Amazon Marketing Cloud (AMC) for Sponsored Ads Advertisers in India: Free Access and First Steps

Amazon Marketing Cloud (AMC) is Amazon's clean room for advertising analytics. On 16 September 2025 Amazon announced that Sponsored Ads advertisers can open AMC directly in their Amazon Ads account without a partner, and India is among the listed marketplaces. Amazon says eligible advertisers use AMC at no cost. This guide covers what it is, how to open it, and what to run first.

What is Amazon Marketing Cloud?

Amazon describes AMC as a secure, privacy-safe, cloud-based clean room, built on AWS Clean Rooms. In it you can run analytics and build audiences from pseudonymised data, including Amazon Ads signals and inputs you upload yourself.

In plain terms: the Amazon Ads console shows you reports per campaign. AMC lets you ask questions across campaigns, ad types and shopper behaviour, for example which ad combinations show up before a purchase. The answers come back as aggregated numbers.

AMC does not serve ads. It tells you what to do with the ads you already run, and it can create audiences you then use in campaigns. See AMC audiences in Sponsored Products and Display.

Who can use AMC in India?

Amazon's announcement lists India under Asia Pacific, along with Australia, New Zealand, Japan, China and Singapore, among the marketplaces where Sponsored Ads advertisers get this access.

On 18 September 2025 Amazon said AMC is open to all advertisers running sponsored ads campaigns, including Sponsored TV, along with Sponsored Products, Sponsored Display and Sponsored Brands. Amazon DSP advertisers were to get access "early next year". Amazon's product page now says advertisers wanting advanced DVA+ settings should contact their Ad Tech Account Executive, and that those working with an Amazon Ads Partner Network partner can use AMC through that partner.

What the announcement does not list is any minimum spend or technical prerequisite. The only two conditions Amazon names are that you are a Sponsored Ads advertiser and that you open AMC from the console. If your console does not show it, ask Amazon Ads support.

How do I open AMC?

1. Log in to your Amazon Ads account at advertising.amazon.com. Type the address yourself rather than following a link in an email or message, because fake advertising logins exist.
2. In the left-hand navigation, open Measurement & Reporting.
3. Select the AMC option. It opens the AMC homepage.

Amazon's page says this takes seconds rather than the days or weeks of the earlier partner-led route.

What does AMC cost?

Amazon says eligible advertisers can use AMC through the web interface and API at no cost. Some add-ons are paid: "Paid Features" (beta) bring in third-party data from providers such as Experian and NCS, available by subscription, and Amazon does not publish a price for them on that page.

The real cost is time and skill. Writing SQL, reading privacy-thresholded results and acting on them takes work. If you hire a partner, ask what they charge for analysis, because the access itself is free.

What can I do inside AMC?

Amazon's homepage has three levels, from easiest to hardest:

Amazon names these use cases: finding loyal customers, building remarketing audiences and mapping the path to conversion. Amazon also says Ads Agent in AMC can help generate custom queries from natural-language requests.

A starter list is in 10 AMC queries every Amazon seller should run.

What are the privacy limits?

AMC accepts only pseudonymised inputs. You can upload your own pseudonymous data and join it with Amazon Ads campaign signals, but Amazon cannot export or access your signals, and you only see aggregated, anonymous outputs. Built-in aggregation thresholds protect individuals.

Amazon's public page gives no threshold number. In practice, a query on a small campaign may return few or no rows. That is the system working, not a bug. If your account has low volume, widen the date range or combine campaigns.

What should I run first?

1. Open the homepage templates and read them. Look at campaign performance and audience insights before writing anything.
2. Pick one question. For example: which of my ad types appear before a purchase? Do not start by exploring everything.
3. Run a path-to-conversion analysis. Amazon's Ads Academy teaches overlap analysis and path-to-conversion analysis as the two advanced starting analyses.
4. Compare with your console numbers. AMC numbers may not match your console report line for line, since AMC aggregates and applies privacy thresholds. Treat it as a second view, not a correction.
5. Make one change and watch it. For example, raise bids on the ad type that appears most before purchase, and check total sales, not just ACOS. Our note on ACOS, TACOS and ROAS explains the difference.

What usually goes wrong in the first month?

• Empty results. Thresholds hide small groups. Widen the date range, drop a filter or combine campaigns before you assume the query is wrong.
• Too many questions at once. A query that tries to answer five things returns something nobody can act on. One question per query.
• Reading AMC as proof of cause. A path-to-conversion result shows what shoppers saw before they bought. It does not prove that any one ad caused the sale. Test a change before you move budget.
• Ignoring the basics. If your listings have poor images, no stock or weak reviews, no analysis will fix the sales. Check the listing first.
• Waiting for perfect data. The no-code templates are enough to spot an obvious gap, such as spend on an ad type that never shows up before a purchase.

Keep a simple log: date, question, what you changed, what happened to total sales two weeks later. That log is worth more than any single query.

Is AMC worth it for a small seller?

If you spend little on ads each month, the templates alone may give enough. The query editor pays off when you run several ad types at once, because AMC is the only place you can see them together. If you run only Sponsored Products on a handful of ASINs, you probably need good keyword hygiene before you need AMC. Our Amazon Ads guide for India covers that first.

AMC is not a replacement for DSP. It is the measurement layer under it. For the difference, see Amazon DSP vs AMC.

FAQ

Is Amazon Marketing Cloud free in India? Amazon says eligible advertisers can use AMC through the web interface and API at no cost, and India is on the list of countries for self-service sponsored ads access. Some add-on data features are paid by subscription. Amazon does not publish those prices on its product page.

Do I need an agency to use AMC? No, not for access. Since September 2025, Sponsored Ads advertisers can open AMC from the Amazon Ads console under Measurement & Reporting without a partner. You may still hire help for SQL and interpretation.

Can I see individual customers in AMC? No. AMC uses pseudonymised data and returns aggregated, anonymous results with built-in thresholds. You can build audiences from your signals, but you do not get a list of named shoppers or order-level rows.

Do I need to know SQL? Not to start. Amazon provides no-code templates on the AMC homepage and low-code templates in the use case library. SQL helps once you want custom questions in the query editor.

Can I use AMC if I only run Sponsored Products? Yes. Amazon's announcement covers Sponsored Ads advertisers, and the library page lists Sponsored Products, Sponsored Brands, Sponsored Display and Sponsored TV. You will just have less cross-channel data to analyse.

What are the minimum spend or setup requirements? Not confirmed. Amazon's announcements name no minimum spend and no technical prerequisite beyond being a Sponsored Ads advertiser. If your console does not show AMC, contact Amazon Ads support.

Where to go from here

Open the AMC homepage this week and read the no-code templates before anything else. If you want a second pair of eyes, Blooprint's Bengaluru team (an Amazon Ads Advanced Partner) can run the first analyses with you through our Amazon account management service.