Field Notes
Notes from inside live programs.
Plain reads on what is working in DSP and AMC right now, and where the waste tends to hide.
Amazon Marketing Cloud
2026
Five places to start with AMC's paid data sets
Amazon has made all of AMC's paid data sets free through the end of the year. I have spent the last week pulling reports from them for clients, and it has been a blast. Here is where I would point a brand first.
01
Reach penetration in your target audience ASI report
Use it on in-market segments to see how much room you have to grow, and on remarketing segments to tell when an audience is tapped out and you are only paying to re-serve over-exposed users.
02
High-value customer segments FSI report
Size your high-value audiences, then build one focused on the top fifth percentile for loyalty, along with lookalikes built off that group.
03
New-to-brand, ad-attributed vs non-ad-attributed FSI report
Pull ad-attributed and organic NTB purchases monthly, side by side. A healthy trend shows DSP NTB% climbing while total paid plus organic NTB customers keep growing over time.
04
Subscribe & Save repeat purchases FSI report
This gives you average spend by subscriber status. Customers who are not on Subscribe & Save spend about 27% less than subscribers, which makes your loyal subscriber base a clear cross-sell audience to build in AMC.
05
Audience ready to upgrade Amazon Retail Purchases report
For brands with long repurchase cycles, consumer electronics especially, the five-year lookback maps the customer lifecycle and lets you build an upgrade-ready audience for new versions of the product. That is CMO-level insight into the customer journey, well beyond a single campaign lever.
Want this kind of read on your account?
I share the thinking openly. The account-specific version is where it gets useful.
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