Overview

Amazon Marketing Cloud (AMC) is a cloud clean room for advertising analytics and audience building, aimed at advertisers working with Amazon Ads signals and their own data. It is strongest for teams that need to connect campaign measurement with audience activation; its eligibility rules and aggregated-only outputs make it a poor fit for unrestricted individual-level analysis.

Key features

AMC measures customer journeys across Amazon Ads media and channels, including advertising impact at Amazon’s online and offline stores and advertiser-owned sites. Hundreds of campaign fields are available, including ad-attributed impressions, clicks and conversions, with a 25-month window for ad traffic signals. That breadth supports retrospective campaign analysis, though the output model keeps results at an aggregated, anonymous level.

Advertisers can build audiences from engagement records, conversion events and segment information, then activate them for sponsored, video and display ads. Analysis can be done with SQL or through curated templates and Ads Agent-assisted insight generation and visualization. The no-SQL route lowers the barrier for teams without SQL skills; SQL gives analysts a more direct way to query connected signals.

Ads Data Manager and related signal-management tools connect Amazon Ads, advertiser and third-party provider signals. APIs cover reporting, audience management and onboarding first-party signals by stream or upload. Native AMC integrations are available from Xmars, Pacvue, Treasure Data and LiveRamp.

AMC is built on AWS Clean Rooms. Advertiser-uploaded signals remain in the dedicated instance and cannot be exported or accessed by Amazon; AMC accepts pseudonymized inputs and returns only aggregated, anonymous outputs. This is a meaningful privacy boundary, but it also rules out workflows that depend on exporting or inspecting identifiable records.

Pricing

AMC is free for eligible advertisers, with access through a web-based UI and API. There is no paid tier described here, so the key qualification is eligibility rather than a choice among feature levels. Amazon DSP advertisers can request access from an Ad Tech Account Executive; sponsored ads advertisers can use self-service access. Prospective users can also contact an Amazon Ads account executive.

Platforms

AMC is delivered in the cloud and supports web and API access. The API is useful for reporting, audience management and first-party signal onboarding; the web interface provides another route to analysis and audience work.

Who it's for

AMC suits eligible Amazon advertisers who want to measure customer journeys across Amazon Ads and connect those findings to audience activation. It is especially relevant to teams combining Amazon campaign signals with advertiser or onboarded partner data, whether they prefer SQL or guided no-SQL tools. It is not the right choice for advertisers who need unrestricted row-level outputs or cannot meet Amazon’s access eligibility.

Pros and cons

Pro: Journey measurement spans Amazon Ads channels, Amazon stores and advertiser-owned sites, giving advertisers a broader view than campaign-only reporting.
Pro: SQL and no-SQL analysis accommodate both analyst-led querying and template-driven insight work.
Pro: No-cost access for eligible advertisers includes web UI and API, with APIs supporting reporting, audiences and first-party signal onboarding.
Con: Access depends on advertiser eligibility and the applicable access route, so it is not an open clean room for every buyer.
Con: Aggregated, anonymous outputs prevent individual-level inspection and data export, limiting use cases that require identifiable results.

Alternatives

For buyers comparing advertising platforms, the Demand Side Platform directory is a useful starting point; for clean-room products, see Data Clean Room Software. Live Shopping Platforms and Email Marketing Analytics Software cover adjacent categories rather than direct AMC substitutes.

Choose Adobe Advertising Creative if you want a paid option with usage-based or annual subscription pricing and self-service or managed-account routes. Consider Adform DSP, illumin, Moloco Ads, Nexxen DSP, rtb.com or Infillion DSP if you are looking for a paid advertising platform; their listed platform support varies. Simpli.fi is another paid programmatic campaign-management option, with pricing by contacting sales.

Verdict

Choose AMC if you are an eligible Amazon advertiser seeking a no-cost way to analyze connected advertising signals and turn insights into Amazon ad audiences, with both SQL and guided no-SQL paths. Look elsewhere if access eligibility is a barrier or your work requires individual-level outputs rather than aggregated results.

	Amazon Marketing Cloud	INDICO DataHub 2
Free plan	Yes
Free trial		Yes
Paid from	Free	$79/mo
Platforms	api, Web
Free plan	Yes
Privacy-safe matching	Yes	Yes
SQL analysis	Yes
Output controls	aggregated
Deployment	cloud

Amazon Marketing Cloud vs INDICO DataHub 2

Amazon Marketing Cloud

INDICO DataHub 2