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

1. 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.
2. 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.