Changes to Amazon Marketing Cloud

Advertising, Marketing
19/05/2025

In recent months there have been many changes to Amazon Marketing Cloud (AMC).

  1. The first key change is to the types of advertisers who can access it. Previously only advertisers who were using the DSP platform had access to AMC. Now advertisers only using Sponsored Ads are now able to gain the benefits of analysis and audience building that come from using the Amazon Marketing Cloud.
  2. The second key change is that you can use audiences built in the Amazon Marketing Cloud directly in Sponsored Ads. This can be in the form of an upweight to the bids applied on Sponsored Product and Sponsored Brand ads, or as a direct target group on Sponsored Display ads.
One of the changes to Amazon Marketing Cloud is that its interaction with Sponsored Ads is now two-directional ie it can pull data from Sponsored Ads and push audiences to Sponsored Ads. This diagram shows how this now works both for DSP and for Sponsored Ads
Amazon Marketing Cloud now works across both Sponsored Ads and DSP (or Sponsored Ads alone)

It’s worth noting that advertisers will need to be working with an Amazon Ads Partner agency to take advantage of these changes. However the platform is now more accessible than ever before, and is enabling some great optimisation for advertising campaigns.

To help explain these changes, we’ve put together this short video to take you through it step by step.

Video explaining the recent changes to Amazon Marketing Cloud