Are you ready to elevate your advertising strategy? In the past, brands were limited to pre-built audiences on Amazon, but Amazon Marketing Cloud (AMC) has changed the game, offering unparalleled flexibility and precision. Join Tinuiti’s Marketplaces expert, Jonathan Cole, for a deep dive into AMC, which gives brands the freedom to craft personalized audiences, revolutionizing your approach to ad targeting. Gain valuable insights to enhance your messaging, drive higher conversions, and foster business growth. Explore real-life case studies showcasing brands that have harnessed AMC to achieve success.

1. The Amazon
and Retail
Media Summit
How Can I Reach Custom
Audience Segments on Amazon?

2. 2
Session 1
10am PT | 1pm ET
Amazon and Retail Media State of the
Union: Charting the Course
Session 2
10:35am PT | 1:35pm ET
How Can I Reach Custom Audience
Segments on Amazon?
Session 3
11:10am PT | 2:10pm ET
Why is Omnichannel Measurement the
New Gold Standard for Brand Growth?
Session 4
11:45am PT | 2:45pm ET
Your Map to Navigating the Future of
Amazon and Retail Media
Session 5
10am PT | 1pm ET
Smart Budgets, Strong Brands: The
Game-Changing Guide
Session 6
10:35am PT | 1:35pm ET
How to use Curated Deals to Drive
Programmatic Success
Session 7
11:10am PT | 2:10pm ET
What Are the Latest Strategies for Driving
Your Bottom Line?
Session 8
11:45am PT | 2:45pm ET
Can Amazon be Used as a Brand Builder?
DAY 1
Wednesday, February 7, 2023
DAY 2
Wednesday, February 14, 2023

3. Today’s Logistics
Recording & slides will be in your inbox
tomorrow
Download relevant resources
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Log back anytime with same link
Join our poll questions - including if you want to talk to
our teams after!
Katherine Bishop
Marketing Webinars Specialist

4. WE’VE MASTERED THE
MEDIA THAT
MATTERS MOST
Tinuiti is the largest independent performance
marketing firm across Streaming TV and the
Triopoly of Google, Facebook, Amazon.
Employees
Media managed
Award-winning
culture*
$4B
#1
1000+

5. Some of
Our Clients
Our
Recognition
For commerce leaders of today and the future

6. Our Speaker
JONATHAN COLE
Commerce Media Lead &
Senior Manager,
Marketplaces

7. Agenda
● AMC Audience Philosophy
● 2023 AMC Audience Case Studies
● 2024 AMC Audience Tests + Looking Ahead
7

8. How frequently are you using AMC
insights?
● Weekly - a consistent part of my marketing
routine
● Monthly- I check in periodically for strategic
adjustments
● Rarely - I explore occasionally for specific needs
● Never - I haven’t explored AMC yet
POLL

9. 9
AMAZON CONFIDENTIAL
—
AMC helps brands consolidate signals to improve advertising outcomes
*Notes: Capability on the roadmap
Apart from accessing Amazon Ads event-level signals, you also have the option to bring in your pseudonymised
information to connect dots and enrich your view over media, audience, and retail performance
Pseudonymized
Amazon Ads
signals
Aggregated and
anonymous query
outputs
Join pseudonymized signals
across sources in dedicated
clean room environment
Sponsored Products
Sponsored Brands
Sponsored Display
Streaming TV
Video
Audio
Display
Amazon Ad Server
Product catalogue
Audience segments
D2C sales
CRM
CDP
Data lake
DMP
(optional)
Pseudonymized
Advertiser signals
Custom audiences
ready for activation
AMC Audiences
AMC
Amazo
n DSP
Visuals and
insights
Use custom queries or
templates
Paid Features (beta)*
A suite of insight expansion
options powered by Amazon
and third-party providers
Amazon Shopping Insights
Experian Vehicle Purchase Insights
Foursquare Store Visit Insights

10. Leveraging AMC Technology to Capture Low Hanging Fruit on
Amazon
Amazon Full Funnel Strategy is the Pipeline, AMC Audiences are the Plumbers: Fixing the leaks
AUDIENCE MATRIX
PROTECT UPPER FUNNEL
INVESTMENT
PROTECT SEARCH INVESTMENT
PUSH SHOPPERS
ACROSS FINISH LINE
Ad Exposure: Shoppers who interacted with upper funnel ad that
haven’t been retargeted
Sponsored Product Clicks & Keyword Searches: Shoppers who
clicked but never bought and shoppers who searched high volume
keywords through our campaigns that never viewed our PDP
Frequent Product Detail Page Viewers & Cart Abandoners: Shoppers
who viewed PDP 3x in 1 week but never bought and people who added
to cart but never bought
10

11. RESULTS
A brand in the baby category wanted
to convert cart abandoners. Due to a
diverse catalog, they wanted their
campaigns broken out by different
product categories to ensure
causation.
CHALLENGE
● Worked with the engineering team to build custom
cart abandoner audiences by the ASIN
● Pair custom creatives with the appropriate AMC
audience to increase conversion rate
● High efficiency was expected - decreasing NTB
acquisition cost significantly was not
● High purchase intent audiences are incremental to
the business
SOLUTION SUMMARY
Business Challenge: Driving sales for audiences that
have the highest purchase intent
ROAS above
benchmark
NTB Acquisition
Cost below
benchmark
+172%
-65%
Cart Abandoners + Frequent Product
Detail Page Viewers
CASE STUDY

12. A brand in the health and household
category are competing with top
competitors who are allocating more
investment toward search ads. The
client wanted to maximize their
investment by closing the loop on
non-converting impressions.
CHALLENGE
● Built Sponsored Clicks audience combining both
Sponsored Product and Sponsored Brand campaigns
● Analyzed top converting and high volume keywords to
focus AMC Audience on most relevant traffic
● Leveraged creatives calling out product features
understanding these customers are researching
competitive products
● Both audiences exceeded KPI goal
SOLUTION SUMMARY
Business Challenge: Paid clicks that don’t convert + high
volume keywords that don’t generate consideration
Sponsored Clicks:
ROAS above KPI
Keyword
Searches: ROAS
above KPI
+106%
+33%
Sponsored Clicks + Keyword
Searches
CASE STUDY
RESULTS

13. RESULTS
A brand in the consumer electronics
category invested in a full funnel
product launch strategy across
Streaming, OLV, and Consideration.
In addition to protecting overall
investment, brand wanted to
understand how GenZ and Millennial
customers interacted across the
product category and relevant music
categories.
CHALLENGE
● Worked with the engineering team to build six custom
AMC audiences for both GenZ and Millennials,
ranging for product and music categories
● Paired custom ads used in the campaigns in order to
build resonance with the end consumer
● Despite audiences being farther away from the
purchase - audiences generated competitive DPVR
● NTB % was 15% higher than campaign average - ad
exposure impressions are the most incremental to
the business
SOLUTION SUMMARY
Business Challenge: How do we protect our upper funnel
investment and derive demographic insights
NTB - 15% above
campaign
average
Demographic
audiences
created
87%
6
Upper Funnel Ad Exposure
CASE STUDY

14. 2024 AMC Tests
● AMC Audiences - users who
added a product to cart on a
brand's DTC site but did not
complete a purchase
● Analyze total impact of Amazon
advertising across both
on-Amazon and DTC site sales
● Path to conversion analysis --
how does a users path to convert
differ when they convert on
Amazon vs. on a brand's DTC
site?
● Lookalike audience targeting
represents demand generation
capabilities of AMC
● Build lookalike audience on
specific signals - purchases
represents best test opportunity
● Compare to existing mid funnel
campaigns - not lower funnel
retargeting
● Superfans - Build ultra brand
loyalist audience with multiple
purchases within 1 year lookback
● Accelerate new product launch
by driving traffic of strong brand
loyalists as the product is
building retail readiness - more
likely to leave reviews
● Opportunity to cross sell with
existing products - increase cart
value
Ad Tag Lookalike Audiences Product Launches
14
TESTS
ENDEMIC + NON-ENDEMIC

15. CASE STUDY
● Expanding Thursday Night
Football strategy from 1
game to 4 games this year
● Leverage AMC to build
retargeting audiences by
the game
● Generate insights on which
game drives stronger
product consideration
Thursday Night Football Audio Ads
● 1 of 12 brands to pilot
Interactive Audio Ad
● Expand reach with ads
that consumers are
listening to on
Alexa-enabled devices
● New ad unit drives
significant ATC - build
AMC Cart Abandoner
audience to protect
investment
Freevee/Prime Video
● 1 of 10 brands to pilot
Freevee Closed Beta
● Build separate campaign to
isolate Freevee and Prime
Video data into AMC
instance
● Analyze performance and
audience insights across
standard inventory,
Freevee, and Prime Video
Feed AMC clean
data
Protect ROI on
brand building
tactics
Structure
Retargeting
Brand Building <> AMC Technology
GOALS

16. Key Takeaways
1. AMC audiences are your plumbers - protect
the pipeline
2. AMC Technology empowers brands to evaluate
brand building tactics through a performance
marketing framework
3. Brands who win Amazon in the long term build
their ecosystem in the channel and leverage
AMC Technology to systematically move
people down the funnel

17. Schedule Your
Consultation
with an AMC Expert

18. Q&A
JONATHAN COLE
Commerce Media Lead &
Senior Manager,
Marketplaces

19. 19
2024 Amazon &
Retail Media
Marketing Guide
Read More
➜

20. 20
Session 1
10am PT | 1pm ET
Amazon and Retail Media State of the
Union: Charting the Course
Session 2
10:35am PT | 1:35pm ET
How Can I Reach Custom Audience
Segments on Amazon?
Session 3
11:10am PT | 2:10pm ET
Why is Omnichannel Measurement the
New Gold Standard for Brand Growth?
Session 4
11:45am PT | 2:45pm ET
Your Map to Navigating the Future of
Amazon and Retail Media
Session 5
10am PT | 1pm ET
Smart Budgets, Strong Brands: The
Game-Changing Guide
Session 6
10:35am PT | 1:35pm ET
How to use Curated Deals to Drive
Programmatic Success
Session 7
11:10am PT | 2:10pm ET
What Are the Latest Strategies for Driving
Your Bottom Line?
Session 8
11:45am PT | 2:45pm ET
Can Amazon be Used as a Brand Builder?
DAY 1
Wednesday, February 7, 2023
DAY 2
Wednesday, February 14, 2023