Amazon Ads is powerful.We make it simple.

The Impact Lab is a boutique Amazon Advertising consultancy and product company, founded by former Amazon Ads and AWS leaders. We help brands that advertise on Amazon but convert customers off it turn their advertising into measurable growth. We do this two ways: through hands on consulting engagements, and through the Impact Suite, our family of AI powered products. 1P Activator is the first, now in closed beta.

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. Our focus is 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, like 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.

ChatGPT does not have access to your Amazon Marketing Cloud signals or your first party data. Dashboards give you charts to read, not answers to act on. What makes 1P Activator different is the architecture underneath: MCP servers, IAM policies, identity resolution, secure infrastructure, and the API endpoint connections that stitch it all together. Assembling that is complex, technical work. We did all the hard work, so you don't have to.

You need an AWS environment. That's where 1P Activator deploys, and it's what keeps your data inside your own perimeter. If you don't have one, we'll set it up for you at no charge. From there, all your data, including any first party data you connect, stays in your environment. You own it. We can operate it for you, or hand you the keys.