. For example, introductory products can introduce a brand to a new shopper. Following this, subsequent purchases often move towards higher-value, complementary, or core products. In some cases, customers transition from smaller pack sizes to larger formats. Similarly, they may move from a main product into an extended range over a period of time.

Amazon Marketing Cloud (AMC) is essential because it reveals these buying trends. Furthermore, AMC allows teams to see how different products contribute to the overall commercial success, moving beyond individual performance. Ultimately, this insight directly informs several key strategies. These include bundling strategies, variance planning, and prioritising product detail pages. It also helps structure cross-merchandising efforts and branding Stores. Consequently, it facilitates more deliberate catalogue planning, ensuring each product has a defined strategic role. This principle applies regardless of how brands structure or distribute their ranges on Amazon, behavioural insight remains consistent.

Lifetime Value And Profitability Planning

When repeat purchasing, subscription sign-ups, and product migration become clear, strategic discussions can naturally move past simply focusing on an immediate return on ad spend. Therefore, decision-making can shift. Instead, the focus is on customer lifetime value, long-term profitability, and sustainable acquisition costs.

Understanding which products bring in high-quality, repeat customers is important. Knowing which products deliver excellent profit margins over time is also key. This knowledge allows for a clearer distinction between the products that drive initial customer acquisition and those that drive profit. Consequently, this clarity reduces reliance on advertising that is purely reactive over the long term. It also lends support to a growth model that is more steady and predictable. This approach is especially important for brands in categories where customers routinely replenish products or in lifestyle and routine-driven areas. In these sectors, trust and satisfaction genuinely help build momentum.

Applied In Practice At Market Rocket

Market Rocket translates these insights into practical, commercially aligned strategies. First, the data informs the advertising structure; it also guides SEO prioritisation, creative direction, cross-sell planning, and long-term customer value modelling.

Consequently, the outcome is collective decision-making based on real behaviour rather than mere assumptions. Therefore, established brands can invest with greater assurance and clarity.

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.