Make Your Advertising Dollars Do More with Amazon Marketing Cloud and Helium 10 

Amazon’s last-touch advertising attribution model has always made the impact of all ads hard to measure, only showing the final ad a shopper interacted with before converting. We’ve known that customers often engage with multiple Sponsored Products (SP) ads and view Sponsored Brands (SB) and Sponsored Display (SD) ads along their journey, but until now, we couldn’t measure the impact of these ads.  

With Amazon’s recent announcement, Amazon Marketing Cloud (AMC) is now available to all advertisers, no longer restricted to advertisers using DSP. And we’re thrilled to bring these advanced analytics to all our Diamond members—at no extra cost, even if you’re not using Helium 10 to manage your ads. Now, Diamond members can set up their own AMC account to tap into these game-changing insights and get a real, data-driven view of how your ads are performing. 

So, how can you use AMC to elevate your advertising strategy? Let’s look at some of the unique insights AMC offers that can help optimize your ad spend and maximize conversions. 

Are Your Sponsored Brand and Sponsored Display Campaigns Really Making an Impact? 

Sponsored Brands (SB) and Sponsored Display (SD) ads have sales directly attributed to them, but they often come with a higher ACoS compared to Sponsored Products (SP) ads. For a long time, these ads have been seen as “assistants”—not necessarily converting on the final click but playing a key role in nudging shoppers toward your Sponsored Product ads. Now, with AMC’s overlap analysis, you can confirm exactly how SB and SD ads contribute to your Sponsored Product performance. 

Overlap analysis lets you view conversion rates based on different combinations of ad interactions—such as seeing only a Sponsored Product ad, seeing both a Sponsored Product and a Sponsored Brand, or other combinations. This data shows you if those higher ACoS ads are justifying their cost by boosting overall conversions, helping you decide whether to adjust your spend across different ad types. 

How Many Touchpoints Do Shoppers Need to Convert? 

Every product has its own shopping journey. Depending on what you’re selling, customers might browse around, comparing multiple products and taking their time before they finally click “Buy.” This often means they’ll interact with your ads several times along the way. 

With Ad Type Conversion Analysis in AMC, you can now track conversion rates based on each unique journey customers take with your ads—whether it’s the first ad they see, the last one they click, or everything in between. This insight helps you understand how Amazon shoppers engage with your products, revealing which ad types may not directly lead to sales but still play a crucial role in driving conversions. 

Unlock Even More Insights with Amazon Marketing Cloud 

It doesn’t stop there. AMC opens up even more metrics to help you manage and scale your Amazon ads. You can track trends in Customer Acquisition Cost (CAC), find out which ASINs are bringing new customers to your brand, and gain insights into how each ad type drives brand growth. 

Curious to see how Amazon Marketing Cloud can elevate your business? With Helium 10’s Diamond plan, you get this tool at no extra cost, helping you access better data and make smarter ad decisions. 

Upgrade to a Diamond account now to get started with AMC.