Match First-Party Audiences with AMC for Smarter Campaigns

We discovered that 57% of website and offline store purchasers for a Brand were found on Amazon after uploading their first-party data into Amazon Marketing Cloud.

Of this matched audience, 65% had seen the brand's Sponsored Products (SP) ads, while 35% had seen Sponsored Brands (SB) ads. However, less than half a percent of these people also made purchases on Amazon.

There is an important caveat here: we had data for 20 months of website and offline store purchasers, but we only matched it with the last 60 days of Amazon Ads engagers because the AMC instance was created within the last 60 days. As we know, AMC provides data from only the last 7 days when it was initially created.

This makes me wonder - if we had matched the last 2 months' purchasers with the last 2 months of ad engagers, the match rate might have been higher.

A 57% match rate clearly showed the brand that Amazon holds more than half of the audience that purchased from its website or offline store.

It also indicates that nearly 65% of these people had searched for the brand or its products on Amazon and seen the brand’s SP ads, while 35% had viewed the SB ads.

This insight has built strong confidence for the brand to include Amazon’s audience in its media mix when planning awareness or consideration funnel campaigns.

Amazon Marketing Cloud (AMC) is an ideal platform for uncovering strategic solutions to a brand’s problem statements.

By leveraging this first-party audience, AMC can create lookalike audiences to target within a 5-10-mile radius of the brand's offline stores. These lookalike audiences can also be used to drive traffic to the brand’s website.

If you have a problem statement and think AMC could help, drop a comment, and we’ll assist you in finding a solution. We’re eager to discover strategic solutions that make a big impact.

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