From Firefighting to Cohesive Strategy: Making Amazon Ads Work with DSP, AMC and Campaign Hygiene

Amazon Ads often feels chaotic for sellers who depend only on Sponsored Products, where volatility and noisy short‑term data drive constant firefighting. It shows how fixed, last‑click attribution and limited reporting windows hide the real path‑to‑purchase across keywords, ASINs, and organic interactions. The session then introduces practical “campaign hygiene” techniques so brands can restructure Sponsored Ads and make fewer, better‑timed optimisation decisions. It walks through how Amazon Marketing Cloud reveals multi‑touch journeys and how Amazon DSP adds audience‑based prospecting and remarketing, rather than just more search spend. Overall, the talk reframes Amazon Ads from “optimise every keyword daily” to building a more connected, data‑driven strategy using DSP, AMC, and cleaner Sponsored Ads structures.