Amazon Marketing Cloud (AMC) is a data-querying platform that lets sellers analyze up to 25 months of Amazon shopper behavior — product-page engagement, cart abandonment, repeat purchases — to build custom, persona-based audiences layered on top of ordinary keyword or competitor-ASIN targeting (e.g., narrowing a "yoga mat" campaign to women aged 20-30).
Audiences built via AMC queries (combining pre- and post-purchase behavioral events) can be used two ways: fed back into Sponsored Products as a targeting filter (abandoned-cart audiences, high-converter lookalikes, competitor-engagement lookalikes), or exported into Amazon DSP (Demand-Side Platform) to reach or retarget those same personas off-Amazon.
AMC also functions as an omnichannel "data room": brands can upload first-party data (e.g., email lists) to match against Amazon shoppers or build lookalikes, and can query multi-touchpoint journeys (social + influencer + website + Amazon purchase) or geographic sales concentration to localize spend. AMC access itself adds no incremental ad spend — it only narrows or informs targeting already in place — but requires ongoing weekly review rather than "set and forget," since buyer behavior shifts month to month.