Amazon will make additional features of the Amazon Marketing Cloud (AMC) available free of charge from March 25, 2025. From this date, Amazon Insights will automatically be available for audience creation. Starting June 2, 2025, Brand Store Insights and Amazon Your Garage will also be accessible at no additional cost. These tools enable more precise audience building based on shopping, interaction, and vehicle data. Also new is an AI-powered tool: the AMC Structured Query Language (SQL) Generator, which allows audiences to be created easily by entering text. No programming knowledge is required. The tool streamlines access to AMC and makes it possible to effectively use data-driven audiences even without technical know-how.
What do sellers & vendors need to consider?
AMC now relevant for smaller advertisers as well: Features that previously required payment are now free to use. Brands with smaller ad budgets can now carry out comprehensive audience analyses for the first time at no extra cost.
Targeted audience and retargeting possible: Thanks to new data sources like store interactions and product views, audiences can now be addressed much more precisely, e.g., people who frequently view a particular product category or regularly visit the brand store but haven’t purchased yet. These user groups can be specifically targeted again with suitable ads or offers.
AI-powered entry without data expertise: With the new SQL generator, audiences can now be created even without programming skills – for example, by entering requests such as “customers who have viewed a product but not purchased.” The tool automatically converts the language into a data query, making AMC much easier to use.
Here you’ll find all the details
