Certifications
Amazon SPA
Amazon DSP
AMC Certified
AMC Retail
Google Ads
The Problem
Your dashboard looks fine.
That doesn't mean it's telling the truth.
Last-click attribution credits whoever touched the sale last. It doesn't show what drove the conversion, or which campaigns are claiming credit for demand they didn't create.
DSP looks like it's not working
Because it gets credited last in a journey that started with a Streaming TV ad three weeks ago. AMC shows the full sequence and shows what is driving purchases.
Your CFO keeps questioning the spend
ACoS reports don't connect to business outcomes. Leadership needs TACoS trajectory, NTB rate, and incremental revenue, not ad-attributed sales.
DSP budget won't get approved
Because you have no way to prove incrementality. AMC's iROAS analysis gives you the defensible number you need to make the case.
New-to-brand acquisition is a mystery
Standard reporting shows NTB orders. AMC shows which campaigns and audiences are actually generating new customers, and at what real cost.
What is AMC
Amazon's clean room is where this data lives.
AMC is a privacy-safe analytics environment where event-level signals from Sponsored Ads, DSP, and Streaming TV are joined together and queried to answer questions your Ad Console simply cannot.
-
Which ad exposures preceded a purchase, in what order, and over what timeframe
​
-
How many unique users your DSP campaign actually reached vs. already knew your brand
​
-
Whether branded Sponsored Products are capturing organic demand or incrementally protecting it
​
-
Which audience segments drive the highest lifetime value and how to build more of them
​
-
How your DTC customer list overlaps with Amazon shoppers and what ads they saw before converting
​
-
What your frequency-to-conversion curve looks like so you stop over-serving the same shoppers
What You Get
AMC output your team can
actually use.
Not a CSV of query results. A framework and a narrative your CMO can forward to finance.
01 - Analysis
Path-to-Purchase Report
Full-funnel sequence analysis. Which ad types assist vs. close, time-to-conversion by category, and where the biggest drop-offs occur.
04 - Analysis
Overlap & Frequency Report
Where Sponsored Ads and DSP are hitting the same user repeatedly. Identify waste and build smarter retargeting sequences.
02 - Analysis
Incrementality Read
A better read into what's working. Holdout-based iROAS estimation for DSP. The number your finance team needs before approving upper-funnel budget.
05 - Deliverable
Executive Summary Deck
8–10 slides. Plain language. Connected to TACoS and contribution margin targets. Built to be shared with a CMO or CFO, not just ad ops.
03 - Analysis
New-to-Brand Audit
Which campaigns, audiences, and sequences are generating true new customers, not recycling existing ones. NTB CPA by format.
06 - Deliverable
90-Day Strategy Playbook
Budget reallocation, recommendations, audience build plan, and DSP activation roadmap based directly on what the AMC data shows.
Is this Right For You
Built for brands running full funnel ads. Not for everyone.
AMC is a privacy-safe analytics environment where event-level signals from Sponsored Ads, DSP, and Streaming TV are joined together and queried to answer questions your Ad Console simply cannot.
Good Fit
-
​$30K+ monthly ad spend across Sponsored Ads and/or DSP
​
-
Internal person owns Amazon ads but lacks AMC infrastructure
​
-
Need to justify or grow DSP budget to leadership
​
-
Been burned by agencies that reported on ACoS without real context
​
-
DTC presence with first-party customer data to enrich AMC
Not the Right Fit
-
Under $15K/month ad spend, there is not enough signal yet
​
-
Only running one campaign type (i.e. Sponsored Products only, no Sponsored Brand, Sponsored Display, or DSP)
​
-
Looking for lowest-cost ad management, not strategic depth
​
-
No ads are currently live, or no data for at least 90 days​​
Engagements
Two ways to work together.
Start with a sprint to see what your data reveals. Or come in for ongoing management with AMC as the measurement backbone.
One time project
AMC Activation Sprint
Fixed Fee - $3,500 - 3-4 weeks
-
AMC instance setup or audit
​
-
Core query suite: path analysis, NTB, frequency
​
-
8–10 slide executive summary deck
​
-
90-day strategy playbook with budget recommendations
​
-
60-min readout call
Most Common
Ongoing Partnership
Full-Funnel Amazon Ads Management
Monthly Retainer - from $5,000/mth
-
Full SP, SB, and DSP campaign management
​
-
Monthly AMC cadence
​
-
QBR-ready executive reporting every quarter​​
​
-
Custom audience building via AMC
​
-
Ongoing competitive monitoring and bid strategy updates
Who's Behind This
Mark Duffy
Founder, Red Shark PPC
12+ years in paid media. Amazon Ads advanced certified across Sponsored Ads, DSP, AMC, and Retail. I've managed advertising at scale and built full-funnel measurement frameworks for brands that needed more than a dashboard.
​
Red Shark PPC works with a small number of high-ASP brands where depth matters more than breadth. If you're tired of agencies that send you ACoS reports and call it strategy, we should talk.
Common Questions
Before you book the call.
Do I need to be running DSP Already?
No. AMC is now open to all Sponsored Ads advertisers. You can get meaningful path analysis and NTB data from SP and SB alone. That said, AMC is significantly more powerful with DSP in the mix — and we'll tell you honestly whether DSP makes sense for your brand.
How is this different from what my current agency does?
Most agencies have AMC access as a checkbox but don't build a systematic monthly cadence around it, and don't translate outputs into business language. Our work is built around the measurement framework first, campaign management follows the data, not the other way around.
What do I need to bring to the AMC Sprint?
Access to your Amazon Ads account and Seller/Vendor Central. If you want to enrich the analysis with first-party data (your DTC customer list), we'll walk you through how to prepare that securely. No SQL knowledge needed on your end.
What does the intro call actually cover?
30 minutes. We look at your current setup, understand your measurement gaps and internal reporting needs, and tell you honestly whether AMC would move the needle for you. No pitch deck, no hard close.
How many clients do you work with at once?
Intentionally few. This isn't a scaled agency model, depth requires limits. If there's no fit or capacity isn't available, we'll tell you upfront and point you somewhere useful.