AMC: See What Your Ads Alone Can't Show You
Your Sponsored Products data tells one story. Your DSP data tells another. Amazon Marketing Cloud is where the full story lives — every touchpoint, across every campaign, connected. As hands-on AMC practitioners, we turn that data into custom audiences and decisions that make your whole advertising program work harder.
What is Amazon Marketing Cloud?
Amazon Marketing Cloud (AMC) is Amazon’s secure, privacy-safe “clean room” — a dedicated data environment where event-level signals from across your entire Amazon presence come together: Sponsored Products, Sponsored Brands, Sponsored Display, Amazon DSP, Streaming TV and Prime Video ads, and even your own first-party data. Individual shoppers stay anonymous; the patterns they form do not. For the first time, you can ask questions that span your whole program — not just one ad console at a time.
Here’s the catch: AMC doesn’t answer questions on its own. It’s a query environment — the insights only exist if someone writes the right questions against 13+ months of event data. That’s where we come in. VASO builds and manages your AMC instance, runs a library of proven queries tuned to your business, and connects the answers to your live PPC and DSP campaigns. You get the expertise without hiring a data team.
One Brain for Your PPC and DSP
Most brands run sponsored ads and DSP as two separate worlds with two separate report cards. AMC joins them — and the findings change how you spend. Shoppers who see both your DSP and Sponsored Products ads convert at multiples of those who see either alone. AMC shows you exactly where that overlap happens, which channel opens the journey, which closes it, and where your next dollar belongs.
Follow the real shopper journey from first Streaming TV impression to Subscribe & Save signup. AMC’s path-to-conversion analysis shows which channel combinations actually convert, how long the path takes, and what each touchpoint contributes — including new-to-brand rates by campaign, ad type, and individual ASIN. No more guessing whether upper-funnel spend pays off; you’ll see the assist, not just the goal.
The ad consoles give you 14-day, last-touch attribution and call it a day. In AMC, we model custom attribution your way — first-touch, linear, or position-based — with purchase lookback windows you choose: 7, 30, 60, 90 days or longer. For considered purchases and replenishables, that longer window often reveals your “underperforming” upper funnel was quietly driving the business all along.
AMC’s overlap analysis shows how Sponsored Products, Sponsored Brands, and DSP audiences intersect — so you stop paying twice to reach the same shopper and start sequencing instead. Frequency-to-conversion curves reveal the exact impression count where added exposure stops helping, and we set DSP frequency caps to match. Efficiency you can measure in saved spend.
High-Value Audiences You Can't Build Anywhere Else
Standard retargeting reaches everyone who viewed your product. AMC custom audiences reach exactly who you choose — built from any behavior we can query, then activated directly in your DSP campaigns and, now, your Sponsored Products and Sponsored Brands bids. Audiences refresh daily and stay privacy-safe end to end.
We define audiences from real shopper behavior: cart abandoners from the last 30, 60, or 90 days. Shoppers who viewed your detail page twice but never bought. Past purchasers approaching their replenishment window — 90, 180, even 365 days back, far beyond standard retargeting lookbacks. High-value customers in your top spending tier. If the behavior happened, we can build the audience.
Your best customers become a seed; Amazon’s modeling finds shoppers who behave like them. We build lookalikes from repeat purchasers, Subscribe & Save subscribers, or high-lifetime-value segments — then put them to work prospecting in DSP and boosting bids in sponsored ads. New-to-brand growth, guided by the customers you already won.
Sometimes the most profitable audience is the one you stop paying for. We suppress recent purchasers from conversion campaigns, keep cart-retargeting and view-retargeting from overlapping, and exclude your subscribers from acquisition spend. Less waste, cleaner measurement, better TACoS.
Here’s what most agencies still miss: AMC audiences now power your Sponsored Products and Sponsored Brands bids, not just DSP. We boost bids on your highest-intent custom audiences — high-value purchasers, brand searchers, Subscribe & Save prospects — turning sponsored ads into a precision channel.
Enterprise-Grade Technology: VASO Runs on Pacvue
Great AMC work needs great tooling. VASO operates Amazon Marketing Cloud and Amazon DSP through Pacvue — the enterprise retail media platform formally recognized in Amazon’s ad tech partner program and fully integrated with Amazon’s advertising stack, from sponsored ads to DSP to AMC. It’s the same technology the world’s largest brands and agencies rely on to manage retail media across 100+ retailers.
What that means for you: AMC insights without waiting on SQL queries, custom audiences activated straight into live campaigns, cross-campaign intelligence that connects your Sponsored Products, DSP, and AMC data in one view, plus share-of-voice and incrementality measurement that Amazon’s native consoles simply don’t offer. Enterprise tooling and boutique service in the same engagement — a combination most brands can’t get at any price.
Sponsored ads, DSP, and AMC managed in a single connected platform — no silos, no swivel-chair reporting.
Share of voice, incrementality insights, and rule-based automation layered on top of what Amazon’s own tools can do.
The platform behind documented wins like 1.8x on-target reach and 51% better cost efficiency on AMC-audience DSP campaigns.
AMC Capabilities Most Agencies Haven't Touched
Most agencies stop at sponsored ads. Here’s where AMC takes your program next.
We Hold Our Own Amazon DSP Seat — and That Changes the Math
Most brands access Amazon DSP one of two ways: through Amazon’s managed service, with its significant minimum spend commitments, or through an agency reselling someone else’s seat. VASO holds its own self-service DSP seat. That means we buy your media placements directly — no Amazon-imposed minimums, no waiting on a third party, no black box. Your budget can be sized to your business instead of Amazon’s thresholds, campaigns launch on our timeline, and every dollar and decision stays transparent. Combined with AMC audiences built in Pacvue, it’s a programmatic setup smaller brands usually can’t touch — and bigger agencies rarely make this personal.
- Direct media buying through VASO’s own DSP seat
- No predetermined Amazon spend minimums — budgets scaled to your goals
- Full transparency on placements, fees, and performance
- Faster campaign launches and changes — no middleman
- AMC custom audiences activated directly into our seat
The AMC Agency That Does the Work, Not Just the Demo
Plenty of agencies mention AMC on a slide. We provision instances, write the queries, build the audiences, and wire the findings into your live campaigns — week in, week out. If you’re already running DSP or sponsored ads with us, AMC is the connective tissue that makes both smarter. If you’re new to VASO, it’s a very good reason to talk.