By Carl Wartzack, CEO, WBX
At WBX, we’ve always believed that the future of media lies in performance storytelling where content isn’t just inspiring, but actionable. Amazon’s latest enhancement to Amazon Marketing Cloud, the integration of Live shopping signals, takes us one giant step closer to realizing that vision.
For years, brands have embraced creator-led content for its authenticity and engagement. But one thing has held us back: measurement. We’ve been able to feel the momentum of live shopping, but until now, we couldn’t fully prove it.
That’s changed.
Why This Is a Breakthrough
Last month, Amazon announced that advertisers can now access Live shopping signals, views, clicks, impressions within Amazon Marketing Cloud. It’s not just another data set. It’s a blueprint for accountability in the creator economy.
Here’s what this means in practice:
- Real-time insight into what content drives what action
- Full visibility into creator performance and product lift
- The ability to build custom remarketing audiences based on live engagement
For WBX, this is exciting not just because of what it tracks, but because of what it unlocks.
Live Shopping Moves from Awareness to Attribution
Live shopping has traditionally lived at the top of the funnel. We’d run the campaigns, host the creators, watch the excitement roll in, then wait 30 days for some high-level report.
With this integration, Amazon is collapsing that lag. Advertisers can now access ad-level, event-level, and audience-level data, and tailor their entire content and media mix around what’s working in real-time, not weeks later.
It’s a shift from broadcast to feedback loop. From “was it successful?” to “how much and where?”
The results speak volumes:
- GE saw 2.5x higher purchase rates when customers engaged with Amazon Live content
- 7.6x higher product detail page views
- 9.7x increase in branded search
These aren’t soft metrics. They’re bottom-line business outcomes.
What This Means for the Future of Commerce Media
At WBX, we see this as part of a much broader evolution, one that connects creator engagement, data-rich media, and commerce outcomes into a seamless system.
This is how modern brands will win:
- By turning shoppable content into measurable strategy
- By building creator partnerships based on data, not just vibe
- By treating Live shopping not as an experiment, but a performance engine
Amazon’s integration of Live signals into AMC isn’t just a new feature; it’s a signal of intent. The future of advertising is measurable. And the most successful brands will be the ones who build creative systems with conversion in mind.
The Takeaway: From Content to Commerce, with Precision
We’ve talked for years about blurring the lines between content and commerce. With this move, Amazon just erased them.
Now, brands can connect the dots between who told the story, how it was told, who saw it, and what they did next. That’s the holy grail for marketers and it’s available today.
As leaders in commerce media, it’s our job to not only adapt, but to accelerate. At WBX, we’re helping brands build systems that turn attention into action – live, measurable, and at scale.
The playbook just changed. Let’s go.