{"id":29351,"date":"2025-09-16T12:55:18","date_gmt":"2025-09-16T20:55:18","guid":{"rendered":"https:\/\/www.intentwise.com\/blog\/?p=29351"},"modified":"2026-06-11T11:43:38","modified_gmt":"2026-06-11T19:43:38","slug":"how-to-use-amazon-marketing-cloud-now-that-everyone-else-is","status":"publish","type":"post","link":"https:\/\/www.intentwise.com\/blog\/amazon-marketing-cloud\/how-to-use-amazon-marketing-cloud-now-that-everyone-else-is\/","title":{"rendered":"How to use Amazon Marketing Cloud now that everyone else is","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Whether you realize it or not, you\u2019re now officially registered for Amazon Marketing Cloud.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Previously, if you wanted to sign up for AMC, you needed to request an instance from an Amazon partner.&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">No longer. Now, as Amazon just announced at its Accelerate conference, everyone will see AMC by default in their Ad Console.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That\u2019s true for both vendors and sellers. No instance registration is needed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This is a big deal for pretty much everyone.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>For those who haven\u2019t yet used AMC:<\/em><strong> <\/strong>\u201cAMC for all\u201d is cause for celebration. AMC availability is putting imaginable amounts of processing power at your fingertips.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em>For those who already use AMC:<\/em> A whole new influx of advertisers are about to start leveraging the platform, which means you need to focus on differentiating yourself.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Boilerplate strategies won\u2019t suffice anymore. It\u2019s time to go deeper, and locate new opportunities before your competitors do.&nbsp;<\/p>\n\n\n\n<h3 id=\"h-why-is-amc-availability-such-a-big-deal-nbsp\" class=\"wp-block-heading\"><strong>Why is AMC availability such a big deal?&nbsp;<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Okay, let\u2019s step for a second. Maybe this is obvious to some of you, but just to spell it out directly: What\u2019s so good about AMC?&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">At Intentwise, we love AMC because it can help you identify opportunities your competitors are missing, <em>and<\/em> save you money while doing it.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It might help to think of AMC in two parts: queries and audiences.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">On the query side, you can <a href=\"https:\/\/www.intentwise.com\/blog\/amazon-marketing-cloud\/the-amazon-marketing-cloud-playbook-strategy\/\">ask AMC pretty much any question you can imagine<\/a>. Want to know which series of ads drives the highest conversion rate? An AMC query can instantly generate those answers for you.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Want to know which of your ASINs drives the highest share of New-To-Brand shoppers? Easy.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">On the audience side, you can refine your ad campaigns with highly targeted audiences. Audiences essentially help your ads become more efficient.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">No more throwing money at the wall\u2014with AMC audiences, you can always be sure the right people are seeing your ads.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In a high CPC category? Create an audience of high-value shoppers and bid up, so you can be sure those shoppers who see your ad will be highly likely to re-purchase.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Want to re-target more strategically? Bid up on audiences who already clicked your product page or searched your brand terms.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So that\u2019s the gist of it: AMC can help you a) make your ads more targeted and efficient and b) locate opportunities your competitors are missing.&nbsp;<\/p>\n\n\n\n<h3 id=\"h-how-do-you-actually-stand-out-on-amc-nbsp\" class=\"wp-block-heading\"><strong>How do you actually stand out on AMC?&nbsp;<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">The reality is, the value of AMC comes from scale. Just bid boosting one ad campaign, for instance, is not going to save you a lot of money.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">But bid boosting dozens of campaigns? That\u2019s when the results really roll in.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Of course, we know you\u2019re busy. Whether you\u2019re a digital marketer at a brand juggling multiple tasks or an agency account manager juggling multiple clients, you can\u2019t afford to sink hours and hours into AMC analysis.&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You need to integrate AMC into your daily processes, so it doesn\u2019t just create extra work.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Here are three things you need to ensure your use of AMC is truly frictionless.&nbsp;<\/p>\n\n\n\n<h3 id=\"h-1-a-customizable-query-and-audience-library\" class=\"wp-block-heading\"><strong>#1. A customizable query and audience library<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">AMC queries are built on SQL, but unless you\u2019re a coding whiz, you shouldn\u2019t need to worry about that.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s now pretty standard that most platforms offer you some pre-coded set of queries and audiences that you can run at scale. This is obviously great. But what is often missing from these libraries is easy customizations.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Let\u2019s say you want to create a query or audience that\u2019s really unique to you and your needs. You want to track how often non-brand searches turn into brand searches, for instance.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You want access to a team of experts who can listen to your idea for a dream query or audience, and swiftly turn it into a reality.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">AMC has so many complexities, around audience size limits and <a href=\"https:\/\/www.intentwise.com\/blog\/data-analytics\/3-common-amazon-data-problems\/\">aggregation thresholds<\/a>. Lean on experts who can anticipate this for you, and build you the perfect query, audience, or responsive dashboard.<\/p>\n\n\n\n<h3 id=\"h-2-responsive-and-reactive-dashboards\" class=\"wp-block-heading\"><strong>#2. Responsive and reactive dashboards<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">So you got results back from an AMC query. How do you make sense of them? Plenty of software platforms, including Amazon itself, now let you visualize your query results.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That\u2019s great\u2014but the problem is that many of these visuals are purely static, contextless displays.&nbsp;&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If you want to take any action from them, you have to click around to a separate part of the platform to create a new query or audience.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It shouldn\u2019t be like this. To truly fold AMC into your ongoing workflows, you should be able to take actions directly from the same place where you\u2019re analyzing your query results.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Let\u2019s say you map your most popular paths to purchase, and you find that your best path is DSP -&gt; SB -&gt; SP.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Naturally you\u2019re going to want to create an audience of people who\u2019ve already seen your DSP and SB ads, and then send them a SP ad.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">With a responsive AMC app, like in <a href=\"https:\/\/www.intentwise.com\/amazon-marketing-cloud\">Intentwise Explore<\/a>, you can do this without any extra clicking. Isolate the segment you want, and then turn it into an audience in your ad account instantly.<\/p>\n\n\n\n<h3 id=\"h-3-a-view-into-what-changed-in-your-account-nbsp\" class=\"wp-block-heading\"><strong>#3. A view into what changed in your account&nbsp;<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Successful use of AMC isn\u2019t just about AMC savvy. It\u2019s also about having a pulse on <em>what<\/em> needs your attention.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">At Intentwise, we\u2019re calling this e-commerce observability: a full-scale view, across all aspects of your brand (from Buy Box to inventory to Share of Voice).<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ideally, every time you log into your account, you\u2019ll identify which products saw a performance shift and, more importantly, what drove that change.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Don\u2019t race against time to troubleshoot your account\u2014ideally, you\u2019d automatically know what went wrong. (Our new <a href=\"https:\/\/www.intentwise.com\/analytics-cloud\/product-360\">Product 360 solution<\/a>, FWIW, automatically identifies what changed and why.)&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Having a pulse on what\u2019s changing in your account lets you use AMC proactively. Let\u2019s say you realize your revenue is down because you\u2019ve lost Share of Voice to your competitors.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Maybe it\u2019s time to up your ad spend on those low-SOV keywords. Create a lookalike audience of your high-value shoppers in AMC, for instance, and then push it to your ad accounts.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That way, even as you increase your ad spend, you can be sure you\u2019re specifically reaching shoppers who are highly cost-effective.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You can repeat this process for pretty much anything that goes wrong (or right) in your account.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The point is that AMC works best when you already have a question you want answered or a problem you want to solve.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">With AMC truly integrated into your operations, you\u2019ll be able to log in Monday to see what changed in your account, and have a new set of audiences ready to run minutes later.<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>Whether you realize it or not, you\u2019re now officially registered for Amazon Marketing Cloud.&nbsp; Previously, if you wanted to sign up for AMC, you needed to request an instance from an Amazon partner.&nbsp;&nbsp; No longer. Now, as Amazon just announced at its Accelerate conference, everyone will see AMC by default in their Ad Console.&nbsp; That\u2019s [&hellip;]<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":22,"featured_media":29352,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","cybocfi_hide_featured_image":"","footnotes":""},"categories":[135],"tags":[97,96,155],"class_list":["post-29351","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-amazon-marketing-cloud","tag-amazon-marketing-cloud","tag-mobile","tag-newsletter"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.7 (Yoast SEO v27.8) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How to use Amazon Marketing Cloud now that everyone else is<\/title>\n<meta name=\"description\" content=\"Everyone now has automatic access to Amazon Marketing Cloud. 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