Güncellemeler Brief Ads
AMC opened to Sponsored Ads advertisers (16 September 2025)
Amazon, Seller Central ve Ads duyurularını İngilizce yayımlar. Kaynak metin kaybolmasın diye aşağıdaki brief İngilizce kalır. İnceleme, formlar ve politikalar sizin dilinizde. Canlı rakamları Seller Central’da doğrulayın.
Who it hits
Sponsored-ads advertisers who were told AMC “is only for DSP.”
What to do this week
If the instance exists, run overlap and NTB on heroes. If it does not, do not fake MTA in a slide. DSP still has its own workstream.
What to query first
- Overlap: DSP or SD remarketing vs Sponsored Products last click on the same order.
- New-to-brand vs existing buyer on money keywords.
- Pathing: how often a converting exact click was preceded by a display view.
unBoxed 2025 (11 Nov) added an Ads Agent that drafts AMC SQL — human review before run. Prime Video viewership signals entered open beta the same week in US/CA/JP/AU. Confirm what your instance actually has; marketplaces lag.
This desk’s AMC workstream: Amazon Marketing Cloud. Xnurta is one execution seat, not a requirement.
What changed on 16 September 2025
Amazon Marketing Cloud stopped being a DSP-only hallway story for a lot of advertisers. Sponsored Products / Brands / Display advertisers got AMC inside the Ads Console with pre-built / no-code templates. A 2024 unBoxed path still often needed a partner; the 2025 expansion is the date this desk uses for “you can open it yourself.” Confirm in your console — marketplace and account type still lag. AMC is still not Attribution’s 14-day tag. Do not present them as the same number.
Queries that earn the seat
Overlap: DSP or Sponsored Display remarketing vs Sponsored Products last click on the same order — so you stop double-counting. New-to-brand vs existing buyer on money keywords — so you stop calling all growth “conquest.” Pathing: how often a converting exact click was preceded by a display view. That is enough for a founder conversation. Fancy SQL can wait. unBoxed 2025 (11 November) added an Ads Agent that drafts AMC SQL; a human still reviews before run. Prime Video viewership signals entered open beta the same week in some marketplaces. Confirm what your instance has.
What not to do
- Buy DSP only to “unlock AMC.” The September 2025 path was sponsored ads.
- Use AMC to justify a DSP ROAS that January 2026 view-through already retired.
- Let an Ads Agent hold production credentials in a chat window. Exports in, SQL out, human run.
Workstream: Amazon Marketing Cloud. Stack: Xnurta is an execution seat, not a requirement. View-through: 1 January 2026 model.
How to confirm the instance exists
Open Amazon Ads Console. Look for Amazon Marketing Cloud (often under Measurement, or a dedicated AMC entry). If you see no-code / pre-built templates, you are on the September 2025 sponsored-ads path — you do not need a DSP insertion order to start overlap and NTB. If the instance is missing, do not fake multi-touch in a slide. Marketplace and account type still lag; confirm rather than quoting a 2024 unBoxed partner memo. AMC is still not Attribution’s 14-day tag. Do not present those as the same number. When DSP is actually spending, run overlap first so you stop double-counting remarketing against Sponsored Products last click. New-to-brand on money keywords is the second query. Fancy SQL can wait. An Ads Agent that drafts SQL still needs a human to read the join before it runs.
FAQ
Do I need DSP to use AMC in 2026?
Amazon opened AMC to sponsored-ads advertisers in September 2025. Confirm in your console — access can still differ by marketplace and account type.
Is AMC free?
Access in console is not the same as a managed DSP contract. Confirm entitlements. Query cost and data-clean-room rules live in the current Amazon Ads docs.
Can I skip AMC if I only run Sponsored Products?
You can. You should not skip overlap once display or DSP is spending. SP-only accounts still benefit from NTB on money terms if the instance exists.
Source: Amazon Ads: AMC access expansion, Sep 2025 · Confirm live numbers in Seller Central. This desk is the method, not a rate card.
Stuck on this change?
I will walk the public listing, say whether this change is leaking spend, and what week one would be.