Amazon Empowers Advertisers with Direct AMC Access
On September 16, 2025, Amazon ushered in a transformative change by launching direct, self-service access to its Amazon Marketing Cloud (AMC) for sponsored ads advertisers. This update eliminates the need for intermediaries or account representatives, enabling marketers to tap into AMC’s powerful analytics tools directly through the Amazon Ads Console.
Previously, advertisers had to navigate through processes involving partners or Amazon representatives to gain access to AMC. Now, with just a login, users can access the platform’s advanced analytics capabilities instantly, marking a significant shift in how advertisers manage and measure their campaigns.
Enhanced Interface with No-Code and AI Tools
The new self-service capability is accessible through the Amazon Ads Console under the “Measurement & Reporting” section. The platform’s interface has been enhanced with no-code templates and AI-powered assistance, democratizing access to data analytics for advertisers without SQL expertise.
These templates provide a structured approach to common analytical tasks, while AI tools assist users in query creation and audience segmentation. This allows advertisers to perform meaningful analyses and build high-intent audience groups within seconds, a task that previously took days or weeks.
Global Rollout Across Major Markets
Amazon has launched this capability across a wide range of markets. In North America, it includes the United States, Canada, and Mexico. South America sees availability in Brazil. European access spans countries such as the UK, Germany, France, Spain, Italy, and many others. The Middle East includes nations like the UAE, Saudi Arabia, and Israel, while the Asia-Pacific region covers Australia, Japan, China, India, and Singapore.
This global rollout underlines Amazon’s commitment to standardizing advertising tools across regions, ensuring consistent access to advanced measurement capabilities for advertisers worldwide.
Privacy-Safe and Secure Analytics Environment
AMC operates as a privacy-safe, cloud-based clean room, where advertisers can analyze pseudonymized signals from Amazon properties, third-party data providers, and their own inputs. Importantly, Amazon enforces strict privacy protocols—advertiser signals remain private and cannot be accessed or exported by Amazon.
This secure environment supports comprehensive audience insights and campaign performance measurement without compromising data integrity or privacy compliance.
New Capabilities Enhance Campaign Performance
With direct access, advertisers can engage in a range of sophisticated tasks:
- Custom Audience Creation – Build tailored audience segments based on engagement, conversion, and behavioral data.
- Holistic Measurement – Track the customer journey across Amazon-owned and external media channels.
- Signal Collaboration – Integrate data from Amazon, third-party providers, and advertisers for richer insights.
The integration with Amazon DSP allows seamless activation of these insights into live campaigns, enabling real-time adjustments and optimization.
Streamlining Workflows and Reducing Barriers
Before this enhancement, advertisers faced delays due to the need for partner involvement in accessing AMC. Now, campaign performance analysis and audience segmentation can begin immediately upon login. This shift accelerates the feedback loop and allows for real-time strategy refinement.
Smaller advertisers stand to benefit significantly, as the barriers of technical expertise and resource availability are lowered. Larger companies, meanwhile, can reduce their dependence on external analytics partners, increasing efficiency and control over their data operations.
Part of a Larger Strategy
This move is part of Amazon’s broader initiative to make advanced advertising tools more accessible. Earlier in 2025, the company introduced an SQL generator that allowed users to create queries using natural language. In 2024, Amazon rolled out features such as High-Value Audiences and Optimal Frequency, both aimed at enhancing user experience without requiring coding knowledge.
The current AMC update builds on these advancements by integrating them into a unified, intuitive interface.
Industry Reactions and Future Outlook
The advertising industry has responded positively to this development. Professionals highlight the potential for heightened campaign efficiency, reduced friction in workflows, and more democratized access to data-driven decision-making tools.
As AMC becomes more embedded within the Amazon Ads ecosystem, the company may extend this self-service model to other advertising products as well. The enhanced access reduces onboarding times and increases the attractiveness of Amazon Ads for businesses looking to scale their digital marketing efforts.
In the competitive landscape of advertising platforms, Amazon’s move to ease access to AMC could sway advertisers who previously favored platforms with simpler onboarding processes. With this update, Amazon positions itself as a more accessible, powerful, and flexible solution for performance-focused advertisers.
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