Here's the maddening Amazon Marketing Cloud conversation we have with almost eve
By Jasonlandro · April 26, 2026 · Curated by George's Blog
Here's the maddening Amazon Marketing Cloud conversation we have with almost every brand:
Brand: "We're using AMC."
Us: “Great. What are you doing with it?”
Brand: "We run path-to-purchase reports. Some overlap analysis."
Us: That's the starting point. It's not the value.
The value is in three areas most brands aren't touching:
1. Incrementality:
Which campaigns and audiences are driving new demand vs. cannibalizing organic sales you would have gotten anyway
2. Frequency and diminishing returns:
How many exposures before you're wasting money? Most brands don't know their number.
3. Custom audiences:
Building targeting segments from signals that only exist inside AMC.
Category entrants who bought a competitor
NTB buyers who never reordered
Buyers you can cross-sell into higher-margin products
The first two change how you allocate the budget
The third changes how you run campaigns
Together, they turn AMC from a dashboard into a decision an optimization platform
Harriet Carson and I are presenting a session on exactly this next Wednesday, April 29th at noon ET
She's been deep in AMC builds across our entire portfolio
Bookmark this…you don’t want to miss it