Amazon Marketing Cloud Now Offering a 5 Year Retail Lookback Window

At CES 2025, Amazon Ads unveiled an update to Amazon Marketing Cloud (AMC) which is that brands can now query up to 5 years of purchase signal data, expanding the current 13-month window. This marks a big leap for advertisers aiming to gain deeper insights into customer journeys, long-term value, and seasonal trends. 

Key Highlights 

1. Customer Lifetime Value (CLV): 
AMC now enables a more accurate understanding of CLV, especially for brands with diverse product portfolios. For example, household goods brands can track how cross-category purchases enhance lifetime value over time. 

2. New-to-Brand Metrics: 
With a longer data window, brands selling long-lifecycle products like laptops can refine strategies for acquiring and retaining customers, leveraging precise insights across multi-year purchase cycles. 

3. Seasonal Categories: 
Brands in categories like allergy medicines or holiday decor gain access to year-over-year data to better anticipate trends and optimise marketing strategies. 

Why This Matters 

By broadening the scope of purchase signal data, AMC helps advertisers: 

• Improve campaign planning and ROI. 

• Refine audience segmentation for better targeting. 

• Unlock long-term trends for smarter product portfolio strategies. 

Summary 

At Toucan, we see this as a massive opportunity for Amazon advertisers. Our experts are ready to help you harness these advanced AMC tools to make data-driven decisions that help and grow your brand on Amazon.