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Amazon announces Live signals in Marketing Cloud for enhanced measurement

Amazon integrates Live shopping signals into Marketing Cloud, enabling deeper insights for advertisers and creators.

Luis Rijo

• 5 min read
Amazon announces Live signals in Marketing Cloud for enhanced measurement

Amazon Ads announced the integration of Amazon Live signals into Amazon Marketing Cloud (AMC) on June 16, 2025. The enhancement introduces comprehensive measurement capabilities for live shopping campaigns, marking a significant advancement in Amazon's advertising technology infrastructure.

Amazon Live signals encompass impressions, views, and clicks from live shopping broadcasts. These data points enable advertisers to analyze customer engagement patterns across streaming content and develop targeted remarketing strategies. According to the announcement, 66% of Amazon Live shoppers are inspired to purchase by influencers they follow, demonstrating the substantial impact of creator-driven content on purchasing decisions.

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Summary

Who: Amazon Ads announced the integration affecting advertisers, creators, and agencies using Amazon Live for shopping campaigns. Paula Despins, Vice President of Ads Measurement, and Wayne Purboo, Vice President of Amazon Shopping Video, provided statements on the enhancement.

What: Amazon Live signals integration into Amazon Marketing Cloud (AMC) enables comprehensive measurement of live shopping campaigns through impressions, views, and clicks data. The system provides ad-level reporting, custom reporting options, audience analysis, and expanded metrics for creator-driven shopping content.

When: Amazon announced the integration on June 16, 2025. The capability is currently available in limited beta for U.S.-based advertisers, with open beta beginning later this summer.

Where: Amazon Live signals are available in Amazon Marketing Cloud for campaigns running in the United States, France, United Kingdom, Germany, Italy, India, and Japan. Spain and Canada will receive access later this year.

Why: The integration addresses the need for comprehensive measurement of live shopping campaigns, which previously relied on 30-day aggregated reports. The enhancement enables data-driven optimization of creator partnerships, content strategies, and audience targeting for improved campaign performance and measurable business outcomes.

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The integration addresses previous limitations in live shopping measurement. Brands previously relied on broadcast-level aggregated reports available only after 30 days. The new system provides ad-level reporting, custom reporting options including path overlap and audience analysis, and expanded metrics variety. Advertisers can now access granular data on viewer demographics, content performance, and conversion pathways.

"This integration provides more visibility into live shopping's value, enabling more informed decision-making and improved campaign performance," said Paula Despins, Vice President, Ads Measurement, Amazon Ads. The measurement enhancement complements existing AMC signals including streaming, shopping, and browsing data, which drive incremental performance across marketing strategies.

Amazon Live signals enable five core capabilities for advertisers. First, deeper audience insights through custom reports analyzing creator engagement, customer conversion paths, and audience overlap with other channels. Second, content strategy optimization by identifying which products, creative content, and creators resonate with specific audience segments. Third, custom remarketing audience creation for viewers who engaged with specific broadcasts across other Amazon Ads products.

Fourth, holistic campaign performance measurement analyzing how different campaign types work together using unified customer signals. The system measures cumulative reach across media while leveraging Amazon Live's halo effect for brand connections. Fifth, creative approach optimization determining which creator partnerships drive strongest audience engagement and conversions for different product categories.

Wayne Purboo, Vice President, Amazon Shopping Video, emphasized the transformation potential: "By connecting Amazon Live's creator-led content with comprehensive measurement, advertisers can now see exactly how these engaging experiences influence purchasing decisions. This integration gives brands the insights to optimize creator partnerships and content strategies, transforming live shopping into a measurable component of their marketing mix."

Beta testing revealed substantial performance improvements. General Electric (GE) observed how creative campaign assets, including Amazon Live campaigns and promotional static display assets, worked alongside broader campaigns. Using programmatic advertising capabilities of Amazon DSP to reach relevant audiences at scale, then utilizing Amazon Live's interactive shopping experiences for deeper product engagement, GE achieved measurable results.

Using a 14-day attribution window, customers seeing Amazon Live campaign content demonstrated 2.5x higher purchase rates, 7.6x higher detail view page rates, and 9.7x higher branded search rates compared to customers who saw other advertisements. "Being able to measure the incremental impact of both our creative assets and promotional media helps us understand what's really driving results," said Leah Malinowski, Director of e-Commerce sales at GE Appliances.

The enhancement builds upon Amazon Marketing Cloud's existing infrastructure. AMC provides sophisticated planning and measurement tools for advertisers using Amazon Ads, operating as a secure, privacy-centric, cloud-based clean room solution. The platform enables comprehensive cross-channel measurement strategies through event-level signals analysis.

Amazon Live represents a full-funnel shoppable video format combining engaging content, creator-led demonstrations, seamless shopping, and promotional assets. The format delivers complete shopping experiences through interactive advertising, enabling brands to engage customers and leverage recognizable creators for product consideration and discovery.

Technical implementation focuses on audience segmentation and attribution modeling. Advertisers can analyze unique customer segments, create custom and lookalike audiences for remarketing, and inform broader content, marketing, and sales strategies. The integration provides visibility into live shopping's contribution to overall marketing performance metrics.

Amazon Live signals complement comprehensive campaign insights already available in AMC. The platform previously integrated Sponsored TV signals in March 2024, enabling advertisers to analyze streaming TV advertising performance. Additional integrations include offline sales data through NCS CPG Insights Stream and High-Value Audiences solution for customer segmentation.

The measurement advancement addresses industry trends toward comprehensive customer journey analysis. Modern advertising requires understanding cross-channel interactions, attribution modeling, and audience behavior patterns. Amazon Live signals provide data granularity enabling precise optimization of creator partnerships, content strategies, and audience targeting approaches.

Current availability includes a limited beta period for U.S.-based advertisers, with several customers already utilizing the capability. Open beta will begin later this summer. Amazon Live operates in the United States, France, United Kingdom, Germany, Italy, India, and Japan, with expansion to Spain and Canada scheduled for later this year.

The integration represents Amazon's continued expansion of measurement capabilities across its advertising ecosystem. Recent developments include SQL generator for natural language query creation and Optimal Frequency solution for campaign optimization. These enhancements collectively enable advertisers to leverage comprehensive data analytics for performance improvement.

For advertising professionals, the integration signals the maturation of live shopping measurement capabilities. Creator economy growth, streaming content expansion, and interactive shopping format adoption require sophisticated attribution and audience analysis tools. Amazon Live signals in AMC provide the technical infrastructure supporting data-driven optimization of live shopping campaigns.

The enhancement impacts multiple stakeholders across the advertising ecosystem. Brands gain comprehensive measurement capabilities for live shopping investments. Creators benefit from enhanced performance analytics supporting partnership optimization. Agencies receive advanced tools for client campaign management and strategy development.

Amazon Live signals join expanding measurement capabilities within AMC, enabling advertisers to build comprehensive cross-channel measurement strategies. The integration supports the broader trend toward unified customer data analysis, cross-platform attribution modeling, and performance-driven advertising optimization across digital marketing channels.

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