Your campaign reports can't see shoppers. Your AMC instance can.
Amazon Marketing Cloud holds shopper-level signals your regular reports aggregate away. AMC Insights runs the analysis with no SQL and no setup beyond a one-time free activation. It answers the questions that decide budgets: are you buying new customers or paying again for existing ones, what does a new customer cost, what does a shopper spend over time, and which search terms only reach shoppers who never buy? Amazon's console grades Amazon's own advertising. This reads the same data for your budget and answers to you alone.
Included from the Brand plan — part of the OptimalCentral suite, one subscription.
Nine analyses reports structurally can't produce.
Campaign reports aggregate by campaign or keyword, so the shopper dimension is gone before you see the data. These run where it still exists.
New-to-brand orders vs repeat orders
New-to-brand share of your Ads-attributed orders and sales per ad product, with cost per new-to-brand order. See which product grows your customer base and which re-buys existing demand.
Gateway ASINs
New-to-brand purchaser share per ASIN: which products bring in new customers and which only sell to existing buyers. Put acquisition budget behind the recruiters.
Customer acquisition cost
Cost per order looks cheap when repeat buyers reorder. This card sets it next to the cost of one new customer. When the two diverge, your spend is re-buying demand you already own.
Revenue per shopper
What an Ads-reached shopper spends with you over six months by default (you pick the window): the revenue your ads got credit for, next to everything those shoppers bought. Not "lifetime value": it covers your tracked products, in this window.
Time to conversion
How long after seeing your ad people buy. If a meaningful share of conversions land after day 7, reports built on a 7-day attribution window undercount campaigns that work.
Wasted reach → one-click negatives
Search terms whose exposed shoppers bought nothing from your brand in the window. Tick the ones to stop and apply them as campaign-level negative keywords, with your explicit approval. Undo from the same screen.
Exposure frequency
Conversion across shoppers who saw 1, 2–3, 4–7, 8–15 or 16+ impressions: where your frequency converts, and how big the under-exposed audience is.
Ad product overlap
Conversion rate of shoppers reached by one, two or all three of Sponsored Products, Brands and Display. Shows the multi-product lift in your account and how much of your audience sits in single-product reach.
ASIN purchase overlap
Which of your products the same Ads-reached shoppers buy together: cross-sell pairs from your catalogue to test in bundles or Ads targeting.
Honest framing, built in
These are observational reads, and the report says so: shoppers who see more ads were often more engaged to begin with. Each card presents a signal to test, not proof.
One-time activation, then one click per run.
Amazon offers AMC to sponsored ads advertisers as free self-service, but querying it means writing SQL. We remove that step.
Connect your Amazon Ads account
The same connection the Ads Audit and automation tools use. Already connected? Skip ahead.
Activate AMC once (free)
No AMC instance yet? Set one up through Amazon's free, self-service AMC access for sponsored ads advertisers. Once only.
Run it — or let Monday run it for you
One click starts the run. The nine cards fill in as Amazon finishes each query, using your shoppers, spend and window. Paid Brand and Enterprise accounts also get an automatic run every Monday. The alert digest email reports new-to-brand share and acquisition-cost shifts since the previous run, plus any unresolved wasted-reach spend.
Frequently asked questions.
What is Amazon Marketing Cloud (AMC)?
Amazon's privacy-safe analytics environment. It holds shopper-level (pseudonymous) signals on how people saw and responded to your ads: detail that regular campaign reports aggregate away. Amazon gives sponsored ads advertisers free, self-service access.
Do I need to set anything up in AMC myself?
One thing, once: if your advertising account has no AMC instance yet, set one up through Amazon's free, self-service AMC access for sponsored ads advertisers. AMC Insights does the rest. You never write a query or touch SQL.
What questions does AMC Insights answer?
Nine that campaign reports structurally can't. Who is buying: new-to-brand vs repeat orders per ad product; the gateway ASINs that bring new customers in; the cost of one new customer next to one order. How much, and how long: what an Ads-reached shopper spends with you over six months (Ads-attributed revenue next to everything they bought); how long after an ad people buy. Is the money working: search terms that reach only shoppers who never buy from you (ready to apply as negative keywords with your approval); conversion by exposure frequency; whether shoppers reached by two or three of Sponsored Products, Brands and Display convert at a higher rate; which of your products the same shoppers buy together.
Can AMC Insights change my campaigns?
One narrow way: on the wasted-reach card you pick search terms and apply them as campaign-level negative exact keywords. From this page, nothing is written until you tick each term and confirm. Every batch is logged and can be undone there. If you also authorize a negative-keyword automation rule that uses wasted reach as a source, that rule adds those negatives on its own, within its daily cap, until you edit or pause it.
Why can't normal campaign reports show this?
They aggregate by campaign, keyword or ASIN, so the shopper dimension is gone before you see the data. Cross-product overlap and exposure frequency exist only at the shopper level, which AMC preserves (pseudonymously, and only reported above Amazon's minimum audience sizes).
Is my shopper data stored by OptimalCentral?
No. Queries run inside your own AMC instance, and Amazon returns only aggregated figures above its minimum audience sizes. We store each run's aggregated card results, never raw shopper-level rows.
Which plans include AMC Insights?
Brand and Enterprise, with a connected Amazon Ads account. No per-run limit. It is in the 14-day free trial.