Q4 is the most expensive stretch of the year to advertise on Amazon, and some of the shoppers you most want to reach are already in your data. They viewed your product, added it to their cart, or clicked an ad and left. Amazon Marketing Cloud, or AMC, is how you find them.
Free live workshop: How to Use AMC to Grow in Q4
Learn what AMC is, see what it can do, and build your Q4 audiences live inside Claude.
Wednesday, November 4, 8:00 AM PT / 11:00 AM ET
Save your spotWhat is Amazon Marketing Cloud?
Amazon describes AMC as a secure, privacy-safe, cloud-based clean room built on AWS Clean Rooms.
In plain language, AMC is a private, locked room where Amazon keeps the step-by-step record of how shoppers interacted with your ads: who saw an ad, who clicked, who viewed a product page, who added to cart, and who bought. You can ask questions about that journey and save groups of shoppers as audiences. You never see an individual shopper, only aggregated, anonymous results.
How AMC works
Four steps:
- Signals go in. Your Amazon Ads data sits in the clean room, and you can add your own pseudonymized data.
- You ask a question. Use a ready-made template or a custom query. Templates and AI tools can write the question for you.
- Aggregated answers come back. You see totals and patterns, never individuals.
- Audiences come out. Use them across sponsored ads, video ads and display ads.
What AMC can do
Once your data is in the clean room, AMC answers questions that standard ad reports can't.
- See the shopper journey. Which ads a shopper saw before buying, and in what order, across Sponsored Products, Sponsored Brands, video and display.
- Find the drop-off. Do shoppers stop at the product page or at the cart? That tells you where to spend.
- Understand time to purchase. Do shoppers buy within a day or take two weeks? That tells you when your Q4 window really opens.
- Build audiences from what you learn. Cart abandoners, repeat viewers, engaged non-buyers or last year's holiday buyers.
What changed recently
AMC used to be tied to the DSP. That has changed.
- Free to eligible advertisers. Amazon lists AMC at no cost through its web interface and API.
- Self-service for sponsored ads. Since September 2025, sponsored-ads advertisers can open AMC themselves under Measurement & Reporting, with no DSP needed.
- Audiences for sponsored ads. Use them as bid boosts in Sponsored Products and Sponsored Brands, or as targeting in Sponsored Display.
You may also see Amazon's new names, Amazon Ads Agent and DVA+. They replace the DSP and Ads Console names. Our post on DVA+ and our Amazon DSP guide explain the change.
Why AMC matters this Q4
Black Friday is November 27, so the window is short. Build these audiences first:
- Cart abandoners: added to cart, did not buy, in the last 14 to 30 days.
- Repeat product viewers: looked at your product more than once without purchasing.
- Engaged non-buyers: clicked an ad or watched a video, then left.
- Last year's holiday buyers: people who already know your brand.
In Sponsored Products and Sponsored Brands, these audiences raise your bid when a shopper in the audience searches your targeted keywords. In Sponsored Display, you can target them directly.
Build early, let the audiences learn, hold steady over Thanksgiving week, and measure in mid-December once the attribution window has passed.
What AMC can't do
- Its numbers won't match your ads console exactly. Small result rows are suppressed for privacy, and sales keep maturing for a couple of weeks.
- Retargeting audiences are high intent by nature, so compare against a control instead of treating the raw lift as proof.
- Audiences need enough shoppers. A segment generally needs at least 2,000 people, so a very small account may not have enough data yet.
Frequently asked questions
Save your spot for the free AMC workshop
We will cover what AMC is and what it can do, build your Q4 audiences live inside Claude, and show you how to use AMC for your own business for free.
Wednesday, November 4, 8:00 AM PT / 11:00 AM ET
Save your spot
