Manufacturers promoting on Amazon typically battle to get the complete image of their efficiency throughout advert ways. This stems from Amazon’s last-touch attribution mannequin, which limits visibility into the affect of upper-funnel ways reminiscent of show advertisements through Amazon DSP.
To resolve this drawback, Amazon launched Amazon Advertising and marketing Cloud (AMC) in 2021. AMC is a knowledge clear room of Amazon promoting occasions, permitting advertisers to generate insights previous the final click on into their efficiency. AMC has allowed manufacturers to get insights into the incrementality of upper-funnel promoting, new-to-brand efficiency, lifetime worth, and way more.
Nonetheless, one problem that continued to persist till late 2025 was the time grain AMC knowledge offered. Traditionally, AMC has been restricted to a 13-month rolling lookback when efficiency. This implies key metrics reminiscent of new-to-brand or lifetime worth solely took into consideration whether or not a client had a purchase order occasion within the prior 13 months, with earlier purchases and income being missed in AMC queries.
To deal with this problem, Amazon launched a brand new dataset referred to as Amazon Retail Purchases in 2025, which required a month-to-month subscription, giving advertisers as much as 5 years of buy knowledge in AMC. In June 2026, this dataset was made free by the top of 2026 (as of the time of this text).
This implies key knowledge factors reminiscent of new-to-brand, lifetime worth, and gateway merchandise had been now capable of take into consideration a full buyer historical past, offering a way more correct image of promoting efficiency round each buyer acquisition and the long-term worth of those prospects.
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The Use Circumstances That Retail Buy Knowledge Unlocks
Lifetime Worth
In the event you promote as a Vendor on Amazon, you beforehand had no option to perceive the LTV of your prospects. With the five-year dataset unlocked, now you can begin to perceive this all the way in which all the way down to the product stage.
Once you perceive LTV, you may higher make choices about the place your CAC must fall on a product stage. For instance, a number of CPG manufacturers could discover they’ve excessive LTV after a client purchases a lower-priced SKU, finally changing into higher-priced SKUs like multi-packs. This might result in a choice to take a loss on the preliminary buy, growing accessible promoting allocation, realizing the consumers will convey extra income over the long run.
New-To-Model
AMC was beforehand restricted to a 13-month rolling lookback interval of purchasing knowledge. That meant when calculating the new-to-brand charges of each a model’s promoting campaigns and particular person merchandise. That meant for manufacturers with longer repurchase cycles, like client electronics, it was tough to really perceive which merchandise and promoting ways had been efficiently buying net-new prospects.
With the five-year purchasing dataset, manufacturers can entry 60 months of rolling purchasing occasions, giving a extra true new-to-brand fee. Nonetheless, a number of manufacturers discover that your complete 5 years is just too lengthy of a lookback interval for NTB datasets. The retail buy dataset may be very versatile, permitting manufacturers to customise their NTB window based mostly on their actual specs as much as the complete five-year interval.
Repeat Buy Home windows
Earlier than the retail buy dataset was made accessible, understanding repeat buy cycles was practically not possible for a number of classes with prolonged buyer lifecycles reminiscent of client electronics or luxurious items. With solely 13 months of knowledge accessible, manufacturers in these classes missed key insights, and the power to retarget previous purchasers, just because their repeat buy window exceeded 13 months.
With the five-year lookback availability, these manufacturers can not solely perceive their ideally suited repeat buy home windows, however create and activate audiences that focus on customers throughout the post-purchase time window. This activation extends throughout Amazon show community, Prime Video, sponsored advertisements, and the whole lot in between.
Gateway Merchandise
When you perceive metrics reminiscent of lifetime worth or new-to-brand charges by product, one of many pure subsequent questions is which merchandise are driving entry of shoppers who finally buy higher-priced SKUs.
For CPG manufacturers, this might imply purchases of bulk merchandise or multipacks. For client electronics, it could be an upgraded mannequin.
Irrespective of the situation, the retail buy dataset permits manufacturers to look throughout the prolonged time interval and perceive the client lifecycle throughout SKUs. This drives key choices about which merchandise they need to be pushing to net-new customers in promoting campaigns, placing on promotion, or which previous purchasers they need to focus retargeting efforts towards.
Reacquiring Lapsed Prospects
Amazon promoting gives a number of strategies of focusing on previous purchasers of your merchandise. Utilizing Amazon DSP, advertisers can create customized audiences with versatile lookback home windows as much as three hundred and sixty five days that may be activated throughout their campaigns. Utilizing AMC, advertisers may additionally create buy segments to be activated throughout Amazon inventories.
Nonetheless, none of those strategies have traditionally offered the tactic to focus on purchasers previous 13 months of their final buy. Which means if a model misplaced a buyer for over a yr, that they had no means to try to reacquire this buyer, it doesn’t matter what their earlier lifetime worth could have been.
For the reason that retail buy dataset is obtainable not just for queries, but additionally for activating audiences, manufacturers can now activate methods to reacquire prospects they’ve misplaced. With AMC’s superior segmentation talents, manufacturers can customise the lookback window of those purchases, set a minimal LTV threshold, give attention to sure product purchasers, and way more of their winback methods.
Bonus: Mix With First-Social gathering Knowledge
One of the vital underleveraged options of AMC is the power to add first-party shopper knowledge to be joined with Amazon shopper knowledge. If a model has entry to shopper-level buy historical past through a direct-to-consumer web site, or an electronic mail record constructed throughout channels, this dataset may be securely hashed and uploaded into AMC.
This knowledge can then be joined with different AMC datasets utilizing privacy-safe shopper ids. Manufacturers can then perceive the lifecycle of their customers throughout platforms, understanding how Amazon impacts direct-to-consumer buying, and vice versa.
In Abstract
Amazon Advertising and marketing Cloud unlocks among the most precious, and infrequently underutilized, datasets throughout Amazon’s promoting community.
This community continues to broaden, permitting advertisers to succeed in customers throughout Amazon-owned stock reminiscent of Amazon.com, Prime Video (together with reside sports activities such because the NBA and NFL), Twitch, Complete Meals, and extra, in addition to third-party provide reminiscent of Roku and Netflix.
With the five-year buy dataset through AMC, manufacturers can’t solely generate deeper insights throughout prolonged time grains, but additionally create viewers segments with way more precision when activating throughout Amazon’s increasing advert stock.
Amazon continues to make AMC extra accessible to manufacturers. What beforehand required SQL experience, now could be accessible through a library of pre-built queries and audiences. Paid datasets such because the five-year lookback are actually accessible with out price, and agentic performance is being introduced into the image through Amazon Advertisements Agent.
Now’s the time to activate AMC knowledge if you happen to promote on Amazon.
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