Amazon Marketing Cloud

Last week I saw a post on the Amazon Advertising blog about a new product called Amazon Marketing Cloud.

Although packaged as an expansion of an existing product, the naming signals something more ambitious.

The existing product, Amazon Attribution, allows advertisers to measure the on-Amazon impact of non-Amazon media.

AMC, they say, enables measurement and sequential views across all marketing touchpoints which sounds like customer engagement to me.

I haven’t seen it, but if it does do that, then it would be a small big move signaling that Amazon Advertising intends to more than an impressions-and-clicks platform.

Whether it only means a more robust advertising analytics capability like Google and Facebook, or an intention to enter the customer-marketing space like Adobe and Salesforce remains to be seen.

On the plus side, this would seem to be an excellent product for Amazon-centric commerce strategies. All in one place. With a clear view of touchpoints to optimize for on-Amazon performance.

On the minus side, when coupled with Amazon paid media it could be problematic because on the surface it doesn’t appear to be third party - and “grading your competitor’s homework” is somewhat anathema in the media business.

Bottom line is that Amazon Marketing Cloud looks interesting, could be a game changer for Amazon-centric commerce strategies, and is open for beta.

Looking forward to hearing how it goes …

https://advertising.amazon.com/blog/introducing-amazon-marketing-cloud