Amazon Marketing Cloud can answer questions the Ads console can’t. The hard part is knowing which questions to ask first. Here are five starter queries for brands, what each one tells you, and the decision it should lead to.
Start with five questions: which ad paths lead to purchases, how much your ad types overlap, which campaigns bring in new-to-brand buyers, how long shoppers take to convert, and how often people see your ads. Use AMC’s instructional queries as the starting point, and only run a query if the answer could change a budget or campaign decision.
| Query | If you see this | Consider |
|---|---|---|
| Path to purchase | Most buyers saw two or more ad types | Keep upper-funnel budget instead of cutting it on ACoS alone |
| Ad type overlap | Large overlap between campaigns | Tighten audiences or split budgets more clearly |
| New-to-brand | A few campaigns drive most new buyers | Give those campaigns more budget when growth is the goal |
| Time to conversion | Long gaps between first ad and purchase | Use longer windows when judging awareness campaigns |
| Frequency | Conversions flatten after a certain number of views | Set frequency caps around that point |
Where an account is eligible and it adds value, we use AMC analysis inside our Amazon PPC management to see how ad types work together before a purchase, then turn the findings into changes in campaign structure and spend. For smaller accounts, we’ll tell you honestly if AMC wouldn’t add anything yet.
Read more about our Amazon Marketing Cloud analysis, or see how ad types differ in Sponsored Products vs Brands vs Display.
AMC is a privacy-safe clean room from Amazon Ads. You run SQL queries on aggregated, anonymized event data from your own campaigns to answer questions standard reports can’t, such as how shoppers move between ad types before buying.
It helps, but you don’t have to start from scratch. AMC includes a library of instructional queries you can copy and adjust. Many brands also work with an agency or partner that writes and maintains queries for them.
AMC only returns results for groups large enough to protect shopper privacy. Small campaigns, short date ranges or very narrow filters can fall below that threshold, so widen the date range or group campaigns together.
Often not yet. If you run one or two ad types on modest spend, standard reports, search term data and Search Query Performance will usually answer the important questions. AMC gets more useful as you add ad types and spend.
Console reports show each campaign’s results on its own. AMC lets you see how campaigns work together, for example how many buyers saw both a Sponsored Brands and a Sponsored Products ad before purchasing.
Every case study below comes directly from unedited Seller Central, Amazon Ads, Search Query Performance, Sellerboard, TikTok Shop, and Walmart Connect dashboards.
+102% Ad Sales · −53% ACOSRedesigned the main image for click-through, rewrote listing copy and A+ Content to convert, then rebuilt Sponsored Products and daily bid management.
+117% Ad Sales · −29% ACOSRebuilt campaign hierarchy and segmentation with disciplined bid rules and A+ Content so 54% more ad spend produced 117% more ad revenue.
+126% Ad Sales · −40% ACOSTightened listing copy and imagery in week one, cut wasted spend across unprofitable targets, and set SKU-level ACOS goals with daily bid adjustments.
+144% Ad Sales · +141% OrdersMapped untapped high-intent keyword pockets and expanded placement coverage while upgrading creative so sales jumped from $38K to $93K at stable ROAS.
+118% Click Share · +106% ClicksDiagnosed Search Query Performance funnel drop-off and redesigned the main image around the core buyer need—doubling click share even as market volume dipped.
~$97K → ~$160K MonthlySequenced listing conversion upgrades, A+ Content across hero SKUs, and structured PPC review cycles—compounding from ~$97K to ~$160K in monthly revenue.
+906% Purchases · 9.62% ShareCombined SQP search-funnel analysis, buyer-language listing SEO, main image CTR work, and exact-match ranking campaigns to capture 9.62% purchase share.
+$87K Net Profit · −30.6% Ad CostAudited SKU-level contribution margins in Sellerboard, eliminated $34K in low-margin ad waste, and reversed YoY profit trend from −31.4% to +12.5%.
£256 → £297,128 GMV · 11,827 OrdersBuilt an affiliate recruitment, seeding, Discord community, and brief engine from scratch—generating £197,522 in creator-attributed GMV and 11,827 orders.
+51.9% Shop GMV · +67% OrdersBroke through creator concentration plateau by expanding publishing affiliates from 503 to 556 and scaling GMV Max ads behind top-converting videos.
$1.27K → $21.6K Sales · 2.72 ROASRebuilt Walmart listing quality scores from Poor to Good, cleaned up catalog structure, and scaled Walmart Connect Sponsored Search to 2.72× ROAS.
Read all 12 original written client reviews verbatim—linked directly to Trustpilot so you can verify every single one.
Book a strategy call. We’ll look at your ad mix and tell you honestly whether AMC would change any decisions yet.
Book a strategy call
CommerceKind
Amazon and TikTok Shop marketing agency for brand owners. 60+ brands managed in-house. Headquartered in Jacksonville, FL, USA.
Services