October 15, 2024
Amazon Marketing Cloud (AMC) eligibility expanded to sponsored ads advertisers (through partners)
Announced at unBoxed 2024
What launched?
Amazon Marketing Cloud (AMC) is a secure, privacy-safe, and cloud-based clean room solution in which advertisers can easily perform analytics and build audiences across pseudonymized signals, including Amazon Ads signals as well as their own inputs. Since the inception of the product, Amazon DSP usage had always been a mandatory prerequisite to register AMC.
We have now adjusted the eligibility criteria of AMC. All Amazon DSP direct advertisers and all partners registered with Amazon Ads Partner Network serving clients with or without Amazon DSP usage, can register for AMC. This eligibility update makes the clean room solution accessible to advertisers who only use sponsored ads via their partners , allowing advertisers of all spend and media preferences to take advantage of the power of clean room for custom insights and insights-based actions.
| AMC eligibility expansion | |||||||
|---|---|---|---|---|---|---|---|
| Direct advertisers | Partners | ||||||
| Use Amazon DSP + sponsored ads | Use only Amazon DSP | Use only sponsored ads | Serving clients who use Amazon DSP + sponsored ads | Serving clients who use only Amazon DSP | Serving clients who only use sponsored ads | ||
| Before | X | X | - | X | X | - | |
| After | X | X | - | X | X | X [NEW] | |
Why is it important?
Through this launch, we are democratizing AMC insights and action. For advertisers who use only sponsored ads today and work with Amazon Ads partners, AMC is now an accessible clean room where their partners can leverage the rich, granular, and event-level signals to generate bespoke insights, advise optimization tactics, and take insights-based actions on their behalf.
Where do I access it?
- AMC account (via advertising console and Amazon Ads API)
Who can use it?
- Amazon Ads registered partners serving clients who only use Sponsored ads
Where is it available?
- CA
- MX
- US
- BR
- DE
- ES
- FR
- IT
- NL
- SE
- TR
- UK
- KSA
- UAE
- AU
- IN
- JP
API specific
For full technical details, please read.