Overview

Prime Day’s surge in traffic forces Amazon sellers to move beyond simple last‑click reporting and generic Sponsored Product tactics. By tapping into Amazon Marketing Cloud (AMC), merchants can convert raw ad and shopper data into precise, data‑driven actions that lift return on ad spend during the year’s biggest sales event.

Key Points

• Unified data repository — AMC consolidates impressions, clicks, purchases, and organic search signals from every Amazon ad product into a single, query‑able lake.
• Granular audience building — Combining purchase history with browsing behavior lets sellers carve out niche segments such as “high‑value repeat buyers” or “first‑time Prime Day browsers.”
• Incremental lift measurement — AMC’s lift analysis isolates sales generated solely by advertising, revealing true ROI that last‑click models hide.
• Cross‑channel performance view — The platform links Sponsored Brands, Sponsored Display, and organic rankings, showing how each channel fuels overall revenue.
• Real‑time budget guidance — Spend‑efficiency reports flag under‑performing keywords and ad groups, enabling on‑the‑fly reallocation of budget during the Prime Day window.
• Actionable optimization alerts — AMC automatically surfaces high‑value audiences, optimal bid ranges, and low‑performing placements, giving sellers a clear roadmap for immediate tweaks.

How Amazon Marketing Cloud Works

1. Data ingestion — AMC pulls raw event streams—including impressions, clicks, add‑to‑cart actions, and purchases—from every Amazon advertising product and stores them securely. Example: A kitchen‑tool vendor sees that Sponsored Product clicks, Sponsored Brand video views, and organic search queries from the week before Prime Day are all captured in one place.

2. Custom query creation — Using a SQL‑style interface, analysts write queries that slice the data by time frame, product SKU, audience attribute, or ad format. Example: An analyst builds a query that extracts shoppers who visited a product page, added the item to cart, but did not complete the purchase before Prime Day, then groups those shoppers by age bracket.