Amazon grants direct access to Marketing Cloud AMC for advertisers running sponsored ads
On September 16, 2025, Amazon announced the launch of direct, self-service access to Amazon Marketing Cloud (AMC) for sponsored ads advertisers within their Amazon Ads console. This development marks a significant step forward in Amazon's advertising ecosystem, providing advertisers with immediate access to a sophisticated analytics suite for campaign performance analysis and high-intent audience creation.
The new feature operates within the existing Amazon Ads Console framework, under 'Measurement & Reporting' in the left-hand navigation. It features no-code templates and AI-powered assistance, reducing the learning curve for new users. The enhanced interface also eliminates the need for SQL coding knowledge, making it accessible to a wider audience.
With this enhancement, future developments may expand direct access capabilities beyond sponsored ads to include additional Amazon advertising products. The regional availability spans multiple continents, including North America, South America (Brazil), most of Europe, Middle East regions, and Asia Pacific markets including Australia, Japan, China, India, and Singapore.
Custom audience creation is another key aspect of the new direct access feature. Advertisers can build bespoke audience lists using engagement records, conversion events, and segment information. This capability eliminates traditional waiting periods for platform access, allowing advertisers to identify optimization opportunities and implement data-driven campaign improvements in seconds.
The privacy-safe environment maintains strict data protection protocols, with all data handled according to Amazon's privacy policies. The AMC functions as a secure, privacy-safe, cloud-based clean room solution where advertisers can perform analytics and build audiences across pseudonymized signals.
The direct access implementation is accompanied by training and support resources, including instructional materials and AI assistance features. This feature addresses workflow inefficiencies and eliminates traditional onboarding barriers while maintaining AMC's sophisticated analytical capabilities.
The enhancement is part of Amazon's strategy to integrate advanced capabilities across its advertising ecosystem. It potentially levels competitive advantages between large agencies with technical resources and smaller advertisers with limited SQL expertise. However, detailed data on how the new direct access to Amazon Marketing Cloud for Sponsored Ads is distributed specifically across continental European countries is not publicly available.
With this new development, Amazon continues to solidify its position as a leader in the digital advertising landscape, offering advertisers more control and insights into their campaigns on the platform.
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