What is Amazon Marketing Cloud?

Would you like to measure the impact of your advertising campaigns across the customer journey from brand awareness through to purchase?

Do you want to understand how your advertising campaigns perform when audiences are exposed to your ad across multiple channels?

Cross-media measurement is a known challenge for marketers. We’ve introduced Amazon Marketing Cloud to help advertisers like you address this challenge.

Amazon Marketing Cloud (AMC) is a secure, privacy-safe, and cloud-based clean room solution, in which advertisers can easily perform analytics across pseudonymized signals, including Amazon Ads events as well as their own event tables.

AMC helps marketers enrich their advertising measurement by supplying customizable analytics on event-level inputs – going beyond what traditional reports provide.

AMC is currently available for eligible advertisers and their partners. Eligible advertisers & partners are active on Amazon DSP and have analytics resources who can write SQL.

What can AMC help me do?

1. Maximize your media investment by using insights to better understand your customers and inform campaign planning.

2. Build more custom, flexible analytics to understand your varying needs across campaign measurement, audience refinement, consumer insights, supply optimization, and customer journey measurement.

3. Make optimization decisions that help improve your campaign results.

AMC common terms

Let’s review some common terms related to analytics and cloud services to help you better understand why AMC is the solution for you.

clean room

A clean room is a secure and privacy-safe environment where pseudonymous inputs from multiple sources can be linked and queried to produce aggregated, anonymous outputs. It is used to help marketers better understand their marketing performance, derive insights, and make effective media and business decisions.

Advertisers can upload pseudonymous inputs into Amazon Marketing Cloud (AMC) clean room, and join them with pseudonymized Amazon Ads event-level signals such as impressions, clicks, and conversions. Event tables are unique to the advertiser, information never leaves your dedicated AMC instance. AMC only generates aggregated, anonymous reporting outputs.

AMC instance

An AMC instance includes one or more Amazon DSP CFIDs and could also include Sponsored Products entity IDs for one advertiser company. When users query event tables, they only query from one instance and cannot query across instances in the same query.

AMC UI account

An AMC UI account includes one or more instances. Most advertisers using AMC directly will have an account with one instance. Agencies will likely have many instances in an account and might have multiple accounts. Mapping of instances to accounts is flexible.

AMC UI Accounts enable data analysts to query AMC within the UI, without needing to use AMC’s API.


Pseudonymization is a technique that replaces or removes information in an event table that identifies an individual.

Benefits of event-level tables

Event-level signals allows for richer insights by helping you build and configure your aggregated insights.

Amazon cannot access the advertiser’s information in an advertiser’s Amazon Marketing Cloud instance. Advertisers cannot access the campaign events that Amazon uploads to their Amazon Marketing Cloud instance.

With the right event tables in a privacy-safe place, you can answer many business questions, such as:

  • What customer segment, or combination of audiences, is responding to my ads the most?
  • What is the total reach and optimal frequency to conversion across a custom grouping of campaigns?
  • Which combination of ads are leading to the best cost per action?
  • Which exposure paths are most likely to lead to a conversion?
  • How do my awareness tactics impact my direct response ones?
  • How effective are my prospecting tactics at bringing new audiences to my digital aisle?