Amazon Marketing Cloud Offers 5-Year Data for Advertiser Insights

Image credit: Search Engine Journal

Global advertisers using Amazon Marketing Cloud (AMC) can now access five years of historical data, significantly enhancing their ability to analyze long-term customer behavior and purchase patterns.

This expansion beyond the previous 13-month data limit allows brands to gain insights into customer lifetime value, new-to-brand performance, and repeat purchase cycles, according to Amazon.

Amazon initially launched AMC in 2021 to provide advertisers with a comprehensive view of campaign performance, moving beyond traditional last-touch attribution models.

The platform’s data was historically restricted to a 13-month rolling lookback period, which limited the scope for analyzing extended customer journeys and long-term marketing effectiveness.

In 2025, Amazon introduced the Amazon Retail Purchases dataset as a paid subscription, offering up to five years of purchase data within AMC.

Amazon later made this extended dataset free to advertisers through the end of 2026, beginning in June 2026, providing a full customer history for detailed analysis.

The extended dataset supports six primary use cases for advertisers, including understanding customer lifetime value (LTV), calculating more accurate new-to-brand (NTB) rates, identifying optimal repeat purchase windows, discovering initial or ‘gateway’ products, reacquiring lapsed customers, and integrating with first-party data for a unified view.

Brands are now better positioned to make informed decisions regarding customer acquisition costs (CAC) and to target customers based on longer repurchase cycles, Amazon stated.

The company also noted that advertisers can activate these audience insights for retargeting campaigns across Amazon’s extensive advertising network.

Source: Search Engine Journal