What is Amazon Marketing Cloud (AMC)?

Amazon Marketing Cloud (AMC) is Amazon’s advanced analytics platform that allows brands to access detailed, customizable reports on ad performance and customer behavior. It provides full-funnel visibility into how advertising impacts sales, from first click to final conversion.

Through MerchantSpring, sellers with connected AMC accounts can access prebuilt reports—no SQL or custom scripting needed. These insights go beyond what’s available in Seller or Vendor Central, giving power users and agencies a competitive edge.

What does the feature do?

MerchantSpring’s AMC integration surfaces key insights like:

• Path to Conversion – Discover which touchpoints led to a sale

• Repeat Purchase Analysis – Measure if your ads drive loyal customers or one-time buyers

• Audience Overlap Reports – Understand where your audiences cross over across campaigns

• New-to-Brand Sales – Track how many purchases come from new vs. returning customers

These reports help advertisers refine campaign strategy, improve targeting, and increase ROAS.

Why is this important?

Without AMC, sellers are limited to shallow ad metrics. With AMC via MerchantSpring, you gain:

• Full-funnel attribution

• Smarter targeting and segmentation

• Better budget allocation

• Real customer behavior insights (not just clicks and sales)

When should I use this?

Use AMC insights when:

• Planning new campaigns or refining ad strategy

• Preparing for QBRs or client reviews

• Identifying high-value audiences or products

• Assessing true marketing ROI