Amazon Marketing Cloud Now Lets Sellers Measure Livestream Performance with Full SQL Analytics
On Jan 30 2025 Amazon Marketing Cloud started ingesting Amazon Live signals into a new “LiveEvents” table, giving sellers SQL‑level access to view duration, add‑to‑cart and purchase events. This lets advertisers build retargetable audiences and custom multi‑touch attribution models across Live, Sponsored Products, Brands, Display and DSP.
Overview
On January 30 2025 Amazon Marketing Cloud (AMC) began ingesting Amazon Live signals, giving sellers SQL‑level access to every shoppable livestream interaction. The change replaces static post‑campaign reports with a fully queryable data set, allowing advertisers to build custom audiences, attribute sales across channels, and trace the complete buyer journey from live view to purchase. Sellers who rely on livestream commerce can now measure performance with the same rigor they apply to Sponsored Products or DSP campaigns.
Key Points
- SQL‑Queryable Live Data — Sellers can write custom SQL queries or use AMC‑provided templates to extract engagement metrics such as view duration, add‑to‑cart events, and purchase conversions directly from Amazon Live logs.
- Retargetable Audiences — The platform lets advertisers segment viewers who watched a broadcast but did not buy, enabling follow‑up campaigns through Sponsored Display or DSP.
- Cross‑Channel Attribution — Live performance metrics are stored alongside Sponsored Products, Sponsored Brands, Sponsored Display, and DSP data, making side‑by‑side comparisons possible.
- Full Path‑to‑Conversion — AMC now records every touchpoint from the first livestream impression through final checkout, revealing whether a live demo drives immediate sales or contributes to later conversions.
- Custom Multi‑Touch Models — Sellers can design attribution rules that assign credit to livestream interactions in proportion to their influence, moving beyond default last‑click attribution.
- Eligibility Requirements — Access requires an active AMC instance linked to an Amazon Live advertiser account and at least one paid, managed‑service livestream run in the United States after January 1 2025.
How Amazon Marketing Cloud Works with Livestream Data
- Data Ingestion — After a paid Amazon Live broadcast ends, Amazon streams raw engagement events (e.g., video start, pause, product click) and shopping actions (add‑to‑cart, purchase) into the AMC data lake. Example: A viewer who watches 70 % of a 15‑minute demo and clicks the “Buy Now” button generates two distinct event records.
Analysis & Recommendations
Why This Matters
Live commerce can now be measured with the same rigor as Sponsored Products, allowing sellers to calculate CPA for live‑derived sales, create precise remarketing segments, and allocate budget based on cross‑channel ROI. The feature also supports custom attribution rules, giving a clearer view of each touchpoint’s contribution.
Key Takeaways
- AMC began ingesting Amazon Live data on Jan 30 2025, creating a queryable “LiveEvents” table.
- Sellers can run SQL such as SELECT viewer_id FROM LiveEvents WHERE event_type='add_to_cart' AND purchase_flag=0 to generate retargeting lists.
- Eligibility requires an active AMC instance linked to a US Amazon Live advertiser account with at least one paid livestream after Jan 1 2025.
- LiveEvents can be joined with Sponsored Products, Brands, Display and DSP tables for cross‑channel, multi‑touch attribution.
Recommended Actions
- →In Seller Central, open Amazon Marketing Cloud > Data Sources and confirm LiveEvents ingestion is enabled for your account.
- →Use the AMC template “LiveNonBuyers_30Days” to run a SQL query, export the viewer IDs, and import them into the audience builder for a Sponsored Di...
- →Create a custom attribution model in AMC by joining LiveEvents with Sponsored Products tables, then compare the live CPA to your existing Sponsored...
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