The Impact Lab

The challenge isn’t access to media. It’s accountability. Unlike endemic brands, non-endemic advertisers can’t rely on Amazon sales data to measure impact. As a result, Amazon investment is often evaluated using branding proxies instead of business outcomes—making it difficult to optimize, justify, or confidently scale spend. For non-endemic advertisers, the gap is closed-loop measurement. The Impact Lab exists to close that gap. The Impact Lab is an Amazon-focused measurement and technology partner for non-endemic brands. We help brands connect Amazon media exposure to real business outcomes, not just media metrics. We bring together- Amazon Marketing Cloud (AMC)- Amazon DSP - AWS and clean-room architecture - First-party data - Custom measurement and experimentation frameworks The result is business-level insight that enables confident investment decisions and sustainable growth. How we help non-endemic brands- Connect Amazon media exposure to measurable business outcomes - Move beyond branding proxies to outcome-driven measurement - Turn insight into optimization and improved performance - Scale Amazon investment based on evidence, not assumptions Founded by former Amazon Advertising executive Matthew Dwyer, The Impact Lab combines deep Amazon Ads expertise with advanced measurement architecture. “Non-endemic advertisers don’t need more reach. They need better proof. If you can’t connect Amazon spend to business outcomes, you can’t optimize it, defend it, or scale it. We build the systems that make Amazon accountable.” - Matt Dwyer, Founder The Impact Lab If you’re a non-endemic brand investing in Amazon, we make that investment measurable, defensible, and scalable.#AmazonAds #AMC #AWS #AdTech #Analytics #MarketingAI #TheImpactLab