Amazon Ads will offer purchase data from up to five years ago

Amazon Ads has announced expanded analytics capabilities for advertisers. Now, brands can access historical purchase data from their customers over the last five years through the Amazon Marketing Cloud (AMC), in contrast to the 13-month limit that was in place until now. According to MediaPost, this new functionality -still in beta- aims to transform the measurement and planning of advertising campaigns on the platform.

Specifically, they detail that extending data history elevates analytical capabilities by enabling advanced metrics such as customer lifetime value and more precise targeting. These are especially valuable for brands with long-tail or seasonal products.

Omnicom Media Group and Flywheel have been among the first to explore this new functionality. Thanks to access to five years of purchase signal data, these companies have analyzed how consumer habits and conversions have evolved. This access allows them to identify key patterns in consumer behavior and make more informed strategic decisions.

Amazon Ads aims at offering more personalization 

For example, an electronics manufacturer could use this tool to plan the launch of a new laptop. With the expanded data, the brand can identify consumers who have visited the page for similar products, consider purchasing, or even purchased related items. This information also details how consumers interacted with different advertising formats, such as streaming ads or graphics, and whether they went on to buy.

In this sense, the company has highlighted that “this approach provides significantly better results than traditional third-party cookies. By relying on genuine consumer interest and behavior data within the Amazon platform, brands can build more relevant audiences and make decisions based on accurate data.

With the new functionality, brands can upload their first-party data into AMC and connect it with Amazon's data. This allows for insights into the segment of customers who interacted with an ad campaign and its impact on sales, whether by visiting a product page or completing a purchase in the last five years.

Although the “five-year retail retrospective”, as Amazon calls it, is currently only available in a limited beta version, Amazon expects its full implementation to “transform the way brands plan and measure their advertising campaigns”.