Amazon Marketing Cloud, AMC, is Amazon Ads' clean-room service: a secure, privacy-safe database on AWS where an advertiser can run SQL queries over event-level records of its own Amazon ad impressions, clicks and conversions. Results come back aggregated, never as individual shoppers. It is built for brands running Amazon DSP or Sponsored ads at scale, not for a seller with three campaigns.
An AMC instance is a private database that Amazon fills with pseudonymised, event-level records of the advertiser's campaigns: which ad was served, when, whether it was clicked, and what conversions followed. The advertiser writes SQL against those tables, or picks from Amazon's instructional queries, and receives aggregated rows. Minimum aggregation thresholds stop a query returning anything that could identify a person. Advertisers can also upload their own hashed first-party data for matching.
The point is questions the campaign manager cannot answer. Campaign manager reports each ad type on its own. AMC can show the path to purchase across DSP, Sponsored Products and Sponsored Brands: how many shoppers saw a display ad, later clicked a Sponsored Products ad and bought, and how that compares with shoppers who saw only one. It can also build audiences from those paths for use in DSP.
Worked example: a brand spends ₹5,00,000 a month across DSP and Sponsored ads. Campaign manager credits each channel separately and the totals overlap. An AMC overlap query shows that shoppers exposed to both converted at 3.2% against 1.1% for Sponsored ads alone, which supports keeping the DSP line. That comparison is the kind of number AMC exists to produce.
AMC is available to advertisers with an Amazon Ads account that runs Amazon DSP, either self-service or managed, and to eligible Sponsored ads advertisers; setup goes through an Amazon Ads representative or an agency or tool that provisions instances. Amazon has not charged a fee for standard AMC access; paid features, such as some third-party data sets, are billed separately, and the AWS account that hosts the instance carries its own costs.
For an Indian seller running Sponsored Products only, AMC is rarely the next step. The Search Query Performance report and the search term report answer most of the same questions at the keyword level, and Amazon Marketing Stream gives the hourly view.
| Source | Granularity | Who it suits |
|---|---|---|
| Campaign manager reports | Daily, per campaign and keyword | Every seller |
| Amazon Marketing Stream | Hourly, pushed to AWS | Tools that schedule bids |
| Search Query Performance | Weekly, per search query, brand level | Brand Registry sellers |
| Amazon Marketing Cloud | Event level, queried with SQL | DSP advertisers, larger brands |
The programmatic buying tool most AMC users run alongside Sponsored ads.
Learn more →The hourly data feed, and how it differs from a clean room.
Learn more →The free report that covers keyword-level questions.
Learn more →Amazon and Flipkart spend, sales and ACoS in one dashboard with Excel export.
Learn more →AMC is Amazon Marketing Cloud, Amazon Ads' clean-room analytics service. Advertisers run SQL queries over event-level records of their own ad impressions, clicks and conversions and receive aggregated results.
Yes. Data is pseudonymised, queries must meet aggregation thresholds, and no row about an individual shopper ever leaves the instance.
Amazon has not charged for standard AMC access; some paid features and third-party data sets cost extra, and the AWS account hosting the instance has its own charges. Access goes through an Amazon Ads account with DSP or eligible Sponsored ads activity.
Usually not. Campaign manager, the search term report and Search Query Performance answer keyword-level questions. AMC pays off when you also run DSP and need cross-channel path-to-purchase analysis.
No. BlooprintAI works from the Amazon Ads API campaign and search-term data for Sponsored ads, with filtered bulk bid, budget and placement changes and one dashboard across marketplaces.
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