What is the AMC AI Audience Generator?

The AMC AI Audience Generator allows advertisers to create custom audiences using natural language prompts instead of SQL. Describe your ideal audience in plain English, and AMC generates the working query automatically.

Do I still need SQL knowledge for AMC?

No, the AI generator handles query creation from natural language. However, SQL knowledge is still useful for advanced customizations and understanding what the generated queries do.

What is the new 24-month lookback window?

AMC now retains ad traffic data for 24 months (up from 13 months). This enables year-over-year analysis, seasonal audience building, and tracking longer customer journeys and purchase cycles.

Advertising

Amazon Marketing Cloud Gets AI

AMC now accepts natural language prompts to generate SQL audience queries. AI chatbot troubleshoots queries. Lookback window extended to 24 months. Prime Video insights now available.

AntoineCEO at Nova Analytics

Feb 3, 2026 · 4 min read · 854 words

Updated February 3, 2026

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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

Amazon Advertising: AMC AI Audience Generator Launch
Amazon Advertising: unBoxed 2025 Simplifying Advertising Through Innovation
Ad Badger: Amazon Marketing Cloud Guide
Amazon Marketing Cloud Official Page

Frequently Asked Questions

Common questions about this topic

The AMC AI Audience Generator allows advertisers to create custom audiences using natural language prompts instead of SQL. Describe your ideal audience in plain English, and AMC generates the working query automatically.
No, the AI generator handles query creation from natural language. However, SQL knowledge is still useful for advanced customizations and understanding what the generated queries do.
AMC now retains ad traffic data for 24 months (up from 13 months). This enables year-over-year analysis, seasonal audience building, and tracking longer customer journeys and purchase cycles.
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. Brand Registry enrollment is also required.

Verified Sources

All information verified from official Amazon sources and trusted industry analysts as of publication date.

About the Author

Antoine

CEO at Nova Analytics

Antoine founded Nova Analytics to empower Amazon sellers with enterprise-grade analytics. He specializes in data architecture and building scalable solutions for e-commerce businesses.

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What's Happening

What Changed in AMC

AI Audience Generator in Action

Example Prompts → Queries

24-Month Lookback Window

Who Can Access AMC

Important Note

What You Should Do Now

AMC vs Standard Amazon Reports

How Nova Helps

Track AMC Campaign Performance with Nova:

Sources & References

Frequently Asked Questions

What is the AMC AI Audience Generator?

Do I still need SQL knowledge for AMC?

What is the new 24-month lookback window?

Who can access Amazon Marketing Cloud?

Verified Sources

Antoine

Related guides

See your Amazon business clearly.

What's Happening

What Changed in AMC

AI Audience Generator in Action

Example Prompts → Queries

24-Month Lookback Window

Who Can Access AMC

Important Note

What You Should Do Now

AMC vs Standard Amazon Reports

How Nova Helps

Track AMC Campaign Performance with Nova:

Sources & References