Make AMC your competitive advantage in our free workshop for Brands

Introductions

Kenton Snyder: Welcome, everyone, and thanks for joining today. At Intentwise, we support brands and agencies in three core areas:

1. Analytics solutions – centralizing sponsored ads, Seller Central, Vendor Central, and competitive insights data.
2. Amazon Marketing Cloud (AMC) – our platform helps you access, query, and visualize AMC data.
3. Ad optimization – reducing the time it takes to manage campaigns.

I’ve been with Intentwise for about 18 months, and I’m excited to walk through AMC use cases with you today.

Sreenath Reddy: I’m one of the founders here, based in San Diego. Amazon and Walmart share more data than ever, but it’s fragmented. Our mission is to help brands corral that data and extract insights quickly. Today’s topic—AMC—fits directly into that mission.

AMC is Now Available to All Brands

Kenton Snyder: Two weeks ago at Amazon Accelerate, AMC became available to all brands, natively within the ad console. That means you can activate AMC directly, without technical setup. With that access, the key question becomes: How do you make AMC a competitive advantage?

We’ll break it into three parts:

1. What AMC is and how to explain it to stakeholders
2. Use cases and insights you can start with
3. Audiences you can activate to improve performance

Understanding the Shopper Journey and AMC’s Value

A shopper’s journey often includes multiple touchpoints—DSP impressions, Sponsored Product clicks, Sponsored Display ads, and shopping events like add-to-cart—before the final purchase.

The challenge with native Amazon attribution:

• All sales credit goes to the last click, losing visibility into upper-funnel impact.
• No visibility into intermediate steps like adds to cart or wishlist abandonments.

AMC solves this by tracking every interaction—impressions, clicks, and shopping behaviors—linked to a unique shopper ID. This lets you analyze:

• Performance insights: how ad and shopping events drive outcomes
• Audience creation: targeting cohorts like cart abandoners or repeat buyers

AMC Insights Use Cases

1. Path to Conversion
Break down every step of the customer journey and identify purchase paths with the highest conversion rates. For example, DSP → Sponsored Products → Sponsored Display may outperform other paths. This helps you reallocate budget to the sequences driving incremental value.

2. New-to-Brand Gateway ASINs
Measure new-to-brand acquisition at the product level. Sponsored Products alone can’t show this, but AMC provides full attribution. You can identify products outperforming on new-to-brand percentage and shift spend accordingly.

Sreenath Reddy: We worked with a client with 2,400+ SKUs. Just 11 products drove most of their new-to-brand customers. By reallocating spend, they increased total new-to-brand growth—a case study Amazon published with us.

3. Shopping Abandoners (Intentwise custom view)
See where shoppers drop off—product detail page, add-to-cart, add-to-list—and measure audience sizes for each. For example, 70,000 users viewed a detail page but didn’t purchase. You can retarget them via DSP or Sponsored Ads.

Sreenath Reddy: These dashboards are evolving. Soon, you’ll see action buttons directly in the view to push audiences into campaigns—no more static dashboards.

4. Shopper Funnel
Track new-to-brand acquisition and customer acquisition cost (CAC) month-by-month. Vendors, in particular, gain visibility that isn’t available elsewhere. This lets you treat new-to-brand and CAC as operating metrics alongside sales and ACOS.

Sreenath Reddy: AMC now offers up to 12 months of rolling data by default. With the Retail Purchases paid dataset, you can unlock a 5-year lookback, enabling custom definitions of “new-to-brand” based on your business model.

From Insights to Action: Bid Boosting

Kenton Snyder: Once you have insights, you need to act. One powerful lever is bid boosting in Sponsored Products and Sponsored Brands. Example:

• Build an audience of cart abandoners from AMC
• Send it to Sponsored Ads
• Increase bids by up to 900% when that audience searches relevant keywords

Sreenath Reddy: This works like placement modifiers, stacking on top of them. Bid boosting makes sense when:

1. The audience has a higher propensity to convert
2. They deliver higher lifetime value
3. They are new-to-brand shoppers worth acquiring

Suggested starting points for audiences to bid boost:

• High-conversion paths from Path to Conversion
• Shopping abandoners (add-to-cart, wishlist)
• Repeat purchase windows for consumables
• High-value shopper cohorts (repeat buyers, high AOV)

Key Takeaways

1. AMC can be a competitive advantage—you gain insights and audiences your competitors may not have.
2. Build a roadmap of business questions, then map AMC queries and audiences to them.
3. Test audiences rapidly—add them to campaigns, monitor for 30 days, and refine.

Closing

Sreenath Reddy: Follow my AMC educational post series on LinkedIn for bite-sized updates. We’ll also be at Unboxed—come meet us there.

Kenton Snyder: Thanks for joining today. Reach out via email, live chat, or LinkedIn if you’d like one-on-one guidance. We look forward to helping you make AMC your competitive advantage.

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