• by Laurie Sullivan , September 18, 2025

Amazon Ads will give advertisers running any of its sponsored ad campaigns access to free cleanroom service in its marketing cloud beginning today.

The advertising products include Sponsored Products, Sponsored Display, Sponsored Brands, or Sponsored TV campaigns. 

Giving free access to AMC for all Sponsored Ads users could encourage more advertisers to create custom audiences and ads to understand the full journey of their customers. This move could drive increased ad spend and improve Amazon's role in cloud cleanroom services.

Advertisers will see an Amazon Marketing Cloud (AMC) option as a cleanroom service in their ads console under "Measurement & Reporting." When clicked, it opens AMC and its new home page experience, where advertisers can have access with a few clicks. 

The ability to visualize campaign performance and audience insights are now available on the new AMC home page.

These no-code analysis templates provide advertisers with the data in just a few clicks. No-code analysis refers to a drag-and-drop process or conversational interface to make it easier for non-technical users. 

The no-code analysis templates in AMC are populated with from multiple sources, depending on the analysis, an Amazon spokesperson told MediaPost.

Inputs include Amazon’s trillions of signals, an advertiser’s own campaign signals, and an advertiser’s own first-party inputs. The no-code templates give advertisers insights into path to conversion, audience overlaps, time to conversion, and more.  

Users with SQL expertise can leverage these same no-code templates for quick insights or explore deeper analytics through low-code templates in the library. They can also navigate to the query editor for advanced, custom-query capabilities, allowing for deeper analysis and more sophisticated audience building. 

Amazon Marketing Cloud is available at no cost to advertisers who use the Amazon Ads console or Amazon DSP. 

Previously, Sponsored Ads advertisers had to involve a partner or go through a registration process to gain access to AMC, now they can access it in the ads console. Amazon removed the setup needed to access AMC and put it directly in the Amazon Ads console where any Sponsored Ads advertiser can instantly access it, the spokesperson explained.

During the past year, Amazon has been working to change AMC's infrastructure to support the scale needed for all sponsored ads advertisers. This upgrade has reduced query and analysis times and is now powered by AWS Clean Rooms technology.

Earlier this year, Amazon made significant updates to its Amazon Marketing Cloud (AMC), enabling brands to access up to five years of Amazon store purchase signals for advanced measurement. This extended look back in data allowed advertisers to better understand long-term customer trends, measure customer lifetime value, and refine strategies for seasonal or long-lifecycle products.