Amazon transforms sponsored ads with immediate, AI-driven Marketing Cloud access
What we found: Amazon has launched direct, self-service access to Amazon Marketing Cloud (AMC) for sponsored ads advertisers globally, effectively removing previous barriers that required third-party partners or SQL expertise. This update integrates AMC directly into the Amazon Ads console with AI-powered, no-code templates, allowing advertisers to instantly generate performance analyses and build high-intent audiences without technical friction.
Why it matters: This shift democratizes advanced measurement capabilities, leveling the playing field between large agencies and smaller advertisers who previously lacked the technical resources to utilize AMC. By eliminating workflow latency and partner dependencies, brands can now execute near real-time feedback loops and campaign optimizations, significantly enhancing operational agility and the ability to target customers at optimal moments in their shopping journeys.
What to do now: Advertisers using sponsored ads should immediately leverage the new “Measurement & Reporting” tools to integrate their first-party data with Amazon’s shopping signals for deeper insights. Teams should utilize the provided no-code templates and AI guidance to flatten the learning curve and begin building custom rule-based or lookalike audiences for immediate activation across Amazon DSP and sponsored campaigns.
