The Impact Lab is built specifically for non-endemic advertisers; brands that don’t sell products directly on Amazon. This includes financial services, travel, hospitality, insurance, gaming, automotive, telecom, and other brands where sales or conversions occur off Amazon.

We don’t sell media, manage campaigns, or provide generic analytics dashboards. The Impact Lab focuses exclusively on building and operating the measurement layer that non-endemic brands need to make Amazon advertising accountable. We complement existing teams.The Impact Lab focuses on the measurement layer that most agencies and internal teams aren’t structured to build or operate—especially for non-endemic use cases.

Endemic brands can measure Amazon performance at the point of sale. Non-endemic brands can’t. Without direct transaction data, non-endemic advertisers must rely on first-party data, clean-room environments, and advanced measurement frameworks to understand true impact. That’s the gap we’re designed to close.

Amazon Marketing Cloud is the foundation of our measurement approach.AMC allows us to analyze exposure, audience behavior, and media interactions in a privacy-safe environment. When combined with first-party data and clean-room architecture, it enables closed-loop measurement for non-endemic brands.

First-party data is essential for closed-loop measurement, but brands always retain full ownership and control. The Impact Lab helps non-endemic advertisers leverage their existing conversion or event data—such as customer actions, sign-ups, or downstream outcomes—to
measure the true business impact of Amazon advertising. We design privacy-safe measurement frameworks that connect Amazon media exposure to these outcomes without taking possession of, or repurposing, customer data.

Yes. Our measurement frameworks are built to be privacy-safe by design.We operate within Amazon’s clean-room environments and industry best practices for data governance, consent, and security.

Engagements typically focus on designing, implementing, and operating measurement systems for Amazon advertising.This may include data integration, AMC analysis, experimentation frameworks, and ongoing insight delivery all tailored to non-endemic business outcomes.