Amazon Quietly Releases Massive Analytics Tool – Amazon Marketing Cloud
Amazon just made a quiet move that could change how sellers approach data and advertising. Once reserved for big brands and agency partners, Amazon Marketing Cloud (AMC) is now accessible directly from the advertising console—no Rep, no special approval, and no fees. If you're not already paying attention, now's the time.
This isn’t just another report in Seller Central. AMC is Amazon's advanced data engine, offering panoramic visibility into how customers engage with your brand across the entire funnel. And it's now sitting right there in your Measurement & Reporting tab.
What Exactly Is AMC?
At first glance, AMC might look like a tool for developers. It runs on SQL queries, not spreadsheets, and doesn’t immediately hand over charts or ad performance summaries. But here’s the thing: it's not just an ad report—it’s a full-blown behavioral analytics platform.
With AMC, you can track user behavior far beyond the last click. It captures events like:
- Viewing or clicking an ad
- Adding a product to cart but not purchasing
- Delayed purchases after initial exposure
- Cross-product conversions (e.g., viewing one item and buying another)
- Attribution of external traffic that loops back to Amazon
New Seller-Friendly Features But Still Challenging to Use
Historically, access to AMC came with barriers: you needed to run Amazon DSP, get a rep's approval, and understand SQL. But in 2025, Amazon lowered those gates with several major updates:
- Direct access: No application needed. If it’s available in your account, it’s ready to go.
- AI-assisted SQL: A “Create with AI” button now helps generate queries for you.
- Official templates: Dozens of prebuilt templates let you run funnel analysis, time-to-conversion reports, and repeat purchase tracking without coding.
- Free trials: Some modules, like Brand Store Insights, are free for 60 days.
However, even with these new features the tool itself remains incredibly complex to use and will detour many.
How to Access Amazon Marketing Cloud
You can access AMC by going to your Advertising console and then going to Measuring & Reporting ->Amazon Marketing Cloud
You may not have immediate access as access is rolling out progressively. In the meantime, you can:
- Check regularly under “Measurement & Reporting” for the AMC tab
- Apply through an official Amazon support channel
- Work with an agency partner that already has AMC access
Conclusion
Amazon AMC could be a significant game-changer for how you evaluate ad-performance. For better or worse, in its current form it has significant hurdles for smaller sellers to leverage its power.
We've talked about the importance of owning your data before over on our Amazon Brand Analytics deep dive, but AMC has the possibility it to the next level…if you can figure out how to use it.
