Why AMC

Why Amazon Marketing Cloud, not just Seller Central or tools?

Seller Central and 3rd party tools are good for daily operations. AMC is for deeper questions: funnel leaks, NTB & halo, cross-channel paths, and off-Amazon value. Radar exists exactly where the console stops.

Console & tools are built for snapshots

Seller Central and most PPC tools are great at showing:

ACOS, ROAS, CPC and spend by campaign, ad group and keyword.
Basic search term and placement reports.
Surface-level NTB metrics for some ad types.

They’re fast and easy to use – but they’re opinionated dashboards, not raw data. You can’t change how events are stitched together, how attribution works, or how to define “good” beyond ACOS.

AMC is your analytics brain behind it all

AMC exposes the underlying (privacy-safe) event data across Sponsored Ads, DSP, Amazon Live and your pixel. That means you can:

Map the full path: impressions, clicks, DVPs, ATCs, purchases and off-Amazon events.
Design your own attribution (first-touch, last-touch, multi-touch, custom windows).
Include NTB, halo and off-Amazon conversion value in your decisions.

What you get with AMC that you never see in console

Four big capabilities that justify having an “AMC Radar” in your toolkit.

1. Full-funnel visibility

Impression → click → DPV → ATC → purchase.

See where users leak by query, ASIN and campaign.
Answer “traffic problem or PDP/offer problem?” with data.
Build a CRO and content backlog based on funnel facts, not opinions.

2. NTB & brand halo clarity

Beyond “what sold” into “who we acquired”.

Separate acquisition campaigns from harvesting campaigns.
Measure halo: what your hero ASINs pull into the rest of the catalog.
Justify “expensive” generics when NTB + halo pay back.

3. Cross-channel synergy

DSP ↔ Sponsored Ads, not siloed channels.

See which conversions are DSP + SA vs SA-only.
Measure uplift when DSP touches happen before Sponsored Ads clicks.
Plan budgets with a funnel view, not channel silos.

4. Off-Amazon & pixel value

DTC and subscription value that console never credits.

Follow traffic into your own site or landing pages.
Measure leads, sign-ups, and DTC purchases driven by Amazon media.
Decide what to optimize when Amazon isn’t the final purchase point.

When AMC Radar is a good fit – and when it’s not

Honest boundaries so you don’t overcomplicate things too early.

Not the right moment (yet) if…

You spend < $20–30k/month on ads.
You only run basic Sponsored Products and a few SB campaigns.
Your main question is “What’s my ACOS?” and that’s enough.
You’re still fixing fundamentals (catalog, pricing, stock, reviews).

Strong fit if…

You invest meaningfully in Sponsored Ads (and ideally DSP).
You care about profit, cash and brand growth, not just top-line.
You want to know which campaigns and queries truly build NTB and halo.
You’re ready to act on deeper insights (structure, targeting, creative, offers).