Using AMC for Smarter Growth on
Amazon
June 10, 2026, 1:00PM
28m 59s
Curtis Gerald Ritchie 0:06
Good afternoon, everyone. I hope everyone's having a nice Wednesday and a nice
week so far. We're excited to be hosting you for our webinar today. We'll first
let a few people join before we get started with today's session.
How's your week going, Curtis?
Curtis Fu 0:28
Yeah, good. Thank you. How's your week, Curtis?
Curtis Gerald Ritchie 0:31
Yeah, it's been going well so far.
Curtis Fu 0:33
Yeah, getting some sun finally, which is nice.
Curtis Gerald Ritchie 0:36
Yeah, a little bit, a little bit of rain now as well, unfortunately.
Curtis Fu 0:40
But not enough, as in that.
Curtis Gerald Ritchie 0:42
Yeah, it has.
Curtis Fu 0:46
More people joining, which is great.
Curtis Gerald Ritchie 0:55
Okay, we'll get going now and I'm sure some of the attendees will join while
we're kicking off. So good afternoon, everyone, and welcome to one of our
Toucan Talks webinars today. We're super excited that you've all joined us for
today's session. Again, if you don't know who I am, I'm Curtis, our marketing
lead here at Toucan.
And we have our other Curtis, who is Toucan's senior advertising manager, who
will be talking about how you can use AMC to unlock smarter growth on Amazon.
So the session today will run for around 30 minutes, and we will have a live
Q&A at the end of the session. So if you do have any questions, please feel
free to type them into the Q&A section.
at any time during the webinar. I'll collect all of these while Curtis is
presenting and we will try to get through as many as possible at the end. So I
will now hand over to Curtis to take you through today's session.
Curtis Fu 1:46
Thanks, Curtis. And yeah, hi everyone. Great to be here and thanks all for
joining. Today we have a super exciting session on how we use AMC for smarter
growth at Toucan. And I think before we head into more some sort of the case
study and detailed analysis, we'll start with a very quick intro of what AMC
is.
to give you some more context if you're new to AMC.
Cool, let's get started.
So yeah, just going, firstly going into a bit of introduction of AMC.
So what is AMC Amazon Marketing Cloud?
So AMC is a secure, privacy-safe, cloud-based clean room solution developed by
Amazon Ads. So it enables advertisers like me and you to perform custom
analytics and build audiences using pseudonymised event-level signals.
from Amazon ads. And I know I probably just said two phrases that didn't really
make sense to you. So what is pseudonymised? So pseudonymised is any
information that could directly identify a person. So like name, email, or
phone number, they're all replaced with a code. And then event signals.
So event signals are details, records of actions or events that happened during
a shopper's journey.
And then sort of in more layman terms, what it means with AMC. Basically, AMC
is a powerful data tool that helps advertisers understand how people interact
with their ads. It works in a secure and private way. Therefore, no personal
data information is shared.
So when we look at interactions, we're actually looking at a range of actions
where interactions may actually involve engagement for viewing, sort of viewing
for a video or a static ad, or performing subsequent actions like viewing
promoted product detail pages, or searching for your brand name in the search
bar.
as well as browsing your brand store.
As well as interaction may also include engagement through clicking on ads or
conversion-based behaviours such as adding to cart, purchasing, or subscribe
and save actions.
Therefore, AMC considers how consumers perform a broad range of actions when
served ads through Amazon ad solution, which is applicable for both endemic and
non-endemic advertisers.
So how is it different then to Amazon Ads reporting? So I think how AMC
reporting is different to Amazon Ads solution reporting can be broken down into
four key aspects.
And the first thing is the data granularity. So Amazon Ads provides
pre-aggregated data from your campaign, ad group, keywords, or placement level.
And AMC reporting basically works off from event signals, so such as your
impression, clicks,
or conversions which are aggregated only for privacy.
And then secondly, the flexibility of AMC Reporting versus Amazon Ads
Reporting. Amazon Ads Reporting provides fixed reports with limited
customisation. However, AMC is able to provide fully customisable reports
leveraging SQL queries.
And then the scope of Amazon ads and AMC reporting ads, sorry, AMC reporting.
Amazon ads look at each ad product separately. So DSP or sponsored ads are
looked at differently. However, AMC, we can combine multiple channels. So with
AMC, we can combine DSP,
and sponsored ads. And if we have first party data as well, we can add that in
for further analysis.
Lastly, the use cases, Amazon Ads.
allows you to track campaign performance, such as your sales, ROAS, clicks,
impressions. However, with AMC, we can actually have more advanced
measurements. Some examples are the reach and frequency, path to conversion,
new to brand, lifetime value, and more.
Therefore, these reports are different and they shouldn't be used in silo, but
to complement one another. So AMC in summary just goes that's one step further
and adds the greater context to your advertising performance.
Cool, and the first use case of AMC we'll look at is the path to conversion.
So looking at the path to conversion analysis for a beauty brand that we worked
with, and then looking at the conversions in Q4 from 2024. During that
timeframe, we implemented multiple DSP burst campaigns, along with an always-on
sponsored ads coverage.
And just to note, the paths shown on the slide are paths with more than one
touchpoint.
And then firstly, on the left, looking at the first, sorry, looking at the most
common path occurrences, which assess the most commonly seen paths, which also
shows the paths where the majority of spend was allocated. Therefore, the most
common way consumers interact and fuel a brand through ads.
And we can see that the first path is sponsored product to sponsored brand or
sponsored brand video.
And the second path is top of funnel DSP to bottom of the funnel DSP.
These two paths had the highest volume of path occurrences, which also means
that consumers interacted with two different ad formats and were heavily
reached through these channels. Interestingly, path two had 70K more
occurrences than path one,
despite being 38% cheaper.
Showing the path, showing path, sorry, showing paths, prioritising DSP drove a
more efficient and scalable reach versus exclusive sponsored ads paths.
And secondly, looking at the middle table, looking at the strongest converting
paths.
with the highest ROAS across the total campaign activation.
What was really interesting with this was that all the paths had sponsored
product as the first touchpoint, and sponsored brand or sponsored brand video
was present in all paths.
And at the top, converting paths integrated both sponsored ads and DSP, showing
how both of these ad types in collaboration can help to drive conversion.
Finally, looking at the right.
Look at the highest new to brand acquisition paths of orders with sufficient
spend. Therefore, these are our strongest new to brand acquisition pathways.
And the top one is top of funnel DSP to sponsored products to bottom of funnel
DSP. And the second one is sponsored product, sponsored brand
or sponsored brand video to sponsored display.
Both top performing paths have three touch points, showing the importance of
multiple touch points in new-to-brand acquisition.
Both paths also include sponsored products, which highlights this, highlighting
this ad type as an engager, rather than this user conversion-based appearance.
Both of these paths also use a mixture of contextual and search targeting, with
the top new to brand driving path featuring both Sponsored Products and DSP.
With the last touch point being sponsored display in contextual audience
targeting and compiling this, the subsequent actions for this brand were to
build custom audiences based on audiences who have engaged with each ad type.
And we target these people through sponsored display and bottom of funnel.
Sorry, bottom of funnel DSP.
Yeah.
Great, and jumping into the next use case of AMC, which is the marketing funnel
analysis.
So looking at the marketing funnel analysis, I think a question we want to ask
before looking into more details is whether we are hitting all the elements of
the Amazon advertising funnel.
If the answer is yes, we are, then how are we ensuring that the awareness users
are moving down the funnel to consideration or consideration users are moving
down the funnel to conversion?
How are our advertising efforts impacting consumers, um, and how they, how they
impact, how is impacting consumers down the funnel?
And this is the exact scenario of one of the grocery brands that we work with
and wanted to assess. Is their top of funnel streaming TV activation actually
worth it down the funnel? And how does their top of funnel activity impact
lower funnel performance?
And for this brand in particular, they unlocked incremental budgets for a Prime
Video campaign to drive brand awareness, layered with display DSP to drive
consideration, and retarget Prime Video engagers.
And this was on top of their ongoing sponsored ads strategy, so they were able
to run a full funnel campaign.
Campaign KPIs were still delivered for the total campaign performance you get
across sponsored ads and DSP. Yet we needed to see an aggregated view in order
to fully understand the volume of people and a campaign impact at each funnel
region.
And to sort of further understand this, we look at the marketing funnel
analysis through AMC and found that post prime video activation, consideration,
conversion and loyalty regions of the funnel improved, which is great news.
We then used AMC to analyse how layering the top of funnel media directly
impacted the volume of awareness, consideration, conversion and loyalty users,
and how consumers move down the funnel through a broad media activation.
And looking at this specific campaign, we launched in early September for a
month, and DSP Display launched in late September, also launching roughly for a
month.
We used AMC to understand the volume of consumers at each stage of the funnel.
And for this scenario, we saw that awareness use, so sorry, for looking at the
graph, just for your context, awareness users are those who view the ad, which
is the black line you can see on the left graph. Consideration users are people
who view the detail page or click on the ad.
which is the orange. Conversion users are those who purchased the product,
which is the green. And finally, the loyalty users are those who purchased the
product, but were once new to brand, which is the blue. And on the left graph,
we see the volume of consumers at each stage of the funnel, with May to August
included so that we could assess
the general performance before the campaign being launched, so we can have a
baseline.
So continue looking at the table on the left, it shows that in September, the
volume of consumers at each stage of the funnel reaches its highest point over
the last five months, with the key here being that awareness user growth of
197% month on month in September. And when we then look at
October, we expectedly see a decline in awareness users with the Prime Video
campaign ending. However, the volume of consideration, conversion, and loyalty
users peaked to its highest point in the last six months, which is
significantly outperforming July.
And then the table on the right assesses the rate of transition between
different funnel stages.
Meaning it assesses how many people move from awareness to consideration,
consideration to conversion, and so on.
We can see that the rate of transition from awareness to consideration dropped
significantly in September, which actually is unsurprising. That is due to the
significant increase in user volume of almost 200% to the month before.
And interestingly, the rate of transition between consideration and conversion
and conversion and loyalty stays quite stable when comparing May to September.
We only see the spike after September when DSP was heavily integrated.
Consideration to conversion spiked by 56% and conversion to loyalty a
staggering 70%. Furthermore, as the volume of consumers at these regions are
also at their highest versus the last six months, the level of transition is
significant.
So I think in conclusion, with the campaign KPI data reported from Amazon Ads,
AMC Data, AMC Data was able to show that through layering the top of funnel
Prime Video activation and middle of funnel display DSP, we were able to have a
significant impact on the volume of people aware of the brand, as well as
engaging with the brand and then further purchasing and repurchasing from the
brand.
And then our third use case of AMC that we will look at is combining multiple
SQL analysis and then to assess the new to brand gateway ASINs alongside repeat
purchases versus new to brand purchase behaviour on an ASIN level.
So firstly, we'll look at a case study from a vitamins, minerals and supplement
brand in the UK. We looked at a 13 month look back window for them and ran a
new to brand gateway ASIN analysis where AMC aggregates events across Amazon ad
solution and ranks ASINs based on their new to brand influence.
For this brand, we actually found that their fibre, magnesium, and sleeping
variants drove new to brand. And subsequently, we suggested running tests
across sponsored ads and DSP with a specific focus on these high new to brand
ASINs. And for sponsored ads, we suggested
A/B testing sponsored brand campaigns, focusing on the new to brand gateway.
Sorry, focusing on the new to brand gateway ASINs as the feature hero ASINs to
drive new to brand.
While for DSP, we suggested building custom assets focusing on the three
variants for awareness media.
And then, so following that suggestions, we ran a custom SQL query for the same
brand to measure from the new from the new to brand drivers.
What does their repeat purchase look like? And with the knowledge from previous
AMC analysis that fibre, magnesium, and sleeping variations drive new to brand,
we actually found that the sleep variants drove volume, yet it had a poor
repeat purchase versus the brand average.
And the known new brand drivers of fibre and magnesium drove strong repeat
purchases.
The apple cider and probiotic variants drive a lower volume of orders, yet the
repeat purchases are really strong.
and for the sleep variant, which are known to drive volume.
We consequently focus on purchase remarketing just before the product lifecycle
ends to improve repeat purchases.
And then with the understanding that known new to brand drivers of fibre and
magnesium driving a strong repeat purchases, we then ensured these products
remain as the heroes within top of funnel media to drive new to brand orders
and lifetime customer value.
And then finally, understanding that the apple cider and probiotic variants
drive a lower volume, but a high repeat purchase, we aim to drive awareness for
these variants, adding them to the top of funnel DSP.
And then lastly, I think we want to close ourselves with how to use AMC for...
For a short period of time, diving into how we can use AMC to create audience
and align these custom audiences against each funnel region.
So I'm sure you'll be aware that there are different goals for consumers at
each stage of the funnel. For example, with awareness audiences, we aim to get
those consumers to build their knowledge of the brand and have them engaging
with ads. And for consideration audiences, we want them to see to use, we want
to see behaviours
that show engagement with the brand and feature products. And for finally, for
conversion, we want to see a sale, but as you know, these audiences align with
a different with different funnel groups.
I think I can skip this one just off time.
So actually, I can quickly go into, so how we can use AMC audience. So just on
a sponsored ads and DSP perspective, sponsored ads essentially, we can use AMC
audiences for audience bid boosting, which are applicable in search ads, as
well as audience targeting are applicable in display ads.
And then for DSP, where we can use audience targeting, you know, our DSP
orders, as well as we can use AMC audience to negative as a negative audience.
And then moving specifically into funnel region audiences. Examples of
audiences used in the upper funnel region include the following. So people who
might have searched for certain keywords but not purchased from the brand, or
people who are audience lookalikes,
So people who are localised to brand purchases or subscribing savers, or
actually we can use 1P data as well.
And when looking at optimal frequency audiences through AMC, we can identify
the optimal frequency rate in which consumers engage with ads before purchase,
therefore identifying both underserved and oversaturated audiences.
And then moving down, moving lower down the funnel, here are key AMC audiences
that drive and purchase.
So the first one, the first example is we're targeting promotional annuity
brand purchases. Second one, we can target people who are cart abandoners, and
then also we're targeting users categorised as having a high lifetime value, or
we're targeting those who have left
With laps in lifetime value.
Also, we're targeting audiences who are near or have reached optimal frequency
of upper funnel activation. And lastly, the last example is we're targeting
people who have engaged with the ads or product detail pages, but not purchased
yet.
So taking this a step further, we can use our understanding of other AMC
capabilities, such as the path to conversion, to create custom audiences for
AMC using their funnel journey. And this comes in the forms of traffic
acquisition and ad type or media mix overlap.
So within traffic acquisition, this involved retargeting people who viewed or
engaged with ads up the funnel. So we're continually guiding consumers down the
funnel.
And for ad type overlap, we can use AMC analysis to identify meaningful ad type
overlaps. So for example, earlier we saw that sponsored product followed by
sponsored brand drives purchases and ROAS. So we can create and retarget this
audience to further drive conversion through
Sponsored ads and DSP.
And then lastly, I think I want to finish off with another case study where we
tested the impact of AMC audience integration for a confectionery brand for Q4
2024.
Our current DSP campaign met consumers where they were, but the strategy needed
to be enhanced with AMC audience to guide consumers down the funnel.
So this campaign therefore implemented a wide range of AMC audiences across the
funnel regions, such as retargeting organic behaviours and ad interaction on
the screen here and in the middle of the table.
And by doing this, we found that we were able to drive a total of 2,138
incremental purchases, with total purchases increasing by 24% and new to brand
purchases increasing by 22% versus with previously with no AMC integration.
Therefore, concluding that AMC audiences drove incremental purchases, thus
revenue for the brand, which is amazing news.
And that was the last slide. And thank you very much for listening.
Curtis Gerald Ritchie 25:03
Thanks so much for that, Curtis. That was a really super insightful session on
how brands and advertisers can use the many elements that AMC offers to help
them drive that growth on Amazon. So we can jump into a few questions here for
the last five minutes. One of the first questions
that we have here is how far is the look back window for AMC.
Curtis Fu 25:30
Yeah, that's a really good question. So the AMC look back window, I think, used
to be 13 months. However, it has now been extended to five years with the now
free but previously paid AMC feature called Amazon Retail Purchases. With this
new feature, we can better
Analysis, so we can better analyse customer lifetime value, purchase cycles, as
well as repeat, repeat behaviours year on year.
Curtis Gerald Ritchie 26:00
That's great, thank you. Another question we have is, can I upload first party
data to enhance my AMC analysis?
Curtis Fu 26:10
Yeah, for sure, definitely can. And it's something that I've sort of mentioned
throughout the slide as well. So yeah, absolutely, you can upload first party
data to AMC. And then with this combination with Amazon Event signals, it
basically allows us to perform even further custom analytics.
such as a further understanding into customer lifetime value, or sort of
tracking multi-channel purchases and building more granular audiences for
targeted campaigns.
Curtis Gerald Ritchie 26:44
That's brilliant, thanks. And then I know AMC might seem quite confusing to a
lot of people, but someone is asking, do I need to know SQL to use AMC?
Curtis Fu 26:55
Yeah, that's a good question. Yeah, I think SQL does help. However, it's not
strictly required because AMC, while AMC is built on SQL, however, Amazon now
makes it very easy and Amazon now provides an extensive
pre-built query library and point-and-click solutions that essentially can
generate local audiences for you.
Curtis Gerald Ritchie 27:25
That's great. Thanks, Curtis. We do have another question here. Could you give
some use case examples using Amazon Insights and Amazon Retail purchases? I
don't know now if you would have them to hand, but we could potentially use
this person to get in touch.
But that will make sense there, Curtis.
Curtis Fu 27:47
Yeah, for sure. Well, I think the, yeah, we definitely follow up more because
those two are actually previously paid insights and now have access to these
new pay features. It's really exciting for us to, yeah, to just get more
leverage on how we can further leverage AMC.
Curtis Gerald Ritchie 27:55
Mm.
Okay, that's great. Thanks. Well, Dale, if you would like to, obviously you
could scan the QR code on screen there, or you can get it get in touch with
Curtis via email at curtis.fu@toucanecommerce.com, and he will be able to help
you out more on that one. But we will close the Q&A there for today. I just
want to say a massive thank you to everyone for joining our Toucan Talks
webinar today and we hope that today's session was super useful for you. If you
would like to get in touch with Curtis regarding today's session, like I said,
scan the QR code on screen or get in touch with him via email. So thanks again
and we hope to see you at another Toucan Talks event, whether that is online or
in person in the future.
Curtis Fu 28:33
Yeah.
Curtis Gerald Ritchie 28:49
Hope everyone has a great rest of the week, and thank you for coming.
Curtis Fu 28:53
Thanks, everyone. Cheers.
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