The Impact Lab helps brands simplify the complexity of the Amazon ecosystem. Amazon’s advertising and data tools are powerful but fragmented—spanning AMC, DSP, and AWS. We integrate these systems into a cohesive measurement and activation framework so marketers can focus on growth, not technical challenges.

The Impact Lab solves the three biggest challenges facing Amazon advertisers:
– Data fragmentation: Disconnected customer data across CRM, CDP, and retail platforms.
– Measurement blind spots: Limited ability to prove incremental value beyond ROAS.
– Operational inefficiency: Too much time spent managing data instead of acting on it.
We build the infrastructure and intelligence layer that connects these systems, giving marketers a unified, actionable view of performance.

The Impact Lab’s four services form a connected system designed to create a continuous loop of insight and action:
– Impact Data builds the secure foundation by ingesting and unifying first-party data.
– Impact Insights transforms that data into dashboards, models, and audience strategies.
– Impact Performance measures what truly drives incremental ROI across channels.
– Impact Creative AI uses those insights to generate and optimize ad creative at scale.
Together, they create a closed loop: data → insights → performance → creative optimization.

The Impact Lab is built to do what traditional agencies and analytics vendors can’t—combine deep Amazon Ads expertise, AWS engineering, and AI innovation under one roof. We don’t buy media; we architect measurable systems that connect data, insights, and creative for long-term performance advantage.

The Impact Lab partners with mid-to-large Amazon advertisers—typically brands spending between $1M and $100M annually—who want to move beyond basic reporting into predictive analytics, attribution, and AI-driven optimization. We work across retail, CPG, entertainment, and DTC categories, helping marketing and data teams operate at a higher level of insight.

The Impact Lab builds natively within Amazon Marketing Cloud, AWS, and Amazon Ads APIs. Our implementations use tools like Clean Rooms, S3, Lambda, Bedrock, and QuickSight, ensuring compliance, scalability, and direct alignment with Amazon’s roadmap. Clients retain full data ownership while we ensure seamless interoperability across platforms.

The Impact Lab operates entirely within Amazon’s privacy-safe infrastructure. All data is hashed or pseudonymized before use, stored securely within AWS, and governed through IAM roles and audit logging. Our privacy-by-design approach ensures every integration meets Amazon’s strict standards for data protection.

The Impact Lab delivers measurable performance improvements across marketing and operations. The percentages below are averages from past engagements:
– ROI and incrementality: 10–25% lift through optimized spend and better attribution.
– Speed to insight: Reporting and analytics cycles cut from weeks to days.
– Operational efficiency: Up to 50% less manual reporting and data wrangling.
– Creative impact: Faster generation of compliant, high-performing ads using AI.

We believe depth matters. By specializing exclusively in Amazon Advertising, AMC, and AWS, we deliver deeper expertise, faster innovation, and more reliable results than generalist agencies or multi-platform consultancies.