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By Destaney Wishon · September 24, 2025 · Curated by George's Blog
NielsenIQ Consumer Insights 🤝 Amazon Marketing Cloud
"With NCS CPG Insights Stream, you can bring granular offline retail sales data into AMC."
🔶 What is NCS?
NCS tracks household-level CPG purchases across 127M+ U.S. households and 56K+ retail locations — giving advertisers a much clearer view of what people actually buy beyond Amazon.
🔶 What’s new with this AMC release?
Amazon has integrated NCS CPG Insights Stream directly into AMC.
👉 Advertisers can now create custom audiences not just on Amazon shopping, but also on modeled offline CPG purchase behavior.
🔶 What this enables:
✅ Reach competitor buyers who’ve never seen your ads or touched your ASINs
✅ Segment category buyers (e.g., “heavy snack chip households”)
âś… Find brand switchers or lapsed buyers across the category
⚠️ Key limitations:
❌ No lookalike audience support (can’t expand NCS segments)
❌ DSP only (not available for Sponsored Ads formats)
❌ $2 CPM overlay (premium play, best for larger CPG budgets)
🔶 Why it matters:
Until now, AMC was limited to Amazon-owned signals (impressions, clicks, Amazon sales).
With NCS data, you finally get a fuller household purchase view , critical for CPG, where sales still happen offline.
This makes AMC more competitive with walled-garden + syndicated datasets (Nielsen, IRI, Circana) and gives brands the power to activate offline purchase data directly inside Amazon’s ad stack, not just measure it.
đź’ˇ For CPG brands, this is a major step forward.