Amazon DSP & AMC
Full-funnel media and clean-room intelligence for brands ready to move beyond sponsored ads.
DSP and Amazon Marketing Cloud sit at the centre of how we grow accounts at scale. Amazon's standard ad console reporting stops at last-click attribution, whereas AMC lets us query customer-level behaviour across the full purchase journey: frequency thresholds, audience value tiers, cross-campaign incrementality.
That analysis then determines how DSP budget is deployed, rather than the other way round.
We build custom AMC queries (frequency curves, income-tier bid stratification, retention cohort analysis, lookalike audience modelling) and translate the output directly into DSP, Sponsored Ads activation and retail recommendations, not a static report that sits unread.
For brands with the scale to justify it, DSP and AMC are where advertising stops being a cost line and starts compounding: better DSP targeting lifts sponsored ad click-through and organic rank, which lowers the cost of the next pound of DSP spend.
Why Unicorn Orange
Analysis first, then media — connected to everything else you're running.
Bespoke queries, not templates
Custom SQL analysis of frequency, audience value and incrementality, built for your account rather than pulled from a template.
Full-funnel, tied to ROAS
Audience build, retargeting and cross-sell sequencing worked against a measurable return target, not awareness spend for its own sake.
Connected to the whole account
DSP and AMC deliberately sequenced to lift sponsored ad performance and organic rank, rather than running in isolation.
DSP and AMC in practice
Four accounts, and what changed.
FEATURED CASE STUDY
Hanky Panky
AMC lookalike audiences & precision targeting
Challenge
Standard DSP prospecting audiences were too broad to scale efficiently without diluting return — and there was no reliable way to measure whether DSP and Sponsored Brand activity were compounding or simply overlapping.
12.8x
Total ROAS on lookalike audiences (10.5x mobile) — ~⅔ new-to-brand
17.3
ROAS on bid-boost pilot vs 10.0x baseline — CTR up 82%
+9.4pts
Conversion on DSP-assisted paths (24.8% vs 13.2%)
Solution
We built AMC lookalike audiences from the highest-value customers of the past 12 months and activated them on DSP, with a bid-boost pilot on Sponsored Ads for matching shoppers. AMC path-to-purchase analysis then quantified the real DSP–Sponsored Brand synergy.
+32%
B2B conversion rate
3x
DSP investment scaled in EU markets
"We've been incredibly impressed with the results achieved over the past year. The team's strategic and data-driven approach has fundamentally shifted how we view Amazon as a platform for our business."
Owner, DIY Brand
Solution
A full-funnel DSP and AMC strategy: audience modifiers for B2B growth across Sponsored Brand and Sponsored Product campaigns, with a B2B-specific funnel.
Challenge
Growth had plateaued and the brand needed to expand beyond existing shoppers, including into a distinct B2B audience, without losing efficiency.
DIY Brand
DIY Brand
Full-funnel DSP for B2B growth
30%
Premium Soap Brand
DSP retention strategy
2.9x
Retention ROAS, up from £2.10 to £6.00
Plant-Based Milk Brand
AMC frequency & audience analysis
+20%
ROAS, with +8% average order value
See what DSP and AMC could do for your account.