This episode explores the benefits of Amazon Marketing Cloud (AMC) for Amazon sellers, highlighting how it unlocks advanced data for smarter advertising and increased profits. Mansour Narouzi simplifies AMC as a database that records every customer interaction with a brand, from initial impressions to final purchases, including detailed information like time, location, and operating system. He emphasizes that AMC provides insights into customer behavior, enabling sellers to create targeted audiences, such as those who added items to their cart but didn't purchase, or lookalike audiences based on high-value customers. Against the backdrop of rising PPC costs, Narouzi suggests using AMC to retarget customers and optimize ad spend by understanding customer lifetime value and purchase behavior. For instance, he shares a test where targeting customers with multiple detail page views but no purchase resulted in a 5X increase in click-through rate and a 30% higher conversion rate. More significantly, Narouzi points out that AMC helps overcome Amazon's last-click attribution model by allowing sellers to create custom attribution models, providing a more accurate view of ad performance and customer journeys, and also recommends using brand-tailored promotions to convert potential customers.
