Amazon Ads Is Powerful. We Make It Simple.
The Impact Lab is a boutique Amazon Advertising consultancy. We turn Amazon Ads into a measurable growth channel for brands that don't sell a product on Amazon.
Our first AI powered product. Ask a question in plain language. Get an answer you can act on.
See It Now →Our first AI powered product. Ask a question in plain language. Get an answer you can act on.
The Problem
Amazon is the biggest hidden growth channel for brands that don’t sell on Amazon. But the data that makes it work is locked behind technical complexity most marketing teams can’t crack.
Our Solution
We’ve built a suite of AI-powered tools and a team of former Amazon insiders to do the technical work for you, so you get measurable answers in plain language, not a six-month engineering project.
The Outcome
Closed-loop measurement. Smarter audiences. Defensible ROI. In hours, not months. No SQL, no data engineering, no guesswork.
Former Amazon Ads & AWS leaders
100% Amazon only focus
AI native by design
Explore Each Service
Impact Data
Turn First-Party Data Into an Amazon Advantage
Impact Data helps brands securely ingest, normalize, and activate their first-party data across Amazon Marketing Cloud (AMC) and Amazon DSP. By connecting CRM, CDP, and offline systems through privacy-safe AWS integrations, we empower marketers to build smarter audiences, achieve deeper measurement, and unlock meaningful business impact.
Why It Matters
- Accelerates measurement maturity and attribution readiness
- Future-proofs data strategy for advanced analytics and AI integration
- Empowers marketing teams to move from siloed data to actionable insights
Our Products.
The Impact Suite is our family of AI powered products, built to extend beyond our consulting services. 1P Activator is the first, now in closed beta. More on the way.
Drop a file. Ask a question. Get actual results.
Ask in plain language. Get an answer that is interpreted for your brand, with the next step clear. You can get real answers from the Amazon signals you already have. Drop in your own first party data when you want to go further.
Compliance by Design
Your customer data is protected and isolated before it ever reaches the clean room. Regulated brands in financial services, insurance, and travel can move without legal friction. By design, not by discipline.
What to do: Activate as a DSP audience. Start with Sponsored Display to confirm response before scaling spend.”
The marketer asks. The answer arrives interpreted. The action is on the table.
50+ answers. Not 50+ queries.
Most answers come from the Amazon signals you already have. Below are six categories from the library. Every entry is a packaged answer: a question worth asking, plus the interpreted result, plus the recommended next move. Examples shown are illustrative.
Attribution & Conversion Paths
Question
“Which ad types drove first time sign ups last quarter?”
Answer, explained
Video drove 62% of net new sign ups at 2.3x the conversion rate of display, but at 1.8x the cost per sign up.
What to do
Shift 20% of display budget to video for the next 30 days. Hold display for retargeting only.
LTV & Customer Value
Question
“Which of my customer segments have the highest 12 month LTV?”
Answer, explained
Segment B (premium card holders, 35 to 54) shows 3.1x LTV vs. blended. Currently underserved in your Amazon spend.
What to do
Build a lookalike audience and bid 40% higher on segment B reach for the next quarter.
Lookalike Audience Discovery
Question
“Find Amazon audiences that look like my best customers.”
Answer, explained
2.3M Amazon shoppers match your top LTV profile, with 3.4x higher intent. Estimated CAC: $42 vs. blended $87.
What to do
Activate as a DSP audience. Target via Sponsored Display first to confirm response before scaling.
Frequency & Reach
Question
“Where am I over exposing audiences without lifting outcomes?”
Answer, explained
Beyond 8 impressions per week, conversion lift flattens. You are spending 22% of budget on impressions 9 plus.
What to do
Cap frequency at 8 per week. Redirect the recovered budget to under exposed high LTV segments.
Incrementality Measurement
Question
“How much of my conversions were truly driven by Amazon ads?”
Answer, explained
Exposed shoppers converted at 4.2x the rate of matched unexposed. Net incremental ROAS: 3.1x.
What to do
Reauthorize current budget at full level. Bring measurement plan to next QBR with finance team.
Cross Channel Overlap
Question
“How much do my Amazon audiences overlap with my other paid channels?”
Answer, explained
38% of Amazon converters also touched paid search within 14 days. You are paying twice on a third of the funnel.
What to do
Move Amazon to upper funnel exclusively for the overlapping segment. Reallocate paid search budget downward.
And 30+ more. New packaged answers added every month.
What takes months now takes hours.
For Agencies
Deploy Across Every Client at Once.
1P Activator is multitenant by design. Onboard a new client account in days, not months. Each client's data stays fully isolated, while your team operates from a single console.
For Technical Evaluators
Built to the Spec Amazon Is Moving Toward.
Amazon has publicly signaled that MCP connectivity and AI agent assisted workflows are the near term direction for AMC. 1P Activator already exposes six MCP tools that can be orchestrated directly by Claude and other AI agents. Architecture aligned with where the platform is going, not where it has been.
The Bottom Line
Marketing now expects to ask questions in plain language and get answers. Assembling that experience is complex, valuable data engineering work.
1P Activator takes out the complexity, so you get straight to the value.
Real Results. Proved.
Full-narrative outcomes across non-endemic verticals: objective, solution, and measurable business impact.
Cross-Platform Customer Journey
First-Deposit Conversions
A leading sports betting and gaming company wanted to track how Amazon Ads influenced sign-ups and in-app spend.
Designed an AMC data model blending ad exposure with anonymized player activity. Revealed which ad types (video vs. display) drive trial vs. retention.
Client shifted creative strategy to video, driving a 17% lift in first-deposit conversions.
Measuring Incrementality Across Channels
ROI Uplift
A Fortune 100 insurance company needed to understand the impact of Amazon audiences on off-Amazon financial product sign-ups.
Built a custom AMC query combining impression and conversion data with 1P CRM uploads. AWS dashboards visualized incremental lift by audience and channel.
Delivered a 25% higher ROI across all measured campaigns.
Measuring Incrementality Across Channels
Cost Per Lead
Understand the impact of Amazon audiences on off-Amazon automotive lead generation.
Custom AMC query combining impression and conversion data with 1P CRM uploads. AWS-based dashboards visualized incremental lift by audience and channel.
Identified high-value segments. Activated high-intent lookalikes through AMC + DSP, cutting cost per lead by 15%.
Cross-Client Analytics Platform
Premium Upgrades
A leading US telecom company wanted to identify customers at risk of churn and target them with retention offers.
Ingested 1P customer data into AMC, ran churn propensity scoring with AWS ML, and activated high-risk segments via Amazon DSP.
Achieved a 20% lift in premium upgrades and a measurable reduction in customer churn.
Amazon-Only. Built by Insiders.
The Impact Lab is an Amazon-only analytics and AI partner built by former Amazon and AWS leaders. We help brands unlock the full potential of Amazon Marketing Cloud (AMC), Amazon DSP, and AWS by turning first-party data into measurable business impact.
Our mission is simple: help marketers go beyond surface-level reporting to achieve deeper insight, smarter decisions, and faster growth, powered by AI and grounded in Amazon's unique data ecosystem.
Non-endemic brands work with The Impact Lab because we bring clarity to a complex ecosystem. We close the measurement gap using data, technology, and deep Amazon expertise built from within.
Six Reasons Brands Choose The Impact Lab
Amazon Insider Expertise
Former Amazon Ads & AWS leaders who helped build the ecosystem from the inside.
Media to Business Outcomes
We connect ad spend to NTB, LTV, incremental sales. Not just clicks and impressions.
Simplicity with Control
Full data ownership. We eliminate complexity without eliminating your control.
AI Native Approach
Built with AI at its core for faster, smarter decisions without legacy overhead.
Agency Ready Architecture
Multitenant by design. Agencies deploy 1P Activator across clients at once, with each account fully isolated.
Amazon Only Focus
100% focused on Amazon. No distractions from Google, Meta, or broader cloud consulting.
Frequently Asked Questions
Let's Turn Your Amazon Spend Into Measurable Growth
We partner with non-endemic brands and performance agencies to close the measurement gap on Amazon. We are always ready to help you and answer your questions.