Amazon Expands Access to Its Clean Room Tool
Amazon Marketing Cloud (AMC), the ecommerce giant’s proprietary clean room solution, is now available to all sellers who purchase Sponsored Product ads through Amazon Ads. This marks a significant expansion for the platform, which was previously limited to select advertisers through a registration process or via partnerships with third-party technology providers.
Launched in 2019, AMC enables advertisers to analyze Amazon’s vast troves of shopper data, including browsing behavior, purchase signals, and even streaming habits. With this recent update, small and midsize businesses can now access the same advanced measurement and analytics capabilities once reserved for large enterprise clients.
Empowering Advertisers With Better Insights
Previously, access to AMC required sellers to register directly with Amazon Ads or collaborate with external vendors like Intentwise or Pacvue. These barriers have now been removed, allowing a broader range of advertisers to tap into granular performance data and audience behavior insights using the platform’s self-service ad console.
“This democratization of data analytics is a game changer for small brands,” said a digital marketing analyst. “It gives them the ability to make data-driven decisions with the same level of precision as larger competitors.”
What Advertisers Can Do With AMC
Through AMC, advertisers can query and analyze a wide range of data to better understand how their campaigns perform and who their audiences are. This includes integrating their own customer data with Amazon’s internal signals to gain a holistic view of campaign effectiveness.
One of the most powerful features of AMC is its ability to track how specific ad placements contribute to conversions. For instance, advertisers can determine whether a livestreamed product demo or a sponsored product listing has a higher return on investment.
Earlier this year, Amazon also extended AMC’s lookback window, allowing advertisers to analyze up to five years of historical purchase data. This means brands can now better understand long-term trends and seasonal purchasing behaviors, enabling more strategic campaign planning.
AI Enhancements Make Targeting Easier
In addition to expanded access, Amazon is also integrating generative AI into AMC. This new feature allows advertisers to build and target custom audiences more intuitively, using natural language prompts instead of complex query language. The AI can help generate audience segments based on campaign goals, product categories, or performance metrics.
“The AI capabilities lower the technical barrier for marketers,” said an Amazon Ads product manager. “Now, even teams without a deep data science background can create meaningful audience segments and optimize their campaigns accordingly.”
Ad Revenue Reflects Increased Advertiser Interest
Amazon’s advertising business continues to grow at a rapid pace. In the second quarter alone, the company generated $15.7 billion in ad revenue. This growth is largely fueled by the increasing number of sellers leveraging Amazon Ads to reach consumers directly on the platform.
With AMC now available to all Sponsored Product advertisers, Amazon is likely to see even greater engagement from small and midsize brands. By providing more access to data and improved measurement tools, the platform is positioning itself as a more attractive option for advertisers of all sizes.
The Future of Advertising on Amazon
Amazon’s move to open AMC to a broader audience aligns with a larger trend in the advertising industry: the push toward more transparent, data-driven marketing. Clean room technologies like AMC offer a privacy-safe environment where brands can analyze performance while adhering to data protection standards.
As third-party cookies continue to be phased out across the web, advertisers are increasingly looking to platforms like Amazon that offer first-party data and robust analytics capabilities. With AMC, Amazon is not only enhancing its ad platform but also positioning itself as a leader in the next generation of digital advertising.
This article is inspired by content from Original Source. It has been rephrased for originality. Images are credited to the original source.