Amazon Marketing Cloud (AMC) is an Amazon Ads analytics product for studying campaign performance and building audiences. On 16 September 2025 Amazon announced that Sponsored Ads advertisers can use it directly inside their Amazon Ads account, with no partner or representative, and it lists India among the available countries.
What the direct-access version offers
Amazon describes the interface as having no-code templates and AI-powered help for analysing campaign performance and building high-intent audiences. That means a seller running Sponsored Brands or Sponsored Display can ask questions of their ad data without writing the queries the product was originally known for. The announcement does not list the templates or the data included, so confirm what you can see in the console.
Who it suits
AMC helps when your ad spend is large enough that "which ads work" is no longer obvious from the standard reports: for example, understanding how shoppers who saw a display ad later bought, or finding overlap between audiences. For a small catalogue with a few campaigns, the standard console reports are usually enough. That is a judgement, not an Amazon rule.
AMC and DSP
AMC is where you analyse; Amazon DSP is where you buy display and video. The two are often used together, and we compare them in Amazon DSP vs AMC. The full set-up is in our Amazon Marketing Cloud guide for India.
Related tools Amazon announced for India
At its Connected Worlds event in Mumbai on 24 March 2026, Amazon also announced an Ads Agent that lets advertisers build audiences, run analytics queries and optimise campaigns in natural language, and a Unified Campaign Manager that combines Amazon DSP and the ads console with one reporting hub. The article does not say how these relate to AMC, so we cannot confirm whether the Ads Agent queries AMC data.
Before you start
Check three things in your account. First, that your campaigns are Sponsored Ads, since that is the group Amazon names for direct access. Second, that you have enough campaign history for patterns to mean anything. Third, that you know the question you want answered, for instance which products bring first-time buyers, so you pick a template instead of browsing aimlessly.
Not confirmed: pricing, data-retention windows and minimum-spend rules for India are not stated on the page we opened.
Blooprint is an Amazon Ads Advanced Partner; its Amazon account management team can help decide whether AMC is worth your time.