AMC Demystified: Smarter Ad Strategies for Sellers

In this episode of Human in the Loop, host Cameron Yoder welcomes Jeff Cohen to break down Amazon Marketing Cloud (AMC)—Amazon’s powerful, privacy-safe analytics tool. Jeff explains why AMC is crucial for understanding customer journeys, optimizing ad spend, and increasing conversions by leveraging full-funnel insights.

Listeners will walk away with a clear understanding of how AMC works, why it’s a must-have for advertisers, and how brands are already leveraging it to maximize their Amazon advertising ROI.

The episode also covers real-world case studies, including how Funko and Connolly (a French skincare brand)optimized their budget allocation using AMC and achieved significant increases in brand purchases, sales, and conversion rates. Plus, Cameron shares exciting updates on how Teikametrics is making AMC more accessible for sellers with new audience creation tools.

Timestamps of Key Sections

⏱ (00:19) What is Amazon Marketing Cloud (AMC)?

⏱ (01:50) Why advertisers should be using AMC today

⏱ (03:09) How AMC helps with audience creation and campaign optimization

⏱ (06:53) Practical use cases: Bid boosting, audience segmentation & measurement

⏱ (09:08) Case study: Connolly’s success with DSP and Streaming TV ads

⏱ (12:21) Case study: Funko’s strategic budget allocation using AMC

⏱ (16:45) The future of AMC & new Teikametrics updates

⏱ (18:42) Final thoughts & where AMC is headed next

Key Takeaways

🚀 AMC unlocks full-funnel visibility: Instead of just last-click attribution, sellers can now track the entire customer journey—seeing how multiple ad types interact before a conversion.

🎯 Audience targeting just got smarter: Sellers can create precise audience segments using shopping behaviors, purchase frequency, and even category browsing habits.

📈 Data-driven bidding boosts ROI: Advertisers can now adjust bids dynamically based on customer intent signals, leading to higher conversions at lower costs.

💡 Cross-campaign optimizations are a game-changer: AMC allows sellers to analyze how different ad types (like Sponsored Display and Streaming TV) impact search behavior.

🔄 Testing & iterating is crucial: Sellers leveraging AMC should experiment with audience segments, bid boosts, and cross-channel data to refine their ad strategies continuously.

📊 Budget allocation is now backed by hard data: Companies like Funko increased brand purchases by 44% and overall reach by 48% by shifting budgets towards upper-funnel tactics based on AMC insights.

🛠 Teikametrics is making AMC more accessible: A new audience creation tool launching on March 10 will allow sellers to easily build audiences without needing coding expertise.

📢 AMC is still evolving: The future holds predictive analytics and real-time bidding adjustments, making AMC an essential tool for long-term success on Amazon.

Top 3 Quotes from the Episode

1. 🗣 “Instead of guessing what might work, AMC lets you see exactly how customers interact with your ads—and then adjust strategies accordingly.” — Jeff Cohen

2. 🗣 “AMC is turning data signals into actionable insights—helping sellers make smarter decisions on where to invest their ad dollars.” — Jeff Cohen

3. 🗣 “Brands that integrate AMC into their strategy are seeing higher ROI, better audience targeting, and smarter budget allocation.” — Cameron Yoder

Subscribe & Follow

🚀 Enjoyed this episode? Don’t forget to subscribe to Human in the Loop on Spotify: