Amazon Marketing Cloud (AMC)

Amazon Marketing Cloud (AMC) is a privacy-safe data clean room that allows advertisers to analyze event-level Amazon Ads data and uncover cross-channel insights.

What is Amazon Marketing Cloud (AMC)?

Amazon Marketing Cloud (AMC) is Amazon Ads’ privacy-safe, cloud-based clean room for advanced measurement and audience building. It lets eligible advertisers analyze pseudonymized Amazon Ads signals, combine approved first-party inputs, generate aggregated insights, and build custom audiences without exposing personally identifiable information.

Its primary purpose is to break down data silos and help businesses understand how different touchpoints collectively influence the customer journey. By offering cross-channel insights, it enables more accurate attribution, better audience targeting, and smarter budget allocation across the entire sales funnel, ultimately improving marketing efficiency and return on investment.

What can I do with Amazon Marketing Cloud?

With Amazon Marketing Cloud (AMC) from Amazon, you can analyze and optimize your advertising using privacy-safe, event-level data.

You can measure cross-channel performance (Sponsored Ads + DSP), map customer journeys from first impression to purchase, and build custom attribution models beyond last-click. It also lets you segment audiences, evaluate incrementality, and run advanced SQL queries to uncover deeper insights and improve campaign strategy.

What is Amazon Marketing Cloud (AMC) used for?

Amazon Marketing Cloud (AMC) is an advanced analytics solution by Amazon used to analyze advertising performance at a deeper, privacy-safe level. It allows advertisers to run custom queries on pseudonymized, event-level data to uncover insights that standard dashboards don’t provide.

Core Function:
A secure, cloud-based environment where advertisers can perform custom analytics on aggregated user interactions without accessing personally identifiable information.

Key Capabilities:

• Cross-Channel Measurement:
  Evaluates how different ad formats—like Sponsored Ads and Amazon DSP—work together, helping you understand the combined impact of your campaigns.

• Customer Journey Mapping:
  Tracks the full path from the first ad exposure to conversion, revealing how users interact with multiple touchpoints before purchasing.

• Advanced Attribution:
  Moves beyond last-click attribution to measure the influence of upper-funnel campaigns (such as streaming TV or video ads), giving credit to awareness-driving efforts.

Who can use the Amazon Marketing Cloud (AMC) platform?

Eligibility: Available at no cost to advertisers registered with Amazon DSP or Sponsored Ads.

Access Points: Accessible through a web-based user interface (UI) or via API for advanced, programmatic use.

Support Options: Advertisers can use AMC in a self-service mode or collaborate with verified Amazon Ads Partners who have specialized AMC certifications and badges.

What is a "Data Clean Room" in this context?

A data clean room is a privacy-safe environment where advertisers can analyze pseudonymized Amazon Ads signals alongside eligible first-party inputs without exposing personally identifiable information.

Privacy-First Environment:
It allows you to bring your own first-party data and safely combine it with Amazon’s signals to generate insights—without accessing or revealing personally identifiable information (PII).

Security Standards:
All data is pseudonymized, and results are only available in aggregated formats (such as total users or conversions). This ensures that no individual shopper can be identified while still enabling deep, actionable analysis.

Need help turning complex Amazon signals into clear action? The ave7LIFT.AI and Avenue7Media team can help brands interpret technical Amazon data, prioritize the right next steps, and connect insight to execution without guesswork.

How does the analytics process work?

Data Integration:
AMC by Amazon aggregates event-level data such as impressions, clicks, and conversions from various ad products. Advertisers can also upload their own first-party data (e.g., D2C or offline sales) for richer analysis.

Querying:
Users run custom SQL queries to uncover patterns—like optimal ad frequency, audience overlap, or which campaign sequences drive conversions.

Output:
All queries are checked against strict aggregation thresholds. Only privacy-safe, aggregated results (e.g., total users or conversions) are returned and can be exported.

Why Amazon Marketing Cloud Matters for Advertisers? 

Standard Amazon reports show what happened.
AMC shows why it happened.

With AMC, brands can:

• Identify which ad combinations actually drive conversions

• Optimize full-funnel performance, not just last-click ROAS

• Build high-intent audiences for retargeting

This makes AMC essential for brands scaling beyond basic campaign optimization.

Evaluating AMC for your Amazon advertising stack? Start with the use cases that matter most—path-to-conversion, audience overlap, frequency, and activation readiness—then decide whether templates, in-house analysis, or partner support is the right next step.

How is AMC different from standard Amazon DSP reporting?

Standard DSP Reporting:
Reporting in Amazon DSP provides pre-defined, aggregated metrics like impressions, clicks, and ROAS at the campaign level, with limited flexibility for deeper analysis.

AMC Advantages:

• Deeper analytical flexibility:
  AMC lets advertisers query event-level inputs across sources using custom logic, but it does not allow raw user-level or event-level exports. Outputs are aggregated and anonymous by design

• Customization:
  You can build custom attribution models, define your own lookback windows, and run tailored SQL queries.

• Connected View:
  Unlike DSP-only reports, AMC combines insights across multiple ad types—including Sponsored Products and Sponsored Brands—offering a unified, cross-channel perspective.

How many types of ads are integrated into the platform?

Amazon Marketing Cloud (AMC) by Amazon integrates all major Amazon ad formats, giving you a unified view across campaigns.

Included ad types:

• Sponsored Products:
  Keyword-targeted ads promoting individual product listings.

• Sponsored Brands:
  Creative ads that drive traffic to a brand store or curated product collection.

• Sponsored Display:
  Automatically generated display ads targeting audiences or specific products.

• Amazon DSP:
  Programmatic display, video, and audio ads that run both on and off Amazon.

AMC connects analysis across sponsored ads and Amazon DSP media, and Amazon’s current documentation also references additional media and data sources such as display, video, audio, streaming TV, Amazon Live, and eligible advertiser-uploaded datasets. Avoid locking this section to a fixed ad-count claim.

What are the most common analytics use cases?

Using AMC from Amazon, advertisers typically focus on these high-impact analytics use cases:

• Media Mix Analysis:
  Identify which combinations of ad formats (e.g., Video + Sponsored Products) drive the highest conversion rates and overall performance.

• Frequency Optimization:
  Determine the ideal number of ad exposures needed before performance declines, helping avoid overspending and ad fatigue.

• New-to-Brand (NTB) Insights:
  Analyze which campaigns and channels are most effective at acquiring first-time customers and expanding your customer base.

These use cases help shift strategy from basic reporting to data-driven decision-making and performance optimization.

What are the costs and requirements for advanced usage?

Base Cost:
The core AMC platform from Amazon is free for advertisers using Amazon DSP or Sponsored Ads.

Paid Features:
Some advanced capabilities—such as premium datasets or enhanced data tables—may require a paid subscription or additional access.

Resource Investment:
While the tool itself is free, extracting real value requires technical expertise, especially in SQL and data analysis, or support from experienced Amazon Ads partners.

What do the Amazon Marketing Cloud Partner Badges signify?

Amazon Marketing Cloud (AMC) Partner Badges from Amazon indicate that a partner has been officially vetted for technical expertise in using AMC’s data clean room environment.

Types of Badges:

• Amazon’s current partner language is better framed through the Amazon Ads Partner Directory and partner status system. For AMC support, Amazon highlights partner categories such as agencies, software vendors, and consultancies/system integrators, while partner status is shown through Verified and Advanced badges.

• Software Provider Badge: Awarded to technology providers that have built tools, integrations, or customer data platforms (CDPs) using the AMC API.

Purpose:
These badges help advertisers identify trusted, qualified partners who can effectively manage, analyze, and scale AMC-based analytics.