• True
• False

The correct answer is: False

Explanation: In Amazon Marketing Cloud (AMC), a conversion is not defined solely as an Amazon.com purchase event. AMC supports broader conversion definitions, including various custom events based on advertiser goals, such as add-to-cart, product detail page views, and others, in addition to purchases.

Reference content: From the official Amazon Marketing Cloud product overview:

“Build bespoke audience lists using engagement records, conversion events, segment information, and more. … AMC allows advertisers to expand and customize audience options … Advertisers can use the cross-source and cross-media signals, such as ad engagement signals and advertisers’ own signals, over a lookback window of up to 12.5 months, to build audiences in AMC.”

And:

“AMC’s custom attribution focuses on assessing Amazon Ads campaign performance …”

This confirms that AMC’s definition of “conversion” is flexible and can include a variety of advertiser-defined events, not just Amazon.com purchases.

Reference URL: https://advertising.amazon.com/solutions/products/amazon-marketing-cloud