What Is AMC and Who Uses It?

In this episode, learn how AI personas and Amazon Marketing Cloud (AMC) help sellers turn data into deeper customer insights, build emotional connections, and boost conversions on Amazon.
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What if you could turn Amazon’s endless data into real customer understanding and use AI to speak directly to what shoppers feel?

In this special episode recorded live at Amazon Accelerate in Seattle, host Bradley Sutton sits down with two Amazonians who reveal how sellers can combine AI-driven customer insights and AMC’s advanced advertising analytics to supercharge growth.

First up, Isaac Quiros, Senior Customer Success Manager at Amazon, breaks down how sellers can escape what he calls the “operational trap”, getting so caught up in logistics that they lose sight of their customers. He demonstrates how to transform Seller Central data into human stories using tools like Market Basket Analysis and Demographics Dashboards, revealing why customers make purchases, not just what they buy. Isaac shares how AI can analyze reviews, surface emotional triggers, and even help sellers build “AI personas” that mirror their real buyers. Then use those insights to craft A+ content that truly connects.

Then we’re joined by Alan Lewis, Director of Product for Amazon Marketing Cloud (AMC), who pulls back the curtain on one of the biggest announcements from Accelerate: AMC is now available to every Sponsored Ads advertiser, no SQL required. Alan explains how this powerful tool enables you to track the entire shopper journey, discover which campaigns drive conversions, and build high-performing custom audiences, such as retargeting shoppers who have already added your products to their cart.

Together, these conversations reveal the future of selling on Amazon: where data meets emotion, and where tools like AI and AMC work hand in hand to help you understand, reach, and retain your ideal customers. Whether you’re refining your A+ content, building your first audience segment, or simply learning to “talk to your data,” this episode delivers actionable insights to help you grow smarter and faster in the evolving world of selling on Amazon.

In episode 710 of the Serious Sellers Podcast, Bradley, Isaac, and Alan discuss:

• 00:00 - Harnessing AI for Customer Growth
• 08:38 - Customer-Centric Sales Strategy
• 14:14 - Customer Personas Through Market Basket Analysis
• 17:07 - Getting Started With AI in Amazon
• 21:44 - Utilizing Data for Customer Insights
• 25:22 - Understanding Amazon Marketing Cloud for Advertisers
• 29:09 - Audience Targeting for Sponsored Ads
• 32:49 - Empowering Sellers With Unique Insights
• 36:16 - Utilizing Audience Insights for Amazon Advertising Success
• 39:15 - Successful Coffin Shelf Case Study
• 42:55 - Enhancing Advertising With Helium 10

Enjoy this episode? Be sure to check out our previous episodes for even more content to propel you to Amazon FBA Seller success! And don’t forget to “Like” our Facebook page and subscribe to the podcast on iTunes, Spotify, or wherever you listen to our podcast.

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