1) Amazon Marketing Stream (AMS) provides advertisers with product and campaign performance data in near real-time, allowing for more dynamic bidding and budget adjustments. 2) The document recommends analyzing AMS data over 60, 30, and 14 day periods to identify performance patterns. Rules can then be created to increase or decrease bids during identified high- or low- performing time periods. 3) Implementing AMS-based rules for dynamic bidding and budgeting can result in increased sales, improved conversion rates and costs-per-acquisition, and better control over advertising spending and margins. Regular adjustment and evaluation of rules is important for ongoing optimization.

1. Why AMS is the #1 Change In
Amazon Advertising In 2023
Brent Zahradnik
brent@amzpathfinder.com
+33 07 83 80 99 44

2. Brent Zahradnik
● Worked with PPC since 2012
● Founded AMZ Pathfinder in mid-2015
● 20 team members working with NA
and EU Amazon brands
● Lives in France and often 󰣓

3. What we’ll
cover today
What is Amazon Marketing Stream?
What to do about it
1
2
How we use it and what results to
expect
3

4. What is Amazon Marketing Stream?
● Push, not Pull ad data in near real time
● Traffic and conversion data summarized hourly
● Data for SP, SD and newer SB campaigns
● Solves a longstanding issue with the ads API

5. Who can use it?

7. Let’s 👀 at that again
● We know when a product is converting best
● We know when it is cheaper to bid for it
● Therefore, we know when we’re more profitable
● Software can run rule-based changes triggered by time

9. What to do about it

10. Use Cases 🧮
1. Adjust bids per-hour to target high conversion or low ACPC
periods to maximize returns
2. Adjust budgets dynamically to avoid running out of budget
or hold back during periods of low conversion

11. Only useful as it is specific 🤔
Data must be aggregated and analyzed, then
examined per campaign and per product
according to your goals

13. This is how we do it

14. Analyze - Implement - Adjust

15. Analyze 📊
● Define your goals and priorities
● Examine 60, 30 and 14-day data windows
● Focus on Ad Spend, CVR, ACPC, Sales and ACOS
● Find and record patterns and formulate a plan

16. ACPC and CVR

17. Implement 🛠
● Create bid adjustment rules based on recent data
Ex: between 6:00 and 11:00 , CVR is 17% higher for Product X than in the rest of the day,
and with good sales volume and good ACOS, so I increase bids by 15% during that time
● Ensure these rules don’t interfere with regular optimization
● Track the day you started and your win conditions

18. Implement 🛠

19. Implement 🛠

20. Adjust 🦅
● Measure success by comparing performance before and after against
your goals and key metrics
● Early adjustments are likely
● Schedule evaluations for set time intervals

21. Results
24.58% growth in ad sales with a
2.8% ACoS percentage decrease

22. ● Maintain ad spend throughout the day, spending when others aren’t
● Higher advertising conversion rate means sending a better signal to
Amazon about relevancy of your products
● Improved share of voice as your total ad exposure is increased during
the day earning you better eligibility for more ad slots
What to Expect 1⃣

23. What to Expect 2⃣
● Improved TACOS and ACOS % with happier margins
● Reduced ACPC as you focus on the best performing hours for each
product family
● More control over your % of ad revenue of total revenue

24. How can I use AMS?
● We use
● Many ad tools have AMS dashboards and can build rules with
time-based triggers
● Rules are not yet officially supported by the API or interface

25. Recap 🔄
● Amazon Marketing Stream is a powerful new API feature and the
future of ad spend efficiency and new data dimensions
● Understanding and effectively using AMS can give you an edge
● Find a software tool and Analyze, Implement and Adjust to spend
the same amount of budget more effectively

26. Brent Zahradnik
brent@amzpathfinder.com
+33 07 83 80 99 44