Introductions & Welcome
Kenton Snyder: Hello, everybody—welcome in. Appreciate you joining us today. We’ll give it just a minute before we kick off.
Kenton Snyder: For those of you from brands, don’t worry—today’s content is still going to be relevant. Some parts are agency-specific, but most of the takeaways apply broadly. So definitely stick around.
AMC Becomes Default for All Advertisers
Kenton Snyder: Last week at Amazon Accelerate, one of the big announcements was that Amazon Marketing Cloud (AMC) is now automatically available to every Sponsored Ads advertiser. You’ll see AMC activated under the “Insights” tab.
This signals a shift—Amazon wants more advertisers using AMC. For agencies, this means clients will start asking questions about AMC, and agencies need to be ready with answers and strategies.
Why AMC Matters for Agencies
Sreenath Reddy: AMC is a game-changer because it lets you answer questions that standard reporting cannot:
- What’s the actual path to conversion?
- How many ad exposures are needed before purchase?
- Which ad types contribute at different stages of the funnel?
For agencies, this capability is a huge differentiator in conversations with clients.
From Reporting to Strategy
Kenton Snyder: The real value of AMC isn’t just reporting—it’s operationalizing the data. Agencies can:
- Track new-to-brand performance more accurately.
- Build audiences for DSP and Sponsored Ads directly from AMC queries.
- Understand incrementality instead of relying only on ROAS.
Sreenath Reddy: And when agencies use AMC to connect ads to business outcomes, they elevate their role from media execution to strategic advisory.
Examples of AMC in Action
Kenton Snyder: Some examples we’ve seen:
- A brand launched awareness campaigns before Prime Day. AMC revealed that those ads drove conversions weeks later—something regular reporting completely missed.
- Agencies building audience overlap analysis to reduce wasted ad spend.
- Using AMC to validate full-funnel strategies and show clients where upper-funnel investment is paying off.
Challenges & How to Overcome Them
Sreenath Reddy: The barrier is that AMC requires SQL knowledge and technical expertise. That’s where many agencies struggle.
Kenton Snyder: Exactly. At Intentwise, we simplify this by providing ready-to-use dashboards, automated queries, and workflows. This allows agencies to deliver AMC-driven insights at scale without needing a data science team.
Key Takeaways for Agencies
Sreenath Reddy: To sum up:
- AMC is now default—clients will expect agencies to use it.
- Agencies must move beyond reporting to strategic use of data.
- Tools and automation help make AMC insights scalable.
Kenton Snyder: Agencies that adopt AMC now will stand out and deliver more value to clients.
Every advertiser is now automatically registered for Amazon Marketing Cloud, Amazon’s incredibly powerful analytics platform.
For brands and agencies alike, this could be a make-or-break moment. Seize the opportunity and find your edge on AMC, and you’ll end up identifying more opportunities, more efficiently, than anyone else.
React too slowly, and you might get caught flat-footed.
We’re AMC experts over here at Intentwise, which is why we’re offering free workshops to help you turn “AMC for all” into a win for your business.
Now that everyone can use AMC, it’s essential that you learn how to differentiate yourself. How can you bring your agency’s unique touch to AMC analysis and audience creation, and do it with an ease—and at a scale—that both saves clients money and wows them with reporting?
Join us on September 25 at 10 am PST/1 pm EST for the free agency workshop.
Every advertiser is now automatically registered for Amazon Marketing Cloud, Amazon’s incredibly powerful analytics platform.
For brands and agencies alike, this could be a make-or-break moment. Seize the opportunity and find your edge on AMC, and you’ll end up identifying more opportunities, more efficiently, than anyone else.
React too slowly, and you might get caught flat-footed.
We’re AMC experts over here at Intentwise, which is why we’re offering free workshops to help you turn “AMC for all” into a win for your business.
Now that everyone can use AMC, it’s essential that you learn how to differentiate yourself. How can you bring your agency’s unique touch to AMC analysis and audience creation, and do it with an ease—and at a scale—that both saves clients money and wows them with reporting?
Stream the full webinar now.