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 for you, with no SQL and no setup beyond a one-time free activation, and answers the questions that actually decide budgets: are you buying new customers or paying again for the ones you have, what does a new customer cost and what does a shopper spend over time, and which search terms only ever reach shoppers who never buy? Amazon's console grades Amazon's own advertising. This reads the same data for your budget, and it answers to you alone.
Included on the Agency and Enterprise plans — part of the OptimalCentral suite, one subscription.
Nine analyses reports structurally can't produce.
Campaign reports aggregate by campaign or keyword; the shopper dimension is gone before you ever see the data. These run where it still exists.
New-to-brand orders vs repeat orders
New-to-brand share of your ad-attributed orders and sales, per ad product, with cost per new-to-brand order, so you can see which product is actually growing your customer base rather than re-buying existing demand.
Gateway ASINs
Which of your products actually bring in new customers, and which only sell to shoppers who already buy from you: new-to-brand purchaser share per ASIN, so acquisition budget goes behind the products doing the recruiting.
Customer acquisition cost
Cost per order looks cheap when repeat buyers are reordering. This card puts it next to what one genuinely new customer costs. When the two diverge, your spend is re-buying demand you already own.
Revenue per shopper
Over six months, what an ad-reached shopper actually spends with you: the revenue your ads got credit for, next to everything those same shoppers bought. Deliberately not called "lifetime value": it covers your tracked products, in this window.
Time to conversion
How long after seeing your ad people actually buy. If a meaningful share of conversions land after day 7, reports built on a 7-day attribution window are silently undercounting campaigns that work.
Wasted reach → one-click negatives
Search terms whose exposed shoppers bought nothing from your brand in the window. Review them, tick the ones to stop, and apply them as campaign-level negative keywords to your account — with your explicit approval, and undoable from the same screen.
Exposure frequency
How conversion concentrates across shoppers who saw 1, 2–3, 4–7, 8–15 or 16+ impressions: where your frequency actually 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. See the multi-product lift in your own account, and how much of your audience today sits in single-product reach.
ASIN purchase overlap
After seeing your ads, which of your own products the same shoppers end up buying together: cross-sell pairs from your own catalogue, worth testing in bundles or ad 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 tells you what's a signal to test, never overstated as proof.
One-time activation, then one click per run.
Amazon opened AMC to sponsored ads advertisers as free self-service; most sellers just haven't touched it because it speaks SQL. We remove that step entirely.
Connect your Amazon Ads account
The same secure connection used by the Ads Audit and automation tools. Already connected? Skip ahead.
Activate AMC once (free)
If your account doesn't have an AMC instance yet: Amazon Ads console → Measurement & Reporting → Amazon Marketing Cloud, follow the prompts. Takes about a minute, costs nothing.
Run it — or let Monday run it for you
One click, and the nine cards fill in a few minutes later, quantified with your shoppers, your spend, your window. Agency accounts also get an automatic run every Monday, with notable week-over-week shifts delivered in the alert digest email.
Frequently asked questions.
What is Amazon Marketing Cloud (AMC)?
Amazon Marketing Cloud is Amazon's privacy-safe analytics environment. It holds shopper-level (pseudonymous) signals about how people saw and responded to your ads: a level of detail that regular campaign reports aggregate away. Since September 2025 Amazon offers sponsored ads advertisers free, self-service access to AMC directly in the Amazon Ads console.
Do I need to set anything up in AMC myself?
One thing, once: if your advertising account doesn't have an AMC instance yet, you create one free in the Amazon Ads console under Measurement & Reporting → Amazon Marketing Cloud. After that, AMC Insights handles everything; 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 orders vs repeat orders per ad product, the gateway ASINs that bring new customers in, and what one new customer costs next to what one order costs. How much, and how long: what an ad-reached shopper spends with you over six months (ad-attributed revenue next to everything those shoppers bought), and how long after seeing an ad people actually buy. Is the money working: search terms that only reach shoppers who never buy from you (ready to apply as negative keywords with your approval), how conversion concentrates across exposure frequency, whether shoppers reached by two or three of Sponsored Products, Brands and Display convert at a higher rate, and which of your own products the same shoppers end up buying together.
Can AMC Insights change my campaigns?
Only with your explicit approval, and only in one narrow way: the wasted-reach card lets you select specific search terms and apply them as campaign-level negative exact keywords. Nothing is ever written to your account automatically: you tick each term, confirm, and every applied batch is logged and can be undone from the same screen.
Why can't normal campaign reports show this?
Campaign reports aggregate by campaign, keyword or ASIN; the shopper dimension is gone before you see the data. Cross-product overlap and exposure frequency only exist at the shopper level, which is exactly what 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 only ever returns aggregated figures above its minimum audience sizes. We store the aggregated card results of each run, never raw shopper-level rows.
Which plans include AMC Insights?
AMC Insights is included on the Agency and Enterprise plans, with a connected Amazon Ads account. There is no per-run limit.