At unBoxed 2024, Amazon Ads launched a suite of new advertising capabilities that bring together insights from across the marketing funnel to help advertisers optimize their media investments. The announcements showcased how Amazon Ads is making its powerful insights easier to access and activate by every advertiser, across every ad product.
- New AMC solutions: AMC introduces new no-code capabilities in an intuitive interface— any Amazon advertiser can use AMC to quickly uncover advanced audience and measurement insights, and optimize their campaigns. New features include high-value audience analysis and optimal frequency solution.
- Conversion path reporting: Amazon Ads is launching conversion path reporting to show brands their top-converting paths to purchase from the previous 30-days.
- Long-term sales insights: With long term sales insights, brands can estimate the expected sales over the next year based on how effectively their campaign moves new-to-brand shoppers down the purchase funnel.
Our mission is to be the most customer-obsessed advertising service by giving all brands the measurement and data-driven, machine learning optimization capabilities they need to drive business growth through simple, easy-to-use tools. Today’s launches put our most sophisticated full-funnel measurement and optimization capabilities into the hands of all marketers from small businesses to major brands.
– Paula Despins, Vice President of Ads Measurement, Amazon Ads
Simplify insights with AMC solutions
AMC (Amazon Marketing Cloud) enables advertisers to join their first-party data with Amazon Ads signals to understand the customer journey and build and activate audiences. New AMC solutions introduce no-code capabilities in an intuitive interface – extending AMC’s sophisticated analytics capabilities to brands of all sizes. Now any Amazon advertiser can use AMC to quickly uncover advanced audience and measurement insights, and optimize their campaigns.
The first two AMC solutions launching are high value audience and optimal frequency analyses. Brands can use the high value solution to instantly visualize how their customer base is distributed by total spend levels over a period of time. With just a few clicks they can create related audience segments and activate them in future campaigns. With the optimal frequency solution, advertisers can monitor how KPIs like conversion rate and return on ad spend evolve as ad interactions increase, and from there, determine the most efficient frequency caps for their campaign.
Honest Kitchen, a CPG brand, used the optimal frequency AMC solution to improve their Amazon DSP campaign performance. After better understanding their cross-campaign ad frequency, Honest Kitchen was able to adjust their daily frequency caps to increase their impressions by 23% and Amazon.com product detail page views by 44% – all while maintaining nearly the same budget.
Report on conversion paths, and project long-term sales
Amazon Ads is launching conversion path reporting to show brands their top-converting paths to purchase from the previous 30-days. For example, advertisers might see their TV ad is showing in their top-converting paths and learn how it helped drive conversions through lower funnel channels. Conversion path reporting is AMC’s most popular insight report and it will soon be available self-service in ad console and Amazon DSP reports. It is currently in closed beta in the U.S. and will be available to UK advertisers in open beta in 2025.
Advertisers also want to measure beyond immediate sales and understand the long-term impact of their upper-funnel tactics on outcomes. Long term sales insights estimate the sales that a brand can expect to generate over the next year based on how effectively their campaign moves new-to-brand shoppers down the purchase funnel.
For example, a customer may click on an ad and engage with a brand for the first time by visiting their product page, and go on to purchase from that brand months later. With long-term sales insights, that campaign now receives credit for the new product page visit based on the historical outcome from customers who have also visited a product page.
Together, immediate sales and long-term sales metrics help advertisers quantify immediate sales and potential return from driving key customer engagements throughout the funnel. Long-term sales insights are currently in closed beta in the U.S. and will be available to UK advertisers in open beta later this year.
