Dive Brief:
- Amazon is giving all advertisers running sponsored ad campaigns through its platform access to its Amazon Marketing Cloud (AMC) clean room service, per a company announcement shared with Marketing Dive. Amazon Ads had previously required registration or the use of a partner to gain access to AMC.
- Access is incorporated as an option under the Measurement & Reporting dashboard of AMC and features a set of “no-code” (i.e. user-friendly) templates to provide insights, including campaign performance and audience engagement.
- Anyone running Sponsored Products, Sponsored Display, Sponsored Brands or Sponsored TV campaigns now has access to the marketing cloud and can integrate their first-party data or other inputs with Amazon’s shopping, browsing and streaming signals to optimize campaigns.
Dive Insight:
Already the dominant player in retail media and a top destination for search, Amazon’s latest update is another step in developing its advertising platform for a broader appeal. Earlier this year, Amazon set deals with Disney, Roku and Netflix to work with its demand-side platform (DSP), demonstrating the company’s rising power in the digital landscape, including when its sell-side products are paired with its cloud-based marketing technologies.
Amazon’s revenue generated from advertising rose 22% to nearly $16 billion year-over-year for the second quarter of 2025, outpacing the company’s retail business, which saw comparative net sales increase 13%. The company helps advertisers reach an ad-supported audience of more than 300 million in the U.S. through its retail marketplace, Prime Video, Twitch and its DSP, it noted in its earnings release.
As Amazon expands its advertising platform, it is also seeking to make itself more accommodating to its partners, which is another key aspect of this new update. With the update, many small- and medium-sized businesses will have access to tools that were reserved for those who were registered with Amazon Ads or worked with third-party tech partners. The move follows Amazon’s move earlier this year to give retailers more opportunities to manage their campaigns on their own websites using Amazon Retail Ad Service.
Now, with a simple, no-code user interface (with more robust tools for those with SQL experience), more companies will be able to integrate their first-party data with Amazon’s shopping, browsing and streaming signals for better insights and campaign- and audience-building. Such data collaboration has become more important as the media landscape has become increasingly fragmented and cookies have become less reliable as a customer-tracking tool for digital marketers.
