- Circana
- Aug 12, 2024
- 2 min read
Updated: Dec 2, 2025
Click. Click. Click. Hear that? That’s the sound of your customers responding to your Amazon campaign. No doubt those ads are creating sales in the Amazon store, but what about sales from other retailers? After all, 50% of consumers report seeing a product advertised by one retailer but purchasing it elsewhere1.
To solve this problem, we teamed up with Amazon Ads to help you find your best buyers and measure the full sales impact of your advertising investment beyond the Amazon store. Advertisers who leverage Amazon Marketing Cloud (AMC) can now create audience segments and/or connect advertising activity to in-store and e-commerce sales with NCS purchase insights. This integration powers activation, attribution and analytics capabilities.
What does this mean for you? With audience activation through AMC audiences, you now have the tools to take your advertising performance to the next level by directly targeting your best buyers, ensuring every ad dollar is optimally spent. Finding loyal, lapsed, and new buyers are just a few of the use cases possible and easy to track in AMC reporting. And guess what? It’s turnkey. No data prep or engineering is required--just answers to your pressing questions like:
What is the sales impact of my Amazon Ads investment beyond the Amazon store?
How does my advertising with Amazon Ads affect my Share of Wallet (SoW)?
Who are my lapsed buyers?
What is my brand penetration?
Which touchpoints are the most effective at driving sales?
How effective were my purchase-based audiences at creating sales?
Who are the best category buyers?
Brands have been clear in their desire for better and more complete campaign measurement. Fifty-seven percent of CPG marketers said that cross-channel measurement is a challenge, but 71% said that measurement is also an opportunity in 2025 in our recent State of the Industry Report. The ability to know the total impact of your advertising spend is a game changer, as reinforced by feedback from beta users of this integration. Measuring sales activity from campaigns, improving planning, and understanding what’s working and what’s not working are just some of the benefits.
¹ NCSolutions Consumer Sentiment Survey, May 2023
