Amazon grants direct access to Marketing Cloud AMC for advertisers running sponsored ads
In a significant move to streamline the sponsored ads workflow, Amazon has launched direct, self-service access to its Marketing Cloud (AMC) for advertisers within their Amazon Ads console. This enhancement addresses long-standing challenges within the sponsored ads community, particularly campaign optimization cycles that were previously limited by data access delays.
The new feature unifies rich signals across Amazon properties, advertiser inputs, and onboarded third-party providers, providing advertisers with a comprehensive view of their campaign performance. This unified platform includes no-code templates and AI-powered assistance for common analysis scenarios, making it easier for advertisers to gain insights and make data-driven decisions.
The global rollout schedule indicates Amazon's commitment to standardizing the advertiser experience across international markets. Regional availability spans multiple continents, including North America, South America, Europe, Middle East, and Asia Pacific regions, including Australia, Japan, China, India, and Singapore.
Advertisers such as agencies, brands, and third-party marketing partners with direct access to Amazon Marketing Cloud for their sponsored ads include companies like Publicis, Merkle, Analytic Partners, and Neustar. The enhanced interface provides multiple analytical capabilities, including custom audience creation and holistic measurement of customer journeys.
The privacy-safe environment maintains strict data protection protocols, accepting only pseudonymized information and adhering to Amazon's privacy policies. Amazon provides instructional materials and templates within the AMC interface, reducing the learning curve for new users.
The direct AMC access enhancement potentially reduces friction compared to platforms requiring extensive technical onboarding or partner relationships, which may influence advertiser platform selection decisions. The development democratizes advanced analytics tools, potentially leveling competitive advantages between large agencies and smaller advertisers.
The enhancement reduces time-to-access from days or weeks to seconds, enabling faster identification of optimization opportunities and implementation of data-driven campaign improvements. The feature is available within the Amazon Ads Console under "Measurement & Reporting" in the left-hand navigation.
This move represents a continuation of Amazon's strategy to integrate advanced capabilities across its advertising ecosystem. The platform functions as a secure, privacy-safe, cloud-based clean room solution for advertisers to perform analytics and build audiences, further solidifying Amazon's position as a leader in the digital advertising space.
