In the past 12 months, we've audited over 100 Amazon accounts spending $1MM–$20M
By Jasonlandro · September 15, 2026 · Curated by George's Blog
In the past 12 months, we've audited over 100 Amazon accounts spending $1MM–$20M a year on ads
More than 90% of them are barely scratching the surface of Amazon Marketing Cloud
That's baffling to me. Most brands are struggling to drive incremental revenue on Amazon, yet AMC is sitting right there, mostly unused
It's the most powerful tool Amazon Advertising has released in years
That's saying something, because they've released a lot.
Here's what AMC actually lets you do:
1. Measure customer lifetime value (previously unavailable for vendors)
2. Separate new-to-brand customers from returning customers
3. Map the full path to purchase
4. Increase bids for high-value audiences in Sponsored Products
5. Analyze the overlap between your D2C and Amazon sales
And that's just the start.
If you sell a consumable product, using AMC isn't optional--it's a no-brainer.
You can back into your customer acquisition cost, anchor it to lifetime value, then measure your NTB rate against your CAC target.
That's what true incremental revenue looks like.
Yet most brands are only doing one or two basic things with AMC: (1) building a couple of audiences; (2) running a standard report (e.g., path or time to purchase), and calling it a day.
If your team is stuck on how to actually use AMC, reach out
We do this daily for every brand we manage, in our AMC consulting work, and inside our iDerive platform.