How far back does Amazon Marketing Cloud data go?

Advertising data — impressions, clicks and attributed conversions — goes back 25 months in the United States, Canada, United Kingdom, Germany, Italy, France, Austria, Turkey and Japan. If your marketplace isn't listed, contact us and we'll confirm what applies to your instance.

Amazon Store purchase data goes back five years, through a separate data set called Amazon Retail Purchases. It isn't included in the standard AMC instance — you subscribe to it yourself in the Paid Features tab of your Amazon Marketing Cloud account.

What five years of purchase history unlocks

• Customer lifetime value analysis
• Custom new-to-brand definitions
• Identifying gateway products
• Building audiences around long purchase cycles — durable goods, replenishables and seasonal items, where the standard window was never long enough

Common questions

Why does my historical view look shorter than the figures above?

Usually one of two reasons:

Your marketplace may not have the 25-month window yet. The expansion hasn't reached every market — see the markets listed above.

Your query may be reaching for purchase history you haven't subscribed to. Five years of purchase data requires an active Amazon Retail Purchases subscription in the Paid Features tab of your AMC account.

If neither explains it, contact us and we can look at your instance.

Does five years apply to my advertising data?

No. Five years applies to Amazon Store purchase data through the Amazon Retail Purchases data set. Advertising impressions and clicks cap at 25 months in markets where the expansion has landed.

Do I need an Amazon DSP relationship to use AMC?

No. Since September 2025, AMC has been available directly to Sponsored Ads advertisers without a DSP relationship. If you were previously told AMC required DSP spend, that's no longer the case.

Need help?

If you're unsure what applies to your account or marketplace, email us at support@merchantspring.com.au and we'll check your instance.