Amazon debuts data streaming service for advertising metrics optimization
New service enables advertisers to access hourly performance data and campaign changes in near real-time through AWS integration.
Amazon has introduced Amazon Marketing Stream, a data-streaming service that delivers advertising performance metrics and campaign changes to advertisers through Amazon Web Services (AWS) integration. According to internal company data, partner-managed advertisers utilizing Amazon Marketing Stream for sponsored ads campaigns observed a 5% increase in return on ad spend over a six-month period compared to non-users.
The service marks a significant shift from traditional API-based reporting methods by providing near real-time access to advertising data sets. According to Amazon's documentation, the service delivers data to partner or advertiser-owned AWS destinations without requiring repeated API calls throughout the day.
Technical implementation details reveal that Amazon Marketing Stream supports two primary AWS destinations: Amazon Data Firehose and AWS Simple Queue Service (SQS). Data Firehose enables output to multiple storage solutions, including S3, Amazon Redshift, Snowflake, Splunk, and OpenSearch Service, providing flexibility in data management approaches.
The streaming service introduces enhanced data granularity compared to previous reporting methods. Traffic and conversion data are now summarized hourly, representing a significant improvement over the daily granularity available through the reporting API. This granular approach enables advertisers to analyze performance patterns throughout the day and make more informed optimization decisions.
An analysis of the service's capabilities shows that Amazon Marketing Stream currently encompasses two main data categories: reporting and messaging. The reporting component delivers processed performance data, including traffic and conversions, along with analytical dimensions on an hourly basis. The messaging functionality provides near real-time notifications about entity state changes and events, including updates to campaigns, ad groups, ads, and targeting entities.
Budget management capabilities have been enhanced through the introduction of consumption updates. The system notifies advertisers whenever budget allocation changes by 5% or more, enabling proactive budget adjustments. Amazon's documentation indicates plans to expand messaging capabilities to include notifications about product eligibility and bid recommendations.
Geographic availability data shows that Amazon Marketing Stream operates worldwide, with specific AWS regions designated for different marketplaces. European markets, including Germany, France, and the United Kingdom, utilize the eu-west-1 region. North American markets, including the United States, Canada, and Mexico, operate through us-east-1. Asian-Pacific markets, such as Japan and Australia, connect through us-west-2.
Implementation requirements specify that the service currently supports only advertising data, with retail data not included in the available data sets. Additionally, the system exclusively allows simple SQS queues, with FIFO queues not supported in the current implementation.
Case studies demonstrate practical applications of the service. Xmars, an AI platform provider, developed Smart Creation, an ad campaign creation tool integrating Amazon Marketing Stream. The implementation resulted in a 408% increase in ad-attributable sales for client Sunnydaze Decor, a home and garden products retailer.
In another implementation, health and wellness company Lean With Lilly partnered with Adbrew and Seller Presto to optimize their U.K. market presence. The integration enabled hourly bid adjustments based on traffic patterns, leading to an 85% decrease in advertising cost of sales (ACOS) and a 124% increase in conversion rates.
JELLYSUB, a household goods company, utilized the service to enhance their North American digital marketing efforts. By analyzing hourly Sponsored Products keyword performance across ad placements, the company implemented time-specific bidding strategies. This optimization resulted in a nearly twelve-fold increase in Prime Day sales revenue.
Technical users benefit from simplified reporting processes through the push-based model, eliminating the need for regular API calls. Non-technical users gain access to detailed reporting that facilitates comprehensive campaign analysis without extensive technical intervention.
Amazon Marketing Stream can be accessed through two pathways: self-service integration or partnership with Amazon Ads partners. Self-service implementation requires API access and AWS integration, while partner-assisted onboarding is available through the Amazon Ads partner directory.
The service represents a technical advancement in advertising data delivery, offering improved operational efficiency through reduced API calls and enhanced data integration patterns. This development addresses previous limitations in data granularity and real-time campaign optimization capabilities.
Integration with other reporting tools, such as rapid retail analytics, enables comprehensive analysis of campaign and retail sales performance. This combination provides insights into organic versus ad-attributed sales metrics, supporting data-driven advertising strategy development.