Amazon Ads has partnered with WPP’s media investment arm, GroupM, to co-develop an Amazon marketing cloud maturity framework for advertisers.

The new platform will assess marketers’ maturity level with Amazon Marketing Cloud to match their business needs with a suitable Amazon Marketing Cloud solution and optimise their business performance.

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Amazon Ads Director of Global Customer Development, Amy Armstrong, said: “Amazon Ads robust product suite can return the best benefit for brands when there is a clear path forward that can be easily navigated.

“Working with GroupM Nexus to unlock the power of Amazon Marketing Cloud (AMC) will give brands an in-depth understanding of where they’re at in their AMC maturity, and that’s the first step in building tailored programs that work.”

GroupM’s team of commerce experts will also advertisers to track where they are in the Amazon Marketing Cloud journey.

As a result, they can also return findings from the assessment which can help optimise cross-channel campaign performance.

GroupM North America Executive Director Commerce, Lauren Lavin added: “As Commerce rapidly evolves, advertisers need increased visibility, ease and confidence to maximise marketing opportunities.”

“We understand that driving profitability and seeing returns on investment is only possible when rooted in foundational insights. In collaboration with Amazon Ads, we have created proprietary benchmarks that allow clients to determine which Amazon Marketing Cloud solutions best meet their desired outcomes.”