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ChatGPTQuick Summary
- AMC now accepts natural language prompts to generate SQL audience queries
- AI chatbot answers AMC product questions and troubleshoots queries
- Lookback window extended to 24 months for ad traffic analysis
- Prime Video streaming insights now available in AMC
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What's Happening
Amazon Marketing Cloud (AMC) now includes an AI-powered audience query generator that allows advertisers to create custom audiences using natural language prompts instead of SQL. Previously, AMC's powerful analytics required data engineering expertise. Now, any advertiser can describe their ideal audience in plain English and receive a working query. On the Nova side, this kind of move usually shows up in daily P&L within a week, but only for the SKUs most exposed.
The AI also includes a chatbot that answers AMC product questions and troubleshoots query errors. Combined with a new 24-month lookback window (up from 13 months) and Prime Video streaming insights, these updates significantly lower the barrier to advanced Amazon advertising analytics.
What Changed in AMC
| Feature | Before | After |
|---|---|---|
| Audience Creation | SQL queries only | Natural language prompts or SQL |
| Lookback Window | 13 months | 24 months |
| Help & Support | Documentation only | AI chatbot + documentation |
| Streaming Data | Limited Freevee data | Full Prime Video insights |
AI Audience Generator in Action
Example Prompts → Queries
Prompt:
"Find customers who clicked my Sponsored Products ads but didn't purchase in the last 90 days"
Result:
AMC generates the SQL query and creates a targetable audience segment
Prompt:
"Create an audience of Prime Video viewers who watched cooking shows and browse kitchen products"
Result:
Cross-channel audience combining streaming behavior with shopping signals
Prompt:
"Show me customers who purchased from competitors but never from my brand"
Result:
Conquest audience for brand awareness campaigns
The AI validates queries before execution and suggests optimizations for better performance.
24-Month Lookback Window
The extended lookback window from 13 to 24 months enables more sophisticated customer journey analysis. You can now track purchase cycles for products with longer consideration periods and build audiences based on seasonal behaviors from the previous year.
Now Possible
- → Year-over-year customer behavior comparison
- → Seasonal audience building (holiday shoppers from last year)
- → Long purchase cycle attribution
- → Customer lifetime value analysis
Use Cases
- → Target last year's Black Friday buyers
- → Identify lapsed customers (12+ months)
- → Track DSP campaign impact over full year
- → Analyze repeat purchase patterns
Who Can Access AMC
| Access Level | Requirements | AI Features |
|---|---|---|
| Self-Service | Amazon DSP advertiser with active campaigns | Full access to AI generator |
| Agency Access | Agency with AMC partnership | Full access to AI generator |
| Seller Direct | Brand Registry + DSP minimum spend | Full access to AI generator |
Important Note
AMC requires active Amazon DSP usage. Sellers using only Sponsored Products/Brands without DSP cannot access AMC directly but can work with agencies that have AMC access.
What You Should Do Now
- 1.Request AMC Access: If you're running DSP campaigns, contact your Amazon Ads account manager to enable AMC. Most DSP advertisers qualify automatically.
- 2.Start with Simple Prompts: Test the AI generator with basic audience requests before building complex queries. "Customers who viewed but didn't purchase" is a good starting point.
- 3.Use the 24-Month Window: build audiences based on last year's seasonal buyers now, before peak season. Q4 2025 holiday shoppers are now targetable for Q4 2026 planning.
- 4.Explore Prime Video Insights: If you're running streaming TV ads, use AMC to understand how video exposure influences shopping behavior across the full customer journey.
AMC vs Standard Amazon Reports
| Capability | Standard Reports | AMC |
|---|---|---|
| Cross-Campaign Analysis | Limited | Full journey mapping |
| Custom Audiences | Predefined segments | Unlimited custom queries |
| Attribution | Last-touch | Multi-touch paths |
| Lookback | 60-90 days typical | 24 months |
How Nova Helps
AMC shows you the advertising journey. Nova shows you the business outcome. Combine AMC's audience insights with Nova's profitability tracking to ensure your sophisticated targeting actually improves margins, not just impressions. Try Nova free for 14 days
Track AMC Campaign Performance with Nova:
→ P&L Dashboard: Connect advertising spend to actual profitability
→ PPC Analytics: Monitor TACoS trends as you optimize audiences
→ Daily Analytics: Track sales lift from DSP and AMC audience campaigns
Sources & References
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Frequently Asked Questions
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Verified Sources
- Amazon Advertising AMC AI Launch
- Amazon Advertising unBoxed 2025
- Ad Badger AMC Guide
- Marketplace Pulse: Amazon Marketing Cloud coverage
All information verified from official Amazon sources and trusted industry analysts as of publication date.
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