Amazon’s advertising ecosystem is powerful. But unlocking its full value requires assembling Amazon’s multiple ad tech components. This leaves marketers juggling multiple vendors, complex data pipelines, and siloed tools; all while trying to acquire new customers and improve ROI. To truly capitalize on Amazon’s feature rich data, advanced Amazon analysis is required. Specifically, brands must stitch together Amazon Ads, Amazon Marketing Cloud (AMC), Amazon Web Services (AWS), creative workflows, measurement, and first-party data to get to the core of what drives profitable growth. Without a connected system, brands are challenged to see what works, what doesn’t, or where to invest next.

Marketing Technology News: MarTech Interview With Chris Golec, Founder and CEO at Channel99

The Impact Lab solves that problem. The Impact Lab announced its official launch as a technology partner for Amazon advertisers. The company builds connected systems that make Amazon advertising work as one engine for growth. These systems help brands find high-value customers, improve media efficiency, and make faster decisions with confidence.

“Marketing leaders do not need more disconnected dashboards,” said Matthew Dwyer, Founder and CEO of The Impact Lab. “They need clarity. They need to know what is working, what is not, and where to invest next. Amazon offers the pieces, but putting them together takes technical assembly and real expertise. That is where we come in.”

Purpose-built for Amazon advertisers

The Impact Lab works with brands that want more control over their performance and a clearer path to business outcomes such as revenue growth, new customer acquisition, and improved return on ad spend. The company connects the Amazon Ads ecosystem into a closed loop of insight and action through four offerings:

• Impact Data – Connects first-party data with AMC to enable audience strategies and conversion visibility
• Impact Insights – Turns data into decision-ready guidance for investment and planning
• Impact Performance – Improves media efficiency and incremental return on ad spend
• Impact Creative AI – Generates and optimizes ad creative linked to performance signals

“We bring media and technology together to solve real business problems,” Dwyer added. “Our goal is simple: make Amazon advertising easier, smarter, and more effective. We do the assembly required so our clients can focus on growth.”