Amazon Marketing Cloud Now Available to All US Sponsored Ads Advertisers
As of the latest update, every U.S. Sponsored Ads advertiser can now open Amazon Marketing Cloud directly from the Ads console—no agency proof or spend threshold required. The suite includes ready‑made no‑code templates, low‑code SQL queries, and an Audience Builder that works across Sponsored Products, Brands, Display and Streaming TV.
Overview
Amazon has expanded its Amazon Marketing Cloud (AMC) analytics suite to every U.S. advertiser that runs Sponsored Ads. The platform, once limited to large brands and agency partners, is now embedded directly in the Ads console, giving independent sellers the same cross‑campaign measurement and audience‑building tools that were previously exclusive. This change lets smaller sellers move beyond basic metrics and make data‑driven decisions across all Sponsored ad formats.
Key Points
- Universal eligibility — All U.S. Sponsored Ads advertisers can now open AMC from the console without proving agency affiliation or meeting a spend threshold.
- Ready‑made visualizations — A set of no‑code templates provides instant dashboards for performance, audience insights, and conversion paths, eliminating the need for SQL expertise.
- Low‑code and custom queries — Advertisers with technical resources can select from a library of pre‑written queries or compose their own SQL statements for deeper analysis.
- All‑format reporting — AMC aggregates data from Sponsored Products, Sponsored Brands, Sponsored Display, and Streaming TV, delivering a single view of the entire ad mix.
- Audience creation inside a clean room — Sellers can generate remarketing segments and blend first‑party data with Amazon’s aggregated signals while keeping individual customer identities protected.
- Instant activation — No separate onboarding process is required; users can start exploring AMC insights within minutes of opening the console.
How Amazon Marketing Cloud Works
- Access the console — After logging into the Amazon Ads dashboard, the seller clicks the “Marketing Cloud” tab. For example, a seller of kitchen gadgets sees the AMC homepage appear alongside their existing campaign list.
- Choose a template — The homepage displays a gallery of pre‑built visualizations such as “New‑to‑Brand Customers by Campaign” or “Spend Efficiency by Placement.” Selecting the “New‑to‑Brand” template instantly generates a chart that breaks down how many first‑time buyers each Sponsored Brands video produced.
Analysis & Recommendations
Why This Matters
Unified cross‑campaign reporting lets sellers see how Sponsored Brands videos drive later Sponsored Products sales, enabling data‑driven budget shifts. The Audience Builder can generate remarketing segments that similar sellers report lift conversion rates by about 15%. Immediate activation means insights are available within minutes, speeding up optimization cycles.
Key Takeaways
- Universal eligibility: all U.S. Sponsored Ads advertisers can access AMC without agency affiliation or spend threshold.
- Ready‑made visualizations: no‑code templates like “New‑to‑Brand Customers by Campaign” generate instant dashboards.
- All‑format reporting: AMC aggregates data from Sponsored Products, Sponsored Brands, Sponsored Display, and Streaming TV.
- Audience Builder can create remarketing segments that have been shown to lift conversion rates by roughly 15% for comparable sellers.
Recommended Actions
- →Log into the Amazon Ads console and click the “Marketing Cloud” tab to launch AMC.
- →Select a no‑code template (e.g., “Top Performing Campaigns”) to identify high‑performing ads and reallocate budget accordingly.
- →Use the Audience Builder to define a segment of shoppers who added items to cart but didn’t purchase, then apply the generated audience ID to a Spo...
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