Amazon Marketing Cloud (AMC) Review & Pricing (2026)

Amazon Marketing Cloud (AMC)

PPC

Amazon Marketing Cloud, usually shortened to AMC, is the Amazon Ads clean room where advertisers run custom analytics and build audiences across pseudonymized Amazon Ads signals combined with their own uploaded signals. It is built on AWS Clean Rooms, accepts only pseudonymized inputs, and returns only aggregated and anonymous outputs. Amazon states that AMC is available at no cost to eligible advertisers through both the web interface and the API, with access tied to an active Amazon Ads account.

AMC sits in the measurement and audience layer of an advertising program rather than the execution layer, so campaigns are still run in the ads console or Amazon DSP. Audiences built in AMC are sent back to the corresponding accounts and selected like any other audience. Advanced analysis relies on SQL, though Amazon provides an Instructional Query Library, no-code templates, and an AI assistant. Optional Paid Features add datasets that carry their own subscription costs and vary by country.

Capabilities
Privacy-Safe Clean Room
Built on AWS Clean Rooms, accepting only pseudonymized inputs and returning only aggregated, anonymous outputs.
Custom SQL Queries
Advertisers query event-level and user-level Amazon Ads signals including ad-attributed impressions, clicks, and conversions.
Instructional Query Library
A repository of ready-to-run SQL queries with business context, usage instructions, and result interpretation guidance.
Custom Audience Creation
Audiences built from engagement and conversion events can be activated across sponsored ads, video, and display campaigns.
Advertiser Signal Upload
First-party pseudonymized signals can be uploaded through AMC APIs or Ads Data Manager and joined with Amazon campaign signals.
AMC Paid Features
An optional catalog including the Amazon Retail Purchases dataset and third-party datasets from providers such as Experian and NCS.
Ads Agent
An AI assistant built on Amazon Bedrock that generates analytics and audience SQL from natural language prompts.
Custom Models for Audiences
Advertisers can train proprietary models on first-party data combined with Amazon signals for uses such as lifetime value prediction.
Extended Lookback Window
The ad traffic lookback window was expanded from 13 months to 25 months in supported locales.
APIs and Sandbox
Documented reporting, audience management, and signal onboarding APIs, plus a sandbox environment for development.
Strengths
Amazon states that AMC is available at no cost to eligible advertisers through both the web interface and the API.
Advertisers running sponsored ads campaigns can open AMC directly from the ads console without partner or account executive involvement.
The ad traffic lookback window was expanded from 13 months to 25 months, which supports year-over-year and seasonality analysis.
Audiences created in AMC are sent to the corresponding Amazon DSP and sponsored ads accounts and selected like any other audience.
Amazon publishes reporting, audience management, and signal onboarding APIs plus a sandbox, so the platform can be integrated into external systems.
Amazon maintains a directory of agencies and vendors certified for clean room analytics for teams that need outside help.
Considerations
AMC is an analytics and audience-building environment rather than a campaign management tool, so campaigns are still executed in the ads console or Amazon DSP.
Access is tied to an eligible Amazon Ads account, so advertisers not currently running campaigns should verify eligibility before building plans around it.
Advanced analysis relies on SQL, and teams without those skills may be limited to templates or AI-generated queries that should be reviewed before use.
Outputs are aggregated and subject to minimum aggregation thresholds, so queries covering small groups may return suppressed rows.
Data retention differs by dataset, so teams should confirm which lookback windows apply in their marketplace.
Some datasets carry a monthly subscription cost and availability varies by country, so teams should verify cost and coverage in the console before committing.
Pricing
Free to eligible advertisers; paid datasets optional
Core AMC free with an eligible Amazon Ads account; Paid Features priced separately
Visit website
CategoryPPC
TypeSoftware
Pricing modelFree
MarketplacesAmazon Ads marketplaces across North America, South America, Europe, the Middle East, and Asia Pacific
Best forDSP and sponsored ads advertisers needing custom measurement

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