Amazon makes Marketing Cloud directly accessible to sponsored ads advertisers

Amazon announced on September 16, 2025, the launch of direct, self-service access to Amazon Marketing Cloud (AMC) for sponsored ads advertisers within their Amazon Ads console. This capability removes the traditional requirement for partner or representative intervention, providing immediate access to AMC's sophisticated analytics suite upon login.

The enhancement introduces no-code templates and AI-powered assistance through the advertising console interface. Advertisers can now analyze campaign performance and create high-intent audiences within seconds rather than waiting days or weeks for access approval. This represents a fundamental shift in how sponsored ads advertisers interact with Amazon's advanced measurement platform.

According to Amazon's announcement, "AMC now provides instant, self-service access for sponsored ads advertisers directly within their Amazon Ads account." The capability enables advertisers to leverage AMC's analytics suite immediately upon logging in, addressing the previous time-to-access barriers that required partner coordination.

The direct access feature operates within the existing Amazon Ads Console framework. Users navigate to the left-hand navigation bar under "Measurement & Reporting" to access AMC functionality. The enhanced interface features pre-built templates that eliminate the need for SQL coding knowledge, democratizing access to previously complex analytics capabilities.

Amazon Marketing Cloud functions as a secure, privacy-safe, cloud-based clean room solution where advertisers can perform analytics and build audiences across pseudonymized signals. The platform unifies rich signals across Amazon properties, advertiser inputs, and onboarded third-party providers, enabling flexible querying in a privacy-safe environment.

The technical implementation focuses on reducing complexity through automated processes. No-code templates provide structured approaches to common analysis scenarios, while AI assistance guides users through query development and audience creation. These tools transform what traditionally required specialized SQL knowledge into accessible, point-and-click workflows.

Regional availability spans multiple continents with varying rollout schedules. North America includes the United States, Canada, and Mexico. South American coverage encompasses Brazil. European markets include the United Kingdom, Germany, Spain, Italy, France, Belgium, Switzerland, Poland, Austria, Netherlands, Sweden, Finland, Norway, Ireland, Denmark, Luxembourg, and Turkey.

Middle Eastern availability covers Israel, Egypt, Morocco, United Arab Emirates, Saudi Arabia, Bahrain, and Kuwait. Asia Pacific regions include Australia, New Zealand, Japan, China, India, and Singapore. This global deployment demonstrates Amazon's commitment to standardizing access across its major advertising markets.

The timing aligns with Amazon's broader strategy to democratize advanced advertising tools. According to PPC Land's analysis of Amazon's advertising technology developments, the company has consistently worked to reduce technical barriers while maintaining sophisticated capabilities. The January 2025 introduction of an SQL generator for AMC represented an earlier step in this accessibility strategy.

For the marketing community, this development addresses longstanding workflow inefficiencies. Previously, sponsored ads advertisers required partner relationships or account representative coordination to access AMC capabilities. This created delays in campaign optimization and limited the speed of data-driven decision making.

The enhanced interface provides multiple analytical capabilities within the self-service framework. Custom audience creation enables advertisers to build bespoke audience lists using engagement records, conversion events, and segment information. These audiences can be directly activated via Amazon DSP for immediate campaign implementation.

Holistic measurement capabilities allow advertisers to obtain comprehensive understanding of customer journeys across Amazon Ads media and channels. The platform quantifies advertising impact at online and offline Amazon stores, advertiser-owned sites, and external channels through unified measurement frameworks.

Signal collaboration represents another core functionality, connecting signals from Amazon Ads, third-party providers, and advertisers for richer insights and actions. Users can onboard signals through APIs, Event Manager, or integrated signal management tools, creating comprehensive data foundations for analysis.

The privacy-safe environment maintains strict data protection protocols. AMC accepts only pseudonymized information, with all data handled according to Amazon's privacy policies. Advertiser signals cannot be exported or accessed by Amazon, ensuring data sovereignty while enabling aggregated, anonymous outputs.

Industry implications extend beyond immediate user convenience. The democratization of advanced analytics tools potentially levels competitive advantages between large agencies with technical resources and smaller advertisers with limited SQL expertise. This shift may accelerate adoption of sophisticated measurement practices across the sponsored ads ecosystem.

The development builds upon Amazon's existing AMC infrastructure, which has evolved significantly since its beta launch. Amazon's expansion of AMC capabilities has included Sponsored TV signals integration in March 2024, enabling granular insights into streaming TV campaign performance.

Recent enhancements have focused on user experience improvements. The introduction of High-Value Audiences solutions in May 2024 provided code-free audience creation capabilities. Optimal Frequency solutions launched in October 2024, offering automated recommendations for campaign frequency management.

The technical architecture supports immediate implementation without requiring additional setup procedures. Sponsored ads advertisers with existing Amazon Ads accounts can access AMC functionality immediately upon announcement deployment. This seamless integration reflects Amazon's focus on reducing implementation friction while maintaining platform security.

Data processing capabilities remain consistent with AMC's established framework. The platform processes event-level signals across multiple touchpoints, enabling comprehensive attribution modeling and audience insights. Cross-channel measurement strategies benefit from unified data analysis capabilities that span Amazon's advertising ecosystem.

Competitive positioning becomes increasingly important as advertising platforms compete for advertiser investment. Direct AMC access potentially reduces friction compared to platforms requiring extensive technical onboarding or partner relationships. This accessibility advantage may influence advertiser platform selection decisions, particularly for organizations with limited technical resources.

The enhancement addresses specific workflow challenges identified within the sponsored ads community. Campaign optimization cycles previously limited by data access delays can now operate with near real-time insights. Audience testing and refinement processes benefit from immediate feedback loops enabled by direct platform access.

Performance measurement capabilities expand through enhanced integration between sponsored ads campaigns and AMC analytics. Advertisers can now analyze campaign effectiveness immediately after launch, adjusting strategies based on real-time performance data rather than waiting for scheduled reporting cycles.

User adoption patterns will likely vary based on organization size and technical capability. Smaller advertisers may benefit most from simplified access to previously complex tools, while larger organizations may appreciate reduced dependency on external partners for data analysis capabilities.

The announcement represents a continuation of Amazon's strategy to integrate advanced capabilities across its advertising ecosystem. Direct AMC access complements existing tools within the Amazon Ads Console, creating unified workflows for campaign management, optimization, and measurement.

Training and support resources accompany the direct access implementation. Amazon provides instructional materials and templates within the AMC interface, reducing the learning curve for new users. AI assistance features guide users through common analysis scenarios, providing contextual help for query development.

Market response indicators suggest positive reception within the advertising community. Industry professionals highlight the potential for improved campaign efficiency through reduced data access delays. The elimination of partner dependency requirements addresses common friction points in advertiser workflows.

Future developments may expand direct access capabilities beyond sponsored ads to include additional Amazon advertising products. The successful implementation of self-service AMC access could inform similar accessibility enhancements across Amazon's broader advertising technology portfolio.

The global rollout schedule indicates Amazon's commitment to standardizing advertiser experience across international markets. Regional deployment coordination ensures consistent capability availability despite varying local market conditions and regulatory requirements.

Integration capabilities with existing Amazon advertising tools remain comprehensive. AMC data and insights connect seamlessly with Amazon DSP for audience activation, creating end-to-end workflows from analysis to campaign implementation. This integration reduces the need for external data management tools or complex export procedures.

Timeline

• January 5, 2021: Amazon launches Amazon Marketing Cloud beta for eligible agencies, advertisers, and tool providers
• March 7, 2024: Amazon expands AMC capabilities with Sponsored TV signals integration
• May 12, 2024: Amazon Marketing Cloud offers deeper insights with offline sales data through NCS CPG Insights Stream
• May 20, 2024: Amazon Marketing Cloud unveils High Value Audiences solution for customer segmentation
• September 29, 2024: Amazon unveils Optimal Frequency solution for ad campaign optimization
• October 15, 2024: Amazon Marketing Cloud launches Optimal Frequency with data-driven insights and automated recommendations
• January 15, 2025: Amazon introduces SQL generator for Marketing Cloud to streamline data analysis through natural language processing
• June 16, 2025: Amazon announces Live signals integration in Marketing Cloud for enhanced measurement
• September 16, 2025: Amazon announces direct, self-service access to AMC for sponsored ads advertisers

Summary

Who: Amazon announced the direct AMC access capability affecting sponsored ads advertisers globally. The enhancement targets advertisers using Amazon's sponsored advertising products who previously required partner or representative coordination to access advanced analytics.

What: Amazon Marketing Cloud now provides instant, self-service access directly within the Amazon Ads Console. The capability includes no-code templates, AI-powered assistance, and immediate access to sophisticated analytics suite for campaign performance analysis and high-intent audience creation.

When: Amazon announced the direct access capability on September 16, 2025. The feature became immediately available to sponsored ads advertisers upon announcement, eliminating traditional waiting periods for platform access.

Where: The feature operates within the Amazon Ads Console under "Measurement & Reporting" in the left-hand navigation. Regional availability includes North America, South America (Brazil), most of Europe, Middle East regions, and Asia Pacific markets including Australia, Japan, China, India, and Singapore.

Why: The enhancement dramatically reduces time-to-access from days or weeks to seconds, enabling faster identification of optimization opportunities and implementation of data-driven campaign improvements. This addresses workflow inefficiencies and eliminates traditional onboarding barriers while maintaining AMC's sophisticated analytical capabilities.