Amazon Marketing Cloud (AMC) - A Deep Dive into Amazon's Latest Marketing Tool

Amazon Marketing Cloud (AMC) is the most powerful tool you’re not using. In this deep dive episode, Norm Farrar is joined by Mansour Narouzi of Incrementum Digital to break down how the smartest Amazon brands are using AMC to gain a competitive edge, unlock hidden customer data, and build powerful ad strategies using real insights. Whether you’re a 7-figure seller or just getting started with DSP, this is your no-fluff, straight-tactics guide to understanding and using AMC — in plain English.

🚨 AMC Access Template: - https://docs.google.com/document/d/18uZH2vKmPN8G0mpI8HW-Z8vsRd_Z_lLgGMck2D7-ByI/edit?usp=sharing

You'll learn:

- How to access AMC for free without an agency

- Why AMC is critical for tracking lifetime value, attribution, and retention

- How to build powerful audiences (cart abandoners, page viewers, high-LTV lookalikes)

- Mistakes brands make with campaigns, bidding, and match types

- How AMC works alongside Amazon’s shift to Rufus and audience-first targeting

- Real AMC use cases: 5x CTR boosts, brand defense tactics, lowering ACoS

- How to measure customer acquisition cost using AMC

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Timestamps

00:00 – Intro & What is AMC? Explained Simply

04:00 – Why Amazon Marketing Cloud is a Big Deal

08:00 – Connecting Website Data to AMC

11:45 – Can AMC Track TikTok Sales?

15:20 – Free Access: How to Get Into AMC

18:40 – Lifetime Value & Ad Spend Transparency

22:05 – Audience Creation Examples (Cart Abandoners, Wishlist)

26:10 – Custom Audiences Now Work in Sponsored Ads

30:30 – AMC + Rufus = The Future of Targeting

34:00 – Campaign Optimization with AMC Data

38:00 – Branded Search Drop-Offs & Retargeting

41:10 – Testing Lookalikes for High LTV Shoppers

45:00 – Amazon Ad Mistakes Most Brands Make

49:00 – How to Launch with Broad vs. Exact Match

55:00 – Low-Hanging Fruit: Ready-to-Use AMC Templates

59:10 – Multi-Touch Attribution Models with AMC

1:02:40 – Brand Tailored Promotions (Boosting Conversions)

1:06:00 – Final Thoughts + How to Get Started with AMC

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This is the playbook Amazon agencies don’t want you to figure out.

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🧠 Guest: Mansour Narouzi Mansour Norouzi’s background in civil engineering shapes his meticulous, analytical approach to e-commerce advertising. His strong leadership helped build a 100+ person team and developed proprietary tools like DataOwl to simplify complex data for actionable insights. Known for scaling brands efficiently through his own experience as an Amazon brand owner, Mansour is a trusted partner for navigating competitive markets and achieving sustained growth.

🔗 Resources & Mentions AMC Access Template: - https://docs.google.com/document/d/18uZH2vKmPN8G0mpI8HW-Z8vsRd_Z_lLgGMck2D7-ByI/edit?usp=sharing