On November 19th, we hosted the AMC for Everyone: Masterclass at Amazon’s New York City office. This full-day event brought together brands, agencies, and experts from Xnurta and Amazon to delve into the capabilities of Amazon Marketing Cloud (AMC) for Sponsored Ads. Attendees left equipped with actionable insights and strategies to transform their Amazon advertising campaigns.

Event highlights

The day began with a morning meal and refreshments while networking with fellow attendees, speakers, and leaders from Amazon and Xnurta.

Harnessing a simpler, faster, and richer AMC

To kick off the event, experts from Amazon shared AMC's evolution into a robust clean room, now faster and more intuitive. Attendees explored recent updates enhancing its analytical depth, enabling advertisers to collaborate on signals, generate insights, and make data-driven decisions.

Real-world use cases with Xnurta AMC Hub

Joon Choi, SVP at Xnurta shared how we make it easy to extract AMC insights through ten pre-built AMC Hub models. A standout story highlighted how a seller of low-priced items used the Cross-Product Association model to discover strategic product bundles, boosting average order value by pairing items like sweatshirts and pants.

Unlocking the power of Sponsored Ads with AMC

With AMC now integrated with Sponsored Ads, Matt Yu, VP, Head of Product and Customer Success at Xnurta revealed eight AMC Hub models that enable advertisers to achieve advanced targeting, optimize budgets, and track cross-channel performance to enhance return on ad spend (ROAS):

• Unique reach: Track unique audiences and evaluate new user reach efficiency.

• Path to conversion: Analyze ad interaction sequences leading to purchase.

• Time to conversion: Measure decision cycles for better media planning.

• Cross-product association: Identify purchase patterns and cross-sell opportunities.

• Overlap analysis: Examine audience overlap for ad strategy optimization.

• Multi-touch attribution: Assess the contribution of ad touch points in conversions.

• Customer lifetime value: Evaluate the long-term value of customers.

• Search term analysis: Understand the search terms driving conversions.

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‍AMC custom audience creation

In this session, the Xnurta team showcased AMC Hub's seven pre-built audience creation templates and ten customizable conversion events. These tools enable advertisers to build granular audiences for every stage of the funnel without needing SQL knowledge.

Furthermore, advertisers can increase engagement through audience bid boosting for Sponsored Products and Sponsored Brands, and target custom audiences for Sponsored Display.  

Examples of Sponsored Ads AMC audience use cases include:  

• Bidding on Subscribe and Save

• Bidding on shoppers that have never purchased

• Bidding on shoppers that have engaged with your ads

• Bidding on shoppers that have already purchased  

• Bidding on shoppers that are high-value
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Driving new-to-brand growth

Strategies for using AMC to drive incrementality and grow new-to-brand sales were explored, showcasing how data-driven audience creation can foster sustainable growth and long-term customer acquisition.

Key takeaways

• Advanced analytics for Sponsored Ads: AMC’s integration empowers advertisers with deeper insights for budget allocation and targeting.

• No-code solutions: Xnurta AMC Hub simplifies audience segmentation and activation, making it easier to act on insights quickly.

• Strategic bundling: Analyzing product relationships can unlock cross-sell opportunities, boosting average order value.

• New-to-brand strategies: AMC helps uncover untapped audiences, driving growth in brand awareness and new customer acquisition.
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Interactive workshop and networking

The day also included an expert-led workshop with hands-on activities and networking opportunities. Participants left with actionable strategies to implement AMC insights in their Sponsored Ad campaigns. The event concluded with a lively social hour, fostering connections and conversations among brands, agencies, and industry leaders.

What’s next?

In upcoming blog posts, we’ll share practical tips and use cases for the eight powerful AMC Hub models for Sponsored Ads. Stay tuned for these deep dives to unlock the full potential of AMC and Xnurta AMC Hub for your advertising strategies.

Want to learn how you can master AMC and elevate your campaign performance? Contact us to request a personalized demo or consultation.