If I Were Leading Product Marketing at Adbrew

The market narrative: why Adbrew needs to exist.

As online shopping grew and more consumers moved to Amazon, more brands followed them there.

When more brands compete for the same shelf space, the cost of being visible goes up.

So Amazon introduced new ways for brands to stay visible. Which made things more complex. Then Amazon decided to introduce new ways to optimize that complexity. Which made things even more complex.

Each next phase of growth basically added the next phase of WTF.

But wait. Amazon has its own ad console. Why would anyone need a separate platform?

01 / Amazon has to keep things simple for the 95%.

Amazon has millions of sellers. The vast majority of them are beginners, small businesses, or people running their first ecommerce store. If Amazon made their native dashboard complex with custom algorithms, dayparting schedules, and SQL coding environments, it would terrify 95% of their users. Those beginners would get confused, give up, and most importantly, stop spending money on ads.

This is what managing campaigns looks like inside Amazon's own console:

The campaign manager. Now imagine 500 campaigns here, each needing daily bid adjustments.

Managing a large catalogue. Every product needs its own campaign structure.

Bulk operations. This is how you make changes at scale. Spreadsheets.

Adjusting bids. One campaign at a time. Multiply this by hundreds.

02 / The conflict of interest.

Amazon has no incentive to help you spend less. Amazon makes money every time someone clicks your ad. Their business model is built on you spending more, not spending smarter. The platform will happily let you burn through your budget on keywords that are not converting because that is still revenue for them.

03 / Platform > Product.

This is the core DNA of Amazon. If Amazon builds 10 template buttons in their dashboard, they now have to maintain those buttons. Amazon's philosophy has always been Platform over Product. They do not want to build a product, a dashboard, that they have to constantly update for angry marketers.

04 / Software companies are Amazon's free army of sales reps.

By allowing third-party tools to exist and thrive, Amazon essentially gets a massive free army of tech companies and agencies whose entire goal is to convince brands to increase their ad budget on Amazon. And then Amazon gives them Partner Awards for doing it well.

05 / The omnichannel reality.

Brands today do not just sell on Amazon. They sell on Walmart, Target, Instacart, and their own Shopify websites. Any major brand would want one single screen to manage all of their advertising across the entire internet. Third-party tools like Adbrew sit in the middle.

The tool landscape today, and the gap in the middle.

So brands and agencies clearly need tools to manage all of this. But the problem is that the market has split into two extremes, and there is nothing good in the middle.

The mid-market has been completely underserved. These are brands spending $10K to $500K per month on Amazon ads, and agencies managing 20 to 200 brand accounts. They need enterprise-grade automation, but they cannot justify enterprise prices. And more importantly, they want control. They want to see the rules, understand the logic, and trust what the tool is doing with their money. Black boxes do not work when you are spending real money and reporting back to real clients.

This is the gap Adbrew sits in.

Adbrew's brand story and positioning.

Feature comparison: Adbrew vs. direct competitors.

Since most of the market is playing a different game, the real question is how Adbrew stacks up against the three platforms that are actually competing for the same customer. Here is a feature-by-feature breakdown.

Note: This comparison was co-authored with Claude based on publicly available landing pages which may themselves be outdated. Do not take it at face value. There may be errors.

What users actually say about Adbrew.

AMC Deep Dive

Amazon Marketing Cloud: what it is, and why it matters right now.

Until recently, if you were advertising on Amazon, you could see that someone clicked your Sponsored Products ad and bought your product. But you could not see what happened before that click. Did they see your video ad three days ago? Did they browse your Sponsored Display ad on Twitch last week? Did they visit your product page five times before finally buying? All of that data existed inside Amazon, but Amazon never gave it to you.

Amazon Marketing Cloud changed that. It is essentially a secure data room where Amazon lets you look at the full picture of how customers interact with your brand across every ad type, every touchpoint, and every device, before they finally buy. Not just the last click. The entire journey.

The catch was that it required writing SQL code to access any of it. Not simple SQL either. Amazon has its own data structure, its own schemas, and everything is pseudonymized for privacy. So even if you had a data analyst on your team, they still had to learn Amazon's specific way of doing things before they could pull a single useful report.

For years, this meant AMC was effectively an enterprise-only tool. Only brands with dedicated data science teams or brands working with expensive enterprise platforms like Pacvue and Intentwise could actually use it. Everyone else knew AMC existed but could not do anything with it.

Then September 2025 happened.

Amazon opened AMC access to every single Sponsored Ads advertiser on the platform. Before this, you needed to be running DSP campaigns or have a special partnership to get in. After September 2025, millions of advertisers suddenly had the keys to the most powerful data tool Amazon has ever built.

At the same time, Amazon extended the data lookback window from 13 months to 25 months, plus 5 years of purchase history. They also started rolling out AI-powered SQL generation so you could describe what you wanted in plain English and the system would write the query for you. And they began expanding AMC to new regions including UK, Germany, France, Japan, and more.

Amazon is not treating AMC as a niche enterprise feature anymore. They are positioning it as a core part of the advertising platform that every serious advertiser should be using.

What can you actually figure out with AMC data?

Here are real examples of the questions AMC can answer that were previously impossible.

My AMC Go-to-Market Plan

If I were taking AMC to market for Adbrew, this is how I would position it.

The positioning.

Every platform in this space is selling AMC as a data product. “Get insights.” “See the full journey.” “Unlock clean room analytics.” Every competitor says the same thing.

The positioning I would build for Adbrew's AMC is different. It is not about data. It is about what happens after the data.

What this looks like in practice.

Before AMC-powered optimization, your notifications looked like this:

With AMC intelligence flowing into the system, the same notifications become:

Who we go after, and in what order.

Not everyone needs AMC at the same time or for the same reason. The rollout should target three distinct segments, each with their own entry point and their own version of the pitch.

The phased execution.

1

Onboard 2 to 3 early adopters onto AMC.

AMC is new. There are no power users yet. So pick 2 to 3 existing Adbrew customers who have the right ad spend volume and the willingness to try something new. Offer a benefit program if needed, waived fees, priority support, co-marketing, or work purely on relationship. Set up their AMC instance, run the first reports with them, and document everything from day one. What did they believe about their ads before? What did AMC actually reveal? What decisions changed? This is not a case study yet. This is raw material.

Target ICP for pilots: D2C brands spending $50K+ per month with at least 3 ad types running. They have enough complexity for AMC to reveal something meaningful.

2

Teach people how to read and act on AMC data.

Brands know AMC exists. They know it is powerful. They also know it has been gated behind SQL and complexity. Adbrew removes that gate. But once the data is in front of them, most people still do not know what they are looking at or what to do with it. That is the education gap to own.

• Interactive demos of each AMC report type with sample data people can click through
• Templates for each use case: what to do when your new-to-brand ratio drops, what to do when ad overlap is too high, what a healthy path to purchase looks like vs an unhealthy one
• How to interpret each graph. What does a good time-to-conversion curve look like? What does a bad one look like? What action do you take in each case?
• Short video walkthroughs. Under 3 minutes each. Problem, report, interpretation, action.
• Co-hosted webinars with Amazon Ads team, agency partners, and brands who have seen AMC data firsthand. Let them tell the story, not us.

3

Build product-led entry points.

Let people experience AMC value inside the product or through a hands-on interaction before committing.

In-app: “Is AMC relevant for me?”

Lives inside the Adbrew dashboard for existing customers. Looks at their current account data and tells them whether AMC integration would make a difference for them or not. If yes, shows exactly which AMC reports would be relevant based on their ad types, spend level, and campaign structure.

• “You are running 3 ad types. AMC can show you how they overlap.”
• “Your conversion window suggests you are missing 40%+ of your attributed sales.”
• “Here are the 4 reports that would matter most for your account.”

Lead magnet: Free AMC Audit

For prospects not yet on Adbrew. They connect their AMC and get access to reports for 7 days to see if it adds value.

4

Decide on AMC pricing and packaging.

Three options on the table:

Option 1: Keep it as a paid add-on.

Safe for revenue but limits adoption. If AMC is the positioning, locking it behind a paywall means most customers never experience the thing you are positioning around.

Option 2: Freemium. Give 1 to 2 reports free for a limited number of days.

Better. Creates a trial window. But time-based trials create urgency without necessarily creating understanding. Someone might not get to their AMC reports in the first week and the window closes.

Option 3 (my recommendation): Show the recommendation, ask them to unlock the report.

Every Adbrew customer sees AMC-powered recommendations, alerts, and trends inside their existing dashboard for free. “68% of your sales this month came from new customers.” “Your video ads are the first touchpoint for 40% of purchases but get 0% of the credit in your current reports.” The insight is visible. The action is clear. But to see the full report, build the audience, or dive deeper, they unlock AMC. This creates the aha moment before asking for money. They do not pay for data they do not understand yet. They pay because they already saw what it revealed and want more.

5

Go to market.

Existing customers

• In-app activation: AMC relevance checker surfaces personalized recommendations inside the dashboard
• Email campaign: show each customer what AMC reveals about their specific account
• Webinars: co-hosted with pilot customers sharing what AMC changed for them
• CS-led onboarding: account managers walk customers through their first AMC report on a call

New acquisition

• Case studies: pilot results packaged with hard before and after numbers
• Free AMC audit: prospects book a call, get a real analysis of their account
• News angle: founder-led LinkedIn content tied to Amazon opening AMC to all advertisers
• ABM outbound: tailored messaging to each of the 3 target segments with pilot data as proof
• ABM ads: LinkedIn and programmatic targeting specific accounts. “Running 4 ad types on Amazon but only measuring the last click? There is a better way.”
• Testimonials: early adopter quotes embedded in landing pages, emails, and outbound sequences
• Sales enablement: one-pagers, pitch decks, objection handling docs, competitive battle cards

Recent discovery. Would recommend giving it a go regardless.

Success metrics.