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Remember when Amazon Marketing Cloud was this mysterious, exclusive tool that only enterprise sellers with special relationships could access?

Well, that just changed.

At Accelerate last week, Amazon announced they’re giving every single seller who runs Sponsored Products ads access to Amazon Marketing Cloud.

Canopy Management has been tracking these platform changes for years, and this represents one of the most significant competitive shifts we’ve seen. No more “special access” requirements. No more begging your account manager for dashboard privileges.

This is huge. Like, “small sellers can now compete with enterprise brands” huge.

What Amazon Marketing Cloud Actually Is (And Why You Should Care)

Think of Amazon Marketing Cloud (AMC) as the difference between looking at your business through a keyhole versus having a panoramic view.

Before AMC: You could see that your Sponsored Products ad got clicked and someone bought something. That’s it.

With AMC: You can see the entire customer journey. Did they see your Sponsored Brand video first? Did they visit your Brand Store? How many touchpoints did it take before they converted? Which combination of ads actually drove the sale?

Multi-touch attribution changes everything: Instead of giving all the credit to the last ad someone clicked (which usually makes upper-funnel advertising look worthless), you can now see how all your campaigns work together.

The Data Revolution: What You Actually Get

Amazon opened the floodgates on seller analytics at Accelerate. Here’s what just became available to everyone:

Complete Customer Journey Mapping

What this means: You can now track how customers move through your entire marketing funnel, from first awareness to final purchase.

Why it matters: That Sponsored TV campaign you thought wasn’t working? Turns out it’s driving awareness that leads to conversions 2-3 touchpoints later. You just couldn’t see it before.

Real example: A customer sees your Sponsored TV ad, visits your Brand Store a week later, clicks a Sponsored Products ad the following week, and finally buys. Before AMC, only the Sponsored Products ad got credit. 

Now you can see the full story.

Custom Analytics Dashboard

Amazon announced a unified dashboard that pulls together 100+ metrics from 15+ different reports into one place.

What this solves: No more jumping between Brand Analytics, Search Query Performance, Advertising Console, and five other dashboards just to understand your business performance.

Custom reporting capability: Build reports specific to your business needs rather than being stuck with Amazon’s pre-built templates.

Cross-Campaign Performance Analysis

Compare how different campaign types perform together, not just in isolation.

Strategic impact: You can now answer questions like: “Does running Sponsored Brand Video alongside Sponsored Products improve conversion rates?” (Spoiler: it usually does.)

Escape “ROAS Jail” Forever

Here’s something every Amazon advertiser needs to understand: last-touch attribution has been lying to you.

The old way: Your Sponsored Products campaign shows 3.5 ROAS, so it looks profitable. Your Sponsored Brand Video shows 1.2 ROAS, so you cut the budget.

AMC reveals the reality: That video campaign is driving awareness that converts through your Sponsored Products ads 3 days later. Kill the video, and your “profitable” Sponsored Products performance tanks.

What multi-touch attribution shows you:

• Which campaigns work together to drive conversions
• The true contribution of upper-funnel advertising (Sponsored TV, Brand Video)
• How brand-building activities impact direct-response performance
• Why cutting “low ROAS” campaigns sometimes destroys your overall profitability

Strategic shift: This encourages investment in brand-building campaigns that contribute to long-term customer equity, not just immediate conversions.

AI-Powered Opportunity Explorer

Amazon announced new AI tools that analyze billions of customer interactions to surface opportunities you’d never find manually.

“Unmet Demand Insights”

What it does: Identifies gaps in Amazon’s selection where customers are searching but not finding what they want.

How it works: AI analyzes search patterns, customer behavior, and purchase data to spot white-space opportunities.

The output: AI-generated product proposals complete with demand forecasts. It’s like having a market research team that never stops working.

“Niche Product Overview”

Focus: Highlights opportunities in smaller, high-potential categories that most sellers overlook.

Data included:

• Search volume trends
• Must-have product features customers are looking for
• Pricing benchmarks for category success
• Competition density analysis

Strategic value: Instead of fighting in oversaturated markets, you can identify profitable niches before they become crowded.

The Reality Check: What This Actually Changes

Good news: Every seller now has enterprise-level analytics capabilities.

Challenging news: Everyone else does too.

What this means strategically:

• Having better data is no longer a competitive advantage
• Your advantage comes from how quickly you can interpret and act on insights
• Speed of decision-making becomes more important than access to information

The new competitive reality: The sellers who thrive will be those who can turn data into action faster than their competition, not just those who can see more metrics.

What You Should Do Right Now

This Week:

1. Check your AMC access – If you run Sponsored Products, you should have access now
2. Set up multi-touch attribution for your current campaigns
3. Identify your “ROAS jail” campaigns – which upper-funnel ads are you incorrectly judging by last-touch metrics?

This Month:

1. Build your first custom dashboard combining your most important KPIs
2. Analyze your customer journey – how many touchpoints does it take to convert in your category?
3. Test the AI Opportunity Explorer – what white-space opportunities exist in your market?

This Quarter:

1. Shift budget allocation based on multi-touch attribution insights
2. Invest in upper-funnel campaigns that build brand equity (now that you can measure their true impact)
3. Create query templates for regular analysis so you’re not starting from scratch each time

The Strategic Implications

Amazon’s message at Accelerate was clear: they’re leveling the playing field by democratizing data access, but they’re also raising the bar on what it takes to compete.

The old competitive advantages:

• Access to exclusive data
• Bigger advertising budgets for testing
• Enterprise-level analytics tools

The new competitive advantages:

• Speed of insight interpretation
• Quality of decision-making processes
• Ability to act on data rather than just collect it
• Strategic thinking about long-term brand building

Bottom line: Everyone getting better data means the competition gets fiercer. Your advantage comes from what you do with the insights, not having access to them.

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Coming tomorrow: The end of product commingling and what Amazon’s $600 million savings estimate means for your operations.

Canopy Management is a full-service marketing agency for Amazon, Walmart, and TikTok sellers. Our team consists of multi-million dollar, omni-channel entrepreneurs, industry leaders, and award-winning experts.