Operator glossary
Amazon Marketing Cloud (AMC)
Amazon's clean room: event-level ad and shopping signals you query with SQL — where path-to-purchase, overlap, and true incrementality questions get real answers.
AMC is a privacy-safe data clean room holding pseudonymized, event-level signals across your Amazon ads — DSP, sponsored ads, and more — that you interrogate with SQL. Instead of the console's pre-aggregated reports, you ask your own questions: which media combinations precede purchase, how DSP exposure changes sponsored-ads conversion, what a customer path actually looks like.
It is the measurement ceiling for serious spenders, and the practical gate is analyst time more than access. Start with the canned instructional queries (overlap and path analyses), and graduate to custom audiences: AMC-defined segments can feed DSP targeting, closing the loop from insight to buy.
The numbers
- Query interface: SQL over pseudonymized event-level data; results return aggregated with privacy thresholds.
- Covers DSP and sponsored ads signals; AMC audiences can be pushed to DSP for activation.
- Access typically comes with DSP/advanced ads relationships; paid add-on features exist.
Primary sources: Amazon Marketing Cloud (Amazon Ads)
Related terms