Serious Sellers Podcast: Learn How To Sell On Amazon FBA & Walmart

#710 - Amazon's AMC Updates + AI Personas

14 snips

Oct 18, 2025

Guest

Alan Lewis

Guest

Isaac Quiros

In this discussion, Isaac Quiros, a Senior Customer Success Manager at Amazon, and Alan Lewis, Director of Product for Amazon Marketing Cloud, unveil how AI and data can revolutionize seller strategies. Isaac discusses breaking free from the 'operational trap' by leveraging Seller Central insights such as Market Basket Analysis to understand customer emotions. Alan shares how Amazon Marketing Cloud now empowers advertisers to create targeted cohorts and enhance ad efficiency, making data-driven decisions more accessible than ever.

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INSIGHT

Operational Trap Limits Growth

Sellers commonly fall into an "operational trap," focusing on logistics and ignoring customer understanding.
Isaac Quiros says this prevents strategic use of data for growth and customer connection.

ADVICE

Use Seller Central Data With AI

Download Seller Central reports (demographics, market basket, order reports) and feed them to an LLM for psychographic analysis.
Use the AI output to build a customer persona and guide listing and content decisions.

ADVICE

Prompt LLMs To Extract Customer Value

Prompt LLMs to analyze competitor reviews and surface customer questions and value offers.
Translate those findings into A+ content that answers pre-purchase questions and highlights emotional value.

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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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