Overview

Amazon Marketing Cloud (AMC) is a cloud clean room for advertisers who want to analyze Amazon Ads activity and build audiences from connected signals. It suits eligible Amazon advertisers with data and measurement needs; its strongest draw is combining journey analysis and audience activation at no cost, while access eligibility is an important constraint.

Built on AWS Clean Rooms, AMC joins pseudonymized Amazon signals with advertiser inputs and signals from onboarded third-party providers. Its web interface and APIs support analysis across hundreds of campaign fields, including ad-attributed impressions, clicks, and conversions, with 25 months of ad traffic signals. That breadth is useful for understanding activity over time, but the outputs remain aggregated and anonymous rather than exposing individual-level results.

Key features

Journey measurement: AMC measures customer journeys across Amazon Ads media and channels, including advertising impact at Amazon's online and offline stores and on advertiser-owned sites. This makes it relevant when advertisers need a view spanning more than a single ad interaction.
Audience building: Advertisers can build audiences from engagement records, conversion events, and segment information, then activate them for sponsored, video, and display ads. The link from analysis to activation is practical for teams planning campaigns within Amazon's ad formats.
Flexible analysis: SQL analysis serves teams that want to query signals directly; curated templates and Ads Agent assistance provide insight generation and visualization without SQL. The no-SQL route lowers the technical barrier, though the product still offers SQL rather than replacing it.
Signal connections and APIs: Ads Data Manager and integrated signal management tools connect Amazon Ads, advertiser, and third-party signals. APIs cover reporting, audience management, and first-party signal onboarding by stream or upload. Native integrations are listed with Xmars, Pacvue, Treasure Data, and LiveRamp.
Privacy controls: Advertiser-uploaded signals stay in the dedicated instance and cannot be exported or accessed by Amazon. AMC accepts pseudonymized inputs and returns only aggregated, anonymous outputs, a meaningful safeguard that also limits individual-level analysis.

Pricing

Amazon Marketing Cloud: 0.00 USD per free. The free plan is available at no cost to eligible advertisers and includes access through a web-based UI and API. There is no paid tier or seat count stated in the plan, so the practical qualification to resolve is eligibility: Amazon DSP advertisers can request access through their Ad Tech Account Executive, while sponsored ads advertisers can use self-service access. Prospective users can contact an Amazon Ads account executive; Ads Agent course material describes support within AMC.

At no cost, AMC is a compelling option for eligible advertisers seeking measurement and audience tools, but it is not a universally available free service. The access route depends on advertiser type, and privacy-preserving aggregated outputs are part of the model rather than an optional plan limitation.

Platforms

AMC is available on the web and through APIs, and is deployed in the cloud. The API path is suited to teams integrating reporting, audience management, or first-party signal onboarding into their workflows; the web UI provides a direct route for analysis.

Who it's for

AMC is best suited to eligible Amazon advertisers who need to connect campaign, advertiser, and partner signals, measure journeys, and turn analysis into sponsored, video, or display audiences. Teams comfortable with SQL can query directly, while teams wanting a visual or guided workflow can use templates and Ads Agent assistance. Advertisers needing person-level outputs or access without meeting Amazon's eligibility requirements should look elsewhere.

Pros and cons

Pro: Measurement, audience creation, and activation sit in one environment, helping Amazon advertisers move from journey analysis to audience use.
Pro: A 25-month ad-traffic window and hundreds of campaign fields support analysis across a substantial range of activity.
Pro: No-SQL templates and Ads Agent assistance complement SQL analysis, making the product usable across different analytics skill levels.
Con: Access is limited to eligible advertisers, so the zero price does not make AMC an option for every team.
Con: Aggregated, anonymous outputs protect privacy but are unsuitable for work that depends on identifying individual customers.

Alternatives

For a broader look at buying platforms, compare AMC with the Demand Side Platform category; for clean-room options, see Data Clean Room Software. The Email Marketing Analytics Software and Live Shopping Platforms categories address different marketing needs.

Choose Adobe Advertising Creative if you want a paid option with usage-based fees or annually prepaid subscription plans, and self-service or managed account choices. Consider Adform DSP, illumin, Nexxen DSP, Moloco Ads, rtb.com, Infillion DSP, or Adtelligent if you are considering another paid advertising platform.

Verdict

Eligible Amazon advertisers should choose AMC when they want privacy-controlled journey measurement and a direct route from signal analysis to audience activation without a software charge. Look elsewhere if eligibility is out of reach or your work requires individual-level outputs: AMC's privacy model deliberately keeps results aggregated and anonymous.

	Amazon Marketing Cloud	SegMetrics
Free plan	Yes	No
Free trial	No	Yes
Paid from	Free	$57/mo
Open source	No	No
Platforms	api, Web	api, extension, Web
Free plan	Yes	No
Paid from	—	57 /mo

Amazon Marketing Cloud vs SegMetrics

Amazon Marketing Cloud

SegMetrics