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Amazon has launched direct, self-service access to its Marketing Cloud for sponsored ads advertisers worldwide, streamlining analytics and campaign optimisation with no-code tools and AI assistance, marking a major shift in global adtech capabilities.
Amazon has announced a significant enhancement to its advertising platform by launching direct, self-service access to Amazon Marketing Cloud (AMC) for sponsored ads advertisers globally. This update, unveiled on September 16, 2025, allows advertisers to immediately leverage AMC’s advanced analytics suite directly within their Amazon Ads console, eliminating the previously necessary coordination with partners or account representatives. This marks a transformative shift in access to Amazon’s measurement capabilities, accelerating campaign optimizations and data-driven decision-making.
The new functionality situates itself within the existing Amazon Ads Console under the “Measurement & Reporting” section, providing advertisers with seamless entry to AMC tools. Key features include no-code templates and AI-powered assistance, which substantially lower the technical barriers historically associated with AMC’s SQL-based analytics. Advertisers can now generate comprehensive performance analyses and build high-intent, custom audiences within seconds—capabilities that previously demanded specialist knowledge and multi-day waits for approval.
AMC operates as a privacy-safe, cloud-based clean room by unifying pseudonymized signals from Amazon’s diverse properties, advertisers’ inputs, and third-party data providers. This environment ensures strict data protection policies, with advertiser data remaining secure and inaccessible to Amazon, offering anonymized aggregated results. The platform supports cross-channel measurement, enabling comprehensive insights into customer journeys spanning Amazon Ads media, offline Amazon stores, advertiser-owned sites, and external channels. Advertisers can activate ACM-created audiences seamlessly via Amazon DSP, facilitating immediate campaign deployment.
This direct access release extends Amazon’s ongoing strategy to democratize its sophisticated advertising technology. Earlier innovations, such as the January 2025 SQL generator powered by generative AI, similarly lowered technical entry barriers by allowing natural language query development. The May 2024 introduction of High-Value Audiences and the October 2024 Optimal Frequency solutions further demonstrate Amazon’s commitment to enhancing user experience with advanced, code-free tools. The latest development builds on these foundations by integrating AI-driven templates and user-friendly workflows that streamline complex analytics into accessible, point-and-click procedures.
Geographically, Amazon has deployed this capability across a broad spectrum of markets, including North America, South America (notably Brazil), Europe—with extensive coverage across major economies and smaller nations alike—the Middle East, and Asia Pacific regions such as Australia, Japan, China, India, and Singapore. This comprehensive rollout underscores Amazon’s intent to provide uniform, advanced measurement capabilities to a global advertiser base regardless of location or technical resource availability.
Industry reaction suggests that this move could level the playing field between large agencies with substantial technical teams and smaller advertisers who previously faced limitations due to the technical complexity of AMC. By reducing dependencies on partners and eliminating prolonged onboarding processes, advertisers can now iterate campaigns with timely insights, enhancing overall campaign effectiveness and operational agility.
Additionally, Amazon’s extension of AMC eligibility now includes advertisers using sponsored ads exclusively, allowing them to tap into AMC’s full analytics and audience-building capacities without needing Amazon DSP registration. The integration of these capabilities strengthens advertisers’ ability to target the right customers at optimal moments in their shopping journeys through rule-based or lookalike audiences for Sponsored Display, Products, and Brands campaigns.
The direct access implementation also addresses longstanding workflow inefficiencies within the sponsored ads community, notably reducing the latency in data accessibility that previously hampered campaign optimizations. Advertisers benefit from near real-time feedback loops, enabling faster audience testing, refinement, and strategic adjustments immediately post-campaign launch.
Amazon supports this rollout with instructional materials and embedded AI guidance within the console to flatten the learning curve, facilitating smoother adoption especially for less technically experienced users. Future enhancements may further extend direct AMC access to other Amazon advertising products, hinting at a broader move toward unified, self-service analytics across the entire platform.
By integrating comprehensive measurement, audience creation, and activation capabilities within a single console experience, Amazon positions AMC as a pivotal tool in competing for advertiser investment against platforms that require more complex onboarding. The shift towards immediate, privacy-safe, and sophisticated analytics access is expected to accelerate adoption of advanced measurement and optimisation practices throughout the sponsored ads ecosystem worldwide.
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Source: Noah Wire Services
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