Prime Day might be over, but your work isn’t. Over the last week, you’ve probably generated an enormous number of leads—and Amazon Marketing Cloud gives you some of the best ways to follow up on them.
As we discussed in our new whitepaper, which is available to download for free now, AMC just dropped the paywall on several of its most important data sets until the end of the year.
That includes the all-important Flexible Shopping Insights.
These data sets used to cost you, but now you can query them—or build audiences with them—for free until the end of 2026.
And they will be immensely helpful for your post-Prime Day strategy.
Here’s what to know.
Which AMC data sets are useful for post-Prime Day?
AMC just dropped the paywall on several of its paid data sets. These include:
Flexible Shopping Insights. The most essential of the AMC data sets, Flexible Shopping Insights combines ad-attributed and organic shopping data, so you can see the full picture of shopper behavior.
Amazon Your Garage. This data set is for brands in the automotive space. It ties Amazon shoppers to vehicle purchases, so you can know who just bought a car, who is in the market for a new one, and what the model is.
Brand Store Insights. See how visiting your Brand Store impacts long-term shopper behavior, and specifically re-target shoppers who visited your Store.
Amazon Retail Purchases. See purchase data over the course of 5 years, letting you track repeat purchase rates, typical repeat purchase timelines, LTV, and more. We wrote about this data set in depth here.
Prime Video Insights. Access information about the specific TV shows and movies where your ads are surfacing, and segment audiences accordingly.
How do these AMC data sets help with Prime Day follow-up?
These data sets, particularly Flexible Shopping Insights, should be a core part of your marketing follow-ups after Prime Day.
Think about it. You’ve just generated a ton of new marketing leads. Now it’s time to re-target those shoppers, figure out where they come, and decide which are most worth your while.
Here are a few tactics:
Isolate New-To-Brand shoppers. A key metric for many businesses on Prime Day is, obviously, how many of your engagements came from net-new shoppers.
Prime Day is a failure if all you do is sell to the people who already buy from you, just now at a discount. That’s just cannibalizing existing purchases.
AMC’s Flexible Shopping Insights lets you see how many of the shoppers who engaged with your brand are net-new.
You can track how many purchasers are New-To-Brand, even if they bought from you organically.
Same for shoppers who added to cart, viewed your PDP, etc.
Track the long-term value of Prime Day shoppers. You take a loss by selling products at a discount. You want to be sure it’s worth it.
One great feature of the Amazon Retail Purchases data set is that you can see the long-term LTV of all of your customers.
You can segment the LTV depending on when they bought from you, and which item they first purchased. This means you can compare the LTV of your deal vs. non-deal shoppers over time.
Choose whatever timeline you like (6 months, 2 years, etc) and see if the shoppers who buy from you on Prime Day tend to buy as much as your typical purchaser.
If your Prime Day shoppers are consistently lower LTV, then it might be time to rethink your strategy.
Convert organic buyers into subscribers. As we discussed, AMC’s Flexible Shopping Insights gives you the ability to track shoppers who interacted with your brand organically.
You can also create audiences for re-targeting who organically interacted with your brand.
This is a big deal for Prime Day because the majority of your Prime Day purchasers buy organically, without seeing an ad from you.
These organic shoppers are a perfect audience to re-target.
For those who interacted with your page but didn’t purchase: consider re-targeting them with an ad in the coming days.
For those who purchased: in a few weeks (or months), consider sending them an ad that encourages them to Subscribe & Save. This can help turn a newly acquired customer on Prime Day into a brand loyalist.
See how well your Brand Store worked. Your Brand Store is your homepage on Amazon: it’s where you might direct some of your ads, for instance, and where your shoppers first land if they search your product on Google.
To really assess the effectiveness of your Brand Store, you should map out where it falls in the shopper journey.
The Brand Store Insights data set, another data set that AMC is making free through the end of the year, lets you track how shoppers behaved after they landed on your Brand Store.
How much more likely were they to purchase than similar shoppers who never saw the Brand Store?
You can also use this data set to re-target shoppers who visited your Brand Store during Prime Day, but didn’t purchase.
Access these AMC data sets easily in Intentwise Explore
Powerful audiences and queries like these—as well as many more—come pre-loaded in Intentwise Explore, our platform to supercharge Amazon Marketing Cloud.
Customize them to your liking, and see the results in actionable dashboards, no coding needed.
Schedule a discovery call now to get the most out of AMC for your post-Prime Day strategy.
