An Ultimate Guide To Amazon Marketing Cloud in 2025

Do you need a reliable way to measure marketing performance on Amazon? Are you also tired of inaccurate data holding back your campaigns? Amazon Marketing Cloud (AMC) offers a secure space for advertisers to analyze data and build audiences. Its privacy-safe design ensures your data stays protected.

If you have been struggling to make sense of your campaign data, AMC can simplify the process. But how does AMC work? And how can it help you improve your campaigns?

Don’t worry. That’s why we have come up with this article on Amazon Marketing Cloud. Through it, we will break down how AMC works and why it matters for advertisers. We will also explain its features and how it supports data-driven decisions.

So, are you ready to dive into the details? Let’s get started. 

Note: In case you are already aware of the nitty gritty of Amazon Marketing Cloud, you can directly jump to this section where we discuss how you can start using AMC.

Glossary of Important Terms Related to Amazon Marketing Cloud  

In case you are new to the concept of AMC, there are several terms that you should know beforehand: 

Term	Explanation
Clean Room	A private, secure space where advertisers can combine their data with Amazon’s ad data while keeping customer details anonymous.
Pseudonymized Signals	Data that replaces personal details with unique codes, so advertisers can track trends without identifying individual users.
Amazon Demand Side Platform (DSP)	Amazon DSP is a demand-side platform that programmatically purchases ads. It helps advertisers reach both new and existing audiences across Amazon’s network and external websites and apps.
Event-Level Data	Data that tracks specific actions, like when a user clicks on an ad, views a product, or makes a purchase.
SQL Queries	A way to ask for specific data inside AMC by using a coding language called SQL. Advertisers use this to generate reports.
Aggregated Reports	Summarized reports that show trends and insights instead of individual user data, keeping privacy intact.
Audience Segments	Groups of people based on behavior, like users who clicked an ad but didn’t buy. Advertisers use this to target specific audiences.
Amazon Web Services (AWS)	A cloud computing service by Amazon. Some advanced AMC features require AWS for storing or processing data.
First-Party Data	Data that an advertiser owns, like customer emails, past purchases, or website visits. Advertisers can upload this to AMC for deeper insights.
Conversion Path	The steps a customer takes before buying something, such as seeing an ad, clicking on a product, and making a purchase.
Attribution	A method to determine which ad or marketing effort led to a sale. AMC helps track this across different channels.

What is Amazon Marketing Cloud?

In simple terms, Amazon Marketing Cloud (AMC) is a secure, privacy-safe clean room solution that helps advertisers analyze ad performance, build audience segments, and track customer journeys across different ad formats.

It allows businesses to combine Amazon Ads data with their own inputs (such as customer purchase records, CRM data, etc.,) while maintaining user privacy through pseudonymized signals (data where personal details are replaced with encrypted identifiers). 

Unlike standard Amazon Ads reports, AMC allows advertisers to query event-level data (analyze specific actions like ad views, clicks, and purchases across multiple touchpoints).

This helps advertisers answer key business questions like:

• Which ad types drive the most sales?
• How many times does a customer see an ad before purchasing?
• Which audiences engage best with specific campaigns?

Example: A sportswear brand wants to know which ads drive more sales. Some customers click on Sponsored Products, while others see Amazon DSP display ads before buying. AMC helps compare these ads to see which works better. It also checks if using both together increases Amazon sales. However, to maintain privacy, AMC does not show individual customer data. Instead, it uses pseudonymized signals (data where personal details are replaced with unique codes, such as hashed or encrypted identifiers) to track trends and patterns.  This way, the brand gets insights without accessing personal customer identities.

AMC also stores event-level data (such as ad impressions, clicks, and purchases) for up to 12.5 months. Advertisers can connect this data to Amazon DSP or Sponsored Ads to improve their campaigns and targeting strategies.

Important: 1. Does AMC cover Amazon product ads on non-Amazon platforms? Yes, AMC works for Amazon product ads (Sponsored Ads, including Sponsored Display Ads) that appear on third-party destinations outside Amazon. 2. Can Amazon Attribution data be integrated into AMC? Yes, Amazon Attribution data can be used with AMC. That helps you view your market attribution comprehensively.

Who Can Use Amazon Marketing Cloud?  

Amazon Marketing Cloud (AMC) is available to eligible advertisers at no cost. Advertisers can access AMC through a web-based interface or API. A dedicated AMC clean room environment is set up for every eligible advertiser.

Requirements for Using AMC  

• Advertisers must have an executed Amazon DSP Master Service Agreement (MSA).
• They should have live campaigns or campaigns planned within the last 28 days on Amazon DSP.
• A technical resource familiar with SQL is needed to work with AMC.
• For API access, advertisers also need an Amazon Web Services (AWS) account.

For more details, advertisers can contact their Amazon Ads account executive.

Countries Where AMC Is Available  

North America:
United States, Canada, Mexico

South America:
Brazil

Europe:
Germany, Spain, France, Italy, Netherlands, Poland, Sweden, Turkey, United Kingdom

Middle East:
Saudi Arabia, United Arab Emirates

Asia Pacific:
Australia, India, Japan, Singapore

Features of Amazon Marketing Cloud  

Now, let’s look at the features of AMC: 

Custom Analytics with SQL

AMC allows advertisers to analyze event-level data using SQL queries. Users can track impressions, clicks, and conversions across different Amazon Ads channels. This helps businesses measure reach, frequency, and paths to conversion. Advertisers can create custom reports that go beyond Amazon DSP’s standard reporting.

High-Value Audiences (Beta)

AMC offers High-Value Audiences, a no-code feature for audience segmentation. Advertisers can identify high-value customer groups without writing SQL. The tool provides real-time visualizations and direct audience activation.

Offline Sales Insights

AMC supports NCS CPG Insights Stream, a feature that provides modeled offline transaction data. It helps advertisers analyze how Amazon Ads impact in-store purchases across U.S. households. Brands can track cross-channel shopping behavior and understand offline sales trends.

You Must Know: Modeled offline transaction data refers to estimated purchase behavior based on aggregated sales trends rather than direct customer-level sales records.

Support For AMC APIs for Automation

AMC APIs allow businesses to automate analytics and audience management at scale. Developers can integrate APIs to schedule queries, store data, and visualize reports. These APIs also support uploading first-party data to improve audience insights.

Integration with AWS and CDPs

AMC works with Amazon Web Services (AWS) for secure data storage and processing. It also integrates with Customer Data Platforms (CDPs) to unify first-party signals. This helps advertisers merge external customer data with AMC insights for better targeting.

AMC Audiences for Sponsored Ads

Advertisers can use AMC Audiences in some Amazon PPC ads like Sponsored Products and Sponsored Brands. This helps refine bidding strategies and improve ad relevance. Advertisers can build rule-based or lookalike audiences using AMC insights.

Sandbox for Testing

AMC provides a Sandbox environment for testing queries and integrations. Advertisers can experiment with AMC features without affecting live campaigns. This helps teams refine strategies before implementation.

Note:  1. This list is not exhaustive. AMC supports many other features such as Paid Features (beta), Support for Flexible Audience Segment Insights (beta), etc. To know more about these features, you can check Amazon’s official AMC page for updates on newer features. 2. Availability of these features varies by region. Always check Amazon’s official AMC pages and this official Amazon page to confirm supported features in your region.

Benefits of Amazon Marketing Cloud

Amazon Marketing Cloud (AMC) provides several benefits for advertisers. These include:

Custom Audience Creation

AMC allows advertisers to build audience lists using engagement records, conversion events, and other data sources. These audiences can be directly activated through Amazon DSP for precise targeting. Advertisers can also refresh audiences regularly to keep them relevant.

Cross-Channel Measurement

AMC helps track customer journeys across Amazon Ads and external channels. It allows advertisers to measure ad impact on Amazon’s online and offline stores as well as their own websites. This helps brands understand how different media touchpoints influence conversions.

Advanced Insights with Paid Features (Beta)

AMC provides additional insights through Paid Features (beta). Advertisers can access third-party data from sources like Experian and Foursquare to expand their analytics. These insights help businesses evaluate their media performance beyond Amazon’s ecosystem.

No-Code Analytics for Easy Access

AMC simplifies analysis for advertisers without SQL knowledge. It provides pre-built templates and instructional queries, making it easier to generate insights. Business users can quickly evaluate campaign performance without relying on data teams.

Combining Multiple Data Signals

AMC allows advertisers to merge signals from Amazon Ads, third-party providers, and their own first-party data. Signals can be uploaded using APIs, Event Manager, or integrated tools. This helps advertisers get a more complete view of their audience and media performance.

Privacy-Safe Data Environment

AMC ensures privacy by using pseudonymized data, meaning no personally identifiable information (PII) is shared. Advertisers receive only aggregated outputs, and Amazon does not access or export raw data. This ensures compliance with data privacy policies.

Use Cases of Amazon Marketing Cloud (AMC)

Let’s also understand what are the different use cases of Amazon Marketing Cloud:

1. Cross-Channel Audience Insights
   

AMC helps advertisers analyze how different channels contribute to audience engagement. For example, brands can identify how ads on multiple platforms like streaming TV and Amazon DSP drive customer actions.

2. New-to-Brand Customer Analysis
   

AMC tracks customers making their first purchase from a brand. Brands can use this data to target campaigns that attract new shoppers and expand their customer base.

3. Media Overlap Analysis
   

AMC evaluates the impact of using multiple media types together. It highlights how overlapping exposures, such as display and video ads, drive higher engagement and purchase rates.

4. Audience Segmentation and Targeting
   

AMC enables the creation of custom audience segments based on demographic and behavioral insights. These audiences can be used to optimize targeting in DSP and sponsored ad campaigns.

5. Campaign Performance Optimization
   

Advertisers can assess how effective different ads were, such as Sponsored Products or DSP campaigns. AMC helps pinpoint which combinations perform best and guides budget allocation.

6. Incrementality Measurement
   

AMC measures the additional impact of ad campaigns by distinguishing between organic sales and those influenced by ads. This helps brands evaluate the true value of their advertising efforts.

7. Customer Journey Visualization
   

AMC visualizes the entire path customers take, from awareness to conversion. This helps brands identify drop-off points and improve their marketing funnel.

How to Get Started With Amazon Marketing Cloud?  

With all the knowledge we have, let’s now quickly look at the step-by-step process of starting with Amazon Marketing Cloud. 

Requesting Access

AMC is not a self-service tool for account creation. Advertisers cannot sign up and create an AMC instance on their own. Instead, they must request access through Amazon Ads Managed Service, and Amazon will handle the instance setup.

However, once the instance is created, advertisers can self-manage their analytics, run SQL queries, upload first-party data, and automate workflows.

Step 1: Check Eligibility & Request Access

Before using AMC, advertisers must meet certain requirements, such as actively using Amazon DSP (Demand Side Platform), running or planning a DSP campaign in the last 28 days, etc. 

Note: We have already discussed these requirements and eligibility criteria in detail in the section above. 

Then, they can contact the Amazon team to submit the access request.  

As we already discussed at the beginning of this section, that since AMC is not self-service for instance creation, advertisers must request access via Amazon Ads Managed Service:

1. Visit the Amazon Ads Managed Service page
2. Select your operating country
3. Provide business details, including:
   • Whether you sell products on Amazon
   • Your industry
   • Advertising products of interest
   • Personal and contact details

4. Click Submit

After submission, Amazon’s AMC team reviews the request and contacts the advertiser to initiate the setup.

Step 2: AMC Instance Creation & Initial Setup

Once Amazon approves the request, they create an AMC instance within 3-5 business days. This instance:

• Initially stores data from the past 28 days
• Continues accumulating data for up to 12.5 months

Advertisers cannot create their own instances—this must be handled by Amazon.

Once the instance is active, advertisers can access AMC through:

• The AMC Web-Based UI (to run SQL queries and view reports)
• The AMC API (to automate workflows and integrate external tools)

At this stage, advertisers can start querying data, managing first-party signals, and generating insights to optimize campaigns.

Setting Up AMC for Data & Query Execution

After requesting access and setting up an instance, advertisers must prepare their environment, upload data, test queries, and automate workflows. Below is the process for using AMC properly after access is granted.

Step 1: Prepare Your Environment

1. Data Preparation:
   • Standardize your data to meet AMC requirements.
   • Ensure sensitive data, such as customer identifiers, is hashed before upload to protect privacy and comply with AMC’s data policies.
2. S3 Bucket Setup:
   • Create a dedicated S3 bucket in AWS for storing data files.
   • Configure access permissions and naming conventions for efficient data management.
3. Dataset Creation:
   • Use the AMC Dataset API to define new datasets tailored to your campaign needs.
   • Include columns such as hashed identifiers, product metadata, or conversion events as necessary for your analysis.

Step 2: Upload and Manage Data

1. Data Upload:
   • Use the AMC Upload API to upload prepared datasets to the AMC instance.
   • Maintain a consistent structure to avoid processing errors.
2. Modify Datasets:
   • If changes are required, use the Dataset Column API to adjust or add columns to the datasets.
3. Dimension Datasets:
   • For static information (e.g., campaign metadata or audience segments), use a full-replace strategy during uploads.
4. Fact Datasets:
   • For dynamic data like conversions or sales, manage updates incrementally to ensure datasets reflect the latest information.

Step 3: Use the AMC Sandbox

1. Hands-On Testing:
   • The AMC sandbox provides synthetic signals similar to live datasets.
   • Experiment with features, queries, and workflows without affecting live data.
2. Workflow Creation:
   • Create workflows with SQL queries to process synthetic data and simulate campaign scenarios.
   • Refine workflows in the sandbox environment before deploying them in live instances.
3. Aggregation Control:
   • Enable disableAggregationControls to inspect event-level synthetic data for deeper insights during testing.

Step 4: Query Data and Generate Insights

1. Construct SQL Queries:
   • Follow AMC SQL grammar to create compliant queries.
   • Ensure adherence to privacy safeguards, which restrict granular data access.
2. Use Pre-Defined Queries:
   • Start with pre-built query templates for analyzing metrics like impressions, clicks, or conversions.
   • Adapt queries as needed to align with your specific use cases.
3. Analyze Data:
   • Aggregate data outputs to derive actionable insights for improving campaign strategies.

Step 5: Use AMC–AWS Clean Rooms Integration

1. Collaborations:
   • Use AWS Clean Rooms to securely associate your first-party data with Amazon Ads signals.
   • This feature enables joint analysis without moving raw data outside your AWS environment.
2. Audience Analysis:
   • Apply privacy-enhancing techniques to understand audience behavior better.
   • Use these insights to build refined audience segments and tailor campaigns.

Step 6: Automate and Scale Workflows

1. Workflow Schedules:
   • Automate recurring workflows by scheduling them via the Schedule API.
   • Define aggregation intervals, specific start times, and the desired days for workflow execution.
2. Execute On-Demand Workflows:
   • For ad-hoc needs, use the WorkflowExecutions resource to trigger workflows immediately.
   • Include relevant parameters to customize these one-off executions.

Step 7: Retrieve and Interpret Workflow Results

1. Access Results:
   • Retrieve results from your designated S3 bucket tied to your AMC instance.
   • These outputs provide insights into campaign performance and other key metrics.
2. Monitor Upload and Query Statuses:
   • Use API endpoints to track the status of uploads and executions, ensuring your data is processed successfully.

How Does Amazon Marketing Cloud Work?

Amazon Marketing Cloud (AMC) works step by step to collect, process, and analyze data in a privacy-safe environment. Here’s how it functions:

Note: This process denotes how AMC functions once you have been granted its access by the Amazon team.  It covers the technical aspects.

Collect Event-Level Signals

AMC collects data from Amazon Ads campaigns, including ad impressions, clicks, and conversions. This data covers various formats like streaming TV, video, display, and sponsored ads. It provides granular details to help advertisers understand campaign performance.

Add First-Party Inputs

Advertisers can upload their own data, such as CRM records, sales data, or product information. This allows them to combine their internal data with Amazon Ads data to analyze the full picture of their campaigns.

Join Data in a Clean Room

The data from Amazon Ads and advertisers is combined in AMC’s clean room. This ensures privacy while allowing for detailed analysis.

Run Custom Queries

Advertisers use AMC’s SQL-based system to run queries on the combined data. These queries can answer questions like:

• Which audiences are performing the best?
• What are the most effective conversion paths?
• How many times does a customer need to see an ad before converting?

Generate Aggregated Reports

AMC processes the data and produces aggregated, anonymous reports. These reports summarize campaign insights without exposing raw data, ensuring data privacy.

Activate Audiences with Amazon DSP

Using the insights and audiences generated in AMC, advertisers can activate campaigns directly through Amazon DSP. This helps target specific groups and improve campaign results.

Amazon Marketing Cloud APIs

The Amazon Marketing Cloud (AMC) APIs allow advertisers to manage operations, integrate systems, and create scalable software solutions (such as custom dashboards, audience segmentation tools, and automated data pipelines) programmatically. 

Below are the important API categories and their functionalities:

Administration APIs

The Administration API enables advertisers to manage AMC instances, including account setup, user permissions, and configurations.

Key Features:

• Instance Management: Control and configure AMC accounts.
• User Access: Manage permissions for team members.

Example Use Case: A business can set up and manage multiple AMC instances for different brands under a single Amazon Ads account while ensuring secure access control.

Reporting APIs

The Reporting APIs enable advertisers to query data signals and generate reports on-demand or as scheduled workflows.

Key Features:

• On-Demand Execution: Execute workflows instantly for immediate results.
• Scheduled Reporting: Automate reports at specific intervals using schedules.

Example Use Case: An advertiser can define a workflow with SQL queries, assign a unique workflow ID, and generate a report for total purchases within a specific period. These workflows can then be executed either manually or automatically.

Audience Management APIs

The Audience Management APIs help advertisers build and activate custom audiences for campaigns.

Capabilities:

1. Rule-Based Audiences:
   • Create audiences using SQL queries from AMC datasets.
   • Activate these audiences in Amazon DSP or Sponsored Ads.
2. Lookalike Audiences:
   • Expand reach by generating audiences that resemble a seed audience.
   • Ideal for targeting similar customer segments.

Note: Custom audiences must meet size requirements to be activated (minimum of 2,000 user IDs for rule-based audiences and 500 for lookalike audiences).

Signal Onboarding APIs

The Signal Onboarding APIs allow advertisers to upload or stream pseudonymized first-party signals to AMC.

Features:

• Stream Data: Continuously update AMC with advertiser signals.
• Batch Uploads: Upload data in bulk using predefined datasets.

Example: An advertiser can upload CRM audience data to AMC for improved campaign targeting.

Benefits of AMC APIs

• Customization: With these, you can create custom workflows and audiences.
• Automation: These APIs allow one to schedule workflows and refresh audiences automatically.
• Integration: Synchronize AMC data with Amazon DSP for seamless audience activation.

Best Practices for Using Amazon Marketing Cloud

With all the knowledge in place, it’s important to look at some tips and best practices to learn how to make the most of AMC: 

Use Audience Insights to Personalize Campaign Messaging

What to do: Study customer behavior, see what they like, and group them based on their interests. Show ads that match their needs.

Example: UNICEF used AMC to find one-time donors. They created ads about winter clothing for refugees, which led to higher donations.

Focus on New-to-Brand Customers

What to do: Use AMC to find people who visited your store but never bought anything. Show them targeted ads to encourage them to buy.

Example: SimpliSafe used AMC to retarget first-time visitors. Their new-to-brand sales grew by 29% after running ads for these shoppers.

Measure Real Ad Impact with AMC

What to do: Use AMC to separate ad-driven sales from organic traffic and understand how ads contribute to conversions.

Example: UNICEF used AMC to track donations from ads during their Ukraine campaign. They saw that every $1 spent on ads brought in $3.66 in donations (366% Amazon advertising RoAS).

Use AMC Audiences for Retargeting

What to do: Build custom segments of audiences who interacted with your brand but didn’t purchase.
Example: SimpliSafe launched remarketing campaigns for users who added products to their cart but didn’t buy, driving incremental sales.

Connect Ad Data with Retail Sales

What to do: Use AMC to track both online and in-store sales from your ads. Adjust your ad spend based on real sales data.

Example: Poppi linked AMC with Whole Foods and Amazon sales data. This helped them spend more on ads that led to real purchases.

Evaluate Media Mix Impact

What to do: Analyze how different media combinations affect performance.
Example: Poppi’s AMC analysis revealed that combining Amazon DSP ads with Sponsored Products delivered the best conversion rates.

Test and Optimize Campaigns with AMC Features

What to do: Use AMC analytics, like Shopping Insights, to test and improve campaigns.

Example: SimpliSafe tested new ad strategies using AMC. They reduced their cost-per-unit sold by 65% during a targeted campaign.

Measure Attribution Across Multiple Touchpoints

What to do: Use AMC to track customer journeys across channels for better attribution.
Example: Tinuiti analyzed Poppi’s touchpoints and discovered which drove the highest new-to-brand conversions.

Amazon Marketing Cloud Partners

Amazon Marketing Cloud (AMC) partners are experts who help advertisers get the best results from AMC. They provide services to simplify data analysis (query development), run better ad campaigns (media execution), and connect tools to work together smoothly (system integrations). 

These partners are important for advertisers who want to use AMC without dealing with all its technical details.

Categories of AMC Partners

Within Amazon Partners, there are different categories. These include: 

Agencies

Agencies specialize in helping advertisers understand AMC data (custom analytics) and create better ad campaigns. They analyze customer behavior (audience insights), build custom reports (query development), and suggest strategies to improve results (media planning).

Examples of Agencies:

• Flywheel
• Artefact
• Wunderman Thompson Commerce

Software Vendors

Software vendors create tools that make it easier to manage ads and data (marketing operations).

They help automate marketing tasks (workflow automation), handle large amounts of information (data orchestration), and connect AMC with other platforms (native integrations).

Examples of Software Vendors:

• Xmars
• Treasure Data, Inc.
• LiveRamp

Consultancies and System Integrators

Consultancies and system integrators help advertisers get their data ready for AMC (signal strategy). They also connect AMC with other business tools (data onboarding), making everything work together smoothly (business system integration).

Examples of Consultancies and System Integrators:

• Slalom
• Deloitte Digital
• Capgemini

Difference Between AMC and DSP Reporting  

Amazon Marketing Cloud (AMC) and Amazon DSP Reporting serve different purposes. While AMC provides detailed insights across multiple ad channels, DSP reporting focuses on campaign performance within Amazon DSP. Below is a comparison of their key differences:

Feature	Amazon Marketing Cloud (AMC)	Amazon DSP Reporting
Purpose	Provides in-depth analysis across multiple advertising channels (cross-channel media performance).	Focuses on performance data from Amazon DSP campaigns (media purchase and operations).
Data Access	Requires SQL queries to extract data (query-based analysis).	Provides pre-aggregated metrics (ready-to-use data).
Report Format	Outputs reports in CSV files or sends them to an AWS S3 bucket.	Displays reports directly in the Amazon DSP console or API.
Customization	Allows advertisers to define custom metrics and reports.	Offers fixed reporting metrics with limited customization.
Use Case	Ideal for analyzing customer journeys, campaign attribution, and audience insights.	Best for monitoring ad spend, impressions, and conversions in DSP.

Note: The DSP Report APIs will be deprecated on June 30, 2025. Please migrate to Version 3 reporting before this date. For details on upgrading, refer to this Amazon migration guide.

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Conclusion

Amazon Marketing Cloud (AMC) gives advertisers a powerful way to analyze data and improve their campaigns. It helps track customer journeys, measure ad impact, and build better audience strategies. 

With AMC’s privacy-safe environment, brands can gain valuable insights while keeping data secure. 

Advertisers who use AMC effectively can make smarter, data-driven decisions.

FAQs

1. When was Amazon Marketing Cloud launched?
   

AMC was launched in 2020 as a beta offering to selected advertisers. It was officially released in 2021. 

2. How can I access Amazon Marketing Cloud?
   

Amazon Marketing Cloud is available through a web-based interface or API. Advertisers get a dedicated AMC clean room environment for secure data analysis.

To access AMC, advertisers must have a signed Amazon DSP Master Service Agreement (MSA). They also need active campaigns or planned campaigns in the last 28 days. A technical team member with SQL knowledge is recommended.

For API access, advertisers must also have an Amazon Web Services (AWS) account. They should contact their Amazon Ads representative to request access and set up their AMC instance.

3. What is Amazon Marketing Cloud used for?
   

AMC helps advertisers analyze their campaigns, track customer journeys, and measure ad performance across channels. It allows them to create audience segments and optimize marketing strategies based on data.

4. Is Amazon Marketing Cloud a clean room?
   

Yes, AMC is a clean room. It provides a private space where advertisers can combine their data with Amazon Ads data while keeping user information anonymous and protected.

5. How does Amazon Marketing Cloud work?
   

AMC collects data from Amazon Ads campaigns, such as clicks, impressions, and conversions. Advertisers can upload their own data and analyze it using SQL queries. The results help them understand customer behavior and improve their ads.

6. How does AMC protect user privacy?
   

AMC uses pseudonymized data, which replaces personal details with unique identifiers. Advertisers can only access summarized results, so individual user identities stay private. Amazon also follows strict privacy policies to ensure data security.

7. What types of data can advertisers analyze in AMC?
   

Advertisers can analyze campaign performance, audience engagement, and conversion paths. They can also upload their own first-party data to compare it with Amazon Ads data.

8. How can advertisers set up an AMC instance?
   

Advertisers must contact their Amazon Ads account representative to request an AMC instance. They need an Amazon DSP Master Service Agreement, active campaigns in the last 28 days, and a team member who understands SQL.

9. How does AMC differ from Amazon Attribution?
   

AMC analyzes Amazon Ads data to track campaign performance across Amazon’s advertising channels. Amazon Attribution focuses on measuring how non-Amazon media, like social media or search ads, drive traffic to Amazon.

10. What are the benefits of using AMC for advertisers?
    

AMC helps advertisers track campaign performance, create audience segments, and understand customer journeys. It provides insights to optimize ad spend and measure ad impact while keeping data secure. Advertisers can use it to improve targeting and adjust strategies based on real data.

11. Are there any costs associated with using AMC?
    

Amazon Marketing Cloud is free for eligible advertisers. However, some advanced features, like third-party data integrations, may involve additional costs. Advertisers should check with their Amazon Ads representative for pricing details.