unBoxed 2025 | Launch announcement

Unlock historical insights with Amazon Marketing Cloud's expanded ad traffic lookback window

November 11, 2025

unBoxed 2025

From Amazon Ads unBoxed, our annual conference where we showcase ad solutions that help businesses of all sizes connect with customers at every stage of their journey. This update features content announced at this year's event.

What launched?

Amazon Marketing Cloud (AMC) has expanded the ad traffic lookback window from 13 months to 25 months. This extension enables AMC customers to analyze advertising performance across a longer time horizon, allowing for more comprehensive year-over-year analysis and historical performance insights.

Ad traffic signals in AMC SQL Editor

Why is it important?

The expanded lookback window helps advertisers gain deeper understanding of long-term advertising performance and seasonal trends. With access to 25 months of historical insights, advertisers can now complete year-over-year performance analyses and incorporate more comprehensive insights into their advertising strategies. This enhancement enables better strategic decision-making based on extended historical performance insights.

Where is the feature available? *

  • AMER: United States, Canada
  • EMEA: United Kingdom, Germany, Italy, France, Austria, Turkey
  • APAC: Japan

Who can use it?

  • Any advertisers located in the above marketplaces who have access to AMC
  • Managed service advertisers
  • Self-service advertisers
  • Agencies

Where do I access it?

API specific

  • The expanded lookback window will be available through existing AMC endpoints with no changes to endpoint functionality required.
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Sources:

* This launch will be in open beta in the U.S. and Canada on November 11, 2025. Expansion to the other locales listed will happen in Q1 2026