What is Amazon Marketing Cloud (AMC)?

Amazon Marketing Cloud (AMC) is Amazon's privacy-safe, cloud-based data clean room. It combines ad exposure data from your Sponsored Products, Sponsored Brands, Sponsored Display, and DSP campaigns with Amazon's purchase signals — all at a pseudonymized user level — to enable cross-channel analysis that standard Amazon reporting cannot provide.

Standard Amazon attribution credits the last ad clicked before a purchase. AMC breaks this open: it reconstructs the full sequence of ad touchpoints a shopper went through before converting, so you can see which campaigns open journeys, which nurture, and which close the sale.

What AMC makes possible

Without AMC, a shopper who saw a DSP impression, then a Sponsored Brands ad, then clicked a Sponsored Products ad before buying would register only as an SP conversion. The DSP and SB contributions are invisible. AMC makes all three touchpoints visible, assigns a role to each, and calculates the true cost-to-convert across the full path.

This unlocks questions that standard per-campaign reporting cannot answer:

• Multi-touch attribution — Which campaign types open journeys vs. close them? What path combinations drive the most conversions?

• Frequency optimization — At what point does ad frequency start to hurt rather than help?

• Timing intelligence — At what times of day and days of week do your ads most effectively drive purchases?

• Audience analysis — Which combinations of ad exposure create the most valuable shoppers?

• New-to-brand acquisition — Which campaigns are winning new customers vs. re-converting existing ones?

How AMC works in emax digital

emax digital connects to your AMC workspace and runs a set of pre-built analytical queries to power the dashboards in this section. You do not need to write SQL or manage the AMC workspace directly — emax digital handles the query layer and surfaces the results as ready-to-use dashboards.

Data availability and lag

AMC data carries a 14-day lag after each reporting period closes. This is intentional — Amazon's standard 14-day attribution window means purchases attributable to an ad can still arrive up to 14 days after the ad was served. Results for a given period are available from day 15 onwards.

Prerequisites