This episode explores the initial steps into utilizing Amazon Marketing Cloud (AMC) for enhanced Amazon advertising. Against the backdrop of a discussion on agency building and client management, the conversation pivots to AMC, described as a vast database integrating data from various Amazon sources. More significantly, the hosts delve into the creation of marketing audiences within AMC, focusing on readily available, no-code options like retargeting customers who added items to their cart but didn't purchase. For instance, the use of "added to cart but did not purchase" audiences in sponsored product campaigns is highlighted as a simple yet powerful strategy. The discussion then expands to the broader implications of audience-based marketing on Amazon, contrasting it with the traditional keyword-based approach and emphasizing the potential for layering audiences to create more effective campaigns. Finally, the hosts envision more advanced applications of AMC, such as building comprehensive customer acquisition funnels and integrating AMC data with other Amazon advertising tools like Amazon DSP, ultimately suggesting that this opens up new possibilities for Amazon sellers to refine their marketing strategies.
