Amazon Marketing Cloud (AMC) & Incrementality Analysis

AMC gives you customer-level data across every ad touchpoint on Amazon. Most brands stop at dashboards. We use it to identify which campaigns drive new customers versus recapture existing demand, find where Sponsored Ads and DSP overlap is wasting budget, and build custom audiences you can't create anywhere else. The result isn't a better report. It's a different way to allocate spend.

The core question: are your ads creating new sales, or taxing demand that would have happened organically? We run holdout group analysis to quantify true advertising lift. We measure incremental ROAS instead of blended ROAS so you know which campaigns actually generate new demand. And we separate new-to-brand acquisition cost from reactivation cost so budget moves toward growth, not credit-taking.

AMC analysis answers questions. Custom audiences act on them. We build audiences from signals that only exist inside AMC: category entrants who bought a competitor but never tried your brand, NTB buyers from 90 days ago who never reordered, entry-product buyers who haven't discovered higher-margin lines, and multi-touch converters who engaged both SP and DSP. These audiences get pushed directly to DSP campaigns. That's where AMC stops being a reporting tool and starts moving revenue.