Brands promotion on Amazon frequently battle to get the complete image of their achievement throughout ad tactics. This stems from Amazon’s last-touch attribution model, which limits visibility into the effect of upper-funnel strategies specified as display ads via Amazon DSP.
To resolve this problem, Amazon launched Amazon Marketing Cloud (AMC) in 2021. AMC is a data spotless room of Amazon promotion events, allowing advertisers to create insights former the final click into their performance. AMC has allowed brands to get insights into the incrementality of upper-funnel advertising, new-to-brand performance, life value, and much more.
However, one matter that continued to persist until delayed 2025 was the period kernel AMC data provided. Historically, AMC has been limited to a 13-month rolling lookback whenever looking at performance. This method key metrics specified as new-to-brand or life value lone took into document whether a shopper had a acquisition event in the previous 13 months, alongside before purchases and income being missed in AMC queries.
To location this issue, Amazon released a new dataset called Amazon Retail Purchases in 2025, which required a monthly subscription, giving advertisers up to five years of acquisition data in AMC. In June 2026, this dataset was made liberated through the end of 2026 (as of the period of this article).
This method key data points specified as new-to-brand, life value, and gateway products were now capable to obtain into document a complete client history, providing a much additional exact image of promotion achievement about the two client acquisition and the long-term value of these customers.
Also read: 3 Ways AI Is Changing PPC Reporting (With Examples To Streamline Your Reporting)
The Use Cases That Retail Purchase Data Unlocks
Lifetime Value
If you market as a Vendor on Amazon, you earlier had no way to understand the LTV of your customers. With the five-year dataset unlocked, you can now commencement to comprehend this all the way downward to the merchandise level.
When you comprehend LTV, you can improved create decisions concerning anywhere your CAC needs to autumn on a merchandise level. For example, multiple CPG brands may discover they have elevated LTV following a shopper purchases a lower-priced SKU, eventually converting into higher-priced SKUs akin multi-packs. This could guide to a decision to obtain a defeat on the first purchase, expanding accessible promotion allocation, knowing the shoppers volition bring additional income complete the longer term.
New-To-Brand
AMC was earlier constricted to a 13-month rolling lookback duration of buying data. That meant whenever calculating the new-to-brand rates of the two a brand’s promotion campaigns and idiosyncratic products. That meant for brands alongside longer repurchase cycles, akin person electronics, it was difficult to really comprehend which products and promotion strategies were successfully acquiring net-new customers.
With the five-year buying dataset, brands can admission 60 months of rolling buying events, giving a additional true new-to-brand rate. However, multiple brands discover that the complete five years is too lengthy of a lookback duration for NTB datasets. The retailing acquisition dataset is extremely flexible, allowing brands to customize their NTB opening according to their exact details up to the complete five-year period.
Repeat Purchase Windows
Before the retailing acquisition dataset was made available, understanding reiterate acquisition cycles was nearly unattainable for multiple categories alongside extended client lifecycles specified as person electronics or luxury goods. With lone 13 months of data available, brands in these categories missed key insights, and the capability to retarget former purchasers, merely since their reiterate acquisition opening exceeded 13 months.
With the five-year lookback availability, these brands can now not lone comprehend their ideal reiterate acquisition windows, but create and activate audiences that mark shoppers inside the post-purchase period window. This activation extends throughout Amazon display network, Prime Video, sponsored ads, and everything in between.
Gateway Products
Once you comprehend metrics specified as life value or new-to-brand rates by product, among the natural next questions is which products are driving admission of customers who eventually acquisition higher-priced SKUs.
For CPG brands, this could average purchases of bulk products or multipacks. For person electronics, it may be an upgraded model.
No matter the scenario, the retailing acquisition dataset enables brands to appearance throughout the extended period duration and comprehend the client lifecycle throughout SKUs. This drives key decisions concerning which products they have to be pushing to net-new shoppers in promotion campaigns, putting on promotion, or which former purchasers they should concentration retargeting efforts against.
Reacquiring Lapsed Customers
Amazon promotion offers multiple methods of targeting former purchasers of your products. Using Amazon DSP, advertisers can create tradition audiences alongside elastic lookback windows up to 365 days that can be activated throughout their campaigns. Using AMC, advertisers could additionally create acquisition segments to be activated throughout Amazon inventories.
However, none of these methods have historically provided the method to mark purchasers former 13 months of their final purchase. Meaning if a brand misplaced a client for complete a year, they had no method to attempt to reacquire this customer, no matter what their former life value may have been.
Since the retailing acquisition dataset is accessible not lone for queries, but additionally for activating audiences, brands can now activate strategies to reacquire customers they have lost. With AMC’s advanced segmentation abilities, brands can customize the lookback opening of these purchases, set a minimum LTV threshold, concentration on certain merchandise purchasers, and much additional in their winback strategies.
Bonus: Combine With First-Party Data
One of the most underleveraged features of AMC is the capability to upload first-party shopper data to be joined alongside Amazon shopper data. If a brand has admission to shopper-level acquisition former via a direct-to-consumer website, or an email catalog built throughout channels, this dataset can be securely hashed and uploaded into AMC.
This data can afterward be joined alongside another AMC datasets using privacy-safe shopper ids. Brands can afterward comprehend the lifecycle of their shoppers throughout platforms, understanding how Amazon affects direct-to-consumer purchasing, and vice versa.
In Summary
Amazon Marketing Cloud unlocks several of the most valuable, and frequently underutilized, datasets throughout Amazon’s promotion network.
This network continues to expand, allowing advertisers to attain shoppers throughout Amazon-owned inventory specified as Amazon.com, Prime Video (including live sports specified as the NBA and NFL), Twitch, Whole Foods, and more, as fine as third-party provision specified as Roku and Netflix.
With the five-year acquisition dataset via AMC, brands can not lone create deeper insights throughout extended period grains, but additionally create spectators segments alongside much additional precision whenever activating throughout Amazon’s expanding ad inventory.
Amazon continues to create AMC additional accessible to brands. What earlier required SQL expertise, now is accessible via a archive of pre-built queries and audiences. Paid datasets specified as the five-year lookback are now accessible without cost, and agentic functionality is being brought into the image via Amazon Ads Agent.
Now is the period to activate AMC data if you advertise on Amazon.
More Resources:
- 10 Remarketing Lists To Boost PPC Performance
- Amazon Left US Google Shopping A Year Ago & Never Came Back
- Amazon Sellers: Inventory Management Tips For 2025
Featured Image: Roman Samborskyi/Shutterstock
