The ground under Amazon advertisers has shifted dramatically. If your agency is still primarily talking about “Sponsored Products expertise” or “advanced bid management,” they are living in 2023.
In the last 18 months, Amazon Ads hasn’t just updated – it has completely transformed from a keyword-focused PPC platform into a sophisticated, full-funnel advertising ecosystem. This isn’t a minor change; it’s the extinction event for the old-school PPC specialist.
At MazeScale, we saw this change coming. We didn’t just adapt; we rebuilt our entire framework to operate at the forefront of the new Amazon Ads reality.
🚀 The Three Pillars of Modern Amazon Strategy
Modern Amazon success requires moving beyond the “bottom of the funnel” (conversion) and integrating awareness and consideration strategies that were previously reserved for massive brands.
Pillar 1: Full-Funnel Orchestration via Amazon DSP
Amazon DSP (Demand-Side Platform) is no longer an optional tool for large brands; it is the mandatory top- and mid-funnel accelerator.
- Awareness: We use DSP to reach high-value audiences off Amazon (on Twitch, IMDb, third-party sites) before they even search for your product.
- Retargeting: We capture users who viewed your product but didn’t buy, using compelling video and display ads to pull them back to your listing.
- Mazescale’s Edge: We treat Sponsored Ads and DSP not as separate budgets, but as integrated components where DSP drives awareness and Sponsored Ads capture the final conversion.
Pillar 2: Data Mastery with Amazon Marketing Cloud (AMC)
AMC is the analytics “clean room” that unlocks the true power of Amazon’s data. If your agency doesn’t have AMC expertise, they are operating blind.
- Custom Audience Creation: We use AMC to identify specific behaviors that are impossible to target within the Ads Console (e.g., users who viewed a competitor’s product AND purchased a complimentary item in a different category).
- Cross-Channel Attribution: We determine which Sponsored Brands, DSP, and off-Amazon touchpoints actually contribute to a sale over the customer’s 30-day journey. This allows us to reallocate budget with surgical precision.
- Mazescale’s Edge: Our team doesn’t just know how to access AMC; we have the SQL/analytics expertise required to extract actionable, high-value audiences and insights, directly informing where every dollar is spent.
Pillar 3: AI Tool Adoption and Human Strategy
With Amazon rapidly deploying Ads Agent and Creative Agent for things like automatic campaign creation and video generation, the role of the human shifts entirely.
- From Operator to Tester: We focus our time on testing and validating the new AI tools to ensure they adhere to human-defined strategic goals, rather than wasting time on the tasks the AI can already handle.
- Creative Optimization: We leverage AI Creative tools to rapidly iterate on ad copy and imagery, freeing up our strategic thinkers to focus on Brand Positioning and Market Defense.
- Mazescale’s Edge: We are not afraid of AI; we integrate it. We use automation to handle the what (bidding, basic setup) so our strategists can focus on the why (market penetration, profitability targets, long-term brand equity).
The MazeScale Promise: Strategists, Not Bid Managers
The modern Amazon brand needs a partner who is a strategist, an analyst, and a programmatic expert.
If your current agency still uses “keyword bid optimization” as their main value proposition, they are lagging behind. mazescale is built for what’s next. We focus on the high-leverage activities that generate sustainable, measurable growth:
- Audience-First Strategy: Targeting the right people wherever they are.
- Profitability Driven by Data: Using AMC to inform every budget decision.
- Future-Proofing: Integrating DSP and new AI tools now, ensuring you stay ahead of the curve.
Don’t wait until your competitors hire a strategic agency. Let’s build your Amazon full-funnel strategy today.
