Amazon Enhances Historical Data Access in AMC
Amazon Ads has announced a significant update to its Amazon Marketing Cloud (AMC) platform, extending the ad traffic lookback window from 13 months to 25 months. The upgrade, revealed at the unBoxed 2025 conference on November 11, aims to give advertisers a more comprehensive view of their campaign performance over time.
The new 25-month window allows advertisers to access more than two full calendar years of advertising data, a crucial development for year-over-year analysis and long-term strategic planning. This enhancement is already available in the United States and Canada, with a phased rollout planned for Q1 2026 across key markets including the United Kingdom, Germany, Italy, France, Austria, Turkey, and Japan.
Strategic Advantage for Advertisers
Marketing campaigns often follow annual cycles, with seasonal promotions, product launches, and retail events occurring at regular intervals. A 13-month lookback window limited advertisers’ ability to compare current results with previous years, especially when accounting for variations in seasonal timing or industry patterns.
With 25 months of data, advertisers can now analyze performance across two holiday seasons, assess multi-year promotional strategies, and identify long-term trends. This extended view enhances the ability to measure campaign effectiveness, optimize budget allocation, and evaluate creative performance across different timeframes.
Seamless Integration and Access
The technical implementation of the expanded lookback window does not require any changes to existing AMC endpoints. Advertisers using the AMC SQL Editor can access the new historical data without modifying their queries. The extended data is automatically incorporated into ad traffic signals, ensuring a smooth transition for users.
This seamless upgrade contrasts with updates from other platforms that often necessitate technical adjustments. For example, Meta will impose stricter data retention limits starting January 2026, restricting certain insights to a 13-month window. In contrast, Amazon’s 25-month lookback provides a broader data landscape for advertisers.
Privacy-Safe Clean Room Environment
Amazon Marketing Cloud operates as a secure, privacy-safe clean room, processing pseudonymized signals for analytics and audience building. The extended lookback window maintains the same privacy standards as the previous setup, ensuring secure access to historical data without compromising user confidentiality.
This privacy-first architecture is especially important as advertisers increasingly rely on first-party data and closed-loop measurement solutions. AMC’s infrastructure, built on AWS, enables high-volume data processing and supports complex queries across extensive timeframes.
Use Cases Across Industries
The 25-month lookback window supports a wide range of business needs. For consumer packaged goods, the extended data allows for analysis of seasonal consumption patterns. Durable goods advertisers benefit from tracking long purchase consideration cycles. Agencies and self-service advertisers can leverage the historical data to refine audience segmentation and measure campaign longevity.
Attribution modeling also sees a boost. Longer lookback windows provide a better understanding of customer journeys while balancing recency bias. Advertisers can now evaluate both short-term touchpoints and long-term engagement, leading to more accurate performance assessments.
Integration with AI and Automation Tools
The lookback window expansion coincides with the launch of Ads Agent, Amazon’s AI-powered campaign management tool. Ads Agent interprets natural language business questions and translates them into SQL queries, streamlining data analysis within AMC. This integration allows marketers to access deep insights without specialized database knowledge.
Earlier in 2025, Amazon also introduced an SQL generator tool to further simplify query development. Combined with the extended data access, these tools empower advertisers to conduct advanced analysis quickly and efficiently.
Global Rollout and Eligibility
The expanded lookback window became available on November 11, 2025, for advertisers in the U.S. and Canada. In Q1 2026, the feature will extend to key European markets and Japan. Eligibility criteria remain unchanged, meaning any advertiser with AMC access—whether managed, self-service, or agency-operated—can use the extended window.
This global rollout ensures that advertisers across major regions can benefit from the enhanced data capabilities, supporting consistent measurement strategies worldwide.
Implications for Retail Media Growth
The retail media sector is projected to exceed $300 billion by 2030, making up approximately 20% of global advertising revenue. Amazon’s move to expand AMC’s capabilities aligns with this growth, providing the tools necessary for data-driven decision-making at scale.
Advanced measurement capabilities, like the 25-month lookback window, are critical for platforms vying for dominance in the retail media space. They allow advertisers to make informed decisions based on long-term performance rather than isolated campaign snapshots.
Conclusion
Amazon’s extension of the AMC lookback window to 25 months marks a significant milestone in advertising analytics. It provides advertisers with a deeper understanding of seasonal trends, campaign effectiveness, and strategic growth opportunities. With seamless integration, AI-powered tools, and a commitment to privacy, Amazon Marketing Cloud continues to evolve as a leading solution for data-driven marketing.
This article is inspired by content from Original Source. It has been rephrased for originality. Images are credited to the original source.