Overview

Amazon Marketing Cloud (AMC) has nearly doubled the amount of historical advertising data available to advertisers, extending its ad traffic lookback window from 13 months to 25 months. The expansion, announced during Unboxed 2025, gives brands and sellers the ability to analyze more than two full calendar years of advertising performance data.

Key Points

• Lookback window nearly doubled — Advertisers can now access 25 months of ad traffic signals within AMC's SQL query environment, up from previous 13-month cap
• True year-over-year comparisons — Extended window supports complete annual performance comparisons without data gaps, enabling accurate measurement of growth trends
• Multi-cycle seasonal analysis — With more than two years of data, brands can identify and analyze seasonal purchasing behaviors across multiple cycles for improved forecasting
• Seamless integration — Existing API endpoints and queries work without modification; no additional setup, permissions, or configuration changes required for current AMC users
• Stronger strategic planning — Deeper historical dataset provides more reliable foundation for long-term advertising budget allocation and strategy development

Why 25 Months Matters

• Annual comparison gap eliminated — Previous 13-month window created gaps making true year-over-year analysis unreliable; could not compare full Q4 holiday season against prior year's Q4 without data cutoff issues
• Complete year coverage — 25 months provides more than two complete calendar years of coverage plus buffer month for additional context
• Longer purchase cycles — Particularly valuable for categories with extended consideration phases (high-ticket items, complex purchasing decisions) to understand full customer journey from first impression to conversion
• Seasonal variation analysis — Critical for brands operating in categories with significant seasonal patterns to compare complete year-over-year cycles