Use Amazon Marketing Cloud's five-year purchase history to refine acquisition budgets, measure customer value, and win back shoppers lost over a year ago.

Brands advertising on Amazon often struggle to get the full picture of their performance across ad tactics. This stems from Amazon’s last-touch attribution model, which limits visibility into the impact of upper-funnel tactics such as display ads via Amazon DSP.

To solve this problem, Amazon launched Amazon Marketing Cloud (AMC) in 2021. AMC is a data clean room of Amazon advertising events, allowing advertisers to generate insights past the last click into their performance. AMC has allowed brands to get insights into the incrementality of upper-funnel advertising, new-to-brand performance, lifetime value, and much more.

However, one issue that continued to persist until late 2025 was the time grain AMC data provided. Historically, AMC has been limited to a 13-month rolling lookback when looking at performance. This means key metrics such as new-to-brand or lifetime value only took into account whether a shopper had a purchase event in the prior 13 months, with earlier purchases and revenue being missed in AMC queries.

To address this issue, Amazon released a new dataset called Amazon Retail Purchases in 2025, which required a monthly subscription, giving advertisers up to five years of purchase data in AMC. In June 2026, this dataset was made free through the end of 2026 (as of the time of this article).

This means key data points such as new-to-brand, lifetime value, and gateway products were now able to take into account a full customer history, providing a much more accurate picture of advertising performance around both customer acquisition and the long-term value of these customers.

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