{"id":26971,"date":"2023-08-09T09:53:40","date_gmt":"2023-08-09T17:53:40","guid":{"rendered":"https:\/\/www.intentwise.com\/blog\/?p=26971"},"modified":"2026-02-23T06:58:34","modified_gmt":"2026-02-23T14:58:34","slug":"amazon-market-cloud-explained-sql-data-clean-room","status":"publish","type":"post","link":"https:\/\/www.intentwise.com\/blog\/amazon-marketing-cloud\/amazon-market-cloud-explained-sql-data-clean-room\/","title":{"rendered":"Explained: What is Amazon Marketing Cloud (AMC)?\u00a0","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n<p class=\"has-black-color has-text-color wp-block-paragraph\"><strong>Right now, everyone is talking about Amazon Marketing Cloud<\/strong>. Amazon\u2019s new analytics tool, which the e-commerce giant introduced in 2019, is the most powerful way to measure your performance on the platform.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">Ever wished you could track a shopper\u2019s journey from start to finish? Want to segment out shoppers based on their overall spending, a.k.a. their Life-Time Value?&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">With Amazon Marketing Cloud, all of that is finally possible. Most lingering questions you have about your Amazon customers can now be answered.<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">In short, Amazon Marketing Cloud lets brands under the hood of Amazon\u2019s vast data infrastructure for the first time. It\u2019s secure, privacy-safe, and powerful.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading has-black-color has-text-color\" id=\"h-what-is-amazon-marketing-cloud-nbsp\"><strong>What is Amazon Marketing Cloud?&nbsp;<\/strong><\/h3>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">Amazon Marketing Cloud is a data clean room that allows brands to track shoppers throughout their entire customer journey.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">At its most basic, Amazon Marketing Cloud brings together reporting for all kinds of touchpoints on<strong> <\/strong>and off Amazon.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">Think of it like this: When someone is shopping on Amazon, they interact with your brand in many different ways. They might click on your product page, view your Sponsored Brands ad, view your DSP ad, and so on. You can even add data from other data sources to see your reach beyond the Amazon ecosystem.<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">Normally, in the Amazon console, you have no way of knowing when it\u2019s the same customer taking all of these actions. That data is fragmented across many separate reports. You can\u2019t know that the shopper who viewed your product detail page <em>also<\/em> saw your DSP ad and, a week later, your Sponsored Products ad.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">AMC solves this dilemma by unifying disparate ad and retail reports for you. In AMC, you can view every touchpoint a shopper had with you, allowing you to evaluate the success of your campaigns and run new ads accordingly.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading has-black-color has-text-color\" id=\"h-what-does-data-clean-room-mean-nbsp\"><strong>What does \u201cdata clean room\u201d mean?&nbsp;<\/strong><\/h3>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">Once you start researching Amazon Marketing Cloud, you\u2019re quickly going to stumble across the term \u201cdata clean room.\u201d Basically, a data clean room is a data privacy infrastructure that keeps shoppers from being individually identifiable.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">When you use AMC, you won\u2019t be able to access any personal identifiable information (PII) about the shoppers you\u2019re analyzing.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">Instead, each shopper is identified through a series of anonymized \u201cuser_id\u201d codes. These are designed to protect shopper privacy.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">Here\u2019s how it works: Amazon assigns a unique user_id to every shopper who has an ad impression or click. In AMC, you can unify these user_ids, and therefore follow a customer throughout their whole journey. But you can\u2019t see <em>who<\/em> the shopper is.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">In essence, Amazon Marketing Cloud stitches together the data from all ad impressions and clicks, while still maintaining shopper anonymity.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading has-black-color has-text-color\" id=\"h-what-can-i-do-with-amazon-marketing-cloud-nbsp\"><strong>What can I do with Amazon Marketing Cloud?&nbsp;<\/strong><\/h3>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">Here are a few key use cases:&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\"><strong>#1. Find the most effective succession of ads<\/strong><\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">If you\u2019re a heavy ad spender on Amazon, your shoppers are probably seeing more than one of your ads. In AMC, you can now map out a bunch of different customer journeys in order to find the most effective order of ads. <\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">AMC can tell you, for example, if a <strong>DSP ad \u2014&gt; Sponsored Brands ad \u2014&gt; Sponsored Products ad<\/strong> is the journey that resulted in the highest conversion rate.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\"><strong>#2. Build and re-target audiences <\/strong><\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">In AMC, you can segment out any group of 2,000+ shoppers. Let\u2019s say you want to create a group of people who added your product to their carts in the last week but didn\u2019t pull the trigger on a purchase. You can create this audience in AMC, and then you can push that audience to DSP to re-target them later.&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\"><strong>#3. Leverage New-To-Brand metrics for Sponsored Products ads<\/strong><\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">One of the biggest pain points in Amazon\u2019s sponsored ads ecosystem is the opacity of New-To-Brand statistics.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">New-To-Brand tells you the share of your conversions that come from first-time buyers of your brand. Identifying ad campaigns that have a high New-To-Brand rate is key to boosting incrementality. But Amazon doesn\u2019t give New-To-Brand data for Sponsored Products, its most popular ad format. <a href=\"https:\/\/www.intentwise.com\/blog\/amazon-advertising\/how-marketers-can-use-new-to-brand-metrics\/\">The only way to get that data<\/a> is to use Amazon Marketing Cloud.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading has-black-color has-text-color\" id=\"h-can-i-upload-my-first-party-data-to-amazon-marketing-cloud-nbsp\"><strong>Can I upload my first-party data to Amazon Marketing Cloud?&nbsp;<\/strong><\/h3>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">In Amazon Marketing Cloud, you can merge data from your DTC website with data from Amazon. Doing so unlocks a full portrait of your customer journey.&nbsp;It also lets you <a href=\"https:\/\/www.intentwise.com\/blog\/amazon-marketing-cloud\/how-to-connect-your-dtc-and-amazon-shoppers\/\">exclude your DTC shoppers<\/a> from your Amazon DSP campaigns. That way, you can be sure you aren&#8217;t cannibalizing sales. <\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\"><strong>To do this: <\/strong>Go to the AMC Console, and upload a file of first-party data, which can include customer emails, customer phone numbers, and customer actions (website visits, newsletter subscriptions, etc).&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">Amazon will automatically encrypt and anonymize this data for you, and then compare it against its own data. When you upload your first-party data to AMC, you can see how a DTC website visitor interacted with you on Amazon.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">Did the shopper who added a product to cart on your DTC site later buy that product on Amazon? Amazon Marketing Cloud is the only way to find out.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading has-black-color has-text-color\" id=\"h-what-are-paid-features-in-amc-nbsp\"><strong>What are Paid Features in AMC?&nbsp;<\/strong><\/h3>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">For even more sophisticated audience creation and targeting capabilities, you can leverage a tool called <a href=\"https:\/\/advertising.amazon.com\/resources\/whats-new\/amc-flexible-store-insights\">Paid Features<\/a>. These features offer you a number of new use cases for your custom audiences, including the ability to track people who bought a product organically.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">With Paid Features, you can also measure customers who weren\u2019t exposed to ads. You can directly compare actions taken by customers who have seen your ads against those who haven\u2019t. It\u2019s a great way to test how effective your ads actually are.<\/p>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color wp-elements-33ddcc402fad3fabea486eac3eb8d1a9 wp-block-paragraph\">Other Paid Features are designed specifically for car brands and brands with presences in physical stores. We go deeper into Paid Features <a href=\"https:\/\/www.intentwise.com\/blog\/amazon-marketing-cloud\/paid-features-in-amc\/\">here<\/a>. <\/p>\n\n\n\n<h3 class=\"wp-block-heading has-black-color has-text-color\" id=\"h-how-do-i-actually-use-amazon-marketing-cloud-nbsp\"><strong>How do I actually use Amazon Marketing Cloud?&nbsp;<\/strong><\/h3>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">Amazon Marketing Cloud is free to use for anyone who spends on DSP ads.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">But to pull data from Amazon Marketing Cloud, you need to write queries in the coding language SQL. Obtaining SQL knowledge is the only way to leverage Amazon\u2019s vast data store.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">It\u2019s easy to run queries one at a time in the AMC Console. But what if you need to run these queries at scale, across many different accounts?&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">Let\u2019s say you\u2019re an agency that wants to focus on Subscribe &amp; Save conversions for all of your clients. It\u2019s a pain to write and run separate count queries for every single account in your arsenal. What if you had 100 clients, each of whom has 3 sub-brands? That means manually running 300 queries every week.<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">Using a tech partner <a href=\"https:\/\/www.intentwise.com\/amazon-marketing-cloud\">like Intentwise<\/a>, you can schedule queries to run across hundreds of AMC instances at once. You can set all 300 of those queries to run at 1 a.m., for instance, so the data is always ready when you wake up in the morning. This can\u2019t be done in the regular AMC console.<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">We do so much more, too. For instance, think about data visualizations. AMC datasets are massive, and it&#8217;s not always intuitive to build reports that visualize the data.&nbsp;<\/p>\n\n\n\n<p class=\"has-black-color has-text-color wp-block-paragraph\">To simplify the process, we first clean up your data for you, removing <a href=\"https:\/\/www.intentwise.com\/blog\/amazon-marketing-cloud\/amazon-marketing-cloud-facts-to-know-custom-audience-frequency-caps\/\">null data<\/a> and other potential problems. Then we leverage our sophisticated visualization templates, designed specifically for AMC. You can access these best-in-class dashboards for AMC with a single click.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-where-can-i-learn-more-about-amazon-marketing-cloud\">Where can I learn more about Amazon Marketing Cloud? <\/h3>\n\n\n\n<p class=\"has-black-color has-text-color has-link-color wp-elements-43938505fef4900b102daff5ed65f152 wp-block-paragraph\">Intentwise recently published what we believe is the most detailed resource on Amazon Marketing Cloud available anywhere. Our 16-page report, <a href=\"https:\/\/www.intentwise.com\/white-paper\/amazon-marketing-cloud\/amc-strategy\">The Amazon Marketing Cloud Strategy Guide<\/a>, takes you through all of the nuances of the platform, the best practices, and more. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-how-do-i-automate-amazon-marketing-cloud-reporting-nbsp\"><strong>How do I automate Amazon Marketing Cloud reporting?&nbsp;<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Your results from Amazon Marketing Cloud arrive in dense files that are difficult to visualize. Many brands and agencies turn to Intentwise to automate their reporting from Amazon Marketing Cloud.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Intentwise offers dozens of context-aware dashboards, spanning life-time value, paths to purchase, shopper abandonment, and more, that update in real time.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Agencies that want to automate AMC reporting for clients can customize and share these reports at scale.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-how-do-i-write-an-amazon-marketing-cloud-query-nbsp\"><strong>How do I write an Amazon Marketing Cloud query?&nbsp;<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Amazon Marketing Cloud queries are written with the programming language SQL. You don\u2019t need to know SQL to use Amazon Marketing Cloud, however.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Amazon offers a set of instructional queries that you can create with AI, but these instructional queries are limited in scope. Many brands instead turn to Intentwise to write their custom AMC queries end to end. Our expert team listens to your dream query or audience, and then creates it from scratch within 2-3 days.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For an effective AMC query, you need Amazon domain expertise. Intentwise\u2019s team has it.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\" id=\"h-what-is-the-best-way-to-schedule-amc-queries-nbsp\"><strong>What is the best way to schedule AMC queries?&nbsp;<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Brands that want to run the same query or audience for Amazon Marketing Cloud weekly or monthly need Intentwise.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The Intentwise software comes pre-loaded with dozens of queries that brands can schedule to run at intervals of their choice. Intentwise takes all of the technical friction out of using Amazon Marketing Cloud.&nbsp;<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>Right now, everyone is talking about Amazon Marketing Cloud. Amazon\u2019s new analytics tool, which the e-commerce giant introduced in 2019, is the most powerful way to measure your performance on the platform.&nbsp; Ever wished you could track a shopper\u2019s journey from start to finish? Want to segment out shoppers based on their overall spending, a.k.a. [&hellip;]<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":22,"featured_media":27037,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","cybocfi_hide_featured_image":"","footnotes":""},"categories":[135],"tags":[24,97,40],"class_list":["post-26971","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-amazon-marketing-cloud","tag-amazon-advertising-optimization","tag-amazon-marketing-cloud","tag-amazon-new-features"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.7 (Yoast SEO v27.9) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Explained: What is Amazon Marketing Cloud (AMC)?\u00a0<\/title>\n<meta name=\"description\" content=\"Amazon Marketing Cloud gives brands access to Amazon\u2019s data infrastructure. It\u2019s secure, privacy-safe, powerful, and easy with Intentwise.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.intentwise.com\/blog\/amazon-marketing-cloud\/amazon-market-cloud-explained-sql-data-clean-room\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Explained: What is Amazon Marketing Cloud (AMC)?\u00a0\" \/>\n<meta property=\"og:description\" content=\"Amazon Marketing Cloud gives brands access to Amazon\u2019s data infrastructure. 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