Make Your Advertising Dollars Do More with Amazon Marketing Cloud and Helium 10
In March 2024 Amazon opened Amazon Marketing Cloud (AMC) to sellers, and Helium 10 released a plug‑in with a library of ready‑made SQL‑style queries (first‑touch, last‑touch, assist). Internal tests show that moving ~15 % of spend from low‑assist to high‑assist placements raised overall ROAS by 12 % in one month.
Overview
In March 2024 Amazon opened access to Amazon Marketing Cloud (AMC), a privacy‑first data warehouse that captures every ad interaction across Sponsored Products, Sponsored Brands, and Sponsored Display. Helium 10 has built a plug‑in that lets sellers run pre‑made queries against AMC, exposing the full multi‑touch path and enabling more precise budget allocation. Sellers who adopt the combination can see which early‑stage ads actually move shoppers toward a purchase, fine‑tune bids, and lift return on ad spend (ROAS).
Key Points
- Multi‑touch insight — AMC aggregates de‑identified shopper journeys, showing that an average buyer typically encounters two Sponsored Brand ads and three Sponsored Product ads before converting.
- Ready‑made query library — Helium 10 supplies SQL‑style templates for “first‑touch,” “last‑touch,” and “assist” metrics, cutting the time needed for custom analysis by roughly 70 % in internal tests.
- Spend shift results — Brands that moved about 15 % of their budget from low‑assist placements to high‑assist campaigns recorded a 12 % increase in overall ROAS within a month.
- Privacy‑centric data — All outputs are delivered in aggregated buckets that comply with Amazon’s shopper‑privacy rules while still providing actionable contribution percentages.
- Integrated dashboard — Helium 10 displays AMC query results alongside existing PPC panels, allowing side‑by‑side comparison of keyword performance and cross‑channel influence.
How Amazon Marketing Cloud Works
- Data capture — Amazon logs every impression, click, and purchase across its ad suite and stores the information in a secure, anonymized data lake. Example: A customer first sees a Sponsored Brand video for “organic coffee,” later clicks a Sponsored Product for “cold‑brew beans,” and finally purchases a “coffee maker” after a Sponsored Display ad appears on their mobile device.
- Query submission — Sellers (or their agencies) send SQL‑like queries to AMC, selecting dimensions such as ad type, device, or date range. Helium 10 provides templates like “Assist Attribution by Campaign” that automatically limit the query to the most recent 30 days. : The query reveals that the Sponsored Brand contributed 25 % of assisted conversions for the “coffee maker” SKU during the last month.
Analysis & Recommendations
Why This Matters
Multi‑touch insight shows an average buyer sees two Sponsored Brand and three Sponsored Product ads before purchase, letting sellers shift spend to the ads that truly drive conversions. Using Helium 10’s AMC dashboards, sellers can audit the funnel, reallocate 10‑15 % of budget, and track a measurable lift in assisted conversions and ROAS.
Key Takeaways
- AMC aggregates de‑identified shopper journeys, revealing an average buyer encounters 2 Sponsored Brand and 3 Sponsored Product ads before converting.
- Helium 10’s ready‑made query library cuts custom analysis time by roughly 70 % in internal tests.
- Brands that moved about 15 % of budget to high‑assist placements recorded a 12 % increase in overall ROAS within a month.
- Results are delivered in aggregated contribution buckets (e.g., 0‑10 %, 10‑20 %) to meet Amazon’s privacy rules.
Recommended Actions
- →In Helium 10, run the ‘Full Funnel Attribution’ query from the AMC library (Helium 10 > Advertising > AMC Queries) to identify assist percentages f...
- →In Amazon Seller Central > Advertising > Campaign Manager, shift 10‑15 % of spend from low‑assist keywords to the high‑assist Sponsored Brand or Sp...
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