When should an advertiser consider subscribing to premium features rather than using AMC's core capabilities?
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Correct answer: When they need to measure impact beyond Amazon.com purchases or understand the full customer journey including non-purchase behaviors.
Why this is the answer
Amazon Marketing Cloud core capabilities support advertising measurement, custom analysis, and audience creation using available AMC signals. Premium features expand the scope of AMC by adding specialized datasets for broader measurement questions. These datasets can support use cases such as offline sales measurement, extended retail purchase analysis, or paid and organic shopping behavior analysis. They are most appropriate when standard AMC signals do not fully answer the business question.
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